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Sheffield agency brings immersive PR to commuters


Sheffield PR agency ICONS & MACHINES has blurred the lines between PR stunt and behavioural exploration with PLATFORM U.

The experiential campaign “brought peace and tranquility” to Nottingham’s morning commute to celebrate the opening of artisan bakery and speciality coffee chain CAWA in the Midlands City’s main railway station.

PLATFORM U created a serene, meditative space for travellers to sit, reflect and enjoy a moment of calm on the station concourse. It accommodated one commuter at a time, and boasted a sumptuous Chesterfield armchair, homely carpeting, exotic plants, charging bays for mobile devices, a journal for commuters to share their daily musings and the option of a therapeutic over-the-clothes head, neck and shoulder massage. Given the nature of CAWA’s business, pastries and coffees were also on hand at the “the world’s comfiest station platform.”

The PLATFORM U experience

Founded by writer/documentary maker CK Goldiing, ICONS & MACHINES is noted for its Heightened Unscripted Marketing and Narrative (HUMAN) campaigns. It has previously deployed hidden cameras to capture human behaviour, and run campaigns such as Puzzles and Painting Beckham.

Goldiing said: “The campaigns I design for clients are informed by my personal projects, but the joy audiences have expressed towards my personal work is priceless feedback that I’d be remiss to not let inform my commercial projects.”

PLATFORM U even attracted a visit from the Sheriff of Nottingham, Councillor Nicola Heaton, who described it as an “oasis.”

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