Creative learnings from the Binface Era

We spend millions trying to earn attention… then along comes a man with a bin on his head and gets it for free.

He’s got an oddly fetching dustbin helmet, an intergalactic backstory, and policies involving the return of Ceefax and forcing water company CEOs to swim in Britain's rivers. 

How can you not love Binface? 

Britain now has a favourite bin

For bemused readers outside of Britain, you should probably be aware that the quirks of our political system allow for offbeat candidates to run in local elections; typically only seen alongside the winners from more mainstream parties.  

Count Binface is among these curious side acts, first emerging after creator Jon Harvey retired the ‘Lord Buckethead’ character and reinvented himself with a wheelie-bin-inspired helmet. 

Since then, the self-described "intergalactic space warrior from Sigma IX" has repeatedly appeared in major political contests, taking on everyone from Boris Johnson to Rishi Sunak and now, infamously, Reform’s Nigel Farage. 

Recent weeks have seen advertising and branding figures get on board with Binface, with some openly volunteering their services.

Jumping in on the fun, the creative industry has been almost universally supportive. 

Leagas Delaney executive creative director Neil Clarke stepped in to publicly offer Count Binface the agency's creative services "with no fees and no strings attached", arguing that "bold ideas can make a huge difference."

Meanwhile, Manifest founder Alex Myers created an unofficial "BINFAX" campaign site inspired by Binface's promise to bring back Ceefax, describing the Farage-versus-Binface battle as "one of the most British things imaginable."

Others are finding lessons for communicators everywhere. Adam Smith, co-founder of VCCP Roar, said: “You don't need the biggest budget to command media attention. A clever, authentic and creative idea can always organically outperform an expensive and forced message every time. Forcing a corporate message to the media never works, but dress it up and allow your audience to uncover the underlying message and you’re starting to get the idea.”

Akcelo global brand strategy partner Simon McCrudden went a step further, jokingly asking whether strategists and creatives could band together to help get Count Binface elected.

Creatives then, are seeing something in Binface that others might’ve missed, and offering a few valuable take-homes:

Distinctiveness beats budget

Marketing commentator, Byron Sharp, pointed out that Binface has a ‘distinctive brand asset’. He notes that Coke has red, McDonald's has the arches, Compare the Market has meerkats… and Count Binface has... a bin: “You could show people a silhouette of his helmet, and they'd know exactly who it is. Most brands would kill for that level of recognition.”

Build stories, not messages

Design consultant Andy Clarke, who redesigned Binface's campaign website in 2024, observed that the character has captured the public's imagination more effectively than many serious candidates.

“Whether you think perennial or novelty candidates are a positive aspect of politics or not, I believe they demonstrate just how precious the democratic process is. Not living in Yorkshire, I’ll be voting Labour. But if I were to be in the Richmond and Northallerton constituency, I’d lend my vote to Count Binface. After all, who wouldn’t like to see Yorkshire Pudding Day become a national bank holiday?,” says Clarke.

Humour travels further than outrage

Much of modern communications is fuelled by anger, but Binface is oddly uniting in his messaging, which creatives argue is key.

Smith says: "Clever humour, or more accurately wit, is a very rare tool in a PR's armoury. Used wisely it can have a truly incredible impact. But get it right, and it's gold dust. Count Binface has eloquently matched his comedic prowess with a deep understanding of politics that has now left many seasoned journalists and presenters humbled by his quick-witted and educated retorts."

Indeed, Binface’s policies often contain surprising grains of truth hidden beneath ridiculous premises, much like the best creative campaigns.

Distinctiveness beats budget

Many marketers spend years trying to build distinctive brand assets. Count Binface managed it with a dustbin. The lesson, according to VCCP Roar's Smith, isn't that brands need to become more eccentric. It's that they need to become more memorable:

"Politicians all tend to look and act the same. Similar smart attire, predictable alliteration in their speeches, even talking with that same plod beat tone when trying to land a point at the end of a sentence. Most fail miserably at being memorable."

Smith argues that Binface succeeds because he stands for something visually different in a world of sameness. 

Audiences rarely remember the most polished option, just the most distinctive one.

What’s next?

Now that we’ve seen just what a man with a bin for a head can achieve, all eyes are on 13 August, when he is expected to take on Nigel Farage in the Clacton by-election.

What began as a novelty act has evolved into a media phenomenon.