Group Creative Director / Head of Art - Positioning/Digital, Social/Print.
The NSPCC /ChildLine counselling service for young people had a problem, it was seen as out of touch with the younger generation. Young kids can't always talk to their parents, they needed someone they could trust, relate to and also understand their problems. Without the ChildLine there really wasn't anywhere to go, or anyone qualified to help.
Working with Avenue A & Razorfish this multi-channel campaign 'A problem is better out than in' was launched. The 'Final Verse' idea was to get young people to express themselves creatively through music and lyric writing. Things they could relate to. This way they would hopefully share there problems and worries instead of hiding them.
Within the first 6 weeks of the campaign traffic to the ChildLine website increased by over 64%. Even more importantly the perception of ChildLine amongst this young target market dramatically changed. Now they felt there was place they could visit where someone would listen to their problems.
'There’s a drop of GREATNESS in every man'.
Group Creative Director - Positioning/TV/OOH/Events/Social.
This GUINNESS GREATNESS campaign for Guinness Africa was launched through Saatchi & Saatchi London. This multi-channel campaign used TV, outdoor, interactive posters and social events to the launch the idea that 'There's a drop of Greatness in every man' .
The 'Sounds of Greatness' was a creative platform for up and coming artists to show their 'Greatness' through music and dance events across Africa.
'Find Greatness' introduced Limited Edition 'GREATNESS GUINNESS' bottles were designed and given away at certain bars in Cape Town and Abuja when consumers used the QR Code on posters. The campaign was then developed by Saatchi & Saatchi offices in Africa, with the work continues to be overseen by Saatchi London.
The result of the GREATNESS campaign saw Guinness sales increase across Africa by over 19% in the first year. Sales in Nigeria increased by 16% and in East Africa by over 32%. Nigeria overtook Ireland for the first time ever in sales of Guinness.
Creative Director - Digital/Social/OOH.
This UG digital idea for Merrell created the World's biggest panoramic photograph. Users uploaded their images to the addyourownscenery.com site and using GPS data the interactive site placed them in geographical location to help build this global picture. More importantly Merrell helped support global conversation areas donating $1 for the first 250,000 photos submitted. Subsequently donating $250,000 these conservation projects across the world.
The most popular image in the project entitled the photographer to a $5,000 adventure anywhere in the world.
Creative Director - Freelance
In 2016 Publicis NY asked me to oversee the Cadillac ‘Dare Greatly’ campaign during a period of transition. This involved creating a series of multi-executional TV spots/retail and OOH for the American luxury car brand.
U.K. & Europe Group Creative Director/Head of Art - TV/ OOH/Digital.
UK and Europe campaign creating a 'T-Mobile World' where T-Mobile's new plans adapted to the world of the mobile phone user.
A new look, feel and tone was created for this new T-Mobile World with music being an important element. Ultimately the phone user was always at the center of the action as he or she wandered effortlessly through this slightly surreal world.
As a result T-Mobile moved from being #4 to being the #2 Mobile phone network across Europe
Group Creative Director - TV/Digital/Social/OOH.
Campaign announcing that the inventors of the Rental Car were now reinventing it. The multi-channel campaign launched using TV, digital, ambient, inflight-content and OOH. An explosive teaser spot introduced the campaign followed by 60’ and 30’ spots for Hertz 24/7 and Gold Plus Rewards.
OPEN 24/7: As part of the Hertz 24/7 launch, 24 cars were placed randomly on New York streets for 7 days with ‘OPEN 24/7’ neon signs in their windows. Users tagged the cars with #hertz247 on Instagram to get the chance to win free 24/7 rentals.
Group Creative Director - Positioning/Experiential/Social
2SOX1GOAL is a grass roots movement to help rid soccer of racism in the UK and around the world. On a Saturday in London an event took place where young kids played soccer wearing One Black Sock and One White Sock to make a statement and unite everyone against racism.
Using social media the event gained momentum and was filmed by the BBC as part of a documentary on racism in sport. The film of the event was shown on the Stadium screen at the Premier League club Crystal Palace, along with pitch-side banners, and also across social media channels.
Since the live event the English Football Association and FIFA have shown interest in taking the idea further. A collaboration between sports companies like Nike and adidas would also send a message of unity tot he soccer world.
Creative Director Freelance: TV/Digital
These mini downtown stories highlighted the advanced features in Cadillac's 2017 range of cars.
Creative Director - TV/Digital/Content/Print.
This recruitment campaign was based around unique stories and insights from experiencing a role in the RAF. Using TV, digital and print we created a more personal experience based on actual individual stories and the vital roles that they play in the RAF.
Recruitments increased by 10% in the first 6 months and by over 30% over the followning 2 years.
Creative Director - Freelance: Social/UGC.
Capital One Bank wanted more customers to really think more about how they manage their money - especially Savings. This campaign taps in to the insight that something we all have in common is that we are all Savers. It then uses that insight to get consumers to share what they have saved over the years and then ask why don't they care for their money in the same way.
Using #ShareMySave customers shared something special they've saved on Facebook, Instagram and twitter for a chance to win cash prizes and a top prize of $10,000 to invest in a Capital One Savings Account. In the 2 weeks over 5,,000 posts were uploaded.
Group Creative Director / Head of Art - Positioning /Social / Digital /Print
This digital and print campaign for the U.K. charity was aimed at kids who are hiding abuse. This visually impactful idea showed kids hiding behind their own images with he message telling kids not to hide it. The campaign was introduced on Facebook, the NSPCC and website using #DontHideit. The images also appeared in teen magazines - the campaign really struck a chord with young kids. The second part of this campaign used the idea of 'masks' telling kids and teenagers not to hide behind them and speak to the NSPCC.
Creative Director - Positioning/TV/OOH/Digital.
As Creative Director at Publicis Dialog London, 'That calls for a Carlsberg' created a new positioning for the brand as well as a visual rebranding of Carlsberg. It was launched across Europe and consisted of TV, digital and outdoor.
Creative Director: Ambient, OOH, Print, Digital.
The OOH recruitment part of this campaign challenged the audience, asking if they had what it takes to be an Army Officer. Digital and print recruitment ads targeted High Schools and College students, inviting them to opt for a more rewarding career than the boring everyday jobs.
Creative Director / Head of Art: OOH and Print.
Poster and print ad to launch the new British Tailoring Room at the famous Harrods Department store in London. The idea - putting all these famous British designers in one room would create a creative fight for supremacy. The designers included, Vivienne Westwood, Paul Smith, Ozwald Boateng and Richard James.
The image was featured on the front cover of Lurzers Archive.
'The car of the future'
A 'test film' for Tesla celebrating the forward thinking car brand.
Creative Director - TV, Digital.
Using a 'QVC style show' for pet lovers, Pets Pyjamas was the first to feature cat and dog as the hosts. The campaign was launched using TV, digital banners and online content
The series was shown on the Pets Pyjamas website where the hosts became so popular they became VIP's ( Very Important Pets), and made appearances at pet parties and event openings. The campaign saw brand awareness in the first two months increase by over 70% and sales increase by 40%.
Creative Director: Social/OOH/Cinema
Social and poster campaign to save one of the oldest 'Art House' cinemas in London - The Curzon. The film was shown in other cinemas around London and online. Using #NotTheEnd across Twitter,Facebook and Instagram momentum rapidly increased over a period of a month and due to the overwhelming support shown. More importantly the cinema was saved from closure.
Group Creative Director - OOH
OOH and digital campaign for the only New York casino, informing New Yorkers that gambling is on their doorstep.
Multiple sclerosis (MS) is an unpredictable, often disabling disease of the central nervous system that disrupts the flow of information within the brain, and between the brain and body. Having MS makes the simple things in life, like reading the paper or going shopping a huge ordeal, and this campaign highlighted how complicated these simple tasks become.
Using the style of medical illustrations, OOH and print were placed in everyday situations where the audience could see the hardships MS sufferers face doing the simple things that we all take for granted.
OOH and online campaign for the unique non-stop train service from London to Paris and Brussels.
Group Creative Director / Head of Art - Print, Digital, OOH.
Print, digital and poster campaigns for Olay.
Creative Director - OOH and print.
Classical music was always seen as old and stuffy, so the aim was contemporize it. Classic FM wanted to get a younger audience to listen to classical music in a different way.
For idea we didn't want to use sound but instead visually represent the different emotions you can feel from Classical music. The campaign not only resonated with a younger audience but it also has an impact visually - Listeners wanted copies of the posters for their walls.
Every minute across America woman and men are being abused by an intimate partner. Those abused are afraid to speak out but at speakoutagainstabuse.com there are people who will listen and help victims.
By using specially designed coffee cups to dramatise the problem we would partner with Coffee Shops in NYC and ask them to donate 50 cents from every coffee sold for one day to speakoutagainstabuse.com. I am currently having conversations to try and make this happen.
Creative Director: Digital, OOH.
To highlight hetroosexual male rape and sexual abuse, digital and OOH posters were created during the 6 Nations Rugby Tournament in London. The controversial posters caused a whirlwind of media attention across the U.K. and also the world. Subsequently the awareness of male rape and the Suvivors charity organisation increased dramatically.
Re-launch of the Whitechapel Art gallery in east London, one of the oldest gallery in the city. Using OOH and digital placement in the arts media, this campaign increased the popularity of the gallery putting it back on people’s art radar. Instead of using CGI the typographic design was actually constructed in the gallery as an art piece.
This campaign uses the 'Red Cross' as an iconic symbol of 'aid'. From blood donations to disasters, such as earthquakes and hurricanes, the America Red Cross is always there and needs your help. Using digital banners, mobile and OOH and unique branding opportunities, this campaign will hopefully keep the American Red Cross top-of-mind.
Campaign idea for The Beatles music remastered on iTunes. Using the Abbey Road image with a twist, the aim was to create a visual as iconic as the original.
But is it a pencil?
Group Creative Director - Web Content/DM/Print.
As Creative Director at Saatchi & Saatchi as I was asked by the creative president of D&AD, Rosie Arnold at BBH London, to create a campaign around the ubiquitous 'yellow and black pencils'.
Three short films, designed to encourage entries, featured interviews with Yellow Pencil winners David Droga, Stefan Sagmeister and Tokyo Plastic discussing how they come up with that elusive great idea.
This Digital, print and DM campaign posed that all important question to creative people every time they created a piece of work - "But is it a pencil?"