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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

"Lewis is my (not so) secret weapon for disruptive PR! We've worked on some brilliant brand activations this year with Revoluciòn de Cuba and I can't wait to carry on creating memorable moments, flipping the familiar into a fiesta. Our most recent activation in Birmingham Bullring was beautifully pulled together, the video has been a hit internally and i'm excited for the content to hit our digital channels for guests to see. Lewis is professional, enthusiastic, innovative and I feel confident that he can literally pull anything off we dare to dream up!"
Kate Hawkshaw

Brand Manager - Revolución de Cuba

"Hussel were exactly what we were looking for as a think outside of the box marketing agency. Brennan worked with Hussel to produce a video for use as an advert on our social media & YouTube channels. Lewis and his team were fantastic to work with & delivered exactly what we were looking for with the tone & presentation of the video. We've been so impressed with the first video they produced for us that we've decided to turn this into a series of adverts for our company. We're really happy to continue to work with Hussel and produce some compelling but fun content for our customers."
Baneet Grover

Marketing Manager - Brennan Industries

The Hussel team have recently built HM Staffing a new website and we are blown away by the site and the results it's delivering. From the start of the process to the end we had no issues and Lewis was always just a phone call away to help with any questions or changes. Massive thank you to the Hussel Team for building us a website that doesn't just look nice but also converts clients and represents our brand.
Harry Portch

Owner/Director - HM Staffing

Lewis and Hussel is not just another Marketing place. Working with Lewis developed and in time, he felt like family. His ideas are wild and unique and designed to engage and intrigue resulting in 100s of thousands of views if not millions. He ran a cancer awareness campaign for us and created an investor video ad in under a week. The results were stunning and a great showcase of his talent as an artist. I expect huge things for him and his company and expect this to be the start of his firm exploding!!
Jeff Stephens

Owner/Director - Infusion 51a

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