How a Choir of Farmers Made History

T&P

Client: Hawkstone

Outgunned and outspent by giants with space-programme budgets, our creative response was simple: if you can’t outspend them, you have to out-think them. Instead of buying ads, we became the entertainment, forming The Hawkstone Farmers’ Choir, a genuine musical act engineered to be a self-powering media engine.

The creativity was in the execution: a deliberately 'banned' ad ignited a PR firestorm; we hijacked primetime TV by winning Britain's Got Talent, a historic first for a brand; and we turned 400+ pubs into a media network armed with thousands of unique AI-generated films. Our <£250k budget sparked a chain reaction, generating £6.6m in earned media value (a 26:1 ROI) and doubling annual sales to £44.9 million. It proved that in a world of colossal budgets, a truly brilliant creative idea is still the most powerful weapon.