For some companies I'm a creative solutions gin for hire, delivering original campaign pitches, bespoke to their client and its brief. For others I consult on the creative process and the very fundamentals of content partnerships to ensure market leading solutions can be conceived and delivered.
Compelling stories born from insight-driven inspiration; engaging people around a strong central idea - strong enough to stand on its own and speak to people in ways that spark their imagination.
A methodology of an applied rigour of thought throughout the entire process, from the initial investigative work to great quality contributors and the implementation of measurements for performance.
A 1300 mile Food Odyssey around the UK,. The campaign was presented by Jon Quilter, travelling the country in a classic Citroen H Van, kitted out with its own kitchen, on the hunt to discover some amazing small-scale producers.
A series of personally-led tours of designers, stylists and influencers’ homes (virtually, because of Covid) with additional higher-quality versions and LG-orientated native films.
I first pitched this before C19 as a set of physical tours around some of London’s most impressive design-orientated homes. Thanks to a confident client I conceived a virtual format for them, and it still went ahead.
The partnership includes:
- Tours co-branding, of 18 aesthetically impressive homes
- Product placement & integration
-Additional HNW data segmentation (for reach)
- Ad design (inc VIP offer to drive direct sales)
- White-label asset creation in a location house for LG
See here for current activity.
Using editorial insights into how the best selling magazines capture their audiences, this campaign focused on those topics closest to people's hearts in an attempt to make people stop smoking.
Anti-smoking initiatives rarely work. People know the risks & take the gamble. So for this I had to find new ways to convince people to quit - for 2 entirely different audiences (C2DE female & ABC1 female).
The answer was a multi-stimulus campaign with triggers stemming from editorial insights - the editorial content these audiences find most engaging, twisted to provide an anti-smoking message.
- For C2DE women: Heartache for loved-ones & budget triggers
- For ABC1 women: Beauty (a theatre make-up artist ‘aged’ a model in time-lapse).
The above is a video filmed by Aaron Elvis Kyle showing just a little of the physical damage smoking does, with make-up from a theatre make-up artist.
For both we also included environmental impact messaging. Did you know cigarette butts are the most littered item on earth? They don't decompose; about 10 billion new butts a day start an 8 year journey of breaking down into microplastics, leaching into the ecosystem, releasing some 7000 toxins on the way.
74% said they found the content influential.
2016
FOR MATALAN
2010
FOR SAINSBURY'S
2009
FOR JOHN LEWIS
2008
FOR VW