Thrive on means taking life in your stride. Growing, learning and making the most of life’s possibilities - because no matter how far you get, there’s always more, if you want it.

Idris Elba, OBE is the epitome of this philosophy. A man of the hour, and the people, world-famous for his restless ambition – DJ, director, MMA fighter, actor... The list goes on.

Using a hero launch film, led by Idris, we tapped into the genuine and emotional insight that there’s a deep pool of unfulfilled life ambitions amongst adults, regardless of age or what they’ve already achieved.

Inspired by Idris’ own late start in his career, we wanted to highlight this emotive and passionate truth, prompting people both on and off screen into action by asking them a simple question, they probably haven’t been asked since school. ‘What do you want to be when you grow up?’

We launched with a press event to introduce Idris Elba as our brand ambassador and invited some of the UK’s other most prolific thrivers to attend, so they could discuss what inspires them.

The three-month campaign then kicked off in April with a 30” teaser edit that generated buzz amongst the target audience and awareness of the brand.

We followed up with an emotionally driven full length edit that invited people to tell us how they wanted to Thrive On at the Purdey’s website for the chance to win their ambition being fulfilled. 

The competition was also supported by two 15” edits that were retargeted to those who had engaged with our content.

All content was seeded across Facebook, Twitter, YouTube and Unruly and during the campaign we also ran OOH throughout London to raise product awareness.

We succeeded in reaching our business ambitions, whilst obliterating our ‘emotional’ targets. The brand benefited from a 25% increase in market share. Rate of sale rose 20% during the campaign, Purdey’s distribution footprint doubled and household penetration grew by 20%.

Creatively, Our content took a unique approach for the ‘energy’ category, one that reaped rewards… The content went global after receiving over 366k shares taking it up to 31m+ views, but most impressively, this was achieved with 103% organic views… rare in this day of paid reach.

The competition received an overwhelming 1,977 detailed entries and what’s more we built an organic community of thrivers, all supporting and encouraging one another to achieve their dreams. A real ‘thriving’ spirit was built and nurtured by Idris as he interacted with the community throughout the campaign.