TV / CONTENT / DIGITAL / PRINT / RADIO
CREATIVE / CREATIVE DIRECTOR
Y&R LONDON
The Premier League was perceived to be a negative influence on society, and schoolchildren in particular - fuelled by badly-behaved players, huge egos and even bigger paychecks.
So, we needed to show people that, rather than being a distraction from schoolwork, The Premier League, through its Primary Stars community outreach programme, is a positive influence in schools.
But to do so we needed to capture the hearts and minds of a brand-new audience for the league – mums.
Using T.H. Palmers famous poem ‘Try, Try Again’, performed by a cast of school kids and star players, our film brings to life the importance of ‘resilience’, which is a key pillar of the free educational resources The Premier League is offering to 10,000 primary schools nationwide.
When the campaign launched we saw a massive upsurge in school registrations and a significant impact on brand reputation with a 50% increase in favourability towards the Premier League.
TV / DIGITAL / PRINT / RADIO
CREATIVE / CREATIVE DIRECTOR
THE & PARTNERSHIP, LONDON
After creating the alien campaign in 2010 I went on to Creative Direct the Argos account for four years and was responsible for TV, digital, print and radio.
During that time we made nearly a hundred films, created the world's first live competition via Twitter in partnership with ITV's four biggest shows, topped Adwatch for an unprecedented two years on the run, and managed to turn around Argos' sales decline in less than a year.
This goodbye ad sums it all up nicely, but below is a selection of the best brand, digital, category, tactical, sponsorship and live ads we did.
To tie in with the arrival of the royal baby, the aliens had one of their own.
In a world first, we ran four competitions via Twitter during ITV's biggest shows with the Mum and Dad alien announcing the winners live in the shows' ad breaks. Four terrifying nights with Bill Nighy and Claire Skinner in an ITN recording booth responding live to the tweeted suggestions for a gift for santa, which played out to pre-recorded alien footage.
TV
CREATIVE / CREATIVE DIRECTOR
Y&R LONDON
I created BBC One’s Christmas while at Y&R along with several Christmas idents, all promoting BBC One’s theme of togetherness.
TV / PRINT / RADIO
CREATIVE
LEO BURNETT'S, LONDON
A selection of the ads I did for McDonald's.
TV / DIGITAL
CREATIVE
LEO BURNETT, LONDON
Distractions such as mobile phones and iPods are the biggest cause of teen road deaths in the UK.
The 'Killer Moves' campaign asked these hard-to-reach teens to give the road their full attention by first getting their attention with what looks like the kind of music video they love to watch.
DIGITAL
CREATIVE / CREATIVE DIRECTOR / DIRECTOR
THE & PARTNERSHIP, LONDON
Vodafone wanted to promote the idea that it was making Formula 1 more fun and accessible with its sponsorship of the McLaren Mercedes team.
We went to Barcelona to film the team during their practice session and then I wrote and directed a series of online films using the footage we captured.
Jenson, Lewis and the team were voiced by the very funny comedy team, Cardinal Burns.
TV IDENTS
CREATIVE / CREATIVE DIRECTOR
Y&R LONDON
We were asked to dramatise the iconic brand’s sponsorship of the 9pm film on Film4, while encouraging people to think of Boursin as more than just a special occasion cheese.
With a big nod to the brand’s heritage, the idea was to create a witty homage to French art house cinema, pricking the bubble of the pretentiousness at the heart of the French movies we know and love.
Our fashionable Parisian couple, Audrey and Alain, entertained us with their intensely deep and meaningful musings on movies, relationships and life in general, while munching on Boursin-covered crackers.
TV / CONTENT / DIGITAL / SOCIAL / PRINT
CREATIVE / CREATIVE DIRECTOR
MCCANN PRAGUE
Working through the McCann Prague office, I was the creative lead in a successful pitch for Pilsner Urquell, the original pilsner lager. We went on to create two global campaigns, one featuring Louis Armstrong, the other Robbie Williams, as well as a digital campaign to promote the fact that bartenders from around the world head to the PU brewery in Plsen to be properly trained - only when they’ve mastered the art of the perfect pour can they call themselves Tapsters.
TV / CONTENT / DIGITAL / PRINT
CREATIVE / CREATIVE DIRECTOR
MCCANN PRAGUE
Through McCann Prague, I am the creative lead for the Kozel International account, which runs in several markets across Europe and Asia. The ‘stories from the village’ campaign is designed to reflect the community spirit of the small Czech village where Kozel is still brewed today, while dramatising the care with which the villagers treat their beloved beer. Kozel (Czech for ‘goat’) is now the best selling Czech beer in the world.
TV / DIGITAL / SOCIAL / PRINT / RADIO
CREATIVE DIRECTOR
MCCANN MANCHESTER
We were asked to create a campaign to fill stadiums for the Rugby League World Cup, on a shoestring budget. The campaign idea - #squadsassemble - was a rally cry to the nation, fans and non-fans alike, to get involved by assembling their own squads of family, friends and workmates to go see the spectacle. Despite the tournament being shown live on the BBC, the campaign smashed all its targets for ticket sales, making it the most successful world cup ever, and collecting a Bronze IPA effectiveness award in the process.
TV / SOCIAL / PRESS / RADIO
CREATIVE / CREATIVE DIRECTOR
MCCANN MANCHESTER
Key is another of the brands I have pitched and won while at McCann.
The original insight we used was that people don’t really understand what equity release is or how it works which, in turn, creates a feeling of mistrust that becomes a barrier to entry.
The reassuring tone of the ‘we all have questions’ campaign, with its question mark-nosed characters, tackled this head on, particularly the social campaign where each execution featured an answer to the most common questions our target audience had.
As the campaign evolved, and the educational strand was complete, we gave our animated characters the new task of bringing to life a positive, financially-secure, retirement…
TV / DIGITAL / PRINT / RADIO
CREATIVE / CREATIVE DIRECTOR
THE & PARTNERSHIP, LONDON
We helped Best Buy, America's biggest technology store, to launch in the UK. Once we'd met some of the people who work there, and saw how much they genuinely loved tech, it was obvious what we needed to do. A positive, feel-good, populist campaign that told people nothing except how much the staff at Best Buy, brimming with American enthusiasm, love their jobs. For shoppers used to dealing with the miserable, gaze-averting, unhelpful sales staff that populate the average tech store it was a breath of fresh air.
DIGITAL / CINEMA / DIRECT / RADIO
CREATIVE DIRECTOR
THE & PARTNERSHIP, LONDON
What if instead of trying to encourage people to reach out to their ancestors, we told them their ancestors were trying to reach out to them?
The stories of your past are waiting to be heard.
Adopting a beautifully written poetic style, in-keeping with the period the communications were coming from, we gave our ancestors a voice through the authentic mediums of telegram, hand-written postcards, radio and cinema.
CREATIVE / CREATIVE DIRECTOR
LEO BURNETT, LONDON
To promote Miller Genuine Draft’s ‘genuinely different’ proposition in Scotland, we did something genuinely different.
We used their whole marketing budget, including media spend, to promote emerging Scottish musical talent.
We created The Mill: Two venues – one in Edinburgh, one in Glasgow.
100 new bands given a platform every year.
Each band given massive exposure with their own poster campaign, fliers and promos on themill-live.com. And each provided with all the assets they needed to build their career.
Mobile tickets distributed every week.
Tracks recorded and distributed online and via Bluetooth download at the gigs and in bars.
Gigs filmed and distributed online.
Advans sent around the cities promoting the gigs.
Genuinely different.
CREATIVE / CREATIVE DIRECTOR
NONSTOP PARTNERS, SYDNEY
SONY ERICSSON AREA 2010 STREET ART FESTIVAL
During a five-year stint in Sydney I worked at a small start-up agency called Nonstop. While there I created a campaign for Sony Ericsson’s camera phones - at the time, it was new technology!
Rather than doing a traditional advertising campaign, we created the street art festival instead: we flew some the world’s best-known graffiti artists to Sydney and found them some walls. Visitors to the sites of the festival were photographed in front of the art with a camera phone, and the image was emailed directly to them. We also created a real, and an on-line, art gallery to showcase work and throw parties in during the festival.
TV
CREATIVE
KASTNER & PARTNERS, SYDNEY
Triple J is an Australian radio station famous for being anti-mainstream - refusing to sell out and toe the corporate line, especially when it comes to music and politics. I created a series of films to highlight the fact.
