'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%.
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.
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.
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.
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 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.
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.
•Best of Y&R Global Showcase
The very worst disasters don’t just hit some people, they affect everyone in some way.
This campaign tackled the ‘I’ll be fine’ perception that New Zealanders largely had when thinking about natural disasters (at least in the pre-Christchurch earthquake arena.)
A campaign that aimed at changing people’s perceptions as well as a donation driver, the ‘When Disaster Hits’ campaign was launched on the appeal week and generated a 32% increase in donations over the previous year ($1.28 million as opposed to $950,000 the year before).
Major news outlets covered the campaign including a prime time TV feature on NZ disasters affecting people. Fake lost posters of people were also erected on boards to create added tension to the question of ‘how prepared are you in a disaster?’
The Independent is a financial weekly which needed to be noticed. Working with illustrator Chris Knox, weekly topical features were crafted over the weekend and then ran on Monday for the week's edition.
The ‘Kit the Crew’ campaign was aimed at driving donations for the Royal National Lifeboat Institution (RNLI). The RNLI encompasses lifeboat crews and lifeguards in the United Kingdom and chiefly relies on donations for operations.
The thinking behind ‘Kit the Crew’ was to directly buy equipment for these coastguards so they can do their job.
As the iconic yellow boots were the most identifiable kit item, true stories from coastguards were drawn onto the boots that belonged to them. A range of type artists were used.
This was part of an outdoor, press and direct campaign. The boots were then auctioned off at a charity fundraiser.
Results: The ‘Kit The Crew’ campaign aimed at increasing donation memberships in the July-October period by 12%.
As a result of the campaign memberships were up 23% (an increase of around £280,000 over the previous year) with a campaign continuation greenlit for summer 2015.
• Lürzer's Archive
More people die on the roads in Lebanon (based on a per population ratio) than in any other country in the Middle East.
As evidenced by this worrisome fact, Bridgestone wanted to make a difference, and call out road safety. In particular they wanted to call out bald tires.
By being responsible, they could educate the public, and as side incentive- sell more tires.
From this, an emotionally powerful heartbeat tire tread visual was created.
The impact of the visual meant that although it was only shown in print and on billboards, it soon found a life online… being re-tweeted by celebrities including Sir Alan Sugar.
Some consumers still primarily view The Wall Journal as a print publication.
This spot showed the wide array of devices, applications, and broad approach to information intake that the Wall Street Journal can offer any subscriber.
Showcased not for its creative muscle, but rather an example of hard working retail-led comms that can still have wit and charm injected into it.
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• The Work
When everyone's creating craft beer there's not much of a differentiator left. If your brand revolves around craft, the question is, how much craft? - and when you enter into that conversation, inevitably you're asked how many craft beer awards has it won?
Lighthouse have won zero.
Thankfully, Lighthouse beer had a difference.
In fact they had two. One, was their point-blank weird ass name. And two, they used recipes based on the good old days.
From this, we reproduced turn-of-the-century painted photographs, and let each surreal visual play off the name of each beer.
A stout lighthouse, is now a short lighthouse. Etc.
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.
UPS needed an integrated platform that allowed potential exporters to access fairly dry export information in an interesting way.
Because a music band on the road is constantly ‘exporting’ their equipment ‘The Forgotten Corners Tour’ was born.
Whittaker’s Squares are an addictive complement to your coffee. By personifying this interpersonal relationship, a love affair was born between coffee and chocolate.
Philips needed an engaging way to create a buzz (possibly the worst pun on the site) around their CRM campaign.
This campaign was built off the idea that every shaver’s sound is unique and could therefore be used to register the shaver.
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