Making Kipling relevant and desirable again.
Client
Kipling
The Challenge
Kipling’s awareness was low, and the brand was losing relevance and aspiration across markets. The task was to create one global campaign that could be rolled out consistently across regions, while appealing to both its loyal audience and a new, younger generation.
The Idea
No matter what’s weighing you down, life’s a bit lighter when you Follow Your Monkey.
The Solution
- Built a simple global campaign formula: Lifestyle x Product x Monkey = Fun, so every execution feels unmistakably Kipling.
- Created a hero story told from the Monkey’s POV, where everyday moments trigger a contagious “monkey face” reaction, making Live.Light instantly felt, not explained.
- Designed a modular rollout system: hero film + short product edits + OOH/print + in-store activations with one campaign line, one voice, one monkey.
