Stunt Watch: Charli XCX and Hellmann's baggie, B&Q and Shelter’s baubles and Inequality Street

How did we get to the Christmas mark this quickly?

For me, it’s my last Stunt Watch before the Crimbo break and I’m going out with some creative bangers. This week finds Hellmann’s and its baggies, B&Q shattering the realities of Christmas and an Inequality Street campaign.

Hellmann’s Club Classic

Firstly, we must kick off with Hellmann’s club classics. A masterful play from a usually traditional brand and clearly some finger-on-the-pulse creatives in-house or agency side.

Ahead of Charli XCX’s tour kick-off –aka the Brat that dominated summer – the controversy surrounding her tour posters caused a bit of a stir… or buzz, may I say.

But the girls that get it – GET IT. A moment where you have to be a part of the cultural zeitgeist to have spotted it because once Charli got a slap on the wrist for it – she merely said it was a sandwich bag.

In comes Hellmann’s with its very own sando baggie with a twist on a classic Club Sandwich and a nod to Charlie's track, Club Classics, from the BRAT album.

It was handed out at the concert to her fans who got the jibe and could hold onto a piece of the Charli XCX phenomenon. This is straight out of the Heinz playbook of tapping into niche fandoms and cultural zeitgeists, but really feeding into a moment that is well-informed and creatively brilliant.

B&Q and Shelter release Christmas baubles

A partnership with such depth with a charity in focus as the inequalities of living standards continue to widen. B&Q and Shelter have partnered, along with The Romans, to release a range of snow globe baubles highlighting the growing inadequacies of living conditions faced by many families throughout the year, especially during the festive season.

The baubles are harrowing. Showing scenes of rats and cockroaches climbing over toys and pillows, to dirt and mould on furniture. All scenes and stories we’ve seen increasingly in the media and now encapsulated.

Baubles will be hung in stores nationwide reminding consumers of those who are in need this Christmas, whether in temporary accommodation or living on the breadline. More importantly, fundraising activities and merchandise are being sold in 311 stores which will raise money for Shelter. B&Q will also be matching donations from customers. I often find charity partnerships clunky, but the dual donation mechanic wrapped in a powerful creative idea shows the power of real brand creativity to generate change.

SIFA Fireside launches Inequality Streets

SIFA Fireside has launched its Christmas choccies, remaking the infamous purple Quality Street chocolate box and including a customised menu detailing its flavours. From Debt Triangle, Credit Crunch to the Welfare Eclair, and Last Penny.

The campaign interestingly flips the flavours whilst raising money for those who are experiencing homelessness.

This is a solid creative concept that even more interestingly has been launched by Laura Rudolph and Leopard with creative bought from SHOOK’s latest Black Friday sale, in which it sold its ideas to other businesses.