BAKE IN, NOT BOLT ON

We love this concept. Baked in.

Alex Bogusky and John Winsor have written a book about it - get it here.
It's a simple concept - bake ideas into your product or business, rather than bolting them on.

Ad agencies have long argued that for ideas to really thrive, we need to get involved as up stream as possible. There's no better place than at the genesis of a new product or business.

We often talk to our Clients about Simon Sinek's 'Start with why' - putting the 'why you exist' right at the centre of everything you do. No better place to start than with the product itself.

One of our core principles is 'think like you don't have a media budget' - this often leads us to help our clients create products that market themselves, or even better are communications in and of themselves. Here are a few examples:


1. A BOOK - 'Change the World for a Fiver' - We created a book to launch the social change movement 'We Are What We Do'. The book facilitated people doing small things to change the world, generated global fame (and even paid for itself - to date we've sold over 1.2m copies worldwide).



2. A BAG - 'I'm NOT a plastic bag' - an idea we conceived, a line we wrote and a product that again, encouraged and facilitated the action (in this case 'declining plastic bags'), created global fame and paid for itself. 80,000 sold out worldwide within a couple of days.



3. A WEBSITE - Historypin.com - a website that gets generations hanging out together by asking them to scan in their old photos and tell the stories behind them (a month old an 5m visitors to date)



4. A SPORTS TEAM - Sky Pro Cycling - a team with an idea 'The Line' baked in and brought to life through every conceivable channel.



5. A SHOP - Rapha Cycle Club - a brand experience (A Gallery / screening room / exhibition space / Cafe) that was the living embodiment of the brand - and on it's busiest day generated just under £60,000 of sales.


To see more of our work visit our site.

Happy baking.

And remember - air is the most important ingredient.