Our giant ‘Goodbye Mug’ perfectly captured the iconic style of outgoing Newcastle United owner Mike Ashley’s Sports Direct mugs as we gave him the send off he deserved. Touring the 4m high creation around Newcastle, we gave away replica versions to Magpies fans who were delighted to see the back of their ‘mug’ of an owner.
On top of owning Newcastle United, Mike Ahsley is also famous for running Sports Direct – a brand known for its comically oversized mugs, which have somehow made their way into almost everyone’s cupboards.
So, we had the opportunity to take things up several notches by creating something even the sports retailer would consider excessively large, and do so in their famous brand style.
200 replica Goodbye Mugs given away
Five national pieces of coverage
30,000 social interactions
750,000 organic impressions
96% positive sentiment
