No Apologies at Mine

Currys — World Cup 2026 spec campaign

No Apologies at Mine

Spec — concept, copy, design

A World Cup spec campaign for Currys. The tournament isn't watched, it's hosted, and every host has an apology ready before kick-off: sorry about the curtains, sorry about the subtitles, sorry the good seat is doing quite a lot of work. The idea retires the apologies. TV and soundbar become one hosting system, the single decision you make before the group chat decides whose house it is.

Built around a 60 second hero film, The Empty Houses: six homes sit empty at 20:00, then the last doorbell reveals everyone behind one door. Rolled out as an apology poster system with a red Retired at Currys stamp, a four-panel DOOH sequence, a group-chat election on social, and an in-store demonstration, Bring Your Guest List, that lets you try the pair from the sofa end, the side chair and the one by the door.

Digital 6-sheet, retail park approach. The curtains one
01Digital 6-sheet, retail park approach. The curtains one
Commuter station panel. The subtitles one
02Commuter station panel. The subtitles one
Large format, shopping centre entrance. The only apology that runs unstamped
03Large format, shopping centre entrance. The only apology that runs unstamped
DOOH sequence, 1 of 4. The terrace, 20:00
04DOOH sequence, 1 of 4. The terrace, 20:00
DOOH sequence, 2 of 4. The flat, 20:00
05DOOH sequence, 2 of 4. The flat, 20:00
DOOH sequence, 3 of 4. The semi, 20:00
06DOOH sequence, 3 of 4. The semi, 20:00
DOOH sequence, 4 of 4. Then the one everybody chose
07DOOH sequence, 4 of 4. Then the one everybody chose
60 second hero film, The Empty Houses. The last doorbell is Maya's. "Everyone sorted?" "Yeah. Sit down, you."
0860 second hero film, The Empty Houses. The last doorbell is Maya's. "Everyone sorted?" "Yeah. Sit down, you."
0:08 to 0:13. The room after everyone has gone. "Sorry, it's all right when it's just me."
090:08 to 0:13. The room after everyone has gone. "Sorry, it's all right when it's just me."
End frame. TV and soundbar as one system, never a saving
10End frame. TV and soundbar as one system, never a saving
Apology carousel, 1 of 4, 1:1
11Apology carousel, 1 of 4, 1:1
Apology carousel, 4 of 4. Unstamped, 1:1
12Apology carousel, 4 of 4. Unstamped, 1:1
Product post, Room for Everyone, 1:1
13Product post, Room for Everyone, 1:1
Social, the group-chat election, 4:5
14Social, the group-chat election, 4:5
On device. The election, in feed
15On device. The election, in feed
On device. The Empty Houses, full-screen vertical
16On device. The Empty Houses, full-screen vertical
In store. Bring your guest list: one pair, three named places, no test, no stamp
17In store. Bring your guest list: one pair, three named places, no test, no stamp
The Joined-Up Wall, where a staffed bay isn't available
18The Joined-Up Wall, where a staffed bay isn't available
back to homeThe Same Number
keep scrolling !
next up...

The Same Number

Boğaçhan ÜlkerPortfolio