If you were to open a restaurant, how would you launch it? With a
glittering party packed wall-to-wall with celebrities such as our Tara
and Mogens Tholstrup, perhaps? Or maybe you would invite a restaurant
critic to pop along after the opening party? What-ever you decide, the
local police are probably not going to be at the top of your guest
Sadly, staff at OgilvyOne failed to take heed of this received
When it was given the brief to launch One-O-One, a fish restaurant in
Knightsbridge, the creative team of Phil Lord and Gary Brooks came up
with the idea of decorating the hoardings with photographs of fish.
But that’s not all. Every few days the pair creep into darkest
Knightsbridge (quite a trek from their Clerkenwell offices) to further
enliven the scene with cardboard cut-outs of hungry cats.
Nothing wrong with that, you might think, except that almost every visit
has coincided with the local plod doing his rounds - who, of course,
wants to know why two blokes are skulking around a boarded-up
restaurant. And, when they’re not being quizzed by the law, American
tourists queue up to take their picture.
But it seems the local constabulary hasn’t been as vigilant as it could
have been - with several of the cute cut-outs mysteriously disappearing
from the scene.
Let’s hope it’s worth it when the restaurant opens on 16 June and diners
get the chance to sample some real fish.