Mind Control
With its iconic You Either Love It or Hate It advertising campaign, Marmitedivided the nation. To grow sales adam&eveDDB needed to change haters’ minds about the savoury spread. Incorporating behavioural science, they created a campaign that ‘mind controlled’ the UK. A 15-minute film turned Marmite haters into lovers, while subliminal messages were planted in other brands’ TV, radio, print and outdoor advertising. Brand awareness went up 400%, 100,000 new households bought Marmite and 80% of participating haters who saw the film were converted into lovers.
- Radio & AudioRadio Advertising Campaigns
- Film AdvertisingInnovative Film Advertising
- DirectDirect Integrated Campaigns
- Film AdvertisingTV Commercials 1-20 seconds
- DirectDirect Response/Film
Country
- United Kingdom
Client
- Unilever
Creative Agency
- adam&eveDDB
Media Agency
- Mindshare
Group Executive Creative Director
- Ben Tollett
Chief Creative Officer
- Richard Brim
Creative
- Matt Fitch
- Simon Vicars
- Andre Sallowicz
- Mark Lewis
Agency Producer
- Brittany Littlewood
Project Manager
- Alice Southam
- Sam McGeorge
Planner
- Will Grundy
Business Director
- Tom White
Account Director
- Oliver Lester
Account Executive
- Emily Bristowe
Designer
- Paul Knowles
Advertising Agency
- adam&eveDDB
PR
- W Communications
Production Company
- Moxie Pictures
Editing
- Stitch
Animation Company
- Friends Electric
Post Production
- Electric Theatre Collective
Social Agency
- cain&abel
Audio Post Production Company
- String & Tins
Executive Producer
- Dawn Laren
- Barney Richard
Producer
- Giles Nathan
- Xavier Questel
- Jess Ensor
Director
- Martin Granger
Director of Photography
- Theo Garland
Production Designer
- Jonni Fitzgerald
Editor
- Tim Hardy
Director of Animation & Graphics
- Ewan Jones Morris
Animator
- Douglas McGiness
- Geroge Dyson
Colorist
- Jason Wallis
Sound Design
- Will Cohen
Hypnosis Consultant
- Rory Z Fulcher
With its iconic You Either Love It or Hate It advertising campaign, Marmitedivided the nation. To grow sales adam&eveDDB needed to change haters’ minds about the savoury spread. Incorporating behavioural science, they created a campaign that ‘mind controlled’ the UK. A 15-minute film turned Marmite haters into lovers, while subliminal messages were planted in other brands’ TV, radio, print and outdoor advertising. Brand awareness went up 400%, 100,000 new households bought Marmite and 80% of participating haters who saw the film were converted into lovers.
Comment from D&AD Community
What’s really remarkable is that they got real brands to buy into the idea of their ad being taken over by another brand, which is so bold.
— Avril Delaney, Senior Copywriter, Boys and GirlsA brilliant and daring idea made extra commendable by the use of real brands in its execution. This felt like an idea that could have faced a lot of 'nos' along the way. That dedication to the creative should be celebrated. It also happens to be a bit bonkers, which we loved.
— Avril Delaney, Senior Copywriter, Boys + Girls
