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We are building the future's favourite brands. It's difficult, wonderful work. 

And Rising | Strategy, design and creative studios for startups and scaleups.

Building the Future's Favourite Brands:
It's Difficult, Wonderful Work


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TV AD

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We were tasked with distilling this founder-led, independent ethos into a new brand positioning, cementing the company&rsquo;s challenger heritage, expertise and devotion to oats. Their commitment without an expiry date to crafting simple, natural ingredients that are good for you into products that taste great led us to crown MOMA The Craft Oat Co.

Effectiveness

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The Barista&rsquo;s Choice campaign, running across TV, outdoor and digital channels, is the first iteration of the brand strategy. A perfectly symmetrical film in which the craft does all the talking, the creative playfully highlights how MOMA&rsquo;s barista-quality oat drink is perfectly crafted for expert and home coffee brews alike.

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MOMA

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MOMA TOP VIDEO.mp4

And Rising is scaling Mous into the mainstream without compromise to its renegade roots &ndash; including Mous' first use of TV advertising. A live stunt &ndash; their biggest test ever &ndash; where 50 people threw their Mous-protected phones into the sky. The result? 0 damaged phones. Our ultimate goal: increase Mous' ability to enter adjacent product lines and push wide open the total assessable market.

Mous

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Plend, are changing the game, for good. With the development of AI powered Plend Score, they can give people the chance of getting an affordable loan they deserve. They don&rsquo;t have to take a huge chance when we offer people an affordable loan. Plend can actually see their real spending habits and get an accurate picture of their financial situation and affordability.&nbsp;

The chance of people defaulting is much lower when they use open banking. Plend know they can pay the money back, they&rsquo;ve just not been given a chance by other lenders, often due to their postcode, profession or past. Ultimately, this bespoke process means they can give more people a chance they deserve to make the changes in their lives they&rsquo;re after.

Plend Animations

Plend

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Plend_Project_Header_Small.mp4

Yoto, the ad-free audio players that kids control are trying to help parents navigate this minefield. Bloomberg has just celebrated Yoto as one of the Top 25 UK Start-ups to Watch, a testament to the company&rsquo;s innovative approach to children&rsquo;s learning.&nbsp;

The Yoto team went through the And Rising brand development programme, with the first output being their first global ATL campaign in US, UK and France.

Yoto Assets

Yoto

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Yoto_Header_01.mp4

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We created a premium, taste-led brand that gives Kettle Chips a run for their money. 
An achingly simple, two-tone, colour-led brand. So simple it&rsquo;s fancy. And when the brand achieved distribution in Waitrose we created a fancy awareness campaign - proximity OOH, paid social, such special build and a pop-up in Soho that broke Tik-Tok and had people queuing around the block for crisps!

Oh what a time to be a crisp!

In the first 4wks after our campaign, Waitrose base rate of sale was up 55%, which is especially impressive as the rest of the fried crisp category was on promo then. 
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<li class="li1" style="text-align: left;">#1 number new crisp &amp; #1 new snack brand to have launched into retail 2022</li>
<li class="li1" style="text-align: left;">top 2% of all snack brands for retail sales value growth in Nov from less than 2% distribution</li>
<li class="li1" style="text-align: left;">5m+ TikTok impressions &amp; 35,000 email subscribers</li>
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OOH Insight

SR Lineup

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We created custom punctuation glyphs for simply roasted, utilising the potato stamp to create unique letterforms.

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TRUFFLE

simply roasted

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We unearthed a name and grew a brand that celebrated the joy of eating an allergen-free snack for the first time. * is a dangerous sign, especially for people with allergies. Beam&rsquo;s logo mark was created by filling an asterisk with Beam&rsquo;s main ingredient &ndash; sunflower seeds &ndash; turning it into a beaming sun for everyone.

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Beam 

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Duolingo came to us to launch their first piece of communication outside of the US, both to make more people in the UK aware of the app&rsquo;s cute but grumpy owl, Duo, but also to re-engage lapsed users. We took over London with Duo at the heart of the campaign.
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In the UK, and London in particular, we waste a remarkable amount of hours every day commuting, scrolling, and waiting around. We wanted to harness these moments with tactical placements at train stations, on the tube, in taxis and at bus stops to help Brits use their time more wisely &ndash; learning a new language with Duolingo.
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We saw a 5% uplift in re-engaged lapsed users, as well as a 6% uplift in new users, and brand consideration increased by 12%. Earned media stories increased by 60% month on month during the campaign.
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Insight

Duolingo

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Our starting point was uncovering the brand&rsquo;s purpose: Vivera believe that life is better when you eat less meat. The strategic break-through was not viewing the brand through the narrow lens of vegan or even vegetarian. Instead the huge opportunity being the people looking to reduce the amount of meat they are eating. Vivera was positioned to help and mobilise these people to make their change, however small. Whilst making them feel part of a bigger movement, which we called the Goodness Revolution - good taste, good for you &amp; good for the planet.
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Goodness Revolution

Vivera

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Brand investment proved in both the US and UK that TV can drive new audiences to its online store &ndash; Sweaty Betty saw a 63% increase in web traffic, 8% increase in brand awareness and 26% increase in purchase intent. Sweaty Betty was acquired for $410 million by Wolverine.

Campaign Effectiveness

Sweaty Betty

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We were tasked with assessing and evolving the Praxis Network&rsquo;s messaging hierarchy, brand identity and website experience in order to align with his business proposition &ndash; helping executive leaders of companies across the globe align their business behind its purpose to improve performance. The Praxis Method, Jonathan&rsquo;s secret sauce, allows leadership teams to put theory into practice &ndash; to ask the right questions, have better conversations and make the best choices possible in an uncertain business environment.

The new brand is refined, accessible &ndash; not just for academic types! &ndash; and visually plays on the idea of alignment. The logomark combines the bowl of the letter 'P' of Praxis with a print registration mark, used to align ink when printing, improving precision. The colour palette nods to his academic background, incorporating both Oxford and Cambridge blues.&nbsp;

Praxis Animation

The Praxis Network

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And Rising's advantage is having media and creative under one roof. With creative approach locked, the media strategy followed And Rising's hyper-targetted broadcast approach where small brands appear really big to an audience mapped to store locations.We also wanted to ensure consumers experienced the brand across numerous touchpoints in highly visual ways, deploying formats that allowed for back-lighting and animation. Using tech, we're able to geo-locate both out-of-home and digital channels, alongside in-store to give the brand the stature of a broadcast launch, whilst driving early adoption and rate of sale.&nbsp;

Rachelli OOH 1

Rachelli

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TV AD - MERMAN

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TV AD - ZEBRA

In-depth research revealed that our behaviour around our finances is irrational and when it comes to credit score checking it was unfamiliar and often feared by most consumers. As such, the ClearScore brand needed to be a reassuring, transparent and calm haven where people could quickly and simply access their credit score. This led to the choice of transparencies and beautiful natural landscapes, as well as a simple &lsquo;donut&rsquo; to reveal people&rsquo;s scores rather than Experian&rsquo;s shame inducing indicator.&nbsp;

Copy 1

STILLS

Growth was unlocked by communicating this proposition &amp; branding to the world with reach and scale. High cut-through TV creative enabled rapid customer acquisition (12 million users over 5 years). Now we are taking them from credit checking (sub prime) to marketplace (prime). To unlock the next stage of growth we&rsquo;ve repositioned ClearScore as Collaborator, not aggregator.&nbsp;

Copy 2

TV AD - MOUSSE PARK

TV AD - MOUSSE BATHTIME

TV AD - MOUSSE THUNDER

ClearScore

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Pollypay is a lightning fast, near zero fees consumer payments platform. Its superpower: micropayments. Through entirely new economic distributions of value, Pollypay can play a role in rewriting the internet. Read the landscaping analysis behind our investment here. Our start point: raw blockchain code and the ambition to talk to the world about it. Both naming and design codes needed to achieve what Pollypay does &ndash; bring the future into the present. Some elements of Pollypay feel like they were always there and others invite you to re-question everything around you for the better.

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Serve

&lsquo;Drink to the future&rsquo; was Seedlip&rsquo;s first national brand investment &ndash; using beautiful ingredients, design and simple, inspirational language. Preparing Seedlip for acquisition by Diageo, this investment alone drove a 12% uplift in awareness, and Seedlip&rsquo;s most popular Grove 42 variant quadrupled sales to &pound;2.4 million.

Seedlip 

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If you&rsquo;ve ever known someone with a problem, you know it&rsquo;s best not to lecture them. Instead for one campaign we tapped into that most powerful of instincts &ndash; rebellion. By positioning the &lsquo;voice of gambling&rsquo; as a sinister, manipulative force, we were able to motivate young problem gamblers to get help.

TV AD – Machine

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<div style="text-align: left;">Calls to the hotline increased 27%, driven in large part by friends concerned their peers had fallen victim to the &lsquo;voice&rsquo;.</div>
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<div style="text-align: left;">This was followed by the launch of #CanWeHaveOurBallBack, raising awareness of the relationship between football and gambling, in particular how the volume of gambling related marketing around football is normalising gambling for children.</div>

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TV AD – Can We Have Our Ball back

Part of a larger brand repositioning project, we created the brand and campaign identity, campaign collateral and film content, directed by BAFTA nominee Scott Lyon.

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GambleAware

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Through careful allocation of marketing spend to connected TV, Papier witnessed a 300% uplift in sales. TV proved to be a highly effective channel, driving both brand acquisition and retention value, fuelling a $50 million Series C raise to take the brand global.&nbsp;

Papier

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OOH FULL BLEED

The answer: &lsquo;enjoy more&rsquo; - a distinctive, colourful and bold creative platform celebrating a positive and vibrant approach to life without compromise. Loud, proud and full of flavour. A rallying cry against bland and apologetic &lsquo;better for you&rsquo; marketing.&nbsp;

POPCHIPS - VIDEO

We saw 15-20% uplifts in sales by region according to media investment. popchips is now the fastest growing snack brand in the UK and was acquired by KP Snacks in July 2018.

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<div>The &lsquo;Don&rsquo;t try this at home, try this at home&rsquo; campaign stylishly and humorously brought to life the perils of making cocktails at home, then contrasted this with the ease and sophistication of NIO Cocktails. Through incremental marketing investment web sessions increased by 315% compared to the previous 3 months, but more importantly revenue increased by 244%.</div>

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NIO Cocktails

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Since 1869, Family Action have been working to relieve the everyday struggles, big and small, faced by families in the UK. Like monsters, these pressures sometimes hide in the dark and grow when we don&rsquo;t talk about them. From this premise, we developed the Family Monsters Project for Family Action&rsquo;s 150th anniversary campaign. The campaign aimed to help families find ways to talk about and face their pressures together, encouraging people to open up about their issues (big or small) and seek help from their support network - family and friends, health professionals or organisations such as Family Action. The film was a key component of the campaign, aiming to spread the message that talking about our challenges - our 'family monsters' - is the first step to managing and overcoming them. Because if we don&rsquo;t talk about our monsters, they grow and grow.&nbsp;&nbsp;

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The Family Monsters Project started a national conversation. As a result of the campaign, The Duchess of Cambridge agreed to launch Family Action's FamilyLine. The film received coverage in national, regional and trade press including ITV, The Telegraph, Elle Magazine and The Mail Online, with over 200 pieces sharing the film to households across the UK.

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Family Action

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LPS came to us with a high performing product - the LaserTrain - and a drive to disrupt the traditional B2B train category. We developed a brand identity and voice that reflects the cutting edge technology they&rsquo;ve developed to wave goodbye to delays and slippery conditions, while simplifying the technical language around the offering to ensure potential customers are on the same wavelength.
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After a successful brand launch across press, digital, social, website, LPS have completed a test with Network Rail, proving that their LaserTrain was able to efficiently clean lines at speeds up to 60 mph.

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LPS Social Advert

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LPS Website Animation

LPS Logo Animation

LPS Typography

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In order to capture the campaign&rsquo;s effectiveness, a sales uplift solution in partnership with Nectar and LiveRamp provided a closed-loop measurement of the incremental sales generated. 
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<li style="text-align: left;">6.6% incremental sales uplift of products featured.</li>
<li style="text-align: left;">4.5% incremental customer uplift of products featured.</li>
<li style="text-align: left;">3.2% incremental sales uplift (whole brand).</li>
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Information

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Crosta & Mollica

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Our role was to reinvent National Trust communications from visitor marketing to cause-led brand marketing. The starting point was the organising idea &ndash; &ldquo;growing the nation&rsquo;s love of special places.&rdquo; This brought together visitor (love and enjoy) and conservation (love and protect) behind one common goal for the first time.&nbsp;
This was communicated by making the oak leaf of the National Trust logo a living symbol for our unique and powerful relationship with the places.

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The oak leaf becomes a verb, an active expression of our feelings about places. Both personal and universal, we can use it to explore all aspects of our relationship to places.
It was the glue that held together all communications from on-property signage, to merchandise to performance marketing, OOH and TV.