Not On The
High Street

The FML Store


The Challenge

In line with the new Make More Moments of Joy brand platform, drive awareness and consideration of Not On The High Street with an 18-35-year-old audience, delivering high-impact reach that begins to shift consumer perception.

The Approach

Alongside our sister agencies PrettyGreen and The Producers we devised a campaign focused on acknowledging and gifting the epic fails and FML (f*ck my life!) moments – rather than expected gifting occasions.

We co-created a shoppable product line-up on the Not On The High Street (NOTHS) site dedicated to life’s key FML moments from love trouble to work dramas and coinciding with Mercury in Retrograde, we opened the FML Store – a retail empath-orium allowing visitors to exchange their real-life FML moments for free ‘chin-up’ gifts from the edit.

The solution

We opened Not On The High Street’s pop-up FML store in London, designed to bring positivity to the hiccups, dramas and plain rubbish FML moments that we all encounter. Visitors were invited to share their FML stories as currency in-store, in return for a mood-lifting gift from the brand’s newly curated product line – The FML Edit. A dreamy haul of ironic and cheeky gifts dedicated to popular FML moments. We partnered with TV personality Sam Thompson to launch the FML Store with consumer media and on social channels, revealing his own self-deprecating FML moments and we also invited popular ‘What’s On’ TikTokers to capture content of The FML Store for their channels.

The impact

We doubled average Share of Voice on FML Store opening days​ and a large percentage of Gen Z store visitors claimed the TikTok content as the reason they visited the store.


Influencer and ambassador engaged

pieces of content






free added value content