It was announced today that the White House has hired independent creative agency, isobel, to ‘make Trump more popular amongst Brits’ prior to his forthcoming visit later in the year. The campaign will also communicate the ‘special bond’ that exists between the US President and the UK.
In July 2017 The Guardian and the BBC reported that the White House was postponing a state visit to the UK, scheduled for that year, until Trump had more popular support.
The campaign, scheduled to launch prior to the visit, features Trump posing as a number of iconic British figures including Winston Churchill and Henry V. With an unprecedented attention to detail, iconic photographic images have been painstakingly recreated – with the President even agreeing to paint the George Cross on his chest in an extraordinary homage to the famous Wayne Rooney 2006 World Cup poster.
The national campaign, that will include print and poster executions, will feature the strapline ‘Trump Loves Britain’.
The pitch process, referred to as ‘Project charm offensive UK’ was handled by the US Embassy in London and involved a number of agencies from different disciplines. isobel will now work directly with White House Staff in Washington, ahead of the national campaign launch.
A White House spokesperson commented: “London is famous for its creative industries, and we were hugely impressed by the range of agencies we met. However, isobel’s ability to re-frame complex issues into simple messages meant they stood out from everyone else. We believe that the campaign will be embraced by the British public and approval ratings will soar”.