Vintage French export beautiful vintage furniture. I had one task - Drive people to the website. To do that i created work that featured no furniture at all. Brave? No. The ads cut through the clutter.
TRAFFIC NEWS***Traffic to website up by over 30% after campaign***
Copywiter - Clive Pickering
Photographer - Alex Bamford
Retoucher - Mark Wesley
Actor - Dom Golding
A cinematic first - Five very different films with the same dialogue. Our accompanying competition challenged budding Filmmakers to take up the same challenge. Over 600 Filmmakers did so, creating over 20 hours of content.
Philips created a 21:9 television. This is the same proportion within which a Film Director works. They had created a screen that was perfect to view film at home. In delivering this message we were duty-bound to create great cinematic content.
A very good script idea from my Dutch agency combined with a moment of genius from Adam Berg at Stink delivered a film that went global.
Most of the time we reflect Culture. Sometimes, when the stars align you get to influence it. Ashton Kutcher tweeted about Carousel. Fifty Cent copied it for a music video. The same frozen moment was used in Deadpool and The Ordinary Guys.
Cecily's Fund educates AIDS orphans in Zambia.
One's school memories are important to all of us. We tapped into the school memories of Celebrities in a unique way to get press coverage for Cecily's Fund.
They needed publicity for a budget of £0.00. It occurred we were perfectly placed to help. We asked our friends at Recording Studios to help us. As Celebrities came in to record Voice Overs they were asked to fill in a faux School Report with the funniest comment they received as children. They loved it. So did the Press.
From a budget of £0.00 we generated coverage worth over £800,000.
VW Retail. We didn't talk about cheap cars. We talked about great value. Surprisingly Ordinary Prices became the most successful price campaign in VW's history.
VW Bora. The Driver's car. A roadside poster campaign to give spurious reasons to get behind the wheel and drive.
It was funny to me how brands of Baby Food talked to Parents as Children or as Scientists. We talked to Parents as Parents. We championed the belief that every child is different and C&G had the understanding to provide the right nutrition for every single one of them. We dramatised that in a way that showed ordinary kids discovering a new environment for the first time.
Results: 1,042,233 YouTube views, 55,805 Facebook shares, 2,667 Twitter shares. Sales increase +15%.
The innovations in Philips' products had empathy. Still do. Their advertising didn't. In collaboration with some smart Clients we changed that.
The task on Johnnie Walker was simple. Find a new, more emotional way of dramatising Progress.
It occurred to us - We were fish once, then we walked up the beach....
'Fish' was the first of the truly global executions of Keep Walking. As one senior Diageo Client kindly described it - A Game Changer.
Adidas Store - An iconic brand opening an iconic store needed an iconic idea.
New Newcastle FC shirt - In Newcastle the football supporters are famous for watching bare-chested even in winter. What better way to announce the new shirt than bare-chested ambassadors taking to the streets?
Jonny Wilkinson ad - In Rugby a Try is worth 5 points. You then get the opportunity to kick a Conversion for an extra 2 points. But Sir Jonny never missed...
Captain Morgan is fictitious. As is The Kraken. Sailor Jerry was a Tattoo Artist. The Bacardi Family are real and they run the business to this day. They've been through a lot but they are still in the ring fighting. This is their story.
Results: US equity score +5PP to 48%. AUS +10 PP in six months. India +6PP. UK Volume increase of 11%.
'Go on', they said. 'Have your picture taken with the new Diet Coke Hunk.' What a rubbish idea that was..
2012 was an anniversary year for Diet Coke. So we brought back their most famous ambassador.
The key to this campaign's success was updating the role of the Diet Coke Women, first featured in the 1980s. No longer casual observers, they now were the catalysts for the story.
A campaign only carded to run in Europe, it went Stateside running during the Oscars.
Results: 3 million YouTube views, 1 billion social impressions, 400K social expressions, 96% positive sentiment, 92% brand attribution.
Kwikfit wanted to be more about prevention than just cure.
They wanted motorists to come in more often for check ups rather than just when they had a tyre problem.
We found the solution in their name. We changed the meaning of ‘Fit’ to be about ‘Fitness’ rather than ‘Fitting.’
The delicate pronunciation of Cockburn's goes back to Victorian times. We re-introduced this very British play on words to re-launch the brand in the UK. Iconic posters on key sites in the South East.
If you've got a problem Direct Line will deal with it. To dramatise this we employed Quentin Tarantino's ultimate Mr Fixit, Winston Wolf.
To bring to life the power of cinema advertising we demonstrated that even the mundane can be cinematic.
The O1 style was the original design reinvented. To announce this we updated the traditional Cowboy on a bucking bronco scene.
A smorgasbord of individual ideas. I was the Creative Director on Harrods and Lucozade. All of the others I was co creator alongside Clive Pickering.
For some, even the taste of sour milk is preferable to Marmite..
A viral film to annouce ibis' most comfortable bed ever. We played the cute card and some..
The election for London Mayor of 2011 pitted Boris Johnson against Ken Livingstone. Boris was popular (my how times have changed..) and had the support of all the newspapers. Ken didn't even have the support of his own party.
In the end we lost. But we gave Boris a scare taking Ken from 12 points behind to only 2 points at election time.
A key part was our party political broadcast. We knew it was powerful for two reasons. Firstly, it made Ken cry at his own press conference. Secondly because of the all out attack it received to try and undermine it. Even journalists from our own trade magazine tried to discredit it. Did i mention that that particular magazine is owned by Lord Heseltine?
Post the election we ran an ad for the agency to highlight the power of emotion.
My first telly ad! One of P&G's most successful, it became the subject of one of their case studies. This is an example of navigating quite strict rules. We took the classic side-by-side test. Then added humans. The ad was originally only meant to run in the UK but eventually ran across Europe and South America. The twins (in the days of repeat fees) earned 100k each. Not bad for your first acting gig. Especially as i was on seven and a half grand...!
An oldie but goldie. My first award winning outdoor ad. It took me to NYC for the Clios.