Month: June 2018

Boots’ tattooed children

Summer officially kicks off on June 21st. We are all excited to spend more time outdoors enjoying the good weather. More time in the sun means increased risk of long term skin damage. If you’re a pale Caucasian (like myself), summer is a pain because of the endless slapping on of sun cream.

Ahead of summer, Dream Random have our eyes on how big brands are preparing their marketing campaigns to sell the seasons number one commodity – sun cream.

Over the years, sun cream has been sold to us as consumers in a number of ways. The most common but forgettable and honestly boring way has been through images of good looking people rolling around on a beach in the Caribbean.

Boots have gone the other way.

Boots Soltan have teamed up with the creative agency monolith, Oglivy UK, to reveal their summer campaign. Like all great advertising campaigns, this one’s a shocker!

The images released which are currently plastered on billboards across the UK show children playing in the sunshine supposedly unaware of the tattoos across their chest and face. The tattoo reads ‘sun damage for life’. The inspiration for this campaign came after research carried out by the company. The research found that 51% of parents choose a sun cream based solely on the SPF rating, without taking into account the star rating which indicates the level of protection against long term, permanent skin damage caused by overexposure to UVA. The campaign is clearly aimed at parents and warns that by not taking into account the UVA protection rating, you could be causing permanent damage to your child. Scary stuff.

The brilliance of this campaign is in its shock value. The image of the child playing in the sunshine stirs up positive feelings inside of you. This is contrasted with the horrifying realisation that the same child has a very visible tattoo inked onto their skin. The two aspects of the image contrast powerfully. I find myself looking at it everytime I pass it at the train station.

What’s that saying? All PR is good PR

The other stroke of genius is the ability to cause discussions. While some people might take offence to the suggestion that having a tattoo is permanent ‘damage’ to your body and not a form of self expression or body art. In the UK, 20% of the population have tattoos. A large number of people to potentially aggravate. Whether you like it or not, whether it scares you or enrages you, Boots have managed to cause a stir. The very thing companies selling a product love – get tongues wagging and more bottles of sun cream selling.

Boots summer campaign might be uncomfortable to look at but you have to admire their commitment to provide a hard hitting message while raising awareness and providing education about health.


Brands have taken a different approach to this years World Cup, why?

We are a little under a fortnight away from the kickoff to World Cup 2018 in Russia.

A lot of us in the office are football fans but we are also fans of all things marketing, creative and digital. Leading up to and during one of the most watched events on the planet, big sponsors pull out all the financial and creative stops with their marketing campaigns. To give you an idea of how far the big players are prepared to go, FIFA made $404 million from marketing rights…

But, how have sponsors involved in the biggest sporting event in the world been affected by changes in technology and the current geopolitical climate?


Politics Putin??

Brand campaigns for each World Cup are linked to the host country. Four years ago, brands celebrated the vibrancy and colour associated with Brazil and carnival festivities. Russia, as the host nation of the twenty-first World Cup, has been in the news for all the wrong reasons. From the suspected poisoning of a former Russian spy on British soil to the never-ending speculations into their involvement with influencing US presidential elections and the Brexit campaigns.

This has had a clear impact on FIFA’s ability to fill their sponsorship quotas which have resulted in huge financial losses. A month out from the previous World Cup, sponsors were jumping at the opportunity to sign up stars and ready their campaigns. At the same stage, ahead of this year’s tournament, FIFA had failed to fill those spots and sponsors have been much slower to jump on the World Cup bandwagon.



Some have said Brazil 2014 was the social media World Cup. We are four years down the line which might not seem a long time but in the world of technology, it is a lifetime (there has been four Iphone’s since then).

Football is linked to the fans and the biggest competitions get fans talking. Advances in technology have made communication through social media apps like Facebook, Instagram and Snapchat more expressive. Now, more than ever, we can react to content in the online community.  During the 2017 Champions League Final, football fans were 48% more active than the average Snapchat user. Even those who aren’t die hard football fans enjoy events like the World Cup because of the shared experience of watching with friends who are.

One prominent media partnership recently announced has been between Copa90 and Snapchat. Through this partnership, Copa90, aims to give its users a more up close and personal experience of the World Cup by using Snapchat correspondents to report on their experience.

On June 14th, half of the planet’s population are likely to be watching this event and if their eyes aren’t glued to the TV, they will be sharing video content, updating Instagram stories or following football-related hashtags.

Sophie Baldog: How it is to work as an intern at Dream Random

Finding an internship as a student in the creative industry which teaches you valuable skills in a short period of time is quite challenging. Mostly, only graduates get accepted for an intern program. Yet, I was lucky enough to get a position at Dream Random as a business development intern for a month. However, getting in touch with these guys isn’t the easiest thing because they are super busy at all times.

Therefore, I knew that I have to keep pushing. So I called the office at least four times until I finally got to speak with one of the founders, Richard, who then agreed to interview me together with one of his partners, Tony.

The interview took place at the Monohaus where their office is situated. It was an informal conversation about my previous experience, what kind of services Dream Random offers and wherein the team I would fit in. Both guys were incredibly nice and welcoming which was one of the many reasons why I was super excited when I got the news couple of days later that I got the position.

When I started my internship, I got thrown in at the deep end. I eventually became the assistant of the account manager, Joy, who introduced me to the world of sales and marketing. So from day one, I was working on real-life projects which included taking part in brainstorm sessions, conducting research and reaching out to new potential clients.

Through my experience at Dream Random I have now understood that it is of vital significance to be an action taker in the creative industry. Because as soon as I proved that I am capable to work on more serious tasks, my opinion started to matter more. My eagerness to learn, eventually lead me to become a part of creating a proposal for a new client.

I attended meetings together with Joy where I observed the nature of sales. It was there where I understood that human qualities are essential, if not the most essential quality of a salesperson. The highlight of my time at Dream Random was my last day of work, where I got to pitch my ideas for the first time in front of a client. In short: my time at Dream Random was inspiring, instructive, demanding but mostly it was fun. Thank you!

Cryptocurrency and its impact on our daily lives

The ripple effect of cryptocurrencies

There has been a growing hype around cryptocurrencies for at least two years now. What interests me most is yet to come because it hasn’t hit the mainstream quite yet. But when it happens; when cryptocurrencies become a transaction-tool used by the masses, our lives as we know it today will have changed completely.

Just imagine a world without banks or credit card frauds – a world that values your privacy. Sounds good, right? But how exactly would that work? So, cryptocurrencies create a decentralized system where you basically take the role of a bank yourself.

However, it’s not only the financial institutions that this phenomenon will affect. Cryptocurrencies will disrupt everything and everyone – from a small rice farm in south east Asia to an entire country. I know, this might sound scary at first, but change always holds opportunities to build upon – many entrepreneurs have already realized its potential and so capitalized on it. And as more people do so, the ripple effect of cryptocurrencies will reach every corner of the world.

Before that happens though, there are major risks, the world of cryptocurrencies has to eliminate; such as becoming more secure so hackers wouldn’t have the chance to steal your money. Another risk is if your hard disk crashes that you basically lose all your e-money.

But as fast everything develops, I am pretty certain that these issues will be resolved sooner than later, and we will be living in a world where the economic system is completely decentralized.