31 December 2017

2017 at Cow

Well, that’s 2017 done and dusted, and what a cracking year it was at Cow, chock full of very successful ideas. As we gallop into 2018 here’s a quick look back at what we got up to in the last 12 months…

January: we hit the ground running (literally) in 2017 by opening ‘Run For Your Bun’ for David Lloyd Clubs – a cafe where diners could pay for their meal with exercise.


Only a few days after this cracking campaign we launched our wonderfully whimsical tour bus for dogs for MORE TH>N Pet Insurance. The green number K9 Routemaster pootled around central London, stopping at a number of parks and passing points of interest with a canine link.

MORE TH>N DOGGYSSENTI>LS launches the world's first tour bus for dogs. The green number K9 Routemaster bus will take dogs (and their owners) to some of LondonÕs best parks and city centre dog walking spots, including Hyde Park, Kensington Palace Gardens and Green Park. Along the way, live onboard commentary for dog owners lifts the lid on LondonÕs rich canine history, including the ministerial dogs of Downing Street, the many corgis that have shared Buckingham Palace with the Queen and the location of LondonÕs only dog cemetery. This picture: several canine passengers take their seats onboard the MORE TH>N DOGGYSSENTI>LS tour bus for dogs. For further information please contact Rachel Aldersley at Cow PR on 020 7234 9156 or morethan@cowpr.com PR Handout - free for editorial usage. Copyright: © Mikael Buck / MORE TH>N DOGGYSSENTI>LS

Rounding off a jam-packed start to the year was ‘Workout Like a Dog’ for Blue Cross, where people quite literally exercised like dogs (including chasing a ball and bringing it back again and running around aimlessly).

February: For Valentine’s Day we announced the ‘Love Doctopus’ for Kraken Rum – that is, a real octopus (called Ken) who would match people on a blind date.

Kraken Black Spiced Rum #Rumantics 3

March: The beginning of Spring saw us launch our ‘Give Your Mobile The Boot’ campaign for MORE TH>N Car Insurance, designed to encourage motorists to put their phone in the glove box or boot when driving. As well as an arresting news gen we launched ‘prosthetic phones’: lumps of black plastic that resembled a smartphone but had no functions whatsoever, to help drivers safely get through their mobile withdrawal symptoms.

more than phones-0875

April: this was the month of Napercise for David Lloyd Clubs. Napercise was a workout class where participants did nothing but sleep for 45 minutes. It’s had a ludicrous amount of coverage all over the world (still coming in to this day),  been rolled-out as a real class across a number of David Lloyd Clubs in the UK and Europe and even copied by other gym brands on the other side of the world.

**FREE FOR EDITORIAL USAGE ONLY** David Lloyd Clubs is launching a new health and fitness class that consists of nothing but sleeping. Targeted at exhausted parents, the pioneering new session called ‘Napercise’ is scientifically designed to reinvigorate the mind, improve moods and even burn the odd calorie. The group napping class is to initially be trialled at David Lloyd Sidcup on Saturday 29th and Sunday 30th April 2017. (Those interested in registering to take part can do so here – www.davidlloyd.co.uk/napercise. For more information, please email davidlloyd@cowpr.com or call 0207 234 9150.) 24/04/2017 Byline John Nguyen/JNVisuals

May: May was the month we launched our new online TV show for Red Stripe lager with This Feeling. Fronted by Radio X DJ Gordon Smart, and with an A-list of celebrity guests, the music magazine show represents Red Stripe’s objective to give a platform to brilliant bands, both established and up-and-coming.

Line of Duty star Martin Compston crowd surfs during Slaves performance for Red Stripe presents: This Feeling TV

Hot on the heels of Red Stripe was Amstel, as we launched a major through-the-line content campaign for the Dutch beer brand to promote their sponsorship of RideLondon. This included partnering with Mark Cavendish to coach a team of amateur RideLondon cyclists all called Mark Cavendish.

Mark Cavendish-1

Rounding out the Spring was the Bushmills Tour. To champion the spirit of independence, we hosted a four-day tour of the UK, taking established bands with indie roots to independent venues in Brighton, Manchester, London and Leeds.

We Are Scientists at Bush Hall in London for the Bushmills Tour

June: we kicked-off the summer with a passport booth for pets (for MORE TH>N), supported Heineken’s Race To The Tower initiative (designed to help end the stigma around mental health in the workplace) and organised a star-studded opening of the new Harbour Club in Kensington.

HEINEKEN Race To The Tower

July: July began with a bang… Or should that be a binge? Indeed, on behalf of Three, we opened the doors of the world’s first binge-watching hotel. Designed to drive awareness of Three’s new ‘Go Binge’ prop, the Bed N Binge hotel included dozens of suites themed around the most-binged Netflix shows, where every guest could binge-watch to their heart’s content on a swanky Samsung Galaxy S8.

EDITORIAL USE ONLY John Barker and Stephanie Davies try out the Stranger Things pod at ÔBed n BingeÕ retreat, the worldÕs first ever binge-watching hotel, which is a new collection of themed accommodation pods launched by Three, in association with Samsung and designed as one-night luxury getaways for people to binge on television series at Osterley Park, West London. PRESS ASSOCIATION Photo. Issue date: Wednesday July 5, 2017. Guests of the retreat, which opens today, stay overnight in one of 15 private suites, each of which sleeps two and boasts an interior that is inspired by some of the most binge-able Netflix shows, including Stranger Things, Orange Is The New Black, House Of Cards and GLOW. Photo credit should read: Doug Peters/PA Wire

August: from hot summer days to ice cold tubs, in a pub. To close our Amstel content campaign we launched the Cold Tub Pub during the RideLondon weekend. It was a pub for cyclists where all of the seats were replaced with ice baths. Here cyclists with weary legs could recover in a freezing cold tub while enjoying a bottle of Amstel. And the Cold Tub Pub landlord? Mark Cavendish, of course.

cold tub pub-02796

September: September was the month we cranked up the 90s nostalgia with the Kiwi Wild Show: an online wildlife show for Old Mout fronted by original Really Wild Show presenters Chris Packham and Michaela Strachan. The purpose of the show was to raise awareness of the endangered kiwi bird among British audiences, encourage them to support kiwi conservation efforts and drive donations. We achieved all of this and then some.


October: this was the month we activated our first idea for VisitScotland. That idea was the world’s first Instagram Travel Agency. Combining the trend for planning holidays on social media with an IRL bricks-and-mortar travel agency, customers visiting the pop-up chose their favourite Insta pic of Scotland from a giant digital screen and the helpful VisitScotland staff created their dream Scotland itinerary for them.

VisitScotland has today opened the first ever Instagram Travel Agency: allowing visitors to build their own holidays to Scotland based entirely around other people’s Instagram photos. Visitors can choose their favourite ‘#ScotSpirit’ Instagram images and a bespoke holiday itinerary will be created for them.??For further info please email visitscotland@cowpr.com

October also saw us launch another through-the-line campaign with Heathrow, with the Hemsley sisters taking on the roles of Food Instagram Ambassadors and giving airport passengers the hints and tips they need to take fab food pics for social media during their travels.

Before the month was out we’d also launched another episode of Red Stripe’s music TV show, made media waves with the announcement of the first Christmas movie for dogs (starring Louis Walsh, no less) for Universal’s Christmas 24 channel and launched Vitamin Me for David Lloyd Clubs: a unique exercise class designed to tackle Seasonal Affective Disorder.

Alma the Dalmation is excited to watch the first Christmas film for dogs called 'Merry Woofmas' narrated by Louis Walsh


November: November was the month of the oat as we launched the Porridge Grand Tour of Scotland for VisitScotland. The oat cuisine itineraries gave porridge-enthusiasts all the info they needed to enjoy an exclusively oaty holiday in Scotland, where they could even eat porridge for breakfast, lunch and dinner.

November also saw us bring the curtain down on our Phish & Chips national campaign for Santander. To raise awareness of phishing scams we created a fish and chips van where customers could pay for their meal with a scam email or text. The campaign was a great success and even saw us get Jenson Button behind the wheel of the Phish & Chips van.

FREE FOR EDITORIAL USE ONLY, NOT FOR FURTHER SYNDICATION A queue forms outside Santander’s fish and chip van as Jenson Button serves the public in exchange for phishing emails and smishing texts. Byline John Nguyen/Santander

December: December was a star-studded month. Not only did we launch a Christmas special of Red Stripe, featuring Holly Willoughby, we also teamed up with Heineken and Frank Bruno to raise awareness of mental health and social isolation at Christmas time, and made our mark for the Big Bang Fair by revealing a number of star constellations based on men and women that children today look up to. And, as we started the year with dogs, it seemed fitting they helped us bring the year to a close, as we launched the ‘Borrow My Corgi’ service for Three, to coincide with the arrival of The Crown season 2 on Netflix.


Former heavy weight boxer and mental health champion Frank Bruno launched Heineken's Christmas campaign - #BrewingGood Cheer - to raise awareness around the impact of loneliness and social isolation - and the important role of pubs in responding by bringing people from all walks of life together. The UK’s leading beer, cider and pub company, is teaming up with around 50 pubs and charities across the UK to bring hundreds of socially isolated people together for festive lunches.