The nature of these two campaigns was fundamentally different – one campaign geared around building brand awareness and segmented to target a diverse audience base; the other a hard nosed, ‘bums-on-seats’ retail campaign. Underpinned by the well known and much loved ‘Wake Up Boo’ (Boo Radleys), the two campaigns were engineered to be intrinsically and stylistically linked, so that they could flow seamlessly into one another in back-to-back campaigns.