ONE OFFS
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. The boxes that became part of "Whiskas Kat Institute of Technology" weren’t repurposed ones. But won a WARC gold for long-term content effectiveness all the same.
Agency: BBDO.
SHORT FILM – BASED ON SCRIPT FOR CHANEL “EGOISTE” MALE PERFUME
Best Short: Greenwich Film Festival
Best Short: Berlin Film Festival
Best Short: Villeurbanne Film Festival
Golden Boot Award: Portobello Film Festival
Script:
A grandpa puts his sleeping granddaughter in a kitchen oven, sets fire to the house and calls the fire brigade.
When the fire brigade can’t find the granddaughter, grandpa runs into the burning house and rescues her, much to the adoration of his family. (Who had previously been ignoring him.)
The original script featured a young man – ignored by his wife – putting their baby in an oven.
Copywriter: myself.
Art director: Sergei Ivanov.
Director: Andy Shelley.
TV – NISSAN NOTE – EMEA
Script:
A kid’s upset her snowman’s melting. Dad puts the poor thing in the boot, switches on the air con and drives all the way to the snowy mountains.
SUPER:
There’s no bigger adventure than having kids.
New Nissan Note.
Agency: TBWA Paris.
(Apple used the same idea for their 2021 “Snowman” spot.)
UX CONCEPT – audi.co.uk
Press the +TECHNIK button and a page’s copy expands word by word, as it gradually gets more in-depth and technical.
The ultimate level includes code, graphs and equations. The most basic features kindergarten explanations.
ChatGPT assists with the multiple layers of copy.
The buttons could be applied to topics such as Electric quattro, or the iBRS braking system.
Agency: BBH London had this on hold for a future web refresh.
TV 40" – BMW 5 Series – EMEA
Script:
The sun, stalagmites, wine, trees, humans, feelings –
They all grow silently stronger.
Why can’t a car?
The BMW 5 Series, with a new straight six.
SUPER:
The ultimate driving machine
Agency: Jung von Matt.
BRAND AD – EMEA
Bronze award, Art Directors Club.
Agency: Jung von Matt.
(Copy/ visual concept by me.)
PRINT AD – UK
Agency: Redcell
OOH – EMEA
The line helped win a pitch.
Agency: Sapient London.
WEB COPY – MERCEDES-BENZ AMG GT ROADSTER INTERIOR – UK
I wrote copy for several models. See “Just UX/ Digital/ CRM” section for more.
Agency: Publicis Emil London.
OOH – MERCEDES-BENZ AMG GT R
From a global poster campaign the agency presented proactively. (Didn’t run.)
Agency: Publicis Emil London.
SOCIAL/ PRODUCT CONCEPT – TWO QUINTESSENTIALLY BRITISH CRISP FLAVOURS
Customers aren’t told what each delicious flavour is.
On-pack copy and TikTok influencer content incentivise 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. Images by me.)
TV 40" – SPARKASSE BANK YOUTH ACCOUNT – GERMANY
Script:
An old man unnerves his grandchildren by painting a gloomy picture about money.
SUPERS:
It needn’t be half as bad grandpa.
With the Sparkasse Financial Assistance Plan for young people.
Agency: Jung von Matt.
INTEGRATED CONCEPT – VINTAGE CLOTHES WITH STORIES FROM VINTAGE PEOPLE – AGE UK
Agency: shared with Neverland London. The agency later used the concept as the basis for OOH and TV work.
VIRAL/ PRODUCT CONCEPT – AGE UK x PHILIPP PLEIN SKELETON WATCHES
Straps can be purchased independently and used with any watch brand.
The viral targets Gen Z on TikTok. (See script above.)
Part of the profit to Age UK.
Agency: well-received by Edelman London.
Philipp Plein mid-priced “Skeleton” range for men and women.
BRAND AFFILIATION CONCEPT – AGE UK x POPPI
The other affiliations listed on the can would also be announced on the respective brands’ social channels.
Poppi has recently been bought by Pepsi, and is already available in the UK on Amazon.
Agency: well received by Edelman London.
B2B FLIER – INVITATION TO THE SCI-TECH OSCARS – LEICA SUMMILUX-C CINE LENSES
The lenses were nominated by the Academy of Motion Picture Arts and Sciences.
Agency: Geometry Global.
CHILDREN’S BOOK CONCEPT – TO DRAMATISE “BIG ON QUALITY. LIDL ON PRICE” – UK
Lenkor’s a fussy giant living and working in the real world.
He only likes premium goods. And he needs absolutely tons of them.
Fortunately, he lives near a Lidl.
View full draft story
Agency: went down well with The Romans, Lidl’s PR agency, and VML Folk, Ireland.
(Words and image concepts by me.)
LAUNCH COPY – SWIM-PROOF FITBIT FLEX 2 – EMEA
Agency: Freedman International.
PRICE STUNT/ EARNED MEDIA CONCEPT – PANADOL – UK
Price reduced in Stackhoull Stores, Fair Isle. The journey to hospital includes a ferry.
Agency: well received by Grey London. Pitching to Publicis Le One, (where the account has since moved to).
B2B ONLINE/ PRINT – BOSTON CONSULTING GROUP – UK
50th Anniversary ads.
Agency: working directly for BCG.
(I’ve produced print, UX, B2B, video and social posts for BCG.
See “Just UX/Digital/CRM” section for further work.)
“PROJECT BRONZE” – EMPLOYER BRANDING – CAREERS EVENT CONCEPT
Bronze medals and T-shirts for Boston Consulting Group recruitment staff.
RETAIL/ SOCIAL CONCEPT – JOHN LEWIS x DOUBLE ROBOTICS
Office mobile telepresence robots adapted into fun Walkin’ Talkin’ Avatar puppets – for John Lewis Tech Dept, Oxford Street.
Puppet movements are remotely controlled by punters, via a John Lewis microsite. And their faces are cropped to appear on the puppets’ oval screens.
Groups of punters from around the world log on simultaneously, to chat remotely and hug each other with little arms.
The Walkin’ Talkin’ Avatars can also interact with “physical” customers and friends, both inside and outside John Lewis Tech Dept.
For example: this group’s pre-arranged a visit to the nearby hospital…
…where they comfort a mate from Oz recovering from an injury.
Legal restrictions prohibit WTA recordings. But the mate from Oz captures her pals’ Walkin’ Talkin’ Avatars on her phone, and shares the footage on social.
Punters can roam around John Lewis 24/7, making remote purchases via AR.
(Night security staff press store elevator buttons, to let the WTAs access other departments.)
Agency: pitching to John Lewis.
#CUDDLYMOUNTAINS SOFT TOY COMPETITION – VISIT SCOTLAND
People often develop an emotional connection with Scotland’s landscapes and mountains.
Users in target markets are asked which Scottish mountain they’d most like to sleep with. Those with the best responses receive Scottish wool, toy-sized versions of their mountain crush.
Agency: concept pitched to Visit Scotland’s ad agency.
#cuddlymountains soft toy.
Labels feature the tartan of the mountains’ local clan.
PR – PROTOTYPES DISPLAYED IN THE SOFT TOY DEPTS OF HAMLEYS DUBAI AND LONDON
If there’s sufficient interest, they could later become a range of Visit Scotland souvenirs.
BEDROOMS AND AIRPORTS
#cuddlymountains souvenirs sold to holidaymakers end up on beds and sofas around the world. They could also feature as cushions in Business Class lounges.
Profit from sales and earned media would help support the project.
Label for “Three Sisters” mountain range in Glencoe.