JUST SOCIAL
EXPERIENTIAL/ CONTENT – WHISKAS CARDBOARD BOX 2.0 – EMEA
Whiskas supermarket boxes with pre-cut shapes – so customers can pop them out to make cat habitats.
I pitched the idea to BBDO Duesseldorf. It later became part of the Whiskas K.I.T. campaign. (Kat Institute of Technology.)
WARC gold award, long term content effectiveness.
Agency: BBDO.
LAUNCH COPY – FITBIT SWIM-PROOF FLEX 2 – EMEA
Also wrote versions for iPowered, Instagram and Adyoulike platforms.
Agency: Freedman International.
UBS BANK – LIFE’S QUESTIONS CAMPAIGN – INTERACTIVE TWITTER ADS – UK
Campaign targeting high-net-worth individuals.
Interactive ads ask tricky, finance-related life questions.
Users are encouraged to tweet a pre-populated response, and join the discussion.
Agency: Leo Burnett London.
UBS BANK – LIFE’S QUESTIONS CAMPAIGN – FACEBOOK CAROUSEL AD – UK
Agency: Leo Burnett London.
“CUDDLY MOUNTAINS” – SOCIAL CONCEPT – VISIT SCOTLAND
Visitors to Scotland often develop an emotional connection with its landscapes and mountains.
On worldwide social, we ask users which Scottish mountain they’d most want to sleep with.
The winning #CuddlyMountains are produced in Scottish wool – as small, medium and giant-size prototypes.
They’re displayed in the soft toy depts of Hamleys London and Dubai.
If there’s sufficient interest, the prototypes could later be produced as premium souvenirs.
Agency: pitching to Visit Scotland.
AIRPORTS
As well as ending up in bedrooms around the world, #CuddlyMountains souvenirs could also have a presence in airport Business Class lounges.
RODENSTOCK ROCCO EYEWEAR – SOCIAL/ DIGITAL BRAND RELAUNCH – #whereisrocco
Rodenstock's Rocco models were popular from the 1960s onwards, until production ceased in 1990.
To reintroduce the brand, a tongue-in-cheek story explained where Rocco had been all that time.
I wrote the story to fit random footage and stills that had already been shot.
Also suggested users could submit stories to explain Rocco's disappearance, if they didn’t believe ours.
The client was up for it, and added the competition element to digital, social and the brochure.
Agency: Eat, Sleep + Design Berlin.
RODENSTOCK ROCCO BRAND RELAUNCH – VIDEO CONTENT
BROCHURE – SOCIAL COMPETITION PAGE
Users can submit their own stories to explain Rocco's disappearance, if they don’t believe the brochure’s. For a chance to win Rocco eyewear.
SOCIAL CHANNELS – #whereisrocco
(For Rodenstock Rocco retail work, please see “Folio” section.)
AGE UK x PRIME ENERGY DRINK – SOCIAL CONCEPT
Prime has 2.5x the caffeine of Redbull.
It's big with Gen Alpha, but its founders have been accused of targeting kids with mega doses of caffeine.Targeting older people on Prime cans would help address that.
Age UK's newaffiliations would also be announced on affiliate social channels.
Agency: pitched to Neverland London. On hold pending Age UK’s future strategy.
AGE UK x BEYOND RETRO – CONCEPT
Stories from older people are sourced via social, for a selection of items vintage fashion store Beyond Retro stocks.
Agency: pitched to Neverland London. On hold pending Age UK’s future strategy. Full concept in pitch doc.
INSTAGRAM POST
To source stories for a selection of Beyond Retro vintage clothes.
INSTAGRAM WALL – #OPEL120 – EMEA
27 posts celebrating 120 years of Opel.
Agency: McCann Worldgroup Frankfurt.
(See “Just UX/ Digital/ CRM” section for Opel e-mobility UX work.)
Example posts from the Instagram wall.
(N.B. The client made last minute copy changes and I didn’t get a chance to correct them.)
LEICA Q – TWITTER LAUNCH – EUROPE
Agency; Geometry Global
PRODUCT AND TIKTOK CONCEPT – TWO QUINTESSENTIALLY BRITISH CRISP FLAVOURS
Customers aren’t told what each delicious flavour is.
On-pack copy and TikTok influencer content incentivises them to guess #WhatAmiEating.
Agency: was on AMV BBDO’s to-do list before Walkers switched agency.
(“Toff” in English means “posh person”. “Chav” means the opposite. Pics and words by me.)
LOVE IS THIRSTY WORK CAMPAIGN – AFRI COLA
German campaign for the cult German cola.
Won a pitch, and an Art Directors Club silver for radio. (See radio work in folio section.)
The brief was to refresh the brand's 1960s love & peace heritage.
The idea was to treat love irreverently like any other activity. One that makes you thirsty.
Agency: Jung von Matt.
INTEGRATED CONCEPT – A FIVE MINUTE REALITY SHOW ON YOUTUBE, FUELLED BY SOCIAL
Guys and girls who’ve been dumped or cheated on compete to produce the most tears.
They're shown heartbreaking photo and video stimulus material, sourced from “friends” on social.
Up-and-coming bands play teary songs in the background.
Afri Cola provided for all contestants.
TRAGEDY CLUB AFRI TEARS – SNAPCHAT LENS
BANNER OR VIDEO AD ANNOUNCING AN AFRI DATING APP – CONCEPT
There are dating apps with I.Q. filters (e.g. LoveSmart), and dating apps with psychometric filters (e.g. eHarmony). But none that combine both.
The app could be built and run by dating conglomerate Match Group.
PAID DISPLAY ADS – VISION EXPRESS – UK
Targeting a variety of audiences with Eyexpert contact lenses.
Agency: Bright Blue.
PR/ SOCIAL PRICE STUNT – PANADOL – UK
Price reduced in Stackhoull Stores, Fair Isle, ZE2 9JU – the postcode with the UK’s longest hospital journey time of 3 hours 14 minutes. (Includes a ferry.)
Agency: well received by Grey London.
INTEGRATED AND SOCIAL CAMPAIGN – MINI IDLE
A campaign which began with a social brief from the client but didn't run.
Special-build posters introduce the #idle handle.
Agency: KKLD NYC/Berlin.
IDLE COMPETITION
Users score points for spending time on social and gaming channels during their working hours.*
Point-scoring times are from 9.00 to 12.00 and 14.00 pm to 17.00, Monday to Friday.
DOOH Idle League Tables update us on which companies are collecting most points.
* Not just logged in but interacting, as detected by the #idle app.
Only those with a LinkedIn “Currently employed” status are eligible.
IDLE COMPETITION PRIZES
Those who do best win spa breaks, wine tasting sessions and guitar tuition – all during working hours.
(Visual concepts by me.)
VIRAL
A boss, a male exec and a shy female intern in a lift.
The boss is congratulating the male exec on his performance.
As the intern exits, the exec starts making exta-crude thrusting gestures and says: IMAGINE DOING THAT.
Boss: “THAT” HAPPENS TO BE MY DAUGHTER.
Exec: YEAH I KNOW.
INTEGRATED AND SOCIAL – BERGHAUS
A tactical campaign spanning three winters.
Agency: presented to VCCP London. On hold due to client management changes.
(Visual concepts and words by me. For the OOH executions, please see “Folio” section.)
DURING THE FIRST WINTER
We invite people to rewrite the classic tale, so the Witch becomes the hero.
(In the book, the “Witch” is also referred to as the “Ice Queen”.)
Copies of the book – with blank pages – are left in supermarket freezers near leading universities, and advertised on goodreads.com.
Text on the rear cover invites the user to submit an alternative story outline of up to 300 words.
DURING THE SECOND WINTER
The winning story outline is shared with students at leading music schools.
Their brief is to turn it into a musical.
DURING THE THIRD WINTER
The winning musical is staged in a freezing theatre.
Actors' costumes incorporate Berghaus Hydroloft insulating fabric.
When the show’s run ends, a recording is added to Berghaus social channels.
EXAMPLE SCRIPT FOR MUSICAL
Aslan the charismatic Lion is in love with the Ice Queen, but she's in love with the Grey Wolf.
The Lion recruits the children (Peter, Susan, Edmund and Lucy) through the wardrobe.
He spins a story to trick them into using their human powers against the Wolf.
The Ice Queen comes to the Wolf's aid and the children eventually realise that – beneath his warm, golden facade – Aslan the Lion is evil personified.
But too late: although the Ice Queen defeats the Evil Lion, the Grey Wolf is mortally wounded.
We end with him being carried away into the eternity of a blizzard, by his ally the East Wind.
SUSTAINABILITY
Profits from ticket sales help fund Berghaus sustainability initiatives.
E.g. ”Good Wood” – the annual planting of two million trees.
NHS MENTAL HEALTH
The brief: get more people to contact NHS Sutton & Merton’s local IAPT treatment centre.
The idea: reduce the stigma of mental health disorders, to make contact easier.
In addition to local OOH executions, the above social concept was suggested for national use.
A questionnaire lets users match their mental health profile with those of celebrities.
(Questionnaire responses for deceased celebs are estimated by a panel of historians and psychiatrists.
Living celebs volunteer theirs.)
Agency: Elevenfifteen.