Promoting the UK USA special relationship to mark Joe Biden’s visit to the UK
– In June 2021 US President Joe Biden visited the UK on his first oversees trip since winning the Presidency. His visit to Cornwall for the G7 summit was to focus on restoring alliances and revitalising the Transatlantic relationship.
Following our successes in working with British Council Canada, we won a bid to work on the paid social campaign to promote the special relationship between the UK and the USA, whilst Joe Biden attended the G7 summit.
A fresh look to celebrate a special relationship
To honour the importance of Joe Biden’s visit to the UK, we were asked to create a new design style for the campaign. Drawing inspiration from the colours of British Council, as well as the UK and USA flags, we created a thematic colour pallet.
We created a tag line ‘United we are stronger’, which doubled as a hashtag to tie the campaign together. The U was used to frame key messages and images in graphics and a range of design and layout options were explored to produce unique, visually stunning graphics to accompany each post.
Creating a compelling campaign narrative
Working closely with the team on the ground at the British Council, we created a series of campaign posts to be rolled out across all platforms over several weeks.
The success of the campaign relied on getting informative, educational, playful and engaging content in front of students in the USA and the UK.
Content was refined to create thumb stopping messaging, as well as to drive engagement on key posts. The overall campaign was a huge success, with the team at British Council commenting that they would love to work with us again on future campaigns.