Less than six months after launch, Tin Man’s specialist partnership agency Dorothy has scooped its first shortlists in the biggest awards programme in its field.
The UK Sponsorship Awards has shortlisted Dorothy in the Social Purpose Community category, and in the Best Use of Public Relations category for our ‘Fruity Couture: Creating Big Knit Energy’ campaign for innocent.
The campaign revitalised the 20-year-old Innocent drinks CSR sponsorship, The Big Knit, by making it more relevant and meaningful to an urban 20-40 year old audience. How? By (literally) stitching it into culture, via a one-of-a-kind partnership between innocent, The Big Knit and celebrity favourite fashion house House of Sunny.
Together, we created a limited-edition line of stylish ‘fruit inspired’ knitwear in time for London Fashion Week. With the right collab, authentic talent, squeeze of culture and spot-on media strategy, the campaign drove a 17% uplift in our target audience’s understanding of Innocent’s Big Knit initiative.
We’re thrilled that our passion for partnerships is changing the needle for clients. It’s the reason we launched Dorothy back in October last year – to connect the dots between like-minded brands, creators, platforms and causes in a way that reflected Tin Man’s strong heritage in creative storytelling.
As ever, thank you to our brilliant clients and team. We’re very much looking forward to seeing what’s next on our yellow brick road this year and beyond.
