Meet The Producers
Award winning content-first experiential marketing
Proud to be FMBE Experiential Agency of The Year 2021, The Producers is a content-first experiential marketing agency that connects with audiences at scale.
Realising the power of experiential marketing, influencer marketing and content marketing combined, we deliver all the brand big-feels, with all the big ROI.
Experiences too good not to share. Experiences that fill social feeds with rich and engaging content. Experiences that influencers want to post about. Experiences that deepen emotional relationships with brands. Experiences where you don’t even need to be there….but you will talk about it anyway.
We are The Producers. We do Less Ordinary content-first experiential marketing.
Less Ordinary Creators, Thinkers & Doers
Meet our Less Ordinary team of creators, thinkers and doers.
Proudly led by an 88% female Leadership team and with 26% of the workforce identifying as non-white. A brilliantly diverse bunch of DJs, Tik-Tok’ers, Singers, Extras, Writers, Gamers…all who get to work on insight-led & culturally credible campaigns for incredible brands that deliver commercial impact.
Content First Brand Experiences
Too good not to share.
Our content first (not content afterthought) approach bring brands to life for the camera just as much as the attendee. We build experiences that tell a story, that interrupt the scroll, that immerse you in the brand without having to be in the room.
We combine the power of experiential marketing, influencer marketing and content marketing.
We hate a silo. Our team of hybrid content & experiential experts know the power of when experiential marketing, influencer marketing and content marketing combine. Our experiences are content factories. For influencers, for social media team, for PR, for advertising.
All the brand big-feels, with all the big ROI.
Our experiences are built for reach. Through multi-purpose content capture and amplification, our storytelling far out reaches those lucky few in the room meaning big brand feels with all the big ROI.
- Immersing London in the unexpected sites of China with Air China
- At Home with Nando’s: Feeding the Country
- 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
- Audible's The X-Files:Cold Cases
LEGO HARRY POTTER MAGICAL MYSTERY HUNT
A nationwide hybrid experience for PR challenging LEGO Harry Potter fans to crack clues to find the mystery location of the LEGO Ford Anglia
Drive awareness of LEGO Harry Potter during the 20th Anniversary year celebrations creating standout amongst the competition for LEGO
The 20th Anniversary celebrations provided a means to Engauge LEGO and Harry Potter fans, but to drive reach, we needed a solution which could be enjoyed by the masses nationwide while delivering amplifiable content for PR and Media channels.
A digital treasure hunt experience that could be accessed both at home as well as through a hybrid physical and digital hunt in London, Cardiff & Edinburgh.
Fans joined the hunt to solve clues to unlock exclusive A/R content to reveal the hidden location of the LEGO Ford Anglia somewhere in the UK.
By taking part all fans could enter to win 20th Anniversary LEGO Harry Potter prize, with in city participants visiting their local LEGO store to claim a free LEGO golden snitch. .
Visibility and awareness for LEGO Harry Potter increased by 50% year on year driving increased sales in the lead up to Christmas 2021
LEGO’S CHRISTMAS CAROUSEL OF CREATIVITY
A Christmas carousel featuring epic brick-built ‘rebuilds’ from the brand’s 2021 Holiday TV campaign, alongside children’s LEGO creative ideas submitted digitally from around the UK
To highlight the holiday TV campaign by emphasising the importance of imagination and creative problem solving. Through the lens of passion points, LEGO wanted to show their breadth of products whilst being at the forefront of parent’s minds for Christmas gifts.
Bring characters of the advert to life on the carousel, whilst giving children a creative problem-solving task to search for the festive LEGO brick heads amongst the carousel.
Encouraging children from around the world to participate in building LEGO creations and sharing them within the installation to unify children's imagination.
To leave a memorable impact on consumers in the festive period and give out vouchers at the end of the experience optimize store purchases.
A five week IRL walk-through experience situated in Covent Garden throughout the festive period, accompanied by a virtual walkthrough experience with Matterport appealing to mass audiences worldwide.
With a UGC at the heart of the campaign the entire experience was interactive and focused on the annual Build to Give campaign. As well as the business retail objective of driving to LSQ store.
MIXED REALITY CATWALK
Cutting through the 5G Clutter
Increase consumer awareness of 5G launching in the UK and cement Three as the desired mobile provider and showcase innovative uses of 5G to demonstrate the impact 5G will have on daily life.
We knew that the main barrier to understanding Three’s 5G offering was that the majority ofconsumers cannot see the immediate and tangible benefit of 5G. In order to demonstrate the importance of the launch of Three’s 5G network, we needed a way to showcase the significant leap forward 5G provides. We needed a delivery method that would resonate with a mainstream audience, moving away from disengaging, technical language and instead ‘showing’ rather than just ‘telling’ the 5G story in a meaningful manner. In other words, how could we make 5G sexy?
Three transformed and democratised the catwalk with a series of 5G enabled fashion firsts at Central Saint Martin’s coveted MA Show to celebrate the launch of its 5G network.
Through volumetric capture we created a digital version of activist and supermodel, Adwoa Aboah, wearing a design from one of the MA students. Adowa then walked the catwalk virtually whilst real life Adowa watched on from the FROW alongside other famous faces.
AR Adwoa was made available to consumers through a web AR link distributed via Adwoa’s and Three’s social channels. Communities could place the AR model into whatever environment they wished, through their own handsets
SNAPCHAT FASHION AND BEAUTY BREAKFAST
A breakfast for press and media showcasing snapchats AR technology for fashion and beauty brands.
Showcase Snapchats new AR technology to high profile press and media so they can experience a new way of shopping.
Design a full consumer experience of the AR technology and brand Snapchat in a premium space that would appeal to Tier 1 media.
A zonal brand experience hosted by Snapchat. A breakfast briefing to ensure media could drop in on their way to work. The brands fashion AR event enabled media to move through different technology experiences at the central London venue. As an added gifting experience professional make-up artists were on hand for media, plus guests received MAC make-up gift bags.
LEGO VIDIYO MUSIC FEST LEGOLAND GLOBAL TOUR
An inspirational entertainment experience bringing to life the world of the digital LEGO VIDYO app
Driving product trial and awareness of a digital first play experience through exciting and compelling in real life experiences whist create amplifiable content and a reason for families to visit parks in summer 2021
A digital first play experience, we needed to take the online world and bring it in to the real world, to create meaningful experiences for families and kids, inspired by the world of LEGO VIDIYO but adapted to the LEGOLAND park experience first environment
A two-day curated music festival activating across five parks globally bringing audiences interactive themed dance off tutorials, music inspired competitions and games, over sized digital screen content creation and local and international talent performances featuring L.L.A.M.A hosted from our LEGO VIDIYO Main stage.
We drove intention to purchase in park with 34% planning to make a purchase having taken part in the activation compared to 12% of visitors who had not taken part in the experience
THE JUDGE, THE JURY & JAMES PATTERSON
From Page to Stage...
Increase awareness / brand equity for James Patterson as an entertainment brand in the UK.
Taking James Patterson’s renowned detective character Alex Cross from page to stage with a debut production: The Judge, The Jury and James Patterson
We asked consumers to join the UKs first immersive courtroom experience as the biggest crime and thriller author James Patterson took his renowned detective character, Alex Cross from page to stage with a debut production. To launch the new novel, Fear No Evil, attendees were summoned to court for jury service in a real-life courtroom to watch the action-packed trial unfold around them, before taking center stage themselves to decide whether detective Alex Cross was innocent or guilty of a gruesome triple murder
White Claw Wave of Summer With Sam Fender
The social occasion of the summer!
Define and deliver and incredible White Claw hospitality experience that feels elevated, exclusive but still brand-aligned and down to earth. Appropriate to the target audience (brand friends, influencers, press, selected consumers) and go above and beyond what they’d expect from a brand event experience.
Created an exclusive ‘money can’t buy’ experience to mimic the feeling of escapism, right here in heart of London.
A social occasion of the year that will create everlasting memories and set the foundations for events to come.
We took the role of lead agency in an integrated campaign, managing key stakeholders, agencies, and suppliers to deliver the final event.
“Normally when you do a branded gig it’s horrible, it’s soulless… and that was completely the opposite. [It was] totally magic.” – Sam Fender (Metro)
Supporting on the pre-selected venue liaison we created a full brand takeover of Netil360. Bringing the brand to life in physical form we took cues from the branding pack to make the White Claw feel relevant with the east London audience. Using flyposter, mirror balls, foliage, B&W décor and stylized whitewash furniture the event took on an Ibiza meets urban London feel. With the White Claws flowing consumers reveled in the British summertime sun listening to Sam Fender, SG Lewis, Afla Sackey and resident DJs.
Ocado's Magical Meal Times Inspired By Disney
A 4-day cookery school to get families cooking together whilst falling in love with healthy food.
To help families discover the magic of cooking together and make healthy food, tasty and appealing to young children. We were also targeting sales and awareness of Ocado’s magical meal bundles.
Over 50% of children do not learn basic cooking at school, and Eight out of ten parents believe cooking from scratch with their child can encourage healthier eating habits. Therefore, we wanted to create a fun and safe environment where children felt comfortable learning to cook and creating a memorable experience for them.
During the easter Holidays we hosted a 4-day cookery school for children 4+ to come with their families to learn how to cook a healthy and tasty meal together. We created a magical feel to the school using Disney touch points through out.During the experience, all guests received a bespoke Ocado x Disney inspired apron and chef hat. At the end of each class, children would eat their meal together and every child graduated with an Ocado x Disney certificate signed by Chef Gary, ending the day with a surprise visit from Mickey Mouse to congratulate all the chefs which ended the families experience perfectly.
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!
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
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
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
If you have a Less Ordinary idea, or are in the market for one, get in touch!
Email: Kate Umfreville
Address: You can find us in London's Old Street at our HQ: The Producers, WeWork, 145 City Road, EC1V 1AZ
Look forward to hearing from you!
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