For over 25 years, The Big Issue Group has strived to dismantle poverty through creating opportunity. In the process, it has become one of the most recognised and trusted brands in the UK. TRUE were set the task of re-launching The Big Issue website, ensuring the successful integration of a new digital publishing strategy whilst maintaining the unique position held by the magazine.
With 24 cinemas and over 90,000 members in the UK, Picturehouse Cinemas own a unique space with the filmgoing public. The brand currently runs a dedicated programming schedule and challenged TRUE to develop and activate an integrated print and digital content strategy to support the programming – a core communication with its members. This includes publishing a print magazine, in addition to the design, development and support of a mobile-first website.
TRUE help Workspace, one of London’s largest providers of commercial office space, develop a deeper relationship with its customers. To position Workspace as a business incubator and facilitator of innovation, we showcase the fast-growth businesses that call Workspace home. We do this via video, regular blog content, and by producing a customer magazine.
Millions of shoppers use Reevoo to make better buying decisions in their everyday lives. Hundreds of brands all over the world use their solutions to get a better idea of what makes their customers tick. TRUE support Reevoo in their content marketing activity, creating regular blog content to engage potential customers.
Dove has won women over—the world over—with its refreshingly honest videos and communication strategies. TRUE worked in partnership with Unilever to create a new concept to build on this legacy: not merely replicating past initiatives but presenting something fresh and bold. At a time when African women are fighting for fair representation, the decision was to showcase dynamic protagonists via a #MadeInAfrica campaign - introducing and celebrating vibrant, passionate real African women to global consumers.
L’Oréal’s ambition is to make Dark and Lovely the #1 digital loved haircare brand in Africa. TRUE created and executed a content marketing strategy to support the core pillars of product launches, connect with salons and stylists, and create a destination for hairstyle information.
Suez Environment, one of France’s largest companies, selected TRUE to create key diversity initiatives for several of its leading business units in the US, the UK, Sweden, the Netherlands, Germany, Morocco and Australia. Along with concise guiding principles, TRUE designed a corporate-communications campaign and identified key media and cultural partnership opportunities to position the company as a global leader in diversity and corporate social responsibility.
TRUE were commissioned to execute a campaign strategy and activation plan for the Light To Learn project, an initiative between Akon Lighting Africa, Bridge International Academies and To:. This included shooting a mini documentary on location in Liberia, developing and executing a content marketing strategy activated via social media, and curating a concert with leading African musicians at Cop 22, Marrakech.
TRUE 212 designed and developed the new website and content strategy for the SEA Foundation on behalf of the Togolese philanthropist and footballer Emmanuel Adebayor. The SEA Foundation aims to fund and support youth projects in Togo that have the potential to be rolled out to the rest of Africa. The foundation was set up by Sheyi Emmanuel Adebayor in 2014 to bring together his various philanthropic endeavours, including his involvement in government initiatives and his ambassadorial roles for numerous NGOs and charities. The Foundation works in partnership with the Togolese Government.
TRUE was asked to produce Brazil 2010, a special edition of TRACE magazine devoted to Afro-Brazilian culture and intended to promote business and tourism. Featuring photography by Evangelia Kranioti and Marc Baptiste and editorial by Claude Grunitzky, the magazine was distributed by the government of Bahia and internationally on newsstands.
The President of Guinea hired TRUE to provide insights into policymaking in areas such as media, communications, culture and overall country branding. Starting with a communications strategy based on an organisational overhaul from the top down, TRUE proposed dual levels of communication – local and international – to help major investors, donors, diplomats and other stakeholders understand that Guinea is open to business and committed to building strong institutions.
TRUE was charged with the conception and organisation of an event celebrating the 51st anniversary of the declaration of independence in the main square of the capital, Lomé. Since 2011, TRUE has conceived and produced various cultural events including fireworks, fashion shows, dance contests, open-air concerts with local talent for the annual celebration.
TRUE was responsible for the global communications strategy for the Festival For Black Arts held in Senegal. As well as organising press events in London, New York and Paris, TRUE provided communication strategies in English, French and Portuguese and supervised the press itinerary at the festival itself.
After partnering for the inaugural Forum of Young Entrepreneurs in Togo, the U.S. Department of State once again called on TRUE's services to promote entrepreneurship on the African continent. In September 2014, Claude Grunitzky was asked by the U.S. Embassy in Burkina Faso to lead a series of workshops on entrepreneurship. Those attending were part of the Young Africa Leadership Initiative Network.
Cronycle is a new content curation platform which organises content streams, making it easy to find and enjoy the stories that matter. TRUE was asked to formulate and implement their social media strategy.
Vpod Solutions is a pioneer within remote access and video conferencing. Vpod designs and manufactures products and technologies for next-generation collaboration. Remote-access applications allow consumers and customers to interact with experts over video. Vpod solutions appointed TRUE responsible for content strategy, wireframes and design services for its innovative free-standing video-based system for virtual services, Vgreet.
TRUE advised Target, one of America's largest retailers, on the launch of its diversity strategy. Via a specially commissioned feature, TRUE introduced James ‘Bubba’ Stewart, the African-American motocross professional sponsored by the American retail company Target, to the TRACE magazine audience.
TRUE helped launch Rimmel U at an event in New York with a specially curated guest list of 400 opinion formers in art, fashion and music. TRUE positioned the make-up brand as inclusive, multi-ethnic, experimental, eclectic - just like the inspirational melting pot of east London.
TRUE provided a report for Natura, the Brazilian cosmetics company, on the changing perceptions of American identity and how the company should approach the North American market.
Michelin asked TRUE to study the restaurant-guide market in the tri-state New York area. After sessions with focus groups and having examined competitors like Zagat, in association with the marketing company Gatard & Associés, TRUE set up a daily blog by expert food writers.
Levi’s asked TRUE to identify the most creative and forward-thinking musicians and artistic personalities in New York for a countrywide publicity campaign. Five musicians were interviewed and photographed wearing their customised Levi’s and invited to take part in jam sessions in front of a select audience of TRACE magazine influencers.
The new brand Leblon Cachaça (now owned by Bacardi) asked TRUE help create their brand identity. Using models from Brazil and the United States, TRUE shot an ad campaign on the Leblon beach in Rio de Janeiro. The shoot celebrated the natural beauty of these transcultural models against the silhouette of the Two Brother mountains, which also features in the brand’s logo.
Commissioned to produce the charity’s annual report, TRUE created a 66-page magazine highlighting the work of the human-rights organisation and campaigning body in the US, France, Germany, Denmark, Poland and the Netherlands.
TRUE spearheaded a month-long festival in honour of French urban culture, inviting French poets, painters, musicians and directors to take part. It also produced and distributed the catalogue containing original content tracing the development and influence of French urban culture.
TRUE was part of the team that organised the after party for the Brooklyn Museum’s annual gala at the Rubin Pavilion inviting a select bunch of TRACE magazine influencers.
When AARP (American Association of Retired Persons) decided they wanted to reach Hispanic and African-American audiences in a membership drive, they turned to TRUE to produce a targeted print ad campaign designed to highlight the personal and social benefits of joining AARP.
TRUE was hired to develop the strategy and guidelines for brand communication as part of the flagship store opening in Le Marais, Paris. TRUE organised the international press event for brand ambassador and Chicago Bulls’ NBA star Joakim Noah in Chicago, Illinois.
TRUE worked with TBWA/Paris on a print, digital and interactive campaign in which 10 members of Tokyo’s underground scene customised the Absolut bottle. The advertising campaign ran in 60 magazines internationally.
The lnfiniti luxury automotive brand asked TRUE to help launch the new M models. TRUE curated a photography exhibition, showcasing the next generation of Innovative Belgian fashion designers in print, online and on museum walls. Five hundred influencers were invited to an event at the Chelsea Art Museum in New York City co-hosted by Diane von Furstenberg and the Consul General of Belgium in New York.
When Hilton hotels wanted to raise awareness about its diversity programme, it turned to TRUE. The campaign, online and in specially selected publications, promoted its Minority Hotel Owner Development Program to an ethnically diverse entrepreneurial audience of suppliers, employees and potential franchise partners.
TRUE created an exclusive, 100-page glossy publication, TERRACE, for the new Mercedes-Benz C-Class. Distributed on newsstands and in luxury hotels, high-end restaurants, boutiques and select Mercedes-Benz dealerships, TERRACE was tailored to fit the design aesthetic and global mindset of Mercedes’ target metropolitan customers.
When Moët Hennessy USA needed a big idea for their market-leading Moët & Chandon champagne, they turned to TRUE. Designed to target young professionals in New York City, Los Angeles, Chicago and Miami, ‘America's New Royalty’ campaign explored Moët’s royal story through the lens of the transcultural hip-hop generation.
Nissan asked TRUE to help achieve aggressive sales goals for the Altima, a vehicle two years into its life cycle with no recent product enhancements. As a result of TRUE’s Nissan Altima campaign, African-American Altima sales increased 14 per cent and African-American Nissan sales increased 29 per cent.
To bring the Puma Vision corporate social responsibility initiative to their network of influential consumers, TRUE created the magazine, 30 Americans. Named after the art show previewed during Art Basel Miami at the Rubell Family Collection, the 32-page print magazine was distributed with TRACE magazine and online via the Puma website.