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.
• Bronze, Cannes Lions
• Finalist, Cannes Lions (x2)
• Merit, One Show
• Best of show, ADMA
High end microscopes can cost thousands of dollars.
Olympus wanted to update their client database while reconnecting with their customers in a memorable way.
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.
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.
Literacy Partners is a non-profit organization that helps illiterate parents learn how to read and write. As any non-profit organization they depend on donations to continue with their mission. Therefore, they needed to make some buzz, and that's where we came in, with a film and a digital experience.
We found a sad reality, when parents can't read children can't just be children. And who better to transmit this than the actual kids that struggle with this situation every day?
“What Kids Read” is a film with no actors, only real people that suffer the consequences of being illiterate or having illiterate parents.
We also partnered with different children book writers, such as Marion Deuchars, Doreen Cronin, Rosemary Wells and Dean and changed their book's texts for serious issues (like how to install a fire alarm, or prescription instructions).
To encourage sharing, when the book was shared on social media, the text would change back to an actual children’s book.
In a category (Fashion) where ideas are far and few between it was refreshing to work with Hugo Boss to create brand platforms and conceptualize creative for their Pan-European season launches.
I'll attach two campaigns here:
1. The first 3 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 3 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).
This was the work that helped TBWA\Chiat\Day NY win TD Bank. Although pitch-work only, it told a narrative and created a voice that was radically different than other banks' TOV.
2016 will perhaps be best remembered as the year where one blind shock followed another. From ISIS to Brexit, from the US election to China's stock crash. Volatile times calls for one thing: preparation.
By crafting different topics into survival kits, we showed the equipment and tools that The Journal provides to all subscribers.
NCS is a once-in-a-lifetime opportunity open to all 16-17yr olds, a program "for the lessons they don't teach in class". NCS has already changed 130,000 young lives since 2011.
Tasked with a launching a fully integrated campaign in under 6 weeks, short form documentaries were created, which championed lives that had transformed via this program.
These stories of transformation were told across TV, radio, digital and social formats and drove teenagers as well as their parents to enquire about NCS.
Michael Lynas, CEO of the NCS Trust: “As I’ve said before, we’ve all felt the power of the work we do through real stories, not abstract statistics. We want the #OurFuture campaign to tell these real stories that are rarely told in the media. This will make sure that the true face of young people – and the crucial role of the sector – is front and centre in this important year.”
Results included a significant uplift in enquiries: 26% over the year previous, and also included other unexpected benefits such as the music soundtrack being the most Shazamed track over the campaign launch period.
To see more of the case study connected to the #OurFuture campaign see 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.
The Wall Street Journal app keeps those seeking the best quality news, up-to-date.
At no other time is this more pressing than when people escape for their vacations at summer. Just because they’re having a break, doesn’t mean the markets stop for them.
Picking up on this insight, we brought the news in real time to them.
Introducing the WSJ Summer Scoops truck.
It not only fed ice cream to those who downloaded the app, it more importantly fed live breaking market news to those who passed by.
We ensured people made time to keep in touch with the latest news and understood that whilst the markets don’t take a break for summer, they could, and still be up to speed.
Rather than showing fresh food, the thought was to take a different approach to sell Burger King’s salads range.
The Adoption Drive was a proposal sent to Greyhound Lines. It detailed how to create a much-needed dialogue surrounding Greyhound Adoptions. And it did it in a way that would get the US talking about it.
Ultimately, the board turned a blind eye to this idea, but I still believe it would've been great for the brand, and for Greyhounds.
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.
Tasked with working on the rebrand for New Zealand’s largest Polytechnic I worked alongside master craftsman Geoff Francis to create this ad that was aimed at inspiring others to return to study.
Once the brand TV had launched I then oversaw the print extensions, which other teams developed.
'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%.
WSJ+ is an offers and events program with a difference. It lets readers of the Wall Street Journal go beyond the page and book tickets to events and offers that relate to articles that appear in the publication.
The problem was simple- no one knew about it. And when told about WSJ+ people were still confused. I’m even confused speaking about it here.
The communication objective was simple (yet complex). Impart this information, and do it via all the different experiences WSJ+ offer.
This campaign was brought to life by the impeccable eye of still life photographer, Molly Cranna.
Example body copy: THE STORY IS JUST THE START WITH WSJ+
We’ve taken what you love to read in the Journal and brought it to life. As a WSJ subscriber, you can activate your complimentary WSJ+ membership for an exclusive range of offers and events.
Discover more at wsjplus.com