Lucky Generals


Lucky Generals
When Lucky Generals started life in 2013, it set out to be “A creative company for people on a mission”. In 2019, it delivered on this purpose-driven mission, in spades.

Most obviously, the agency created a series of high profile campaigns for its clients. It relaunched the Co-op with a major new push, centred round the company’s unique ethical business model. It also emphasised that Yorkshire Tea was a company “where everything’s done proper” and highlighted a tree-planting initiative as proof. It supported the Steel Warriors charity in its quest to take knives off the streets and turn them into gyms. And it tackled harassment in the advertising industry, for timeTo.

The agency also put its own money where its mouth was. It tackled hate crime on social media with an award-winning initiative called Lucky Bastards. It championed the green cause by making its own, eco-friendly hats (“Make America Greta Again”!). And it created an industry-leading D&I programme called Lucky Breaks.

At a time when there is some justifiable concern about purpose-washing, Lucky Generals shows how a more authentic model – rooted in deep behaviours - can pay dividends for agencies, marketers and society alike.