3. The Big Brief: Increase
The Big Issue’s
circulation and
challenge perceptions
of the homeless
The Big Issue: Only 1 in
5 people who engage
with and give money
to vendors take a copy
of the magazine
The Big Insights:
Change the image of
Big Issue vendors from
charity cases to
legitimate employees
and people will take
the magazine seriously
The Big Idea:
Contactless card
readers for vendors,
sponsored by Visa
Many people see The Big
Issue simply as a means to
raise money for the
homeless, and often don’t
take it when they pay for it.
If just 2 in 5 took a copy
when they gave money
circulation would double.
At the same time vendors
face the problem of our
increasingly cashless society.
A common excuse from
potential readers is that
they don’t have any money
on them.
Visa, wanted to promote
their new contactless
payment service so I devised
a partnership where Visa
would provide Big Issue
vendors with mobile
contactless card readers
and sponsor Big Issue
vendors bibs with the iconic
“We accept Visa” slogan.
The Visa brand is a stamp of
security and legitimacy for
transactions the world over
and would prime Big Issue
customers to regard their
purchase as just that, rather
than an act of charity.
The media plan would
target areas of high
contactless use like the
underground, as well as
vendor locations using geo-
fenced mobile ads.
5. Brief: Carlsberg
wanted to do football
better for the fans at
Euro 2016…
Insight: Supporters’
passion fuels team
performance
Idea: Charge your
glass – a mobile app
that rewards fans’
passion with Carlsberg
The branded app would
measure passion during
games at the Euros to
charge a digital pint that
can be exchanged for a
real pint of Carlsberg.
Sensors in users’
smartphones would track
motion and sound during
a game - as fans jump
about and scream their
support during the game
their activity would be
translated into golden
passion in a digital
Carlsberg glass.
At 80% the glass would
stop charging and the
user prompted to top up
the final 20% by sharing
tweets, photos and videos
from the game with friends
through the app.
Carlsberg dispensers
outside stadiums around
France would be
activated by unique NFC
or QR codes generated by
the app to drain the digital
glass and fill a real one.
We would also partner
with bars and shops to
redeem users digital gold.
During the course of the
Euros we pool the data
from each country’s
supporters and create a
parallel competition to
chose Europe’s best fans.
NFC
6. The Brief: Back in 2015,
Sony Music wanted to do
‘something cool’ with
mobile technology to
promote George Michael
The Idea: Mobile
hologram concerts
The strategy was to harness the magic of
iconic holograms, like those of Tupak and
Michael Jackson, on a personal level. I
wanted to put George Michael in the
hands of his fans to generate anticipation
for the real thing, rather than memorialising
a former artist.
We adapted smartphone ‘holo prisms’ that
had gained popularity in Japan and South
Korea. They sit in the centre of a
smartphone screen and project a specially
formatted video through four sides of the
prism to a floating point in the middle.
Instead of the typical single-sided
projection we developed content that
aligned four video angles from all sides of
the artist, to give users more of a 360
experience. These exclusive holographic
videos could be distributed through
browsers.
Prisms would be distributed either through
flexible DIY flat-pack kits included in CD cases
or record sleeves, or higher-quality models for
competition winners and influencers.
7. Inspired by artist Simon Starling’s Turner
Prize-winning ‘Shedboatshed’ I
wanted to take a replica of the HP
Garage on a journey of discovery –
transforming it alternately into a pop-
up film studio and recording suite to
inspire and enable young creators to
get a head start. The results of this
talent search would culminate in the
Garage staging two climactic events:
VineYard Festival: We would stage a
short-film festival featuring the best
shorts edited in the pop-up Garage
studio as well as films from Vine stars
and competition entries through HPs
Vine partnership. For an additional PR
hook the HP VineYard festival would be
set up in one lucky winner’s backyard.
Garage Acts: The best unknown artists
form the Garage recording tour would
win the chance to headline a concert
supported by stars like Ellie Goulding
from HP’s Universal Music Partnership.
The HP Garage would be transformed
into a concert stage – providing the
ultimate platform for fresh talent.
The Brief: establish HP
as the technology
brand that helps
millennials reach their
creative potential in
music and film
The Idea: make the
garage where it all
started for Hewlett
and Packard an
icon for young
self-starters
8. The Brief: Coach wanted to target
a younger, street-smart audience.
The brand had launched a range
inspired by Mickey Mouse and
were looking for digital ideas to
showcase this playful partnership.
The Idea: Coach were refurbishing
their flagship store on Regent
Street, so I devised an interactive
OOH storefront that riffed off
Mickey’s most famous role, The
Sorcerer’s Apprentice
Using a big screen to mimic the Coach
shopfront we would create interactive
content inspired by Fantasia which could
be conducted by passers by using
Kinnect sensors. Users would become
Mickey, animating manikins with a wave
of their hand, transforming coats and
bags, and generally causing magical
chaos in the virtual store, all the while
showcasing the new Mickey range.
9. The Brief: Drive footfall to the
‘Bruegel. Unseen’ exhibition at
the Royal Museum of Fine Arts
in Brussels (curated in
partnership with Google)
The Insight: Bruegel included
many hidden jokes and
proverbs in his paintings, which
reveal themselves under closer
inspection – details more easily
spotted when digitised and
magnified
The idea: Bruegel’s hidden
stories – an interactive OOH
campaign that responds to
nearby viewers by zooming in
on hidden details of the
painting
The strategy was to draw people’s
interest with movement and play with
their expectations of viewing museum
art by using CTAs like ‘Please DO
touch’, while ultimately referencing
Google’s partnership with the RMoFA
and the company’s efforts to make
art more accessible.
The OOH campaign would use
Google’s digitised version of Bruegel’s
‘The Dutch Proverbs’ on 2-metre
browser-based displays in stations
across Brussels. Integrated infrared
sensors would trigger magnification of
the painting when passengers passed
within range of the installation. A
touchscreen would allow users to
explore the painting further, revealing
layers of details and commentary. A
hidden google map would reveal the
route to the exhibition.
10.
11. The Brief: Disney wanted
a mobile campaign that
would augment their
retail experience and
boost toy sales
The Insight: Parents suffer
the fallout when their
child’s favourite toy goes
missing – and often have
to fork out for a
replacement
The Idea: The Toy Tracker
app and badge
Inspired by the latest beacon
technology behind start-ups
like Tile, I envisaged a specially
designed range of Disney
beacon badges which would
enable parents to help their
children find missing toys and
avoid the pain and expense
known all too well when a
favourite toy is lost.
The security badges would be
given out as competition
prizes; included with the sale of
more expensive toys as an
incentive to purchase; or even
offered for sale at cost price in
stores and online.
The badges would come in a
range of colours and designs
to collect. The app would be
made available to download
via a shortcode or QR code on
the back of packaging.
12. The Brief: As part of their ‘No ordinary
year’ Starbucks wanted innovative
mobile campaigns that targeted key
dates in the 2016 – starting with
valentines day.
The Insight: With its huge range of products
Starbucks has always satisfied the unique
tastes of its customers. Your favourite Starbucks
is a reflection of your personality.
In popular culture coffee is also a reference
point for relationships; from jokes, ‘I like my
men like my coffee… ’, to polite propositions,
‘would you like to come up for coffee?’.
Asking someone if they’d like to ‘grab a
coffee’ saves the embarrassment of directly
asking for a date.
In an age when saving ourselves the
embarrassment of asking someone out is as
easy and clinical as swiping right on a
smartphone, the mystery and promise of a
dark cup of joe is more essential than ever.
The Idea: Starbucks Lovers app.
An app that matches users’
favourite Starbucks to set them
up on a date.
The app would allow people to
personalise different elements of their
Starbucks drink from espresso type to
syrup flavour, and nearest Starbucks.
Each preference would be part of a
user’s profile mix, along with their
picture and personal description: ‘If
you were a cup of Starbucks what
would you be and why?’. Users would
also be able to swipe to mix their
preferences on their profile cup and
see the profiles that matched each
preference. If both Starbucks lovers
accept their match they would see
options to ‘grab a coffee’ or more
playfully ‘come up for coffee’. They
would also receive 2 for 1 vouchers at
their nearest store and the option to
share the drink that matched them.
&
13. The Brief: Neutrogena
wanted to target
millennial women who
confront whatever life
throws at them with
strength, grace and
dignity
The Insight: Skincare is
now digital as well as
physical, and the ideal of
fresh-faced beauty is as
healthy as it’s ever been
The Idea: Fresh’n app
A Neutrogena branded
photo-editing app
designed to freshen up
selfies and give users a
beautiful, natural, healthy
look to share.
Today’s social media trend for women to
bare and share themselves – makeup free –
with the world, demonstrates their
empowerment and ownership of our beauty
culture.
Meanwhile, technology and social media
shape ideas of beauty in other ways. Selfie-
editing, using apps like facetune (far right)
and Perfect 365, is increasingly popular, and
several cosmetic brands have released
‘make over apps’ that allow people to try
on makeup products digitally and in real
time, like L’Oreal’s Makeup Genius.
The strategy was to harness the fresh, natural
look and distinguish the product from other
‘self-enhancing’ apps.
The app would offer natural-look
functionality to naturalise pictures. Editing
tools would reference specific Neutrogena
products, like Visibly Clear, or be derived
from classic skincare wisdom for example:
‘8-hours sleep’ or ‘Vitamin D’ filters.
14. The Idea: Onboard TV. Free to
download from terminal WiFi
A free entertainment package offering
passengers a way to relax, while they wait to
board, and forget about the crossing, so
that they ‘arrive sooner than they think’.
A local server would allow the terminal to
boost download speeds and avoid high
data usage. The offering would drive
downloads of a Eurotunnel app and provide
a great opportunity for data capture
The Idea: Shop aboard. Let
passengers do their duty free
shopping on board and collect
when they disembark
I wanted to give passengers the chance to
shop onboard the Shuttle using a shopping
wall. With recently introduced in-tunnel 4G,
passengers would be able to use NFC and
QR codes to scan items and buy them.
They would then collect their shopping at
the destination terminal.
The Brief: Eurotunnel wanted
to increase the number of
repeat journeys by
improving their proposition
in a simple, useful way
The Insights: Onboard
entertainment makes the
journey go quicker.
Eurotunnel had free WiFi but
were not capitalising on it
Rail users spend half their
time on a connected
device, while 94% notice
traincard ads and 24% of
them make a purchase as a
direct result
15. ADVERTISEMENT
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The Brief: Channel 4 wanted a playful mobile campaign to
complement their TVC for Jump, extending the concept of
a winter wonderland ruined by celebrities. We needed to
showcase their celebrity lineup and the sense of live
jeopardy at the heart of the show.
Creative 1: Celeb screen smash. A transparent interstitial ad
interrupts the user’s browser to show a celeb flying into the
screen. The impact jogs the browser and the celeb’s face is
distorted against the glass – but importantly still identifiable.
The celeb slides down the screen revealing a ski jump with
the creative message.
Anyth
ing
LIVE LIVE
ANYTHIN G
COULD
HAPPEN
Creative 2: Celebrity destruction I wanted to
highlight The Jump’s unpredictability by
playing with the mobile user’s interactive
expectations. The creative was designed
around an ‘interscroll’ banner format, the
initial screen mimicking a travel ad with an
idyllic alpine image. As the user scrolls up to
escape the ad, celebrity ski jumpers
suddenly fly out of the bottom of the screen,
into the valley, bringing an avalanche in
their wake. The alpine village is covered with
snow and several of the show’s celebs pop
out above the creative message.
16.
17. The Brief: Renault needed content
for their new Kadjar companion app
to drive accessory sales
The Insight: No one ever reads the
manual, but if they did it would be an
invaluable asset for CRM
Content: I reimagined what a car manual
should be, creating engaging, bite-size video
tutorials and copy in a digestible step-by-step
format: off-roading guides to inspire drivers;
basic car maintenance; car set-up guides to
simplify and explain the labyrinth of features;
and troubleshooting guides – from how to
change a tyre, to jump-starting an engine. The
aim was to build driver confidence and
engagement with their vehicles, in order to
foster desire to upgrade with relevant
accessories. All content was created in
collaboration with a French translator to ensure
the ideas as well as the words resonated with
both English- and French-speaking drivers.
18. &
Website creative: The site
introduced the app to
customers before launch so the
copy brief was to inspire interest
in the app and communicate its
forthcoming launch. This dual
message was born out in the
tagline ‘Your next adventure is
on the horizon’.
Video promo: The brief was to
storyboard and script a promo
that demonstrated all the app’s
features with a narrative
purpose in line with the overall
TVC (click above to watch).
19.
20. The Brief: Lifecake, a family
photo-sharing app owned by
Canon, required multiple
copy variants for mobile
banner creatives as part of a
download drive.
The campaign targeted audience
segments including: parents, mums,
grandparents, and friends.
I created and updated copy
variants based on key features –
organisation, privacy, security and
‘shareability’ – for each audience
segment.
