After years of struggling to stand out in the crowded Shower Wash category, Axe needed something that was equally disruptive and culturally relevant.
We proposed a solution they'd never considered: BATHS.
And not just baths, but baths as a means for men to defiantly assert themselves in the face of traditional conventions of masculinity.
Introducing: Bathsculinity.
I was lucky enough to be a part of an interagency team that created the Heineken World’s Apart campaign.
The results speak for themselves.
• Over 8 consecutive days we generated 15 million organic views before paid media was turned on
• Widespread global engagement with the campaign across 150 countries
• 750+ articles published
• Trending topic on Twitter with a positive sentiment of 90%
• No 1 ad on YouTube in April
• Generated 324,000 engagements, 138,000 shares
http://humanlibrary.org/news/human-library-partnership-heineken-uk/
YHA is not for everyone. But with their amazing locations, they are a natural fit people that love the great outdoors.
As a not-for-profit organisation we didn't have huge budgets. So we're strategic with who, how and when we targeted people.
We put Virtual Reality headsets at the top of 3 climbing walls in Sheffield, London and Surrey. When climbers wore them, they could experience what it would be like to be at the top of a real mountain climb.
The breathtaking 360 images in the VR headsets were crowd-sourced from YHA hostel managers, who had filmed their real climbing adventures in their local area. We also stencilled simple ads on outdoor running tracks as well as placing stickers running machines and bikes at gyms.
The campaign is still running. But so far there has been an YOY increase of £1 million of revenue.
FREGGO, SENSATIONAL ICE CREAM -
AN ART INSTALLATION SAMPLING CAMPAIGN
Freggo, an expensive artisan ice cream, was virtually unknown in the UK. We needed an audience with a sophisticated palette, who’d be prepared to pay for quality and spread the word for us. Of course, we couldn’t just tell them Freggo tastes different; we had to show them. So we created an app that captured each response to Freggo and enlisted a digital artist to turn that data into a visual representation: a bespoke piece of art. This was then showcased at a private art view. We listed the exhibition in online and offline public listings. We even used outdoor digital posters in areas where we knew our cooler Londoners live or work.
Gallery visitors could take the taste test and create their own artwork. They could share the artwork via Facebook and other social channels.
We were listed in LeCool, Arts Wednesday, Metro, Blue Tomato and Londonist and over 21 days we increased footfall to the store by 350%, weekly sales by 150% and inspired consumer-generated content that continues to be shared.
When PlayStation were launching their InFAMOUS Second Son game we were asked to devise an engaging / awesome prelaunch experience that would build excitement and drive pre-orders. So, instead of just doing a trailer, we gave gamers a chance to wield the real destructive powers from the game. We created a dual-screen experience that allowed gamers to destroy real-world Seattle - where the game is set.
Working with expert model makers, we created a model (but smaller obviously) of the game's checkpoint, complete with real buildings and even an armoured car.
Using real explosives we filmed it being spectacularly and utterly destroyed. This footage was used to make the interactive experience which transformed the gamers' mobiles in deadly weapons, firing smoke grenades and neon blasts to destroy the checkpoint on their desktop screen.
We helped sell 1 million games in nine days.
#StillGotIt
Nissan LEAF is the first, 100% electric family car, that you don’t have to compromise on emissions, acceleration or convenience. So, to spread the word across Europe we created the Big Turn On campaign. It set out to turn people on to electric driving by breaking down their barriers.
We did this by setting influencers such as fashion, mummy and eco bloggers different challenges with the Leaf. This created exclusive content for them to share with their followers. One of the best challenges was the taxi. The Leaf was set up as a cab at the airport. The twist? The fare the passengers paid was the cost of the electricity used to take them to their destination (on average just a couple of quid).
The campaign was a huge success, we got 1,000,000 turn ons in 100 days (actually it was 85 days, but who's really counting?).
When Louis Vuitton were opening a new store in Ulaanbaatar, Mongolia, Abdesslam Oulahbib was commissioned to write a bespoke piece of music for it.
We were then tasked with creating a website that would do that piece of music justice.
The result was a soundscape. A site with non linear navigation. In fact, you could explore the site through music, choosing your own path your own journey, your own experience of the music and the land of Ulannbaatar.
Ok, so no, technically I did not 'do' the incredibly brilliant Honda Hands TV and cinema ad.
That was a little agency by the name of Wieden and Kennedy. You might have heard of them.
But I did create a rich, deep and engaging content experience for social channels, called The Engineer's Cut. Fully interactive, it overlaid engineer's notes on the existing footage and allowed the user to pause at anytime to dive into a treasure chest of additional facts, ideas and content.
Contagious seemed to like it too.
Long copy, short copy, headlines, CRM, content, manifestos, and tone of voice development. I’m a conceptual and strategic writer that actually loves to write.
The Guardian, Headspace, American Express, British Airways, Ocado, Dove, BT, The Royal Mint. I could go on about the brands I’ve written copy for but I figured you’d just rather read some of my favourite bits.
