Helen Calcraft, Lucky Generals

Lucky Generals created one of the year’s most lauded ads – Amazon’s Christmas campaign, featuring a spirited ballerina. The theme of the spot was “The show must go on” and this was also a good description of Helen Calcraft’s approach to 2020.

At the start of the crisis, she outlined a simple strategy for success, which put the work and people first.

In line with this strategy, the Exmouth Market shop delivered standout work for clients like PHE, the Co-op and Yorkshire Tea as well as Amazon.

It also excelled beyond advertising with PR, social, brand identity, pack design and even a book to its credit.

It won a global car account (and 3 other pitches) in lockdown.

And walked the walk on the big issues, from race and the environment to the pandemic and social mobility.

Crucially it did so while avoiding redundancies, growing its headcount and keeping its income steady. In a year, where strong leadership has been more crucial than ever, Helen has shown the way for the whole industry.

VIMEO LINK TO WORK (supporting material): vimeo.com/486861755/95e030e5b8