Those who are truly ambitious, put in the hours at work, getting in early and staying late.
If you’re ambitious, you should be a Wall Street Journal reader. So in order to reach these potential subscribers, we created a campaign only they would see. That’s because our work ran only between 5:30-8am and 9pm-midnight- hours when less ambitious people are asleep or at home. So if you had never seen the campaign you’re not ambitious enough.
TD Bank's sponsorship of NYC's iconic High Line park was something to shout about. The thing is no one knew about this community help. At all.
So how do you change a silent sponsorship into a something everyone in New York starts talking about?
You create a product from it.
We set up beehives (with help of beekeeper Andrew Coté) in on and around rooftops close to the High Line and the honey they made from flowers on the High Line were sold off with the proceeds benefiting the park.
As interest grew, so did TD Bank's profile.
The "Time Well Spent" campaign used the duration of the media to make a simple point - those who have to make time, use it wisely. Unlike the viewer.
This cheeky, wry campaign let viewers re-evaluate what they were doing with their wasted minutes.
War Child works with former child soldiers and displaced children. The aim of the charity is to give these children the tools to lead a normal life in light of events they’ve been subjected to.
To illustrate this powerful transformation we created an online content campaign, which we called ‘Go Free’.
‘Go Free’ tells a powerful narrative about what it's like to live through displacement camps and be a refugee in an alien country. The thought is to populate this with many stories, all crafted, which illustrate the journey of many different people.
The first in the ‘Go Free’ series is Nyakor, a Sudanese model who was born into a war conflict zone and had been on the move since she was a child.
The new global WSJ features the breadth and depth of content necessary to fuel the most ambitious professionals worldwide.
One minute you could be reading about how Israeli tech investors are looking to Hong Kong, the next you could learning about how Mexico's labor laws have a knock on effect to Brazil.
In order to capture the publication's point of difference, we created a campaign that showed how business in today's climate was truly global (just like One Journal). Our visual hook, was to change the flags' colors in order to reflect topical stories.
It was refreshing to work with Hugo Boss to create brand platforms and conceptualize creative for their Pan-European season launches. These content films were create alongside a social plan including the usual suspects (Snap, IGram, FBook, Twitter)
I'll attach two campaigns here:
1. The first 4 spots are for "Own Your Journey" - A campaign that infuses fashion with influencers (F1 to Movie stars) to document their personal journey.
2. The last 5 spots are for "Summer of Ease" - A summer campaign that had multi touch points through social Instagram, Youtube, Facebook Engagements etc. (I've attached just the larger content pieces here).
2016: a year that will be remembered for its unpredictability.
Anything that could happen, did.
So, to the leaders, economists and global influencers it was all the more important to be educated as to 2017 world trends.
To educate everything we brought the world to Davos (The World Economic Forum) and turned a company into a media channel. If it was happening at Davos you can be assured that we were create comms from it and getting it out and across social.
A grueling but rewarding social project which meant a lot of overnights and midnight oil burning.
Rather than showing fresh food, the thought was to take a different approach to sell Burger King’s salads range.
• Bronze, Cannes Lions
• Finalist, Cannes Lions (x2)
• Merit, One Show
• Best of show, ADMA
High-end microscopes can cost upwards of $40,000.
But how do you maintain their maintenance and ensure they are operating at their very best?
Schools, colleges, scientific laboratories, and research facilities could be unaware that an upgrade or a service could vastly improve their costly investment.
To compound the problem Olympus wanted to update their client database while confessing they had no clue what had bought what over the prior years.
Enter, the world’s smallest ad.
A questionnaire that fit neatly onto a test slide.
It prompted people from Olympus’s client database to either fill in and return or go online to complete the form.
This ad was submitted to the Guinness Book of Records.
Faced with little money and the expectations to surpass the previous year’s Amnesty International National Week fundraising total, the thought was to do something effective and simple to execute.
After reading case studies of political prisoners it came apparent that without Amnesty International these stories simply wouldn’t exist.
The Blackout campaign was created. It powerfully provoked people into thinking by asking the simple question, ‘What would be seen (or not) without Amnesty International?’
Black on black actual prisoner testimonials were only just visible for the print ads. And the TV spot ran a recreated torture scene that wasn’t seen, only heard. Blackout challenged people’s perceptions about Amnesty International’s role and importantly increased donations by 14% on the previous year’s drive.
NB: increase your screen’s brightness in order to read the print ads.
The 2016 US election: one of the most divisive and heated on record.
With so much riding on its outcome and the future of the US, shouldn't the youth be engaged?
The sad reality is youth voter registration was at an all time low. Could we mobilize voters with the help of something they use constantly: Airbnb?
An idea that never saw the light of day which is a shame because it could have created great PR, and most importantly - helped to embolden the youth.
'The steps' is an integrated campaign built around educating the public as to how domestic abuse can develop slowly and insidiously.
This came from the insight that people in domestic abusive relationships quite often don’t realize they’re in one. Verbal abuse one month, slowly descends over a series of months into a slap, which slowly transforms into a continuing stream aggregated violence.
This campaign talked to the community as well as the victims and educated them to look for ‘the steps.’
Everything was built in-camera and included working with three typographers and then recreating everything out of foam core. From here, four very different houses were found to reflect an accurate cross-section of society (including one that happened to be a scene of a murder one week before the shoot).
It appeared an on bus-backs, billboards, posters, print and fliers and media companies subsequently gave up more free media space (equalling $200,000). An increase in donations meant the South Island chapter of the Women’s Refuge increased donations by 38%.