ONE OFFS
EXPERIENTIAL/ CONTENT – WHISKAS CARDBOARD BOX 2.0 – EMEA
Whiskas supermarket boxes given pre-cut shapes, to make them fun cat habitats.
I pitched the idea to BBDO Düsseldorf. 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.
BRAND AD – EMEA
Bronze award, Art Directors Club.
Agency: Jung von Matt.
(Copy/ visual concept by me.)
SHORT FILM – BASED ON SCRIPT FOR CHANEL ÉGOÏSTE 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 target audience young man – ignored by his wife – putting the couple’s baby in an oven.
Copywriter: myself.
Art director: Sergei Ivanov.
Director: Andy Shelley.
PAID SOCIAL LAUNCH COPY – FITBIT FLEX 2 – EMEA
Agency: Freedman International
PRINT AD – UK
Agency: D’Arcy.
INTEGRATED/ SOCIAL CONCEPT – AGE UK
VINTAGE CLOTHES WITH STORIES FROM VINTAGE PEOPLE
QR codes sewn into select Age UK vintage clothes link to older peoples’ stories about those particular styles.
Stories are sourced via social: we invite young people to video older people.
(Example post above.)
Agency: pitched to Neverland London.
“How come vintage people aren’t as popular as vintage clothes” was made into TV & OOH:
OOH that resulted from the above Age UK integrated/ social concept.
Agency: Neverland London.
An Anti-Ageist Watch Straps idea was also shared with the agency, but didn’t get off the blocks.
OOH – EMEA
The line helped win a pitch.
Agency: Sapient London.
UX CONCEPT, CHATGPT-ASSISTED – 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 and equations.
The most basic has kindergarten explanations.
ChatGPT assists with the multiple layers of copy required.
And the buttons could apply to topics such as Electric quattro, or the iBRS braking system.
Agency: BBH London had this on hold for a future web refresh.
WEB COPY – MERCEDES-BENZ AMG GT ROADSTER INTERIOR – UK
See “Just UX/ Digital/ CRM” section for more Mercedes-Benz web copy examples.
Agency: Publicis Emil London.
WEB COPY – MERCEDES-BENZ GLB – “DESIGNO” INDIVIDUALISATION OPTIONS
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.
TV 40” – NISSAN NOTE FAMILY CAR – 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.)
SOCIAL AND 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.)
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” – CAREERS EVENT CONCEPT
Bronze medals and T-shirts for BCG staff.
TV 40" – SPARKASSE BANK YOUTH ACCOUNT – GERMANY
Script:
A grandfather unnerves his grandchildren with an emotional warning about the perils of money.
SUPERS:
It needn’t be half as bad grandpa.
With the Sparkasse Financial Assistance Plan for young people.
Agency: Jung von Matt.
MAKING MOBILE TELEPRESENCE FUN – JOHN LEWIS x DOUBLE ROBOTICS (CONCEPT)
Groups of users from around the world can log on to People Pets, which are located in John Lewis Oxford Street’s Tech Department.
Their incoming camera footage is face-cropped onto the People Pets’ oval screens. (See diagram below.)
They can remotely control their People Pet’s movements, hug each other with little arms, and interact with “real” friends and customers in the store.
Incoming user camera footage is face-cropped onto an oval screen. A replaceable costume covers the People Pet base unit (and its little hugging arms).
People Pets can also go on Experiences outside the store.
E.g. 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 People Pet recordings. But the mate from Oz captures her pals’ People Pets on her phone, and shares the footage on social.
People Pets can roam John Lewis 24/7, making remote purchases via AR.
Night security staff press store elevator buttons, to let People Pets access other departments.
Agency: pitching to John Lewis.
Pitch doc, including practicalities and joint venture product opportunity.
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.
PRICE STUNT – PANADOL – UK/ GLOBAL
Price reduced in Stackhoull Stores, Fair Isle. The journey to hospital includes a ferry.
UGC based on locals’ hospital visits.
Could also run globally, in the Stackhoull Stores equivalent for each of Panadol’s 80+ markets.
Agency: well received by Grey London. Pitching to Ogilvy Health.
CUDDLY MOUNTAINS COMPETITION – GLOBAL
People often develop an emotional connection with Scotland’s landscapes and mountains.
We ask users which Scottish mountain they’d most like to sleep with – and why.
Those with the best responses receive Scottish wool versions of their mountain crush.
Agency: concept pitched to Visit Scotland’s ad agency.
Competition prizes: mountains rendered in soft, 100% Scottish wool.
Labels feature the tartan of a mountain’s local clan.
PR – PROTOTYPES DISPLAYED IN THE SOFT TOY DEPTS OF HAMLEYS DUBAI AND LONDON
With sufficient interest, they could later become a range of Visit Scotland souvenirs.
BEDROOMS AND AIRPORTS
Cuddly Mountains souvenirs sold to holidaymakers end up on beds and sofas around the world. They could also feature as cushions in Business Class lounges.
Sales profits would help finance the project as well as support Scotland’s wool industry and soft toy producers.
Label for Three Sisters mountain range in Glencoe.
VISIT SCOTLAND #CuddlyMountains BAG CHARM