Top Dog (noun): A person who is successful or dominant in their field.
Underdog (noun): A person with little chance of winning.
Best in Show (www.jamesmcconachie.co.uk): A pedigree #COPYWRITER.
Tasked by J&B to create a ‘Classics Reinvented’ event that could be taken bar-to-bar, I mixed whisky with music for this late night sampler.
(Written for FitFlop, March 2013)
A WEEK OF GLOBAL ACTION
Thousands chose to Walk In Her Shoes last week, in solidarity with those in the developing world forced to trek miles daily for essential water. Too often, girls like 14-year-old Ethiopian Ayanna make grueling six-hour journeys by foot, allowing little time to achieve their life’s potential. CARE International’s weeklong campaign requested 10,000 sponsored steps (about five miles) be taken per day, to raise awareness and funds for closer water access.
This rallying call to action saw people take to their feet. Fundraisers each gave a minimum of £100 (enough to supply a school class in the developing world with water and sanitation for two years). At FitFlop we contributed 1,244,173 steps, donated £4,928.86 and are proud to say that we helped make a difference.
LAST WEEK AT FF HQ
Our creative, sales and product teams combined to brainstorm this seven-day challenge… We set a 500,000 steps’ target (no mean feet – yet we powered past it on day three). Distributed pedometers (knowing finger-counting to 500,000 was chancy). Created an online stepometer so followers could watch us go (Team FitFlop, yay)! Asked Facebook fans to influence our journeys (hoping they’d pick the good cappuccino street). And laced-up our streamlined SUPER T™ Sneakers, ready for action.
But we weren’t solely walking…
On Monday, flying saucers appeared in SW6. As did white mice, milk teeth and sherbet fountains, in a pop-up tuck shop that set us all abuzz (sugar rush). The tuck took £280!
FF HQers don’t just love a SHUV™. Our very own sample sale created frenzied scenes similar to Oxford Street on New Year’s Day (but thankfully without the overnight queuing). We pushed, we grabbed, we raised £1,300!
You are what you eat… and all that millionaire’s shortbread in our bake sale set funds CHA-CHING-ING. This made £328!
Throughout the year, CARE International aid and empower the developing world’s poorest and most vulnerable communities. Please visit their website and offer your generous support.