Philip Slade works

Philip Slade & Robert Thackery t7F LONDON Philip Slade is the Creative Director of t7F London 1

Although an Industrial Design graduate Philip’s first job was at Smash Hits magazine Because of his unusual background before accidentally landing a role as an art director for Saatchi & Saatchi. Four and bit Philip is able to unite not only years later when he was just coming to terms with how advertising worked he analogue and digital worlds but became Creative Director of Europe’s biggest promotions agency IMP (now Arc) conceptual thinking with he left to form the award winning integrated agency: Hicklin Slade & Partners. executional excellence He later founded the ideas business Passion that was merged into The Pulse Group. Recently Philip was behind the re-launch of specialist agency t7F London. Philip is a fellow of the RSA, a board member of the MCCA, used to manage a girl band and currently advises a young racing driver. Philip Slade +44 7956 685 615 philip@t7flondon.co.uk “...I love London and everything it offers. Constantly amazed by my teenage children and broadly tolerated by my wife - who also happens to be my ex-boss...” 2

> What follows is not a definitive collection of Philip Slade +44 7956 685 615 philip@t7flondon.co.uk my work, more a bunch of stuff that explains how I work. 3

For a tiny budget and working with a distributor rather than the brand owner. The press & online campaign we did for DEXTRO Energy has been pulling like a train. Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 4

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk Dextro Energy 5

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk very tactical placements 6

Johnnie Walker Black label Premium blended whisky, global sales since 1910. Brand had evolved differing personalities and audience sectors by market. Cultural and legislative variables were muting global ‘Keep Walking’ ATL Brief to connect with young male adults around the world who sought success while avoiding existing media channels Philip Slade +44 7956 685 615 philip@t7flondon.co.uk I am very pleased to be associated with this idea, it sums up so much about the ‘think different’ mantra -the two years it took to get through legal were also an eye opener 7

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 8

Golddigga is a teenage fashion brand owned and distributed by analogue people. However the target audience were extremely digital. We took the brand completely online via a multi layered relationship with social network Bebo. In less then 4 months we had 80,000 interactions on our brand page, equating to a coverage of 1.8m consumers, 20,000 of whom chose Philip Slade +44 7956 685 615 philip@t7flondon.co.uk to use our branded graphics to personally identify themselves online Plus I got to cover £60K worth of Audi Q7 in bright pink vinyl 9

A weekly changing Bebo profile that used event photos to interact with the lives of Golddigga customers Downloadable wallpapers Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 10

This was another brief that started as press ads but ended up going in an altogether different direction. IATA wanted to reassure passengers that flying was not an evil activity but something that benefited mankind. Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 11

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk FULLY INTERACTIVE PORTABLE EXHIBITION. Explains how airlines are taking practical measures to limit their 2% share of global CO2 emissions. Geneva. Frankfurt. Istanbul. Amsterdam 12

Like most creatives I have an unfinished novel and a couple of wildly optimistic screen plays to my name. I’m quite satisfied with a couple of recent scripts that actually did make it to production. Fresh & Green, because it looks so lush having been shot on digital HD calibrated to look like 35mm film. Abidec idents, produced for a few thousand during Philip Slade +44 7956 685 615 philip@t7flondon.co.uk Christmas week 2007, they have been airing on and off since, both here and in Ireland. 13

30” TVC featuring Jay Worrell Thompson (Unnamed Housewife) …environmentally friendly? … …I just want the house clean… … didn’t think there were alternatives… …but...my husband told me …. met some people who’d designed a range of household cleaners… …called ‘Fresh & Green’ Philip Slade +44 7956 685 615 philip@t7flondon.co.uk ..especially for people concerned about the environment… My husband said Fresh & Green offers a kinder way to clean your home. They’re derived from natural plant extracts. …he says from renewable sources…. And it really does work… …in tests this one even beat the market leader… He then said he was so impressed he was investing in the company. I was shocked. I mean honestly, what does he know about cleaning kitchens? (Antony W T, walks into room) (AWT) Fresh & Green household cleaners…...tough on dirt, gentler on the planet. 14

Abidec programme idents ‘Make my child brilliant’ ‘Raising Irelands Children’ ‘Are you smarter than a 10 year old?’ ‘..darling thats lovely.. ‘..what is it, a fish?.. (object suggested changes every break) ‘..Frank!!!.. ‘..quick!! he’s done another one!! (final picture changes every break) Philip Slade +44 7956 685 615 philip@t7flondon.co.uk “Abidec multivitamins’ for everyones brilliant children” 15

I was very pleased with the positioning work we did for the all business class airline Maxjet. Not all our recommendations were taken up by the airline (which shortly after went under). But I felt we landed on a unique proposition and identity for the brand Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 16

Very spacious comfortable cabin, but dated feel, limited extras outside of lounge with decent wine & food. MAXJET TRANSATLANTIC Philip Slade +44 7956 685 615 philip@t7flondon.co.uk ALL BUSINESS CLASS 17

PRICED JUST ABOVE PREMIUM ECONOMY This was a smart choice for those spending their own money Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 18

Less about value, more about values Concierge culture, a human touch Seeking individual experiences Less product more experience Peer to peer knowledge Philip Slade +44 7956 685 615 philip@t7flondon.co.uk The ability to choose 19

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk FOR PEOPLE LIKE ME Affordable Privilege 20

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk WE ARE MAXJET 21

Expressed in the language of London’s premium leisure industry Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 22

LAX Launch BOUTIQUE HOTELS, A BLACKBERRY WITH A TOUCH OF HOXTON Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 23

“ Whennormallymoney, flying Businessbut these guys it’s my Class Lifestyle press is out of the question, pamper you with boutique wine and champagne, while serving you four course gourmet food all for the price of Premium Economy ” n ndo p Lo -sto uded) 699 ED NST S TA DON LO N JFK K YO R NEW IAD N GTO HIN Non (sleep incl WA S LAS AS VEG LAS LAX S ELE ANG LO S e-way $ From on t. com excluding fees xje ma and taxes Philip Slade +44 7956 685 615 philip@t7flondon.co.uk £ 399 m L O StanstedO N ND Fro maxjet.com -way N E W YO R K JFK notice. e on without WA S H I N G T O N to change IAD including subject taxes and fees SS CLASS s are The earlier you book LAS VEGAS ALL BUSINE and schedule LAS Fares fee. LO S A N G E L E S a £180 le for LAX e in and fare m are refundab the better the price. differenc maxjet.co check applicable any ns apply, plus fee . Restrictio change £60 timetable for a seasonal be reissuedto may but is subject ferable schedule on nontrans are Washingt Tickets taxes. Fares are subject to availability and include government fees and taxes. Tickets are nontransferable but may be reissued for a £60 change fee plus any applicable difference in fare and are refundable for a £180 fee. Fares and schedules are subject to change without notice. Washington schedule is subject and ent fees to seasonal timetable. Restrictions apply, check maxjet.com governm include and ity to availabil subject are Fares “ Low cost flightsguys give you such in, But these always squeeze you amazing space “ Nowadays we can’t justify the expense of executive I couldn’t even reach the seat in front. All this on a ticket that cost the same as Premium Economy ” fast track services. £ 399 m But these guys whisk you through airport lines Fro into the haven of their lounge, all for a ticket that cost the same as Premium Economy ” Lifestyle press. way including taxes and fees e- on ALL BUSIN ESS CLASS LO N D O N Stansted N E W YO R K WA S H I N G T O Soft features with N, DC LAS VEGAS LO S A N G E L E S £ 399 keen price offer. m L O StanstedO N ND Fro maxjet.com -way N E W YO R K JFK e on WA S H I N G T O N IAD including taxes and fees maxjet.com The earlier you book LAS VEGAS SS CLASS ALL BUSINE LAS LO S A N G E L E S LAX the better the price. The earlier you book the better the price. Fares are subject to availability and include government fees and taxes. Tickets are nontransferable but may be reissued for a £60 change fee plus any applicable difference in fare and are refundable for a £180 fee. Fares and schedules are subject to change without notice. Washington schedule is subject Fares are subject to availability and include government fees and taxes. Tickets are nontransferable but may be reissued for a £60 change fee plus any applicable difference in fare and are refundable for a £180 fee. Fares and schedules are subject to change without notice. Washington schedule is subject to seasonal timetable. Restrictions apply, check maxjet.com to seasonal timetable. Restrictions apply, check maxjet.com 24

Harman Becker Automotive Systems asked us to come up with a set of brand ads aimed at both consumers and the motor trade. They wanted both audiences to see harman/kardon as a brand that was intrinsically linked with music and driving. We thought brand ads were a bad idea. Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 25

People have always had their favourite music for their favourite drives Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 26

ampliﬁedjourneys.hk Your favourite music Set to your favourite drives Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 27

“...Music discovery inter- linked with navigation via user generated content in a community of common purpose - sort of...’ Philip Slade +44 7956 685 615 philip@t7flondon.co.uk ( but on a tiny budget ) 28

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk directions and export to iTunes Print playlist with 31

A series of advertorials in TopGear magazine emphasising Harman Kardon’s music and driving credentials 32

Philip Slade +44 7956 685 615 philip@t7flondon.co.uk February 2009 Advertorial in TopGear 33

“..a new form of automotive music integration has been born, welcome to the future..” MSN (UK) “..a brilliant way to expand your musical boundaries!..” What Car? “..this is awesome, one of those ‘why didn’t I think of that?’ kind of applications Autotraveller (US) “..creates perfect playlists..” ChipChick.com “..like a music lover’s Google Maps..” iGizmo “..it takes the work out of planning tunes for a long Philip Slade +44 7956 685 615 philip@t7flondon.co.uk journey..” AutoExpress “..quick, easy and free..” News of The World 34

Hybrid art director, planner, writer Passionate about communication issues Digital maven & long term blogger Acknowledged mentor & creative judge Slightly over excitable Life long Clash fan Philip Slade +44 7956 685 615 philip@t7flondon.co.uk 35

Philip Slade works

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