Meet The Producers
Meet The Producers. An Award Winning Independent Agency for Events Less Ordinary
Born and powered by Award Winning PR agency, PrettyGreen, The Producers create experiences that immerse consumers in brands in ways that emotionally connect.
Because experiences that connect get shared.
Experiences that connect get talked about.
Our award winning Client list including LEGO, Audible, John Lewis, Nando’s, Air China, IAAF & Virgin Media has seen us…
- Race a LEGO Bugatti on tour around the country
- Plant and programme a roof garden experience for John Lewis
- Invite playful interactions with much loved John Lewis Christmas adverts
- Roll out the Red Carpet for IAAF Award shows in Monaco
- Take off with a First Class Immersive experience for Air China
- Curate an enriching Festival of spoken word for Audible with Jon Ronson, Ruby Wax and many more
- Immersing London in the unexpected sites of China with Air China
- At Home with Nando’s: Feeding the Country
- Launching a brand new showroom for VF corporation
- We created & managed the 2 day launch of a showroom like no other for the VF corporation (Vans®, The North Face®, Timberland®, JanSport®, and Dickies®)
- Showcasing the brand new building to various different audiences to via a media breakfast and panel with the creatives from each brand, the architects of the building & VP of EMEA.
- A cocktail party for key buyers and an employee breakfast.
- Activating Audible’s Sponsorship of Virgin Money London Marathon 2019
- Launching Black Shark 2 to UK Tech Media
- Bringing the Warner Edwards farm to the streets of London...
- Mighty Mike
- 47 total pieces of coverage with average DA of 65.
- 2K shares/likes/engagements with 180K social reach
- 1M estimated coverage views
- Audible Presents: Spoken Worlds: A festival worth listening to
- Unikitty: The UK’s First Cat Premiere
- SHADOW OF THE TOMB RAIDER LAUNCH
- Nergi – Superfood Superfruit
- EARN YOUR ARMOUR
- UNDER ARMOUR SERIES
- KINGDOM LAUNCH
- *4x national including Daily Mail Weekend, The Sun, Daily Star and Telegraph/ 2x consumer print including Coach magazine and Shortlist/ 11x online including Joe.co.uk, Esquire and Digital Spy/ 5x Trade including Broadcast magazine, USwitch and TV Vision
- Key Message Delivery: 100% of coverage include key message “Kingdom on Virgin Media (1stApril)”
- ENGLAND RUGBY FANZONE
- Perform with the live Hake performers & Irish dancing
- Cheer on London Cheerleaders & Argentinian Tango performance
- Watch the Professional Wheelchair rugby and the local Kilburn Cosmos
- Join the Romanian folk music & Marching band
- Take part in DHL’s #scrumface experience
- Test your tackle power on the Tackle Cage
- Place your face in Jonny Wilkinson’s ball (don’t ask!)
- 1 - 40,000 Fanzone attendance across 2 match days
- 9 - 178,286 Match attendance on 2 days
- 90 – 4 billion OTS (TV coverage based on ER2015 media report)
- IAAF AWARDS
- Creating an updated awards that focused on the athletes & celebrated their hard-work
- Reduced the awards length and number of categories
- Recruiting the much-loved presenter Clare Balding
- A red carpet event and athlete after party
- Designed a new creative identity & toolkit, delivering a timeless creative that put the athletes at the heart and carried through all show design, marketing and media touch points.
- JOHN LEWIS ONBLACKHEATH FESTIVAL
- CONOR MCGREGOR'S NOTORIOUS AIRWAYS
- Audible's The X-Files:Cold Cases
- Alien River of Pain: Space Beaming
To create an event which reimagines the top ‘bucket list experiences’ for media & UK consumers by showcasing the hidden gems of China.
Less Ordinary Solution
By celebrating the combination heritage & modern day China by immersing people in it.
Using Chinese New Year as a calendar hook we brought China to London by creating a multi-sensory, technology lead event that allowed attendees to see, feel, smell and taste and their ‘dream’ experiences of China. Ending on a full celebratory Chinese New Year banquet designed and cooked by celebrity chef, Ching He Huang accompanied by traditional Chinese dragon and lion performances.
RFID touchpoints allows guests to share all their experiences via a personalised Boarding pass that was tapped throughout the journey on RFID points.
1 - Over 500 media and consumers over 2 days
9 - Over 500 posts on social media using #LandofLuck
90 - National coverage both online and print
Inform the country that it’s not just in Nando’s restaurants where you can enjoy your favourite PERi-PERi!
Feed the country for free… one wing at a time in a specially built Nando’s Home.
We created a 6 week tour, traveling the length and breath of the UK feeding the chicken lovers every step of the way. Whether it’s
dishing out the nation’s favourite PERi-PERii sauce on their way to work and encouraging aspiring chefs to get their hands dirty with a brand new Nando’s pasta recipe and a voucher to help them on their way to becoming the best cook in the family.
But if you miss us on your way to work, we brought our Nando’s home to the middle of your street and getting people to bed in (quite literally) and enjoy chicken wings and halloumi cheese on us.
Watch this space for results when we are finished!
Launching a new showroom for VF corporation to various different stakeholder – Axtell House Soho, and planning it during the build!
Celebrating with over 100 stakeholders comprising of media, architects and stakeholders to generate international coverage and showcase VF as the front runners in sustainable fashion.
Taking on Virgin Money London Marathon is the ultimate endurance test and our client Audible wanted to bring their sponsorship of the iconic event to life by creating an event that played to the mammoth task of running the marathon without having to actually run.
The “Less Ordinary” Solution:
Create an endurance test of a different kind!!
We worked with Audible and Mark Watson to create Mark Watson's 24 hour comedy marathon harnessing the power of comedy to bring to life Audible sponsorship.
Mark Watson took on his own personal challenge by creating a live comedy show to run the duration of the marathon. Entertaining an audience of over 100 people at The Pleasance theatre with many more watching online via Twitch for a whopping 26.2 hours.
Not only did they manage to stay awake but they also raised a whopping £20,000 for the charity partner Dementia Revolution through a series of bizarre and wonderfully CRAZY challenges that kept the audience in stitches.
26.2 hours of comedy created some real highlights… thank goodness the Evening Standard were there and managed to stay awake to give their highlights here.
After a couple of months rest we then picked up proceedings with Mark as he entertained runners & cheerers in our Audible Cheering Zone at Mile 19. If you saw the giant Audible headphones… we were there!
Another great year activating Audible’s sponsorship!
1 – 100 attendees at both Marathon events
9 – 169 coverage shares
90 – 26,700,00 total coverage online readership
The cutting-edge gaming technology company, Black Shark, helps gamers to reach the best gaming experience, create a gaming eco- system in 360 degrees based on hardware, software and service, currently mainly carried by gaming smartphone.
To launch the latest Black Shark 2 gaming mobile phone device to core media in an impactful and interactive way creating a media “first look”.
Working with our good friends at BCW who looked after the media outreach, we created a “first look’ media event inspired by the look and the personality of the phone.
Black Shark is committed to becoming the most favourite and trusted brand of game technology in the world and we needed our media guests to get hands on and see the power of the phone.
Taking inspiration from the phones unique and technical design we took the key themes such as bright neon greens, hard glossy black and futuristic graphite tone and brought this to life through the venue dressing and production so guests felt completely absorbed in Black Shark.
We know media are always short of time so our media “first look” was created to fit nicely into the lunch hour including catering and drinks service.
We kicked off with a in-depth presentation from Black Shark Global VP David Li who talked media through the Black Shark vision and capabilities, what the future holds for Black Shark and how the technology they are creating is evolving the mobile gaming experience.
Media then got a chance for one on one interviews with David Li and fitted in a quick spot of lunch.
Media then got hands on with the phone as the Black Shark team helped guests to explore our multiple demo areas where they could explore the functionality, gaming handset bolt on and interactivity with other home devices and ask questions directly to the team.
Advertising agency Pablo came to us to help bring their dreams of a Gin Tractor to life for Warner Edwards.
As part of a wider ATL campaign which included outdoor media, digital and social, Pablo and Warner Edwards wanted to create showstopping moment ahead of Christmas in London.
Cue our Warner Edwards tractor-driven poster - a media first and The Warner Edwards equivalent to the Coca Cola lorry.
We sourced, designed and customised a traditional farm tractor and transformed it into the The Warner Edwards tractor.
Our tractor brought the Warner Edwards farm to life with haybales, festive lighting and Christmas carols and a few surprise and delight Warner Edwards gin deliveries to media houses and influencers.
For one full day in December our tractor drove the streets of Londonand offered passers-by the opportunity to take their Instagram snap with the chance of winning a year’s supply of gin!
To help launch the new awesome pug-tastic TV show on Boomerang, Cartoon Network asked us to come with a launch stunt that would resonate with dogs and humans alike.
Working with our sister PR agency PrettyGreen our role was to drive awareness and tune in to Mighty Mike (launching around 6th May) through a PR/social campaign that lands national coverage targeting kids 4-7 years and their parents
Less Ordinary Solution:
Playing into the (unrequited) romance between Mike and the neighbour’s dog, we launched a First Dates restaurant for dogs, creating comedic content with a celebrity Maître D Anton du Beke that mimicked the awkward moments of the show and faux doggy friendship. We made the experience available for families to book along with their dogs. A real doggy brunch date.
Partnering with M Restaurant in Victoria (with a similar layout to the First Dates restaurant), we hosted the First Mates Doggy Diner experience for 40 humans and 15 lucky dogs offering guests a two-course meal for themselves and their canine friends.
We created multiple Mighty Mike instagrammable touchpoints as we know dog owners love a doggy selfie, including the photo wall, polaroid frames, branded menus, napkins, directional paw print floor vinyl's as well as Mighty Mike content being shown on screen.
Our doggy guests were treated like royalty ensuring their comfort with each relaxing on a dog bed, blanket with a Mighty Mike bowl at their table and going home with a bespoke goody bag.
Audible Presents: Spoken Worlds: A festival worth listening to
Position Audible as the leader of this rising audio category
Create “Spoken Worlds” - a multi-event festival showcasing a wide range of audio content and appealing to the ever critical London audience.
We created four events throughout September to individually showcase the audio content and encourage a wider conversation with the audience. We sourced unique venues for each event that brought the topic of the audio to life. The festival kicked off with The Butterfly Effect at The Box, Soho with panel discussion around the impact of free porn on the soho sex industry with Jon Ronson (author) and Miranda Sawyer. Followed by West Cork at Lincoln’s Inn discussing the ethics of true crime podcasts. SPIRITLAND hosted Pitch and a discussion around the use of music for good and evil. The festival finished with No Brainer hosted by Ruby Wax discussing the science behind mental health.
The output from each of these events was a podcast that is housed on Audible so members could listen to each discussion.
1 – 231 attendees across 4 events
9 – 1365 social interactions with an avg. Domain authority of 60
90 – 300,000,000 OTS (Including coverage in target key London titles incl. Grazia, Evening Standard, The Times, I and The Independent)
Raise awareness for new series Unikitty and drive tune-in amongst kids (both boys and girls 6-11)
The “Less Ordinary” Solution:
In honour of the brand new, feline-fueled cartoon series Unikitty, we gave Odeon Haymarket the red carpet treatment for the UK’s first ever red carpet premiere for real life cats with #cattitude.
For this campaign, we managed the entire red carpet event and subsequent photoshoot including casting our stars, making our cinema kitty friendly and making sure it was a 5 star experience.
Joining our feline-friends on the red carpet were celebrities Stacey Solomon and Lydia Bright, Radio 1’s Chris Stark, and YouTuber Noodlerella, who filmed content for Cartoon Network and her own channels.
1 – 38 human attendees / 11 feline attendees
9 – 27k organic video views / 3.3k organic video likes
90 – 37,837,749 OTS
*Unikitty! launched on Monday 5th March at 6.30pm with an average 1.248 TVR and 115,000 audience (up +234% on previous 4 weeks slot average) the highest rating single play on a pay TV kids’ channel last week.
Becoming Lara Croft – Shadow of the Tomb Raider Live stream
Launch the new SOTTR game to core fans (and new ones)
Create a first of its kind, livestreamed live treasure hunt to find a replica mayan golden dagger (inspired by the game) worth £20,000.
Over the course of the 72 hours viewers were offered clues in the form of a series of Mayan themed puzzles and a close-up that revealed clues to a 3m2 location (using What3Words) in the real world where the real dagger was hidden. We streamed across multiple platforms including Square Enix’s pages on Facebook, Twitter, YouTube, Mixer and Twitch.
To keep the live stream fresh we hosted live spot prizes where viewers could solve the live location and get to there first to receive a copy of the game before its official release.
Key SOTTR influencers also streamed gameplay live throughout the 72 hours which we streamed into our livestream to deliver further engagement and reach.
The dagger was found after the reveal of the 7th clue and the first 20 viewers to the location were entered into a prize draw to win the dagger. All winner received a copy of the game and the overall winner received the 20k cash prize.
1 – 20 winners
9 – Total views across all platforms: 1,323,395 views/viewers
90 - Total viewing time across YT, Twitter, Twitch, Facebook: 14 years, 91 days, 4 hours, 28 minutes
Driving trial of an unusual new food product, Nergi to the UK consumer
Nergi berries are a real fruit…. and are only available for a very short period each year due to their growing cycle so we needed to raise awareness and get consumers to trial Nergi in a high impact and accessible way...where we could hit the biggest numbers of consumers in a short period of time.
Creating the Superfood Superfruit Highway for 1 day only!
We had the pleasure of introducing over 10,000 Londoners to the newest sweet treat to hit the UK - The Nergi Kiwi Berries. We headed to where our “on the go” customer is and offered them a handy lunchbox sized treat on a superfood highway at London Waterloo.
Spreading the word from sunny France to not so sunny London that the new super fruit would soon be available for purchase in the UK and giving commuters the chance to taste it on their journey for the very first time.
10,000 sample packs of Nergi distributed & new grocery listing supported for launch
Earn your Armour campaign launch
Create a PR stunt to launch UA’s Global "Earn your Armour" campaign around the Rugby World Cup. To capiatalise on the media attention and excitement around the event…without being an RWC sponsor
Use our UA Rugby ambassadors as the driving creative force behind the stunt.
We created a traffic stopping stunt with key Under Armour rugby ambassadors to highlight UAs support of Rugby athletes playing in the RWC. Positioning UA as the base layer to these Rugby players a global creative was developed to go across all challenge to support a wider sales message around base layer. We took this creative and transformed a container into a floating billboard – under the narrative that the Base layers where being shipped into London for the RWC
Our Under Armour container was shipped down the Thames from Twickenham to the East End showcasing the “Earn Your Armour” creative of Under Armour’s rugby ambassadors and their country’s shirts.
At the pinnacle moment as the container passed under the bridge, the images of the players’ country shirts were ripped away to reveal the ‘Earn Your Armour’ baselayer creative which were worn by UA Rugby ambassadors during the RWC 2015 and revealed the players’ literal under armour!
1 - 50 invited media
9 - 1.7M total social reach of hero image via Under Armour and ahtlete channels
90- 660m OTS including Daily Express and Daily Mail
Under Armour Series Launch
Launch Under Armours sponsorship of the inaugural Under Armour Series to an audience outside of Wales.
Our solution was to bring the UA Record app to life and highlight the intense training of a pro rugby athlete – and then relate it back to everyday health and fitness.
We created a life-sized real world version of the app that showcased the four quadrants of the app and used our exclusive access to WRU players to give insight into the innovative training regime
We utilised limited time with the WRU players and expert coaches to conduct over 25 interviews in two hours with media from around the UK and super fans
1 – 25 interviews
9 – 710k impressions
90 – 267 million OTS
*Total attendance for the series was 235,042, above the average when compared to the previous decade
Virgin Media’s Kingdom Launch
Launch Virgin Media’s new show Kingdom to media with no access to talent.
The show centers around an MMA gym..called Navy St. So we transformed a venue in London into Navy St for the night complete with cage! We themed all activates, food and drink around the gym including protein cocktails.
As we couldn't get access to talent from the show, but wanted to event to feel as authentic as possible, we worked with real life UFC champion Brad ‘one punch’ Pickett and his team to deliver MMA fights and sparing sessions so media could learn more about the sport…and have a go!
All media entered through the locker room where they got their hands wrapped by our coach and got to hear a bit about the show and MMA, then they headed to the bar to watch the workshops and fights and then enjoy the pilot of the new show.
1 – 100 media & Stakeholder guests
9 – 437,100social mentions #KingdomonVM
90 - 153,896,665 OTS
Create a rewarding & entertaining event for ticket holders of all ages to celebrate the RWC and encourage active engagement with Rugby based activities when they arrive at Wembley.
Less Ordinary Solution
We were engaged by England Rugby 2015 to design, build and activate the Wembley Park Fanzone, a place where Rugby fans could make the most out of their 2015 Rugby World Cup experience.
Curating brands to entertain the fans…Mastercard, DHL, Land Rover, Coke, Heineken & Grants… creating an epic event! Hosted by legendary former internationals Joe Simpson and Rory Lawson.
A celebration of the global teams participating with interactive experiences for the crowds:
The IAAF wanted to revamp and modernise their awards, putting athletes firmly at the heart of the event. Attracting more athletes and their teams, member federations, potential sponsors and media to attend and firmly establishing the IAAF Athletics Awards as the award every athlete wants to win!
An awards less ordinary…
Working as part of the IAAF’s internal team and Prince Albert’s Royal Protocol team we helped to re-fresh the awards to achieve a new look IAAF. Our role involved production, design and live show direction in 2016, 2017 & 2018.
The awards have now attracted 600 athletes, sponsors, IAAF family (staff), Partners, royal delegation, media and broadcast
John Lewis ONBlackheath Festival
Create a festival experience drive re-appraisal of the brand by targeting a younger demographic in a festival environment through entertainment and food.
Create a festival experience for myJL cardholders to reward and encourage new sign ups onsite
Ensure John Lewis values are communicated throughout the festival experience – multiple touch points (create brand love)
For the Fourth year we have activated John Lewis’s headline sponsorships of ONBlackheath festival.
Designing two beautiful John Lewis hospitality areas within the festival site, where guests and consumers could relax, eat and enjoy great views of the main stage. Programmed and managed the John Lewis Food Village including John Lewis Chefs Stage with talks and demos by the hottest UK chefs, John Lewis Chefs Club Banquet which offered a sit down dinner experience and the John Lewis Cookery School in partnership with Electrolux.
Acted as brand guardians to ensure that John Lewis touch points ran through all areas of the festival from entrance to exit.
1 - 22,000 festival-goers per day (54k over the weekend)
9 - 55,000 social engagements
90 - 1.5million reach
Conor McGregor’s Official Private Jet ‘Notorious Airways’ Takes Off For Las Vegas
Leverage the Betsafe sponsorship of the Connor McGregor fight to drive NDCs (new depositing customers) and deliver PR coverage around the sponsorship with key UK and Scandinavian titles.
A once in a lifetime, all expenses paid trip to Las Vegas to see Connor in action.
We created Connor McGregor’s private jet - ‘Notorious Airways’ to take 32 lucky competition winners, fans and Betsafe Ambassadors Tony Bellew, Jimi Manuwa, Emil Meeks and boxing promoter Eddie Hearn out to his historic fight with Floyd Mayweather at the T-mobile arena in Las Vegas
‘Notorious Airways’ sent a strong pre-fight message on its departure depicting a giant image of Connor alongside a reminder of the odds #49to1 that Betsafe were offering on the fight which was sold into media.
To surprise his guests onboard, McGregor created a surprise ‘plane safety video’ message for all 32 passengers to ensure those on-board travelled safely and adhered to ‘Notorious Airways’ private jet ‘rules and regulations’.
1 - 24
9 - 25,000
90 – 3.9 Billion…
*Campaign was over 600% more successful than any other Betsafe campaign
*On the day of fight, the UK received 37.5k NDCs, over 25k more than their overall 18-month target.
Drive PR coverage for a new audible book that can be experienced in the real world primarily through sound. With no assets and no access to talent.
The “Less Ordinary” Solution
An exclusive immersive code breaking experience for media and consumers to be part of the alien-themed mystery, by putting guests at the heart of the action and bringing them up close and personal with extra-terrestrial life forms including Flukeman!
Hosted at the disused Old Post Office Tunnels guests made their way through a series of rooms and tunnels by finding and solving clues to crack the mystery, all delivered through the Audible audiobook narrative.
Once they had solved all the clues and made their way out of the tunnels they joined a Q&A with former Ministry of Defense and UFO expert Nick Pope, a self-confessed ‘real life Fox Mulder’ and Audible director Dirk Maggs.
1 - 120 attendance
9 - 175,160 Influencer Instagram reach
90 - 142 million OTS
Create a launch to drive PR coverage for a new audible book that can be experienced in the real world primarily through sound. With no assets and no access to talent.
The “Less Ordinary” Solution
A ‘first of its kind’ audio experience hosted at the Royal Observatory’s Planetarium for guests to have the first listen to Audible’s short form audio drama, Alien: River of Pain, adapted for Audible from Christoper Golden’s 2014 novel.
Guests enjoyed an exclusive audio edit that was played to a live visual exploration of the universe that took them to what could be the planet that inspire the book.
The exploration was delivered live by renowned Astronomer Tom Kerss, who gave an exclusive talk on the possibility of our discovering exoplanets post the audio screening.
The evening culminated in the audio drama being beamed up to space for aliens and earthlings alike to intercept! A first!!
1 - 250 guests including media, celebrities and key stakeholders
9 - 800,000 social reach
90 - 1.4 million
*20 pieces of coverage
*2017’s highest downloaded original Audible book
Why we set up The Producers
Born from a world of generating earned and shared media, we felt the event and experiential agency model was ripe for a different approach with a more efficient ROI.
An approach where brands deliver experiences that reach beyond the attendees in the room.
So we create content first, shareable brand experiences that deliver earned & shared media through our proven process.
We call it the 1.9.90.
So whether we are transmitting the first ever space-listen of an audio book, planting gardens on Oxford Street roofs, taking consumers across China (from the comfort of the Southbank), building a TV Diner, or producing a 4-day festival of spoken word
We start with an ambition of Events being less ordinary.
Events that will be talked about.
Why use us?
Working with our sister PR agency PrettyGreen we fundamentally understand how to create content that is shareable through our 1.9.90. lens of sharing content.
We have simply applied this lens of delivery and output to experiential.
Our nimble and flexible approach means we can 'plug in' a producer to work as an extension of a client team to deliver your idea efficiently without the need for big teams of account handlers. Or we can create complete experiences – from concept to delivery.
Think of an event and we’ve probably built it, dressed it, show-called and directed it.
Whether that’s an immersive VR experience, an award show, a press launch, a photo-shoot, a party in a field, a festival for 50 thousand people, a product launch, an intimate dinner, a trade show or multi-room conference…
We’re pretty sure we’ve done it.
We have a collective of Experiential and Content producers and event planners permanently on hand to help work through your requirements, bringing in the right experts as and when.
If LIVE event technology is your bag we have a network of project managers, digital VR specialists, live stream engineers, directors and video editors on hand who can slot into or bolster your team.
How do we charge?
Efficiency and value is what we've based our business on, alongside ensuring we deliver.
We can offer full production team support to work alongside your in-house teams or we can parachute in (or more likely use the front door) and sit within your in-house event and marketing team, helping to bolster existing skills with our expert “producer” power.
We can charge by the day, by the project, or by the hour; we work with you to find the right solution to fit your budget and scope, and we can invoice you weekly or monthly depending on the scope.
And we’re so confident in our ability, we offer a money back guarantee* (*always read the small print - your home and your dog is at risk)
So how do we get started?
It’s just a case of picking up the phone, bashing out a quick email or jumping on a FaceTime call.
Let us know who you are and what you need.
Ideally we like to do this face to face so we can really get under the skin of your brief, ask you all those annoying difficult questions and then allocate the right producer or production team for the project.
Then it’s all systems GO!
Thank you so much for helping us get Friday across the line. Unalloyed good feedback all round. In my sport, believe me that’s unusual! It was such an important moment on the return journey.
Lord Seb Coe, IAAF President
Quite simply, you have absolutely smashed it. This has been the most successful campaign the Betsson Group has ever run (globally).
Matt Parkes - Head of Brand and Creative Betsafe
The venue, the production, the food, the dressing, the view, the weather, the artwork, all looked stunning – thank you for your stellar work, patience and ability to make miracles happen.
Verity Henderson - Former Senior Media Relations Manager Virgin Media