The GREAT Britain campaign was launched in 2012 to capitalise on the excitement of the Diamond Jubilee and London Olympics and Paralympics. Starting as a narrow advertising platform, it has grown enormously and can now be seen in 144 countries around the world. The GREAT campaign promotes the very best of what the UK can offer: in business, hospitality, education and many other leading sectors such as technology and the creative industries. And in the UK, the campaign is helping British companies to grow internationally based on the strength of this reputation for excellence.
As part of our work with UK Trade & Investment (UKTI), Acumen Design has helped deliver the GREAT campaign since its launch. UKTI was one of the main Government departments tasked with delivering the campaign, but very often projects would dovetail with other departments such as Visit Britain, and the international network of Embassies. All the while managed and overseen by the Prime Minister’s Office.
The GREAT campaign is a complex brand to use, with detailed guidelines and rules, making achieving creativity and brand consistency a challenge. Due to both its size and success, the brand also evolved and adapted to new opportunities. So as an agency, it was important that we had a very in-depth understanding of the core brand fundamentals.
This enabled us to manage some of the biggest international GREAT projects, from multiple station takeovers at Eurostar Paris and Brussels, to a massive Year of Education campaign in Malaysia, to the UK’s biggest property deal, Battersea Power Station.
“Put simply Acumen Design make my life easier. They have in-depth knowledge of the GREAT brand and guidelines, so they are very quick at delivering first concepts after receiving just a short brief. We have to cover over 40 countries and their skills and expertise ensure consistency across Europe. Last but not least, Acumen Design are always trying to find solutions for their clients and go the extra mile to meet deadlines even when content has been sent late. Their designers are always very pleasant and helpful, they feel like an extension of my team.”
Head of Marketing Europe
UKTI Brussels, GREAT Campaign
At the heart of the GREAT campaign is the pillar advertising creative. One of our biggest projects was to create over 100 new pillar adverts across all different sectors, covering the most challenging but vital subjects. This comprised the music industry featuring artists such as Ed Sheeran, through to the food industry and KitKat, the most exported confectionery brand in the world, as well as start-up brands such as Joe & Seph’s popcorn that have now become household names.
The GREAT campaign has brought us some of the most rewarding and amazing projects we have had the good fortune to work on, but these have also been some of the most stressful and pressurised projects, waiting for final last minute clearance by the UK Prime Minister. Since 2012 we have completed over 500 GREAT projects with a budget of over £400,000.