Every year, hundreds of lives are lost on roads around the world due to distracted driving. The brief was to tell predominantly younger drivers about the dangers of texting and driving in a surprising and unexpected manner, as conventional PSA methods are ineffective. The solution was to create what looked like a funny 'fail' viral video, but which was actually a very serious reminder that texting and driving can kill.
Elephant conservation is a big part of Amarula's brand purpose. But there are only 400,000 elephants left in Africa. And every 15 minutes one is lost to poaching. The brief was to raise conservation funds and strengthen the brand’s purpose in consumers’ minds. The solution came out of the insight that when people name an animal they care about it more. So we created a website where people could name every single remaining African elephant.
An integrated campaign to launch Toshiba TV’s in-built Twitch app to a younger UK audience. The idea was to partner Toshiba TV with Defected Records and to live-stream the best of Defected Croatia 2021 on Twitch. This enabled Toshiba to connect with a tech-savvy audience, turning what could have been an ordinary product demo into an immersive experience.
I worked on Brightspeed Fiber Internet, a challenger brand in the U.S, for two and a half years. I was part of a small team that helped to shape the brand's snappy, 'fun but not funny' tone-of-voice and develop the personality of the brand's mascot, Ray, a reformed internet troll. I wrote everything from social posts, to promo copy, to digital out of home billboards, and even installation guides. During the time I worked on the brand its Trustpilot score went from 1 star to an industry-leading 4 stars. And sales increased month on month.
When we were briefed, Prudential had virtually no brand presence in the investment market. I worked on a new brand positioning, which was 'Consistency is the only currency that matters'. To dramatise the power of consistency, this TV ad told the story of Scott and Amundsen's famous race to the South Pole and how consistency played a key role in Amundsen's victory. Prudential went from being unknown to the third most considered fund manager by new investors.
Most people don't realise how complicit they are in the illegal ivory trade when they buy curios and jewellery from unscrupulous vendors. Amarula wanted this message to compel people to act to end the ivory trade. The solution was to show a tracker tracing the journey of illegal ivory, from the tusks of a poached elephant in Africa to a necklace in New York.
This film was part of an integrated Christmas campaign for Hape that focused on the fact that toys are for so much more than just play. They also help to unwrap a child’s potential. In the film an angel who’s fallen off the tree is helped back to the top by quick thinking and empathetic toys, who demonstrate their problem-solving and teamworking skills to save the day.The film was shot in-house using stop-motion.
Bloom’s is a family run pharmacy that makes bespoke children’s medicines, something the big chemist chains don’t offer. The brief was to create a local radio campaign aimed at mothers of young children. The result was the client’s sales picked up and the campaign picked up two Cannes Silver Lions and a Silver One Show Pencil.
Signal Ultra Reach toothbrushes are uniquely bendy, so they can reach anywhere in your mouth. This was a global brief to create a print campaign that could work across multiple markets. The idea had to be visually driven with a minimum of copy so that it could easily work in different languages.
Hape is a global company that makes educational and sustainable toys. They were looking for a tone-of-voice that was fun but which could also carry a serious underlying message about the educational importance of play. To do this I worked off the premise of 'seriously playful'. I then created detailed guidelines on how to apply this tone to all of Hape's communications. I also put these guidelines into practise by writing the web, social, mobile and product description copy.
Protyre is the UK's fastest growing supplier and fitter of tyres and automotive services. The brand's primary focus is on doing right by people. What keeps people coming back to Protyre is its level of care and its commitment to keeping communities connected and moving forward together. I helped to develop its brand guidelines to ensure the essence of the brand is consistently communicated through all channels.
Vercer (part of VCMT) was a commodities trading company in London. However, after switching to a focus on renewable energy trading and changing their name to Dare, they needed to give new meaning to their brand. I helped to define their new tone-of-voice. I also scripted this brand film, which was used internally and on their website.
To demonstrate Investec's belief in the power of compounding wealth, this ad told the legend of the man who invented chess. The campaign line was "What did your money do today?' In those days, Investec was barely known as a brand. But this campaign helped to put it on the map. And the ad won a pencil at the D&AD awards.
Virgin Atlantic was working off a very small budget to promote its London to Johannesburg route. British Airways, South African Airways, Lufthansa and KLM had been dominant on the route for years and Virgin was still a relative newcomer. To get the attention of passengers on other airlines, and to promote Virgin’s excellent onboard service, I came up with the idea of placing trays of eggs on the luggage carousels of competitor airlines at Johannesburg International airport. A wraparound message on the egg trays said: Handled by Virgin Atlantic. We captured the delighted reactions of passengers on film and ensured Virgin got many, many PR miles out of the tactic. The idea also won a Cannes Gold Lion and a Loerie Grand Prix.
Any tiler knows that to test the quality of a tile you give it a ‘ping’. You can then judge from the sound of the ping how well made the tile is. We made a xylophone out of our client’s tiles so a select target market of architects, builders and tilers could hear the quality for themselves in an engaging and memorable way. The results were music to our client's ears and the idea won a Loerie Grand Prix.
