The world of records management doesn’t exactly scream creativity. Compliance, regulations, warehouses brimming with old x-rays, mortgage deeds, and military records are more likely to inspire yawns than excitement.

For years, the marketing in this sector typically matches the tone: cautious, conventional, and rather boxed in (much like the millions of files they manage).

But Restore Information Management set out to change that. Their challenge to us was clear: how do you make a service like this standout, stop the doom-scrolling audience in their tracks, and position Restore as the innovative and relatable experts in their field?

The answer lay in flipping the narrative.

Instead of highlighting only what Restore does best, we asked a different question: if they’re experts in records and data management, what aren’t they experts in? This unconventional insight became the cornerstone of the “Hopeless, Useless, Relentless” awareness campaign.

From the Managing Director hilariously stuck in a washing machine to their Head of Public Service Accounts who falls flat when it comes to flat pack, we created humorous visuals to playfully exaggerate their incompetence outside their expertise.

Both the visuals and bold witty copy combined to not only grab attention but the entertainment factor strategically served to educate and communicate Restore’s expertise.

So, was the campaign useless or relentless?
As you’ve likely guessed, the campaign was far from inadequate.

The concept’s striking visuals and daring tone not only stopped scrollers in their tracks online, in print, and in person at events, but also had a few clients contacting Restore to make sure their marketing hadn’t been hacked (yes, really!) – a testament to its unexpectedness and impact.

By embracing humour, a human touch (and a washing machine), our creativity and strategic thinking helped Restore shatter industry norms and retain their market-leading position as the go-to information management experts.

Baz has an incredible talent for turning my challenges into creative solutions you’d never anticipate. Every campaign we’ve worked on together has made a significant impact (and I can genuinely say he makes me look good in the process). Above that he’s a sounding board and someone you can trust to elevate your brand. My job would be a lot harder without him.

Jane Margetts, Marketing & Comms Director
Restore Information Management