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The Ordinary

BRIEF

Popular and disruptive beauty brand The Ordinary approached us to handle a once-in-a-lifetime experiential campaign. To promote their new Hyaluronic formula, the brand wanted to float a huge replica bottle of the product down the River Thames.

Vision

As the client’s vision in this case was especially daring, our goal from the beginning was to match that ambition and build something memorable. Meeting such a unique challenge required creativity and fresh ideas – two qualities our people have in abundance.

PROCESS

Working from the base idea of floating a giant branded bottle on the UK’s most iconic river, we pushed the envelope further and suggested making the bottle big enough to require the Tower Bridge to lift. This marks the focal point of the activation, creating a genuine “wow” moment.

Work commenced on the building of the bottle back in November 2023. Meticulously constructed, we used a steel frame clad with timber, painted fibreglass, and a branded vinyl label. The finished bottle stands at a massive 12 metres tall.

We recognised our responsibility to make even an event this big as green as possible. The vast majority of the build materials we used are recyclable, and the barge was pulled using HVO fuel which emits 90% less c02 emissions than standard marine diesel.

Results

On Tuesday 13th February 2024, our 12-metre ‘The Ordinary’ bottle successfully journeyed along the Thames, passing thousands of onlookers and many iconic locations along the way. These spots included Canary Wharf, London Tower Bridge, the O2 arena, and the Shard.

Garnering significant attention from both the public and the press, this one-of-a-kind activation has delivered on its promise of creating an unforgettable promotional experience for a respected brand.

Thanks to our team of designers, builders, engineers, and media specialists, we have created the largest project of its kind in the beauty industry – something truly extraordinary.

the client

“I JUST WANTED TO SEND A NOTE WITH BIG THANKS FOR EXECUTING THE MOST AMAZING CAMPAIGN, IN WHAT APPEARED TO BE THE MOST SEAMLESS WAY POSSIBLE. THE WHOLE OF DECIEM TEAM WERE THRILLED WITH THE LEVEL OF DETAIL ON THE BOTTLE AND BARGE, AND HOW PREMIUM IT LOOKED. WE’VE ALREADY HAD PEOPLE QUESTION WHETHER IT WAS CGI, WHICH IS EXACTLY WHAT WE WANTED TO ACHIEVE.”

SENIOR DIRECTOR | DECIEM

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