Uprising: Hugh Kendall & George Orton

If there’s one thing Hugh Kendall and George Orton have proven, it’s that you really do get out what you put in. Publicis London’s dynamic creative duo have been making waves recently, being awarded at the 2024 Creative Circle Awards as Most Promising Creative Team, as well as scooping up Gold for Best Interactive Out of Home Campaign, and Silver for Best Writing for Online for their work on the fiery Takis “Drop Codes” out of home campaign. But beyond the accolades, it’s their yin-yang partnership that’s the real story.

Hugh and George’s journey began in small villages, where, as George puts it, life was a bit “sheltered.” Born and raised in Guernsey – one of the Channel Islands – George always loved art but admits, “I wasn’t very good at it, which makes sense [given] that I’m the copywriter now.” Meanwhile, Hugh’s passions were more musically inclined, but his hobbies? “Rugby and, well…rugby.” Despite their differing interests, both craved the bright lights of London’s bustling advertising scene.

Their paths converged at Falmouth University, where they studied creative advertising. “What more could you want than scribbling ads in the day and beach BBQs in the evening?” Hugh recalls. They became fast friends, and even the covid-19 pandemic couldn’t keep them apart for long. “I got a job in Guernsey and counted down the days until Hugh and I could be reunited,” George says, remembering their time apart. Hugh, meanwhile, filled the void by FaceTiming George every night, “even when he didn’t want to.”

Since those Falmouth days, their bromance has evolved into a working partnership where they’ve mastered the art of playing off each other’s strengths. “We’re more than happy to take turns being the introvert or extrovert, depending on what the day needs,” says George. Their balance is evident in their projects, with George’s witty copy and Hugh’s eye for design blending into award-winning campaigns. 

After securing a placement at Publicis London and quickly earning a permanent spot, the pair have navigated the challenges of tight budgets, pressing deadlines, and unexpected setbacks. Their recent award-winning campaign for Takis tortilla chips is a perfect example of their creative resilience. Tapping into gen z's obsession with exclusive drops and code-cracking, they promoted the hottest release of the year: Takis arriving at Aldi. The campaign featured a series of fiery posters with cryptic codes that, once cracked, revealed the date and location of the Takis x Aldi event. However, the project proved far more challenging than anticipated. "Pretty much everything that could’ve gone wrong, did — including the van with our posters catching fire. Maybe Takis really are that spicy," they joke.

Another standout project for the duo as their first bit of ‘proper’ work was for P&O Ferries. In response to an influx of tweets about cancelled flights from the UK to Europe, they developed a clever solution: a website where travellers could enter their cancelled flight number and receive a discount on a ferry trip, consequently saving hundreds of summer holidays.

The best part of their job? “We spend all day talking shit and coming up with stupid ideas. Not bad at all,” Hugh laughs. Whether it’s cracking jokes or brainstorming wild ideas, the duo make sure to keep the creative process fun. But when it comes to explaining their work to people outside the industry, things get a bit trickier. “Try explaining to your mum how an interactive Out-of-Home campaign works,” George jokes. “It’s impossible.”

With ambition to ensure their latest ad surpasses the previous one, Hugh and George are inspired by campaigns that feel more like art or culture than marketing. Yet, coming from small towns and being catapulted into the world of advertising, they know more than anyone the challenges young people face when trying to break in. "There are too many stories of people taking advantage of juniors," George says, highlighting the lack of job security and poor wages for those starting out in placements.

Despite the challenges, they stay grounded by focusing on the goal of continual improvement . And if their parents can actually understand — or even better, *like* — what they’ve made, then they’ll consider it a success.

When they’re not crafting ads, you’ll likely find Hugh and George unwinding with a pint — “We rarely say no to a drink,” they joke. Hugh’s other passions include music and digital illustration, while George is your classic football fanatic, never missing a Newcastle United game and spending far too much time on "Football Manager". 

Ultimately, what motivates them is simple: they love what they do. “We’ve got a fun job with a lovely bunch of people where we get to see our ideas come to life. That’s enough motivation for us,” they say.

As they continue their ascent in the advertising world, it’s clear that Hugh and George are just getting started. And as long as they’re together, pushing each other and turning every challenge into a creative opportunity, there’s no limit to where they can go.