In 2015 myself and my creative partner became Creative Directors for MoneySuperMarket. We were tasked to overhaul the brand from fourth in the category to number one, which meant toppling rivals ‘Compare The Market’ and their much loved Meerkats.
There was only logical solution; We wrote a script around a bloke with the top half of Phil Mitchell and the bottom half of Kim Kardashian.
The #EpicStrut campaign became the most successful campaign in the brand history, creating 20m of earned media coverage, 50m revenue growth for the business and saved Brits over 500m in insurance bills.
Epic Strut reached the front page of The Sun newspaper, featuring Chancellor of the Exchequer, George Osbourne, in the role of Dave.
It's not possible to buy media space on the front page, but industry legend Dave Trott estimated, "They must have got £10 million of free advertising."
Inside The Sun, they taught readers how to replicate Dave's epic moves. We particularly enjoyed the advice on instruction number six, to "channel your inner stripper".
George himself spat out his coffee live on BBC news.
A year later and #EpicStrut was once again appearing on the front page of The Sun. This time a city worker dressed as Dave caught the attention of The Royal Family.
Our ambition was to aggregate a cultural conversation online, where people are closer to the brand itself.
At launch, the #EpicStrut hashtag trended as the number one discussed subject on Twitter.
Soccer AM have a weekly audience of 500,000 viewers.
They created their own parody of the footage as part of the show.
Grazia is the market leading weekly glossy magazine with readership figures of 400,000 and a print circulation of 200,000.
We made the front cover of the magazine, with a picture of Dave labelled as the male version of Kim Kardashian.
This Morning is a daily breakfast TV show on ITV with viewing figures of 1.6million.
Dave was invited to guest appear on the show with presenters Philip Schofield and Amanda Holden.
Channel 4 comedy show The Last Leg has viewing figures of 1.2 million.
The hosts of the show recreated the ad with Vladimir Putin playing the role of Dave.
The Huffington Post is an American alternative news blog with millions of daily readers.
They parodied the ad using the Prime Minister David Cameron.
Epic Strut was featured on 'Charlie Brooker's 2015 Wipe', a yearly review of the biggest stories from 2015.
Up against some truly amazing work, we managed to win Campaign Of The Year for 2015.