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International
Smart thinking travels well
Craft offers a single point of strategic guidance for global brands with muti-market communication needs.
We believe that properly crafted and centralised communication strategy can cross borders with ease - preventing muddled messaging and minimising inefficiencies.
So far our International work has seen Craft launch brands into new markets, evolve existing comms models, build new ones from scratch, lead the development of detailed channel planning and guid implementation, and design directional measurement frameworks. We offer in-depth market analysis using our extensive range of proprietary data & research tools.
The Ordinary
Crafty thread 🪡 : For the launch of GF15%, we knew this campaign had to do more than introduce a product: it had to challenge a creaking industry. Our strategy? Big, bold, and impossible to ignore. Across two markets, we leveraged high-impact OOH placements with long dwell times and smart sequencing to unveil the ‘core truth drops’ of the campaign. Stay tuned too for high-impact takeovers of London and New York’s most iconic press properties. This wasn’t about mere visibility; it was about sparking conversation and driving fame. The result? A launch that lands, lingers, and leaves a mark.
Who Gives A Crap
Crafty thread 🪡: Following Who Gives A Crap’s expansion into retail, we needed to maintain momentum and continue to raise brand awareness. Using a range of data sources, we identified specific neighbourhoods in London, Melbourne & Sydney where our growth audience of Uncrappers live; people who consider themselves progressive, try to be eco-friendly and have early adopter mentalities. High-impact sites were selected, using the brands distinctive packaging as key product imagery, crucially in close proximity to Waitrose - the brands retail launch partner. In Sydney, alongside retailer proximity, we tested electric car charging points OOH across the city as a format and medium that aligns with the brands values and audience.
Woolmark
Crafty thread 🪡 : 69% of all the clothes we wear contain plastic. This means that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. There isn’t widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available. Our challenge for Woolmark was to help audiences around the world to think differently about their clothes. As such we actually leant into the behaviours of luxury fashion brands in comms. We used the sequential runway of New York, London and Paris Fashion weeks to launch our campaign, appearing sequentially in each city as the catwalks were busy, and the spotlight was on the fashion industry. We took the biggest boldest placements in OOH bought to life what a swimming pool of oil looked like.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Formula E
Crafty thread 🪡 : A key strategic insight we provided for Formula E was the great potential in their India audience - an insight we then went on to plan and activate against alongside Guerillascope as a part of a wider campaign for FE's electrifying season 9. In order to cut-through and supercharge the latent fandom that we knew was hidden within India, we geo-targeted our hero regions in a multi-channel campaign across VOD, OLV, social media and a partnership with GQ India. With over 200 million impressions delivered and over 30,000 in attendance: the race in Hyderabad proved massively successful.
Edgard & Cooper
Crafty thread 🪡: This campaign is the official launch of Edgard & Cooper’s new creative platform in Germany. To bring this to life in a meaningful way, and drive fame for the brand, we uncovered the quirks of their local audience compared to Europe as a whole to understand how and where to meet our German Idealists where it mattered most.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
The Ordinary
Crafty thread 🪡 : For the launch of GF15%, we knew this campaign had to do more than introduce a product: it had to challenge a creaking industry. Our strategy? Big, bold, and impossible to ignore. Across two markets, we leveraged high-impact OOH placements with long dwell times and smart sequencing to unveil the ‘core truth drops’ of the campaign. Stay tuned too for high-impact takeovers of London and New York’s most iconic press properties. This wasn’t about mere visibility; it was about sparking conversation and driving fame. The result? A launch that lands, lingers, and leaves a mark.
Who Gives A Crap
Crafty thread 🪡: Following Who Gives A Crap’s expansion into retail, we needed to maintain momentum and continue to raise brand awareness. Using a range of data sources, we identified specific neighbourhoods in London, Melbourne & Sydney where our growth audience of Uncrappers live; people who consider themselves progressive, try to be eco-friendly and have early adopter mentalities. High-impact sites were selected, using the brands distinctive packaging as key product imagery, crucially in close proximity to Waitrose - the brands retail launch partner. In Sydney, alongside retailer proximity, we tested electric car charging points OOH across the city as a format and medium that aligns with the brands values and audience.
Woolmark
Crafty thread 🪡 : 69% of all the clothes we wear contain plastic. This means that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. There isn’t widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available. Our challenge for Woolmark was to help audiences around the world to think differently about their clothes. As such we actually leant into the behaviours of luxury fashion brands in comms. We used the sequential runway of New York, London and Paris Fashion weeks to launch our campaign, appearing sequentially in each city as the catwalks were busy, and the spotlight was on the fashion industry. We took the biggest boldest placements in OOH bought to life what a swimming pool of oil looked like.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Formula E
Crafty thread 🪡 : A key strategic insight we provided for Formula E was the great potential in their India audience - an insight we then went on to plan and activate against alongside Guerillascope as a part of a wider campaign for FE's electrifying season 9. In order to cut-through and supercharge the latent fandom that we knew was hidden within India, we geo-targeted our hero regions in a multi-channel campaign across VOD, OLV, social media and a partnership with GQ India. With over 200 million impressions delivered and over 30,000 in attendance: the race in Hyderabad proved massively successful.
Edgard & Cooper
Crafty thread 🪡: This campaign is the official launch of Edgard & Cooper’s new creative platform in Germany. To bring this to life in a meaningful way, and drive fame for the brand, we uncovered the quirks of their local audience compared to Europe as a whole to understand how and where to meet our German Idealists where it mattered most.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
The Ordinary
Crafty thread 🪡 : For the launch of GF15%, we knew this campaign had to do more than introduce a product: it had to challenge a creaking industry. Our strategy? Big, bold, and impossible to ignore. Across two markets, we leveraged high-impact OOH placements with long dwell times and smart sequencing to unveil the ‘core truth drops’ of the campaign. Stay tuned too for high-impact takeovers of London and New York’s most iconic press properties. This wasn’t about mere visibility; it was about sparking conversation and driving fame. The result? A launch that lands, lingers, and leaves a mark.
Who Gives A Crap
Crafty thread 🪡: Following Who Gives A Crap’s expansion into retail, we needed to maintain momentum and continue to raise brand awareness. Using a range of data sources, we identified specific neighbourhoods in London, Melbourne & Sydney where our growth audience of Uncrappers live; people who consider themselves progressive, try to be eco-friendly and have early adopter mentalities. High-impact sites were selected, using the brands distinctive packaging as key product imagery, crucially in close proximity to Waitrose - the brands retail launch partner. In Sydney, alongside retailer proximity, we tested electric car charging points OOH across the city as a format and medium that aligns with the brands values and audience.
Woolmark
Crafty thread 🪡 : 69% of all the clothes we wear contain plastic. This means that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. There isn’t widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available. Our challenge for Woolmark was to help audiences around the world to think differently about their clothes. As such we actually leant into the behaviours of luxury fashion brands in comms. We used the sequential runway of New York, London and Paris Fashion weeks to launch our campaign, appearing sequentially in each city as the catwalks were busy, and the spotlight was on the fashion industry. We took the biggest boldest placements in OOH bought to life what a swimming pool of oil looked like.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Formula E
Crafty thread 🪡 : A key strategic insight we provided for Formula E was the great potential in their India audience - an insight we then went on to plan and activate against alongside Guerillascope as a part of a wider campaign for FE's electrifying season 9. In order to cut-through and supercharge the latent fandom that we knew was hidden within India, we geo-targeted our hero regions in a multi-channel campaign across VOD, OLV, social media and a partnership with GQ India. With over 200 million impressions delivered and over 30,000 in attendance: the race in Hyderabad proved massively successful.
Edgard & Cooper
Crafty thread 🪡: This campaign is the official launch of Edgard & Cooper’s new creative platform in Germany. To bring this to life in a meaningful way, and drive fame for the brand, we uncovered the quirks of their local audience compared to Europe as a whole to understand how and where to meet our German Idealists where it mattered most.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
The Ordinary
Crafty thread 🪡 : For the launch of GF15%, we knew this campaign had to do more than introduce a product: it had to challenge a creaking industry. Our strategy? Big, bold, and impossible to ignore. Across two markets, we leveraged high-impact OOH placements with long dwell times and smart sequencing to unveil the ‘core truth drops’ of the campaign. Stay tuned too for high-impact takeovers of London and New York’s most iconic press properties. This wasn’t about mere visibility; it was about sparking conversation and driving fame. The result? A launch that lands, lingers, and leaves a mark.
Who Gives A Crap
Crafty thread 🪡: Following Who Gives A Crap’s expansion into retail, we needed to maintain momentum and continue to raise brand awareness. Using a range of data sources, we identified specific neighbourhoods in London, Melbourne & Sydney where our growth audience of Uncrappers live; people who consider themselves progressive, try to be eco-friendly and have early adopter mentalities. High-impact sites were selected, using the brands distinctive packaging as key product imagery, crucially in close proximity to Waitrose - the brands retail launch partner. In Sydney, alongside retailer proximity, we tested electric car charging points OOH across the city as a format and medium that aligns with the brands values and audience.
Woolmark
Crafty thread 🪡 : 69% of all the clothes we wear contain plastic. This means that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. There isn’t widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available. Our challenge for Woolmark was to help audiences around the world to think differently about their clothes. As such we actually leant into the behaviours of luxury fashion brands in comms. We used the sequential runway of New York, London and Paris Fashion weeks to launch our campaign, appearing sequentially in each city as the catwalks were busy, and the spotlight was on the fashion industry. We took the biggest boldest placements in OOH bought to life what a swimming pool of oil looked like.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Formula E
Crafty thread 🪡 : A key strategic insight we provided for Formula E was the great potential in their India audience - an insight we then went on to plan and activate against alongside Guerillascope as a part of a wider campaign for FE's electrifying season 9. In order to cut-through and supercharge the latent fandom that we knew was hidden within India, we geo-targeted our hero regions in a multi-channel campaign across VOD, OLV, social media and a partnership with GQ India. With over 200 million impressions delivered and over 30,000 in attendance: the race in Hyderabad proved massively successful.
Edgard & Cooper
Crafty thread 🪡: This campaign is the official launch of Edgard & Cooper’s new creative platform in Germany. To bring this to life in a meaningful way, and drive fame for the brand, we uncovered the quirks of their local audience compared to Europe as a whole to understand how and where to meet our German Idealists where it mattered most.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
The Ordinary
Crafty thread 🪡 : For the launch of GF15%, we knew this campaign had to do more than introduce a product: it had to challenge a creaking industry. Our strategy? Big, bold, and impossible to ignore. Across two markets, we leveraged high-impact OOH placements with long dwell times and smart sequencing to unveil the ‘core truth drops’ of the campaign. Stay tuned too for high-impact takeovers of London and New York’s most iconic press properties. This wasn’t about mere visibility; it was about sparking conversation and driving fame. The result? A launch that lands, lingers, and leaves a mark.
Who Gives A Crap
Crafty thread 🪡: Following Who Gives A Crap’s expansion into retail, we needed to maintain momentum and continue to raise brand awareness. Using a range of data sources, we identified specific neighbourhoods in London, Melbourne & Sydney where our growth audience of Uncrappers live; people who consider themselves progressive, try to be eco-friendly and have early adopter mentalities. High-impact sites were selected, using the brands distinctive packaging as key product imagery, crucially in close proximity to Waitrose - the brands retail launch partner. In Sydney, alongside retailer proximity, we tested electric car charging points OOH across the city as a format and medium that aligns with the brands values and audience.
Woolmark
Crafty thread 🪡 : 69% of all the clothes we wear contain plastic. This means that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. There isn’t widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available. Our challenge for Woolmark was to help audiences around the world to think differently about their clothes. As such we actually leant into the behaviours of luxury fashion brands in comms. We used the sequential runway of New York, London and Paris Fashion weeks to launch our campaign, appearing sequentially in each city as the catwalks were busy, and the spotlight was on the fashion industry. We took the biggest boldest placements in OOH bought to life what a swimming pool of oil looked like.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Formula E
Crafty thread 🪡 : A key strategic insight we provided for Formula E was the great potential in their India audience - an insight we then went on to plan and activate against alongside Guerillascope as a part of a wider campaign for FE's electrifying season 9. In order to cut-through and supercharge the latent fandom that we knew was hidden within India, we geo-targeted our hero regions in a multi-channel campaign across VOD, OLV, social media and a partnership with GQ India. With over 200 million impressions delivered and over 30,000 in attendance: the race in Hyderabad proved massively successful.
Edgard & Cooper
Crafty thread 🪡: This campaign is the official launch of Edgard & Cooper’s new creative platform in Germany. To bring this to life in a meaningful way, and drive fame for the brand, we uncovered the quirks of their local audience compared to Europe as a whole to understand how and where to meet our German Idealists where it mattered most.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
The Ordinary
Crafty thread 🪡 : For the launch of GF15%, we knew this campaign had to do more than introduce a product: it had to challenge a creaking industry. Our strategy? Big, bold, and impossible to ignore. Across two markets, we leveraged high-impact OOH placements with long dwell times and smart sequencing to unveil the ‘core truth drops’ of the campaign. Stay tuned too for high-impact takeovers of London and New York’s most iconic press properties. This wasn’t about mere visibility; it was about sparking conversation and driving fame. The result? A launch that lands, lingers, and leaves a mark.
Who Gives A Crap
Crafty thread 🪡: Following Who Gives A Crap’s expansion into retail, we needed to maintain momentum and continue to raise brand awareness. Using a range of data sources, we identified specific neighbourhoods in London, Melbourne & Sydney where our growth audience of Uncrappers live; people who consider themselves progressive, try to be eco-friendly and have early adopter mentalities. High-impact sites were selected, using the brands distinctive packaging as key product imagery, crucially in close proximity to Waitrose - the brands retail launch partner. In Sydney, alongside retailer proximity, we tested electric car charging points OOH across the city as a format and medium that aligns with the brands values and audience.
Woolmark
Crafty thread 🪡 : 69% of all the clothes we wear contain plastic. This means that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. There isn’t widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available. Our challenge for Woolmark was to help audiences around the world to think differently about their clothes. As such we actually leant into the behaviours of luxury fashion brands in comms. We used the sequential runway of New York, London and Paris Fashion weeks to launch our campaign, appearing sequentially in each city as the catwalks were busy, and the spotlight was on the fashion industry. We took the biggest boldest placements in OOH bought to life what a swimming pool of oil looked like.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Within the first week 193 news outlets and fashion titles covered our campaign, and the launch creative was seen by over 193m people.
Formula E
Crafty thread 🪡 : A key strategic insight we provided for Formula E was the great potential in their India audience - an insight we then went on to plan and activate against alongside Guerillascope as a part of a wider campaign for FE's electrifying season 9. In order to cut-through and supercharge the latent fandom that we knew was hidden within India, we geo-targeted our hero regions in a multi-channel campaign across VOD, OLV, social media and a partnership with GQ India. With over 200 million impressions delivered and over 30,000 in attendance: the race in Hyderabad proved massively successful.
Edgard & Cooper
Crafty thread 🪡: This campaign is the official launch of Edgard & Cooper’s new creative platform in Germany. To bring this to life in a meaningful way, and drive fame for the brand, we uncovered the quirks of their local audience compared to Europe as a whole to understand how and where to meet our German Idealists where it mattered most.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
Based on our strategy, we planned a multichannel AV & OOH campaign that would make Edgard & Cooper unmissable to our Urban Idealist audience, appearing across some of Germany’s top rated, and pet related, TV shows, and throughout the most popular dog walking routes in key cities too.
"A Fanstastic Asset”
“Craft are a fantastic asset and source of intelligence and ideas for us. Equally wise about insight, strategy, customers, talent, creative and media. They are also true friends to their clients, always elevating situations with clarity, creativity, solidarity and good cheer.”
CMO, A Global Beauty Brand
We’ve supported a diverse range of clients including Speedo, Brewdog, Sweaty Betty, The Body Shop and Who Gives a Crap with their communications requirements across multiple markets including the US, Europe and Australia.
To find out more about Craft’s International services, please get in touch.
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