Challenge
Protecting and enhancing Dua's reputation
To always protect, while also enhancing Dua's reputation as a globally successful artist, through a carefully curated collection of titles that would allow her to tell the story of 'Radical Optimism'. From the beginning we had the ambition of achieving Dua’s first ever week one #1 album. The story of the album had to stand out from the beginning and be told in all the right places, standing Dua firmly and confidently alongside her fellow pop giants.
How
Shining a light on the musicality of Radical Optimism
Our focus for ‘Radical Optimism’ was to shine a light on the musicality of the album, made alongside collaborators she has long-admired in Kevin Parker, Danny L Harle and more, drawing from a varied palette of sonic influences. This focus became the basis for our messaging from the start and gave fascinating insight into Dua as a songwriter, artist, music fan and person. Setting the scene ahead of ‘Radical Optimism’, It was necessary to shift focus to Dua’s artistry, identifying opportunities offering something progressive, creative, elevated, with a quality over quantity approach that served all key areas across mainstream, music, style and LGBTQ+ media, reaching audiences both new and existing.
Results
Her first album to debut at #1 in the UK charts
Nominated for Music Week PR Campaign Of The Year 2025
Biggest selling album from a UK female artist since Adele’s ‘30’
Dua elevated to Glastonbury headliner status
Cover stories with Sunday Times Culture, Music Week, Beauty Papers, Gay Times, i-D & Radio Times
#1
in the UK charts