Hobbs - in hobbs she trusts

One of my favourite brands to have worked on and one of Kate Middleton’s favourite brands, period. Hobbs came to us with a nagging feeling that their image was too conservative for aspirational audiences. But instead of resisting what they were known for, we ran with it, executed a judo flip and reframed it as their greatest strength. Because the truth is, however seductive adventure might be, without trust we'd never do anything at all.

We did this piece in 2013 - and according to this recent interview with CEO Meg Lustman, it's still serving them well.

Agency: Sunshine Role: Concept, writer