‘Nature Hits Different’ was the creative platform for all brand comms.

Out of this was born our ‘Morning Mantra Rave’ – which combined disruptive experiential, a high-energy social media moment and unique sampling event at London King’s Cross, with BBC Radio 1 DJ Arielle Free. 

We commissioned research which revealed the extent of the UK’s morning energy slump – with Londoners being the worst affected. 

DJ, producer and broadcaster Arielle Free took to the decks in a unique shower-turned-DJ booth at King’s Cross. 

The pop-up event was aimed at supercharging the weary workforce and reminding them that the fragrance and ingredients in their morning shower are the key to feeling energised, inspired and mindful. 

Early morning commuters were treated to a packed schedule of action. A DJ set from Arielle Free seamlessly transitioned into an energetic flash mob to pump up the crowd. 

Keeping the energy high, renowned brass band Mr. Wilson’s Second Liners marched onto the scene, wowing commuters with a medley of 90s club classics to kick start their day. 

All the while, Original Source team members were on hand to distribute samples of the shower gel range to passers by in this high footfall hotspot. 

The research at the centre of the campaign revealed that more than nine million people confess to wasting up to two hours at work due to lack of energy, turning to showers for a mental boost. More than a third (36%) said the shower is their go-to place for problem-solving and wellbeing.

These findings drove newsmaking from Smoking Gun’s media relations team at a national and regional level, while stop-scroll video content amplified the reach of the event beyond London.

To see how we exploded our campaign for Original Source into phase two with a mega influencer moment featuring Jamie Laing, visit the case study here.