As the world’s largest operator of office space, our client IWG has been faced with an extraordinary challenge – maintaining relevance for the office when COVID-19 brought its need into existential question.

As lockdowns began to lift, however, it was clear a new way of working was shortly to become the norm, ‘hybrid’. As IWG’s global agency partner we have helped IWG not just own the conversation around hybrid working but actively define it.

In June 2021, we wanted to go further and bring the business into a new territory, exploring hybrid working through workplace fashion, to engage consumer lifestyle media and influencers and reach new audiences.

Rules of

in Action

Rule Two

Passions and Influence Spread Ideas

To captivate people’s imagination we needed a partner who lived and breathed fashion. We partnered with fashion designer to the stars, Giles Deacon, combining his international credibility and artistic vision with robust research to create a campaign that would start a conversation.


We commissioned research amongst office workers, which revealed that 55 per cent of workers said they work better when given the freedom to dress how they like, with comfort the top priority. These findings then informed the creative brief for Giles and allowed him to design a completely bespoke and trend-setting capsule collection fit for the hybrid work generation.

The collection, IWG x Giles, was manufactured and modelled by real office workers at an IWG office location. Photography, social media content capture and print media interviews were all held on the same day to increase impact upon launch.


The campaign launched to national, consumer lifestyle and trade media, leading to feature coverage in The Guardian, The Telegraph, the Independent and Hello! Magazine. The provocative designs sparked a lively social media conversation across the world.

Coverage linking IWG to hybrid working was up 2,232% in H1 2021 compared to the same period in 2020 with the business now considered as the established leader in defining all aspects of post-pandemic working.