OUR Favourite Campaigns

Over the past 20 years, the Spinnaker team has been part of some truly incredible campaigns. From massive influencer activations and star-studded premieres to impactful charity initiatives, we've had the privilege of spreading powerful messages for a diverse range of brands. Each project has left its mark on us, but a few stand out as personal favourites. We asked our team to reflect on their journeys and share the campaigns that have had the greatest impact on them during their time at Spinnaker. Here's what they had to say.

After 20 years’ worth of campaigns, choosing my favourite is a bit like choosing my favourite music album. There are so many that have different merits, and were created for individual moments in time with particular needs. But if my feet have to be held to the fire, there is one campaign that stands out. It was called Canteen Rescue, created for the government department, The School Food Trust. Through insight and smart thinking the campaign eschewed the usual messages around eating healthy lunches enhancing energy and performance. We learned from talking to young people that this type of messaging was wallpaper. What they really wanted was a better environment in which to eat their lunches. To move away from the less than appetising environments of their current canteens. So we launched Canteen Rescue, a campaign inviting young people to enter a competition to tell us how they would like to improve their canteen. A £££ fund was provided by the Department of Education, with entries judged by a celebrity panel. Over 50 ‘Canteen Rescues’ funds were awarded. It was a brilliant award-winning integrated campaign based on a great insight delivered with impactful styling, celebrity involvement and with purpose at its heart. What’s most important is that it delivered an unprecedented increase in the uptake of healthy school lunches.

Having worked in social for 14.5 years (had to check my Linkedin to get that right) there’s been a lot of campaigns, but those that stand out are those where we do something new - be it my first TikTok campaign, working with influencers in Brazil or building a custom bike with a BBQ strapped to the front. With this in mind, the stand out campaign for me is the European home entertainment release of Creed III for MGM.

Social listening unearthed the demographic who were talking about the title were younger, aligning nicely with TikTok. With this being a regional exclusive launch, it was important to make a big splash in opening week, making TopFeed (the first in-feed ad) the perfect format to get front and centre. The content prominently featured the lovely, thumb stopping face of Micheal B Jordan and delivered great results on the opening weekend of the campaign, driving home viewing sales!

During my 6 years at Spinnaker, I’ve had the incredible opportunity to work across a wide array of exciting campaigns working across Entertainment and Lifestyle, but one that truly stands out is Spider-Man: Across the Spider-Verse. As part of the campaign, we created a cutting-edge GumGum activation that moved beyond traditional advertising by using interactive, user-activated engagement to explore the characters behind the masks in a fun and engaging way. This innovative approach not only resonated with fans but also earned us an industry award with The Drum, solidifying the campaign’s impact. A personal highlight was attending the red carpet event, where I got to meet and work with the Spidey crew, including the talented Hailee Steinfeld, making it one of the most rewarding moments in my career.

I’ve had the pleasure of working on exciting campaigns during my three years at Spinnaker, particularly for Sony Pictures UK, where each film brings a unique challenge. A standout for me was the Matilda The Musical campaign, promoting its release exclusively in UK and Irish cinemas. We crafted bespoke creatives and had incredible red-carpet opportunities with Alisha Weir and Emma Thompson to produce engaging social-first assets. Leveraging the immensely popular soundtrack (constantly played in our office, much to my enjoyment!) we encouraged TikTok users to duet the iconic 'Revolting Children' dance and partnered with influencers to generate their own content. This resulted in 10.1 million organic views on TikTok, leading us to win the Best Use of TikTok at the UK Social Media Awards in 2023 - this showcased the team's incredible efforts, making this a campaign to remember!

I’ve spent the last 10 years as a graphic designer working to the same miniature specs of 1080x1080px or 1920x1080px (or maybe a Facebook banner at a push!). But last year, as the first project I worked on upon joining the Spinnaker team, as part of the Spider-Man: Beyond the Spider-Verse campaign I was tasked with creating real-world digital screen banners for all the WHSmith stores in airports and train stations. This included full shop fronts, above fridge screens and basically anything with a screen on it! It was just really great to break out from a phone, smashing into the real world, and pushing my technical know-how past my comfort zone! And my mum thought it looked sick.

I’m never one for favouriting my creative children - they are all my favourites for different reasons. Creative ideas can be delicate little things, they take nurturing and protecting and you hope that they will ‘turn out well’ and ‘make you proud’ at the end of the day. One such idea at Spinnaker that has ‘made me proud’, was an influencer campaign we created for Spider-man - No Way Home. We created a portal device for influencers to walk through from their own homes right into the screening room where they enjoyed a greeting from Spider-Man himself and an exclusive screening. I like this for the invention of it, but also the production was a real technical head-banging feat to pull off. I suppose your favourite children become so when you see them blossom into something rather wonderful.

I joined Spinnaker at the start of summer 2024 and jumped straight into my first campaign with the team. Our challenge was to create a summer campaign to raise awareness of Irish Beef in the UK market among 18-35-year-olds, with a focus on educating people about the nutritional benefits of beef as part of a healthy, balanced diet.

To achieve this, we partnered with the fantastic London City Runners to host a special Irish Beef x Runners Club event. We also collaborated with the fitness and nutrition coach David Birtwistle, who joined us for the iconic 6.5K run along the Thames. The run was followed by a delicious Irish beef steak salad, cooked on the BBQ Bike at the clubhouse.  The event was a huge success, attracting a great turnout and generating fantastic engagement. We captured stunning video and photography content, which we distributed across organic and paid social channels, to maximise full reach. I thoroughly enjoyed working on this campaign and can’t wait to see what’s next to come!