JUST SOCIAL FOLIO
EXPERIENTIAL/ CONTENT – WHISKAS CARDBOARD BOX 2.0 – EMEA
Whiskas supermarket boxes with pre-cut shapes – so customers can pop them out to make cat habitats.
I pitched the idea to BBDO Duesseldorf. 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.
LAUNCH COPY – FITBIT SWIM-PROOF FLEX 2 – EMEA
Also wrote versions for iPowered, Instagram and Adyoulike platforms.
Agency: Freedman International.
UBS BANK – LIFE’S QUESTIONS CAMPAIGN – INTERACTIVE TWITTER ADS – UK
Campaign targeting high-net-worth individuals.
Interactive ads ask tough, emotional finance-related life questions.
Users are encouraged to tweet a pre-populated response, and join the discussion.
Agency: Leo Burnett London.
UBS BANK – LIFE’S QUESTIONS CAMPAIGN – FACEBOOK CAROUSEL AD – UK
Agency: Leo Burnett London.
#CUDDLYMOUNTAINS SOFT TOY COMPETITION – VISIT SCOTLAND
People often develop an emotional connection with Scotland’s landscapes and mountains.
Users in target markets are asked which Scottish mountain they’d most like to sleep with. Those with the best responses receive Scottish wool, toy-sized versions of their mountain crush.
Agency: concept pitched to Visit Scotland’s ad agency.
#cuddlymountains SOFT TOY
Labels feature the tartan of the mountains’ local clan.
PR – PROTOTYPES DISPLAYED IN THE SOFT TOY DEPTS OF HAMLEYS DUBAI AND LONDON
If there’s sufficient demand, they could later become a range of Visit Scotland souvenirs.
AIRPORTS
#cuddlymountains souvenirs sold to holidaymakers end up on beds and sofas around the world. They could also feature as cushions in Business Class lounges.
Profit from sales and earned media would help support the project.
Label for “Three Sisters” mountain range in Glencoe.
RODENSTOCK ROCCO EYEWEAR – SOCIAL/ DIGITAL BRAND RELAUNCH – #whereisrocco
Rodenstock's Rocco models were popular from the 1960s onwards, until production ceased in 1990.
To reintroduce the brand, a tongue-in-cheek story explained where Rocco had been all that time.
I wrote the story to fit random footage and stills that had already been shot.
Also suggested users could submit stories to explain Rocco's disappearance, if they didn’t believe ours.
The client was up for it, and added the competition element to digital, social and the brochure.
Agency: Eat, Sleep + Design Berlin.
RODENSTOCK ROCCO BRAND RELAUNCH – VIDEO CONTENT
RODENSTOCK ROCCO BRAND RELAUNCH – BROCHURE/ SOCIAL
Users can submit their own stories to explain Rocco's disappearance, if they don’t believe the brochure’s. For a chance to win Rocco eyewear.
RODENSTOCK ROCCO BRAND RELAUNCH – SOCIAL CHANNELS – #whereisrocco
(For Rodenstock Rocco retail work, please see “Folio” section.)
BRAND AFFILIATION CONCEPT – AGE UK x POPPI
The other affiliations listed on the can would also be announced on the respective brands’ social channels.
Poppi has recently been bought by Pepsi, and is already available in the UK on Amazon.
Agency: well received by Edelman London.
VIRAL/ PRODUCT CONCEPT – AGE UK x PHILIPP PLEIN SKELETON WATCHES
Straps can be purchased independently and used with any watch brand.
The viral targets Gen Z on TikTok. (See script above.)
Part of the profit to Age UK.
Agency: well received by Edelman London.
Philipp Plein mid-priced Skeleton watches for men and women.
INSTAGRAM WALL – #OPEL120 – EMEA
27 posts celebrating 120 years of Opel.
Agency: McCann Worldgroup Frankfurt.
(See “Just UX/ Digital/ CRM” section for Opel e-mobility UX work.)
Example posts from the Instagram wall.
(N.B. The client made last minute copy changes and I didn’t get a chance to correct them.)
PRODUCT AND TIKTOK CONCEPT – TWO QUINTESSENTIALLY BRITISH CRISP FLAVOURS
Customers aren’t told what each delicious flavour is.
On-pack copy and TikTok influencer content incentivises 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. Pics and words by me.)
LOVE IS THIRSTY WORK CAMPAIGN – AFRI COLA
German campaign for the cult German cola.
Won a pitch, and an Art Directors Club silver for radio. (See “Folio” section.)
The brief was to refresh the brand's 1960s love & peace heritage.
The idea was to treat love irreverently like any other activity. One that makes you thirsty.
Agency: Jung von Matt.
INTEGRATED CONCEPT – A FIVE MINUTE REALITY SHOW ON YOUTUBE, FUELLED BY SOCIAL
Guys and girls who’ve been dumped or cheated on compete to produce the most tears.
They're shown heartbreaking photo and video stimulus material, sourced from “friends” on social.
Up-and-coming bands play teary songs in the background.
Afri Cola provided for all contestants.
TRAGEDY CLUB AFRI TEARS – SNAPCHAT LENS
BANNER OR VIDEO AD – AFRI DATING CONCEPT
There are dating apps with I.Q. filters (e.g. LoveSmart), and dating apps with psychometric filters (e.g. eHarmony). But none that combine both.
The app could be built and run by dating conglomerate Match Group.
PAID DISPLAY ADS – VISION EXPRESS – UK
Targeting a variety of audiences with Eyexpert contact lenses.
Agency: Bright Blue.
RETAIL/ SOCIAL CONCEPT – JOHN LEWIS x DOUBLE ROBOTICS
Office mobile telepresence robots adapted into fun Walkin’ Talkin’ Avatar puppets – for John Lewis Tech Dept, Oxford Street.
Puppet movements are remotely controlled by punters, via a John Lewis microsite. And their faces are cropped to appear on the puppets’ oval screens.
Groups of punters from around the world log on simultaneously, to chat remotely and hug each other with little arms.
The Walkin’ Talkin’ Avatars can also interact with “physical” customers and friends, both inside and outside the John Lewis Tech Dept.
For example: this group’s pre-arranged a visit to the nearby hospital…
…where they comfort a mate from Oz who’s recovering from an injury.
Legal restrictions prohibit WTA recordings. But the mate from Oz captures her pals’ Walkin’ Talkin’ Avatars, and shares the footage on social.
Punters can roam around John Lewis 24/7, making remote purchases via AR.
(Night security staff press store elevator buttons, to let the WTAs access other departments.)
Agency: pitching to John Lewis.
PRICE STUNT/ EARNED MEDIA CONCEPT – PANADOL – UK
Price reduced in Stackhoull Stores, Fair Isle, ZE2 9JU – the postcode with the UK’s longest hospital journey time. (Includes a ferry.)
Agency: well received by Grey London. Pitching to Publicis Le One, (where the account has since moved to).
INTEGRATED/ SOCIAL CAMPAIGN – #MINI IDLE
Began with a social brief from the client, but didn't run.
Posters in central business districts introduce the #idle campaign handle.
Agency: KKLD NYC/ Berlin.
(In English "idle" means "lazy”. And also a vehicle that’s switched on without its electric motors engaged.)
#IDLE COMPETITION
Users score points for spending time on social and gaming channels during working hours.*
Point-scoring times are from 10.00 to 12.00 and 14.00 to 17.00 Monday to Friday.
DOOH Idle League Tables tell us which UK companies are collecting most points.
* Not just logged in but interacting, as detected by the #idle app powered by ActivityMonitor.
Only those with a LinkedIn “Currently employed” status are eligible.
#IDLE COMPETITION PRIZES
Those who do best win spa breaks, wine tasting sessions and guitar tuition – all during working hours.
(Visual concepts by me.)
VIRAL
A female boss, female exec and shy female intern in a lift.
The boss is congratulating the exec on her work performance.
As the intern exits, the exec makes extra-crude thrusting gestures and says: IMAGINE DOING THAT.
Boss: “THAT” HAPPENS TO BE MY DAUGHTER.
Exec: YEAH, I KNOW.
Exec exits lift. Cut to her getting into her Mini Cooper E in the car park.
INTEGRATED AND SOCIAL – BERGHAUS
A tactical winter campaign for the outdoor clothing brand.
Includes OOH and a competition to "Rewrite The Lion, the Witch and the Wardrobe, so the Ice Queen wins."
The winning script runs as a musical in a freezing theatre. Actors' costumes incorporate Berghaus Hydroloft insulating fabric.
The campaign also helps promote and fund Berghaus efforts to tackle global warming.
Agency: presented to VCCP London. The client has since left.
(Visuals, logo concept and copy by me. For the OOH executions, please see “Folio” section.)
DURING THE FIRST WINTER
We invite people to rewrite the classic tale, so the Witch becomes the hero.
(In the book, the “Witch” is also referred to as the “Ice Queen”.)
Copies of the book – with blank pages – are left in supermarket freezers near leading universities, and advertised on goodreads.com.
Text on the rear cover invites the user to submit an alternative story outline of up to 300 words.
DURING THE SECOND WINTER
The winning story outline is shared with students at leading music schools.
Their brief is to turn it into a musical.
DURING THE THIRD WINTER
The winning musical is staged in a freezing theatre.
Actors' costumes incorporate Berghaus Hydroloft insulating fabric.
When the show’s run ends, a recording is added to Berghaus social channels.
EXAMPLE SCRIPT FOR MUSICAL
Aslan the charismatic Lion is in love with the Ice Queen, but she's in love with the Grey Wolf.
The Lion recruits the children (Peter, Susan, Edmund and Lucy) through the wardrobe.
He spins a story to trick them into using their human powers against the Wolf.
The Ice Queen comes to the Wolf's aid and the children eventually realise that – beneath his warm, golden facade – Aslan the Lion is evil personified.
But too late: although the Ice Queen defeats the Evil Lion, the Grey Wolf is mortally wounded.
We end with him being carried away into the eternity of a blizzard, by his ally the East Wind.
SUSTAINABILITY
Profits from ticket sales help fund Berghaus sustainability initiatives.
E.g. ”Good Wood” – the annual planting of two million trees.
Labels attached to Berghaus garments also spread awareness of Good Wood.
NHS MENTAL HEALTH
The brief: get more people to contact NHS Sutton & Merton’s local IAPT treatment centre.
The idea: reduce the stigma of mental health disorders to make contact easier: invite users to compare their mental health profiles with those of celebrities.
Questionnaire responses for deceased celebs are estimated by a panel of historians and psychiatrists. Living celebs volunteer theirs.
The concept was proactively suggested in addition to a fly poster campaign that ran.
Example below. More in “Folio” section.
Agency: Elevenfifteen.
