News
Very launches first-ever multicategory Haus of Flamingo campaign to inspire Spring shopping
Very has released the latest chapter of its distinctive Haus of Flamingo brand platform which, for the first time, is branching out beyond womenswear to reflect customer shopping habits.
Haus of Flamingo has had a flying start since launching in Summer 2024, driving strong brand attribution and greater distinction. This has driven an impressive 10% uplift in brand consideration across the retailer’s womenswear category.
Now, for the first time, Haus of Flamingo is spotlighting Very’s multi-category fashion offering.
The Departure, launching today (13th March), showcases products from menswear and kidswear, in addition to womenswear must-haves, as new data from the online retailer reveals a significant 40% of its fashion customers are shopping cross-category.
Telling a story of escaping the dull, grey winter and flocking to the ever-fabulous Haus of Flamingo, the new ad is set in a stylised airport environment, making recognisable airport moments look chic.
An overweight bag is an opportune moment to elevate an outfit, whilst the security gate is the perfect time for Very's signature flamingo pose. Plus, the new campaign spotlights Very Pay, the online retailer's flexible payment option which lets customers spread the cost, giving them more time to pay.
Jessica Myers, chief customer officer at The Very Group, which operates Very, said: “Cutting through the sea of sameness in the women’s fashion space is hard, but Haus of Flamingo does exactly that, with data showing we’re on to a winner! We’re now rolling the platform out across our other fashion categories to really showcase our amazing multi-category offering which we know is important to our customers as it gives them the ease of buying for themselves and their family all in one place.
“Spring is a huge moment for our customers – it’s when they come out of winter hibernation with spring energy making it the perfect time to unveil our new multi-category ad. The Departure encourages customers to free their inner flamingo, empowering them to express their confidence and unique sense of style.”
The long-term fashion platform, developed in collaboration with The Gate, combines the sentiment of Very’s brand proposition, ‘Let’s make it sparkle', with flamingo energy, pops of pink and an aspirational but relatable style to create an irresistible brand world full of pink and originality.
The Departure campaign features a hero 30" TV advert, along with cut down versions, including a Very Pay bespoke asset, mens and kids stand-alone assets and an extensive suite of social-first content. The new Haus of Flamingo ad was produced by Kode and directed by Lu Xiao Wei, and includes a selection of bold and distinctive stills captured by photographer Aura Skulskytè. It will run in the UK and Ireland, across TV, VOD, social media, press and online. Media planning and buying was handled by Zenith.
Antonio Gizzonio and Maisie Willis, creative directors at The Gate, said:
"For Spring 2025, we're taking Haus of Flamingo to new heights. We know that the minute there’s a hint of Spring-like weather, our audience is planning trips and getaways; and the journey can be as fun as the destination. In “The Departure”, we show Very’s squad channelling their flamingo energy with the airport as their runway!”
The Departure is the first instalment of the online retailer’s two-part ad campaign, with the second phase launching later this Spring.
SMARTY CUTS THROUGH THE NONSENSE IN LATEST “LESS MALARKEY, MORE SMARTY” CAMPAIGN
SMARTY, the SIM-only mobile network owned by THREE UK, launches the next instalment of its ‘Less Malarkey, More SMARTY’ campaign on 3rd March. Developed by The Gate, MSQ’s award-winning brand and customer experience creative agency, the fully integrated campaign features two new spots alongside out-of-home, radio, social media, and customer experience activations. Media planning and buying have been handled by Zenith.
SMARTY continues to challenge the traditional telco market by championing no-nonsense mobile plans. Its mission is to bring simplicity and trust to an industry often associated with complication and confusion. With transparent pricing, no contracts, no annual price rises, and free EU roaming up to 12GB, SMARTY puts customers first - ensuring they get exactly what they need, without any hassle.
To reinforce its commitment to simplicity, SMARTY calls out the malarkey of everyday life. The campaign illustrates this through humorous scenarios. In the TV ad, we witness the trials and tribulations of looping through empty airport queues and a bride being refused entry to her own wedding reception, simply because she does not have her invite. The malarkey of these situations is highlighted by the voice of comedian Karl Pilkington, who perfectly embodies the brand's belief in challenging unnecessary complications.
“‘Less Malarkey, More SMARTY’ has been a great success for the brand, and we’re excited to continue calling out the nonsense complexities that people face every day—showing that life truly works best when it’s served simply,” said Lucas Peon, Chief Creative Officer at The Gate.
Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, added: “Now more than ever, simplicity matters. In a world that's full of complexity, especially when it comes to mobile plans, people are looking for one less thing to worry about. By removing confusing lengthy contracts and hidden fees, we give customers back control, so they can focus on what’s important.”
The Gate, which merged with MBAStack in March of last year to join-up brand and customer experience creativity, has won a number of new clients in the past 18 months including retailer The Very Group, Informa and The AA - adding the CRM and BTL remits to its existing brand remit following competitive pitches. In the same time-frame it has won a number of high profile industry awards at the EFFIE’s, The Marketing Society awards, Creative Circle, The British Arrows and The DMA’s. It is currently shortlisted as Integrated Agency of the Year at Campaign’s Agency of the Year awards.
Jamie Elliott, CEO named Leader of The Year
Our esteemed CEO, Jamie Elliott, was named Leader of the Year at the Creativepool awards. And we couldn’t agree more that his outstanding leadership has been instrumental in making these achievements possible.
The Gate Best Agency to Work For
We are equally proud to be recognised as the Best Agency to Work For at Creativepool awards, a reflection of our commitment to creating an inspiring and supportive work culture alongside our strong gang.
The Gate Agency of The Year
We are thrilled to announce The Gate London was awarded Agency of the Year at the Creativepool Awards.
A true testament to the dedication and hard work of our incredible gang who help us Walk Through Walls every day.
The Gate at Cannes 2023: Cannes Diary
The Gate took over the French Riviera for the Cannes Lions Festival 2024.
Here’s a summary of what they’ve been up to during the festival.
Day 1
Day 2
Day 3
Day 4
The Gate at Cannes 2023: A view from our CCO Lucas Peon
Introducing the 'A View from Our CCO, Lucas Peon in Cannes'
This Cannes our fantastic CCO, Lucas Peon was fully immersed in the Palais, exploring the outstanding contenders of the year.
Chief Client Officer, Vicky Janaway selected at iList 2024
Our Chief Client Officer, Vicky Janaway has been selected to be in IPA iList 2024, which recognises the “champions of inclusivity” across the advertising industry.
The Gate at the top of the School Report by Campaign Magazine
The Gate stays firmly at the top of Campaign's School Report 2024 with a divine 7 out of 9.
Read the report here
Account Director, Will Nevill on Advertising Unlocked
Dive into the incredible journey of our very own Account Director, Will Nevill. From attending The IPA Advertising Unlocked in 2017, which illuminated a career path he hadn’t previously considered, to his flourishing role at The Gate London.
Read his enlightening article for the IPA, where he shares how it all began. Delving into the importance that Advertising Unlocked holds for the next generation, guiding them towards discovering the diverse opportunities within our industry.
Read it here.
Kit Altin’s Guide to Creative Briefing
Our fantastic CSO, Kit Altin engaged in an conversation with Alex Reeves from LBB exploring the delicate balance of logic and magic in the art of creative briefing.
Dive into this piece for a taste of her invaluable insights via
CEO Jamie Elliott shortlisted as Agency Leader
We are absolutely thrilled to announce that our CEO, Jamie Elliott has been shortlisted as Agency Leader at Campaigns’s Global Agency of the Year Awards.
Jamie's leadership has propelled us to new heights, and we couldn't be prouder.
Growing The Gate gang
We are excited to be growing The Gate’s gang by joining forces with the MBAstack team in London to create a leader in joined-up brand and customer experience creativity.
Read more
The AA won Silver and Bronze at British Arrows
We're delighted to share that our campaign for The AA, "It's Ok, I'm with The AA" has secured a Silver in Automotive, a Bronze in Best up to 30-second Commercial, and has been shortlisted in the Integrated category at the British Arrows Awards 2024.
IWD Panel ‘The Women Who Made Us’
In honour of International Women's Day, MSQ hosted a thought-provoking panel discussion titled "The Women Who Made Us."
We're delighted to showcase the powerhouse women who graced the panel: our Chief Client Officer, Vicky Janaway, brought her infectious energy as the moderator, while our formidable Managing Director, Charlotte Wolfenden, whose leadership, and unwavering dedication have been a driving force behind our success, took the stage alongside these fantastic MSQ Managing Directors Rebecca Vickery, Nicola Nimmo, and Charlotte Mullan, sharing their invaluable insights as panellists.
The panel's focus was on inspiration, leadership and empowerment, paying homage to the extraordinary women who have played pivotal roles in shaping the MSQ leadership team.
Here's to celebrating the remarkable achievements and contributions of women everywhere!
Top 5 stand-out marketing campaign for Lexis Nexis
Our 'See What Matters' campaign for LexisNexis Risk was recognised as one of the Top 5 stand-out marketing campaigns of the week by Performance Marketing World alongside leading brands Diet Coke, Interflora and Dr Martens.
Read it here
The Gate at the Drum World Creative Rankings
We're absolutely thrilled to share that The Gate has been featured in The Drum World Creative Rankings 2024 as one of The Most Awarded Agencies in the UK & Ireland!
This recognition is a testament to the incredible talent, hard work, and dedication of our gang.
Read it here
Jamie Elliott featured in the A List
We're absolutely thrilled to announce that our CEO, Jamie Elliott has earned a well-deserved spot in Campaign’s A List 2024.
After a four-year hiatus, this year's A List is back in action, spotlighting approximately 250 of adland's most influential figures in the UK.
Read it here
Chief Client Officer, Vicky Janaway nominated for the iList
We're thrilled to share that our Chief Client Officer, Vicky Janaway has been shortlisted to be in the IPA iList.
The iList spotlights trailblazers advocating for diversity, equity, and inclusion within the advertising industry.
Read it here
Creatives, Becky Reynolds & Hannah Bituin MSQ Young Lions.
Our fabulous creative duo Becky Reynolds and Hannah Bituin have won the MSQ Young Lions competition. They will proudly represent The Gate London and MSQ at this year's festival. This marks MSQ's third consecutive year of bringing along two promising Young Lions to Cannes.
Hannah and Becky joined back in April 2023, and have made quite the impact throughout their time so far. You can read more about them here
