Wilkinson Sword


Independent Advertising was challenged by Wilkison Sword to create standout and cut through in a busy and cluttered marketplace.


Our big idea: owning the moment before the moment through newsjacking with The Independent

Making it happen

We tapped into trending news stories that highlighted the moment before the moment. We ran contextually relevant creative alongside daily news to remind people to sharpen their style for the day ahead.


  • Topic takeovers actual page impressions: 4.9M
  • Reactive article page views: 1.9M

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