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Bringing Sweet Joes to Life in 48 Hours – Disruptive Event Activation

When Sweet Joes, a cookie store in Birmingham Grand Central, called us at the eleventh hour for their store opening, we had one reaction: “48-hour turnaround? Hold my non-alcoholic beer.”

No, but seriously, we don’t post enough about the smaller cheeky projects we pull together. But this one? This one was a vibe

The Creative Challenge

Sweet Joes rang us up on a Tuesday: “Reckon you could help us out with our store launch on Friday?”

The challenge was clear — create a high-energy activation that would draw in the busy commuter crowd of Birmingham Grand Central.

Aaaaaand we had just 48 hours to pull it off.

Execution and Solution

By Wednesday morning, we had a bold plan in place. Then came the whirlwind execution. Between regular work and late-night hustle, our team managed to:

– Book an incredible dance crew to create energy and excitement in the station.

– Lock in a drummer with skills that could wake up even the most caffeine-deprived commuters.

– Source full chef outfits for the activation — and yes, this was during the Halloween rush.

– Assemble our camera team to capture every cookie-filled moment.

– Plan the entire activation, down to the last sprinkle.

– Prep the sound system to blast Sweet Joes vibes across Grand Central.

– Call in the big guns: a whimsical balloon artist who crafted cookie-themed creations that stopped passersby in their tracks.

All of this came together to create a memorable, high-energy launch that perfectly matched Sweet Joes’ brand.

What Sweet Joes had to say…

“Great service by Lewis. We needed something last minute and he delivered with a bang” 🙌 Ammar Saleem, Owner/Founder

Results

The result?

A launch that turned heads and filled mouths.

– Sweet Joes opened with a bang: Hundreds of Grand Central commuters stopped to watch, snap pictures, and — most importantly — try the cookies.

– Social media hype: The energy of the launch was captured in real-time, resulting in heightened engagement for Sweet Joes.

– Client love: Sweet Joes didn’t just open a store; they opened with a story. A story that won’t be forgotten anytime soon.

Conclusion

This campaign was about more than just cookies; it was all about creating a moment. A moment that people would remember and talk about. A moment that took Sweet Joes from a new store to the must-visit spot in Grand Central.

By embracing the challenge and executing with creativity and precision, we brought Sweet Joes to life in just 48 hours.

If your brand’s next big moment is just a few days away and you’re thinking, “Is this even possible?” give us a call.

We’ll make it happen — chef hats and all.

Absolutely love working with Hussel. We have been working with Lewis and his team for a year now and he always goes above and beyond. He listens to what our priorities are, guides us to the best solution and adapts our plan with him to suit. His experience and knowledge is second to non and he always has our company’s best interest at heart. We feel like the Hussel team are an extension of our own and we are looking forward to the next chapter of working with them.
Katie Clay

Operations Director - Gamble FS

"We worked with Lewis on a CGI campaign for roll out across 6 of our key markets. Lewis and the team brought bags of energy from the start, with great creative thinking and pitch presentations. We LOVE the end result, all films delivered our expectations 100%. The Hussel team brought a wealth of creative ideas that perfectly complemented our vision and requirements. Lewis, in particular, was always accessible and keen to find the best solutions to our needs. His dedication, professionalism and outstanding ideas were essential to the success of our project"
Anna & Miroslava

Marketing Team UK & EU - Lansinoh®

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

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