Pete Way

That is a squirrel with a cupcake, and I'm a senior creative director (ex BCW, PaddyPower and more recently Lucky Generals).

I also wrote the...

"Greatest single piece of outdoor copy of all time...old school jaw-dropping copy at its very best"

Mark Ritson - Marketing Week

'The Glenlivet Tartan' for Glenlivet

A 360 US campaign, partnering with Thomas Doherty & a community of tastemakers to reimagine tartan — inspiring originality in both style and flavor.

'Adopt a Sporting Legend' for The Greyhound Board of Great Britain

A campaign using Rugby Legend Joe Marler to promote greyhound adoption.

'Hunger Monster' for Aldi

Working alongside Marcus Rashford and Aldi (who had 10 million meals to donate over lockdown), we wanted people to understand what it felt like living with 'Hunger'.

'Mind, Body & Scroll' for Three Mobile

Created the first-ever Social Fitness Hub at the Outernet. The immersive pop-up featured a range of activities to help people feel more confident in communicating and building better relationships with their communities.

'Wild Guides' for The Sri Lankan Tourist Board

We created the ultimate travel guide to Sri Lanka hosted by its true inhabitants - it's wildlife!

'A Unique Bond' for Boehringer Ingelheim

This Cannes Shortlisted film showed the special relationship between pets and patients, whilst changing the perception of 'Big Pharma'.

'#ExtraOrdinary' for Stephen Lawrence Day Foundation

This multi-channel campaign celebrated the life of Stephen Lawrence, an ordinary boy who tragically his lost life but who's extraordinary legacy continues to help others.

'Salt n Vardy Crisps' for PaddyPower

We petitioned and led a social media campaign for Walkers to honour Leicester's Premiership top scorer with his own crisp flavour.

'Precious Moments' for Pfizer

Most parents of new borns have enough to do in the early months (making up bottles, wiping bottoms) - so getting them vaccinated leaves one less thing to worry about.

'Start Today' for Barclaycard

Carlton (a Northern Soul dancer) and Martin (an amputee England football player) tell their contactless stories for Barclaycard.

'Fast Track Cities' for Gilead +The United Nations

A 48 minute documentary film that tells the stories of Fast Track Cities programme and those affected by HIV and AIDS across the world.

'Alive' for Maserati

A post apocalyptic Frankenstein short for Maserati and Shell, showing how the GT was bought to life by a literal oil injection.

'Tabatha. The Asthma Chatbot' for Boehringer Ingelheim

I created Tabatha the first chatbot for global patient education ever developed by a pharmaceutical company.

'Big Tick' for Pfizer

All Ticks are annoying and sometimes a threat. Does making them bigger make them less easy to ignore?

'My Reading Journey' for Aldi

Thanks to Covid and Lockdown, 90% of UK kids’ reading levels were sadly below where they should be at the end of the 2022 school year - Aldi campaigned to reverse this with a free book giveaway supported by Marcus Rashford.

'New Balance Football Launch' for New Balance

Helped disrupt the football industry with this social and influencer launch which included initiatives like the Blackout Squad

'The Silence of the Nans' for Barclays

Pete + Bas, septuagenarian Grime stars, taking on the fraudsters on behalf Barclays older clientele.

'BI X Rebrand' for Boehringer Ingelheim

Led the re-brand of Boehringer Ingelheim's digital health and innovation arm.

'Something Hot For Cheltenham' - PaddyPower

We created an eye-catching campaign using John McCririck, Ruby Walsh and Paddy Power himself in various states of undress.

'AllThingsHair' for Unilever

Creating over 70 pieces of content working for Unilever, writing and producing the content alongside the likes of Zoella and Tanya Burr.

'Quality at Heart' for Ferrero

We identified 3 key topic areas to drive Ferrero identify and corporate values - quality, portion size and details. The platform is still used today across all Ferrero messaging and advertising.

'Sergio Speeds Up' For Puma

Massive Man Utd Fan Usain Bolt tries to slow down Sergio Aguero before the Manchester Derby

'In Your Hands' for Sanofi

This platform was initially used for Sanofi's meningitis campaign - it was later used by Sanofi's Consumer Healthcare arm.

'Electrical to Healthcare' for Philips

Advised Philips on the creation and strategy of their 1st internal content team, helping them develop all thought leadership and core value messaging, as they moved from an electrical to a healthcare business.

'See the Unseen' for Honor

Wrote the creative platform 'See The Unseen' for the global launch of the Honor View 20