#BeMorePirate - Sam Conniff | Clapboard Ad Archive

Sam Conniff’s #BeMorePirate campaign launched in the United Kingdom in July 2018 to coincide with the release of his book Be More Pirate, a non-fiction survival guide that champions rule-breaking and unconventional thinking as essential tools for thriving in the 21st century. Positioned within the Recreation and Leisure market category, the campaign deployed a bold, guerrilla-style outdoor stunt that embodied the book’s core philosophy by deliberately flouting conventions and authority. The stunt featured participants clad in hi-vis jackets executing a fluorescent flyposter installation the size of a Routemaster bus without securing any formal permissions, creating a spectacle that was as much about the act of rebellion as it was about promoting the book itself. This approach harnessed the format of an exemplary story, which Clapboard’s taxonomy identifies as FORMAT#5—Exemplary Story, where the narrative arc centers around the product’s inherent message, in this case, a call to embrace a pirate spirit that challenges the status quo and encourages disruptive creativity. The campaign’s visual and experiential elements were designed to provoke curiosity and engagement by literally breaking the rules in public space, resonating with a target audience primed to question traditional norms and seek new ways to express individuality and impact. The language was direct and in English, reinforcing accessibility while delivering a clear, rebellious brand voice that aligned seamlessly with Conniff’s authorial persona and the book’s content. The campaign earned a Clapboard Campaign Score of 63 out of 100. This campaign matters to the industry because it demonstrates how integrated storytelling that aligns product launch with lived experience can galvanize audiences in the travel and leisure sector by transforming promotional activity into a participatory cultural moment that challenges both consumer expectations and advertising conventions.