JEN FU | DIGITAL / ART DIRECTOR

It doesn’t take long for the news to get out

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

The government underestimated the potential consequences of this, however.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

And what at first seemed insignificant, has managed to create bigger disruptions and unexpected inconvenience. People in nearby East Anglia, in particular, are complaining that they find it very inconvenient.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

If you go to train stations and airports, Norwich has been removed from all the destination boards. Flights are suddenly cancelled, with thousands of commuters having to stay over night, sleeping on chairs and in departure lounges, with accomodation all fully booked.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Now, when you look a map of the UK, Norwich no longer appears on it.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

People find letters to Norwich returned to them with no such address.

[Colmans] Direct Mailer

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Norwich “memorabilia” suddenly becomes very valuable.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Opposition teams are unable to find Carrow Road, causing the Football League to threaten Norwich City with expulsion from the league. Understandably, this doesn’t go well with their fans.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

On a microsite www.colmans.com/son carries news of the government’s shocking decision, demanding action and reminding people that without Norwich there would be none of their favourite Colman’s brands – like English mustard and horseradish sauce.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Every Colman’s product comes with a special, unique code on it which equates to one building in Norwich.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

By buying the product and activating the code, people will be able to see their building reasppear on the map like a jigsaw puzzle piece.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Consumers were able to visit the site and see the exact progress of each building, each school and pub being returned and rebuilt in Norwich online.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

After weeks of slowly putting Norwich back in the map, to encourage consumers to keep motivated and carry on going, they would received a special SMS from the grateful Norwich resident to thank tham for reinstating their building.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Thanks to the internet, Norwich’s plight spreads like wildfire and even features on international news bulletins. Soon everyone wants to get in on the act and do their bit to help Norwich. Even if people overseas had not heard of or visited Norwich before, they would be sure to take it to their hearts now.

The distinctive yellow packaging becomes a symbol of hope and rallying across the globe and people start wearing yellow wrist bands to show their support for the people of Norwich.

“Put some mustard on your sausage and my house back on the map” is translated into many languages as people do their bit for Norwich.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

“Put some mustard on your sausage and Norwich back on the map”

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

People use forums, chatrooms to galvanise suport as they realise that the more people who get involved, cooking with Colman’s, the faster Norwich would be put on the map.

People can experiment with Delia’s range of recipes that are simple to follow.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Live feeds were now put up to show how parts of Norwich were slowly but surely being rebuilt.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Norwich’s most famous resident, Delia Smith, makes an impassioned speech outside the House of Parliament.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Once Norwich has been completely reassembled, Colmans holds a civic reception to celebrate the reunion of Norwich and its people.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.

Furthermore three lucky winners would be honoured by having Norwich streets named after them.

Winners would also have the opportunity to win a plot of land on which they can do what they like as a positive thank you.

[Colmans]

Due to recession, the governement has realised thatit needs to immediately save £1 billion a year in order to balance its annual budget. The quickest and easiest way to do this is to lose one of the UK’s major cities with immediate effect. By shortest straw, Norwich was drawn.

Direction
Revitalising the Colman’s brand by making it relevant to today’s consumer.
Put mustard on your sausage, put Norwich back on the map.