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In the midst of lockdown 2020 every major sporting event was cancelled. So, when Cravendale dropped a summer brief in our hands, we thought we should just make our own. Introducing ‘Last Marble Standing’, the marble-based sports event of the summer.
We partnered with Jelle’s Marble Runs, a marble racing YouTube channel based in the Netherlands, to create a series of bespoke marble racing events - funnel spins, block pushing, long jump, you name it. A series of milk-themed teams then went head to head to see who could last the longest.
The campaign featured a series of long-form event films on YouTube, each amassing hundreds of thousands of views. This was supported by top tier sporting talent, Gabby Logan, Dame Kelly Holmes and Chris Kamara, and a series of family-based infuencers.
We extended the campaign further with an Instagram filter game and on on-pack AR competition to win exclusive Last Marble Standing merchandise.
The campaign resulted in over 90% positive sentiment for both the brand and campaign, 8.9m engagements and built a huge audience on a brand new Instagram channel.