Despite economic instability, RocketMill's creative team is stronger than ever. In fact, in the last year, they've won 11 new clients, growing team revenue by 42% year-on-year and headcount by 57%. In doing this, the team have delivered several high quality integrated creative campaigns for leading brands over multiple sectors and markets.
Iconic Mints, a groundbreaking hybrid metaverse experience, reinvents the traditional art gallery exhibit. Reinvigorated for The Wall Street Journal's 2023 Future of Everything Festival in NYC, the Live Journalism Team aimed to curate an immersive mixed-reality, multiplayer experience for attendees to interact with each other, while also learning about some of the most iconic digital art pieces to date. Evolving alongside the ever-changing NFT landscape and the rise of AI generative art, Iconic Mints aimed to provide an educational and engaging experience accessible to both newcomers and enthusiasts. For the 2023 Future of Everything Festival, the team developed a desktop, mobile, and virtual reality experience modeled off an audio-guided gallery tour. Beginning in a lobby and transitioning into a fantastical landscape, visitors browsed 20+ prolific NFTs and digital art pieces in the market. Upon approaching each, attendees immerse in a 360° exhibit with narration about the artwork’s significance. The physical manifestation of Iconic Mints showcased a spacious art gallery with hybrid, virtual and augmented reality elements. In addition to VR headsets, the gallery featured a 98-inch LED “portal”, connecting global attendees through livestreams of both the in-person event and the virtual environment. This real-time interaction was facilitated by top-tier audio and video equipment, enabling in-person attendees to engage in meaningful conversations with their virtual counterparts. The 2023 Future of Everything Festival drew over 500 attendees to Iconic Mints. Since its 2022 launch, it has attracted 17,000+ visitors from 137 countries.
Snap AR Studio Paris
In France, like many western countries, public space lacks monuments honouring women.What about empowering Women’s Legacy through Augmented Reality? As a storytelling company, Snap knows that stories have the power to change hearts, minds, and behaviors. Stories create empathy, which can inspire behavior change across Snap and the broader industry. And although our industry is data-driven, we understand numbers are not a substitute for lived experience. The differing lived experience of underrepresented groups can reduce feelings of belonging, which in turn reduces opportunity to realize potential. Snap’s goal in inspiring empathy is to create a shared culture of belonging for all. To celebrate International Women's Day, March 8, 2023, Snap's AR Studio has been honouring 8 emblematic women in 8 major French cities (Simone Veil in Paris, Simone de Beauvoir in Lyon, Elisabeth Vigée Le Brun in Marseille, Françoise de Graffigny in Bordeaux, Lille, Olympe de Gouges in Strasbourg, Joséphine Baker in Metz and Manon Tradon in Nantes) through a unique augmented reality experience: “March 8, 8 women”. “March 8, 8 women” has been a unique opportunity to demonstrate Augmented Reality’s impact in supporting Great National Cause (French president Emmanuel Macron has declared Equity a priority for 2023), while showcasing Snap’s creative and technologic leadership in AR… thus building momentum to advocate Equity across France.
As a sponsor of Rugby World Cup 2021 in Aotearoa (New Zealand), technology brand
Mastercard had a platform to showcase its continued support of and investment in the
women’s game, through the Player of the Match (POTM) Trophy.
To demonstrate the brand’s cultural understanding, we used the voice of the most powerful
figure in the community, the kaikaranga, to turn every POTM trophy into a living story, that
could speak to future generations of rugby players.
Over 2,080 minutes of gameplay was captured across 6 weeks, edited into bespoke
soundtracks, and embedded into 26 trophies, which were then awarded to the POTM
minutes after the final whistle.
1 in 2 now view Mastercard more positively, due to its understanding of New Zealand culture
and we raised the profile of the game globally, via 60.8M social impressions and 42M total
Serif launched Affinity Version 2 - an upgrade of its Version 1 software in November 2022. The key objectives of the two month launch campaign were to: - Encourage existing users to upgrade their Affinity Version 1 apps and gain new sales of Affinity Version 2, adding up to the target sum of £18m. - Communicate the new method of owning Affinity as a package - Grow Affinity’s market in key regions - US, Germany, Japan and UK. - Significantly increase brand awareness of Affinity through a multinational PR and digital advertising campaign on a scale it had never delivered before. Serif’s launch campaign far exceeded expectations. From November to January, Serif achieved £27.3m in revenue from its top 11 territories, including the US, UK, Germany, Japan and France. The campaign hit more than £30m overall. Key highlights include: - Paid social performed very well, especially in the first 10 days after launch, reaching ROAS levels of 40. - The promo video on launch day received 10,579 engagements - Google Ads vastly increased granularity and more campaigns across non-English-speaking markets. Spend tracking around 2x normal, with ROAS rising to 12.8 average across accounts. - Deployed email contact plans, 6.5m emails despatched, 60k conversions and estimated (from GA) revenue £3.7m. - Worldwide media coverage significantly broader than any previous Affinity campaign, resulting in more than 640 pieces of coverage achieved with a total aggregate readership of more than 1bn across online news and blog sites in up to 16 countries.
Sips and Bites / Splendid
In order to enhance the Pizza Hut brand equity of R.E.D "Younger and Everyday" and maintain its position as the number one top-of-mind brand, this year's goal of the brand was to take the excitement, targeting Gen Z, to the next level. The challenge was that pizza is only for big days & big groups. How can Pizza Hut’s My Box, the affordable meal for solo eaters, connect to our target audience Gen Z? We decided to employ a bold “Don’t lead your life ’til you lead your bite” campaign, launching My Box as a trendy “self-help” book in Gen Z’s unique mocking culture. Stemming from the insight that self-help content, which had been trendy lately in Vietnam, paradoxically irritated Gen Z and created unnecessary peer pressure, we actually mocked the self-help content with a disguised MyBox as a “self-help" book that any Gen Z would be ironically proud to have.
The “book” provided thoughtful self-help advice, the “book” provided condensed content, turned out to be a book professionally published by trusted hungry eaters who love food and love to lead their life. The book helped to lead your life only by eating... It's food for thought, and food for the stomach, too! By the end, the mocking campaign had successfully stayed side by side with Gen Z and helped the brand strongly hold the number one TOM position (awareness index reached 50% with a 4% increase after the campaign), effectively converting Gen Z into its customers (17% increase in conversion rate from consideration to purchase), and stirred the social community with a dominant SOV ranked at the first position (52%). The campaign has helped Pizza Hut prove its leadership, making the industry exciting and relevant to the youth.