WORK
HEALTHCARE
A Unique Bond - Boehringer Ingelheim
Idea
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Suspicious consumers view pharma companies as cold and profit-obsessed but we turned hostility into advocacy for BI to celebrate and inform the public about their recent animal pharma arm acquisition.
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Knowing that 70% of people’s lives are enriched by their pets we spotlighted the physical and mental benefits of pet/patient bonds during times of stress or personal loss.
The campaign turned traditional patient stories into moving episodes featuring man/woman’s best friend.
Results
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Reach of 50 million
19.6 million film views
15 million engagements
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55% of respondents who identified as “anti-pharma” now viewed BI positively (before the campaign 96% of those who were “anti-pharma” were also anti BI)
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Went on to be launched in an extra 25 markets.
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My Role
Concepting, Copywriting, Creative Direction, Exec Producing, filming and editing.
Brand Storytelling
Shortlist
Cannes Lions International Festival of Creativity
CONSUMER
Hunger Monster - Aldi
Idea
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Our research showed that 14% of kids were missing a meal everyday.
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But the British government wasn’t listening…in fact, the reverse: they had just removed free food vouchers during school holidays – often, for some children, their only guaranteed daily meal.
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Aldi had 10 million meals to giveaway. They wanted a platform that talked to UK children’s relationship with hunger.
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Working with Marcus Rashford we created the Hunger Monster an emotional animation portraying a young boy (voiced by Marcus) and his relationship with an invisible companion hunger.
Results
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580 x pieces of earned online, broadcast and print coverage
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73% of consumers felt positive about Aldi after watching the animation
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After watching the animation there was a 124% increase in those that felt Aldi was doing its bit to counteract child food poverty and the UK public donated £40k for more kid’s meals.
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My Role
Concepting, Copywriting, Creative Direction, Exec Producing and voice of the Hunger Monster.
Campaign Brand Film Winner
Not for Profit
CHARITY
#Extraordinary - Stephen Lawrence Day Foundation
Idea
We were asked to create an awareness campaign for the 30th anniversary of Stephen Lawrence’s death that focused on his legacy, and wanting others to fulfil their true potential.
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Our campaign platform ‘Extraordinary Ordinary’ was inspired by Stephen’s dreams of becoming an architect and making the journey from ordinary to extraordinary.
Sadly, in life, he was not able to achieve this but his legacy could help others make that journey.
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The campaign came to life through an emotive poem, which would be the basis for all advertising and messaging.
The OOH launched nationally across several key locations, supported also by a London Transport campaign.
Results
The TV campaign (37m views) – starred Baroness Lawrence and Clara Amfo.
We also constructed a corporate pledge for UK businesses to state what changes they are going to make to achieve racial equality in the next 30 years which featured in the FT.
On the anniversary weekend, our creative featured in Premier League programmes, horse racing and was posted organically by influencers and celebrities, including Jay Blades and Idris Elba.
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Donations during the week leading up to the memorial were up 489% on the previous year and 301% in the launch month of April.
My Role
Concepting, Copywriting, Creative Direction and Exec Producing.
Certificate of Excellence
Sabres In2
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CONSUMER
Wild Guides - The Sri Lankan Tourist Board
Idea
“The real voyage of discovery consists not in seeking new landscapes but having new eyes” - Marcel Proust
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In 2019 visitors to Sri Lanka were down 17% from the previous year. People had grown tired of the somewhat predictable tourism film and country needed to be viewed in a completely different way.
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So we created the ultimate country tour of Sri Lanka from a never seen before perspective, creating the first ever animal auteured tour of any holiday destination – by its true inhabitants - its wildlife!
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Results
Visits to Sri Lanka went up 8% on the previous year.
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The film achieved more than 2.5Bn impressions globally. The popularity was further fuelled by more than 800 articles.
Organic sharing of the campaign assets across Sri Lanka Tourism’s owned social media channels, also achieved a reach of 100 million+, securing 18 million+ interactions, with 100% positive sentiment.
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My Role
Concepting, Copywriting, Creative Direction and Exec Producing.
Campaign Brand Film
Most Viral
Winner
HEALTHCARE
Precious Moments - Pfizer
Idea
As a new parent there are many things that you have to worry about.
Getting your baby protected is one thing off your mind – giving you "Precious Moments" to worry about something else…
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Key campaign activity included the development of a film that was activated in local markets. This was supported by a campaign strategy for Precious Moments and subsequently, a campaign identity including brand guidelines, logo, look and feel, colour pallet, tone of voice and a bank of visual assets, website material and social copy were developed for organic and paid channels.
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Results
Over 2 million video views
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The video view rate was 39% , 57% above industry benchmark
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The campaign click-through rate was 0.78%, 56% above industry benchmarks.
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The campaign landing page saw over 50,000 unique visitors
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My Role
Concepting, Copywriting, Creative Direction and Exec Producing.
Best Disease Awareness
Communique Awards
CONSUMER
Worth a Packet - PaddyPower
Idea
Jamie Vardy was about to score 11 consecutive goals in a row and break the Premiership record.
The only true way to celebrate this “son of Leicester's” goal scoring achievement was to reward him with his own Walkers Crisp flavour. Let’s face it Michael Owen and Gary Lineker had one.
We decided to launch a petition campaign using Change.org (at no cost) supported by PaddyPower social and owned channels demanding Walkers to create a Vardy’s WKD Salami flavour.
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The pubic were on board as were Leicester celebrity supporters Rustie Lee, Dave Batram from Showaddywaddy and Roy from Corrie (David Neilson).
Results
After around a million signatures and a ridiculous amount of coverage.
The biggest success was that Walkers created 45,000 packets of Vardy Salted crisps which were placed under every home supporter’s seat at the King Power Stadium.
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Some of these packets ended up on Ebay priced at £1 million.
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Plus Jamie went on to beat the record.
My Role
Concepting, Copywriting, Creative Direction and Exec Producing.
