Insight Even though mums have fond memories of baking from when they were younger, a busy, modern life means they aren't spending enough time baking with their own children.
Idea Bake something good: Through the eyes of two charming kids (Andrew and Elizabeth) let’s remind Mums that kids love to bake, that it’s a great way to learn and an even better way for the family to spend valuable time together.
Results Though home baking was never expected to be as popular as what it once was, the results for Robin Hood were better than expected. The characters were loved by the Robin Hood baking community and participation in their online baking forums saw dramatic increases – with people sharing recipes and generally making concerted efforts to increase time spent baking (whether they had young children, or not).
Brand, Film, Press, Digital, OOH
Insight When Henry Ford invented the automobile, people were perfectly happy with horses. When Dyson invented cyclone technology, vacuum bags were fine. We need to do what they did: motivate early adopters – those looking to the future. Because we aren’t a garden machinery manufacturer: we’re tech upstarts on a revolutionary path.
Idea Power Reimagined: We’re technology fanatics, scientific buccaneers and extreme power junkies, welcoming people to the new age of power – showing them how our unique battery powered garden tools surpass all previous expectations.
Results Year on year, double digit growth in both UK and key European markets for three years running.
Insight It’s not always easy for new employees to settle in, learn the ins and outs of our culture and understand what’s expected of them. Even existing employees can sometimes lose their way.
Idea The Love Bible: A fun and informative internal guideline for both new and existing LOVE employees. Its goal is to impart those important rules and expectations, but with a bit of a twinkle in the eye.
Insight If a pickle isn’t crisp and crunchy, it’s not a quality pickle.
Idea Cry of the pickles: The Bick's crunch (or cry) is so loud that the sound is picked up by a race of aliens (who come to earth to document it). Once on earth, the alien documentarian concludes that the pickles are distant cousins (due to a size and colour relationship) and that their harrowing story must be told.
Film, Digital, Social, Experiential
Insight The economy is making people worry more and more about the weeks and months ahead. Everywhere they turn, the news is troubling and bad.
Idea Optimism Breaks: Let’s brew some good. We can’t do anything about the wider world, but we can ensure that whenever people interact with Maxwell House coffee, they experience a moment of optimism.
Tactics The Optimism Café: The 30-day café featured free coffee, musicians, poets and celebrity speakers. Television: 30-Second optimism breaks played on TV, YouTube and influential blogs. Website: A repository of optimism. Upload, share and watch optimistic content. Outdoor tweet stream: Digital boards were purchased, enabling people to tweet optimistic thoughts. Facebook&Twitter: We urged people to join and/or follow for optimistic news and events.
Brand, Digital, Social, Press
Insight Anxiety and social pressures can take the fun out of sex. Especially during college. Add to that concerns around safety, and what should be fun can often turn out to be a little too stressful.
Idea Durex Heroes: Use Durex and become a sexual superhero. A light-hearted, fun take on safe sex. Reduce the anxiety. Increase the fun. And remind people about safety.
Tactics Website: The Durex Heroes website was a place where you could create your own super identity and explore ‘The City Of Heroes’. The city offered chat rooms (including access to a variety of private condo rooms); a movie theatre and a shop (Hero Mart) where visitors could download coupons for Durex products. Prizes were made available for those who participated most.
Campus posters: A series of comic-book style posters were posted on over 50 University Campuses.
We also created a series of product specific POS posters and placed them inside chemists that were in close proximity to the Universities. Brand Ambassadors targeted dorm rooms with door hangar communications and also hosted on-campus parties – providing students with Durex products.
Insight People have lost faith in the North American automobile industry. They don’t believe in the quality of the vehicles, or that they are buying value for money when compared with overseas imports.
Idea Built Better: Let people know that Ford are putting more effort, craft and intelligence into their vehicles than ever before.
Results The work here, alongside other marketing efforts saw Ford pull through a few troubling years and emerge as the leading North American automaker. The work they put into their cars, trucks and marketing position meant they were the only U.S. automaker that had no need of government handouts. The message worked.
Insight When pets are happy, owners are happy. So we put their enjoyment, needs and comfort first in everything we make and do.
Idea Your pet’s best friend: We recognise that pets, like humans, have relationships with the objects around them, and that some are more special than others. They won’t just chew, claw, peck, sleep on, or run for any old thing. They actually make choices. This idea focuses on the special friendship between a pet and their products: because that is what owners want for them.
Brand, Luxury Retail, On-Premise
With the gin market booming, Diageo decided to create a new, high-end gin brand. The result was Jinzu, a traditional British gin infused with Japanese botanicals. As the bottle design was already in place, our challenge was to help launch the brand. And our thoughts, here, were that Jinzu's unique British and Japanese combination should be at the heart of the Jinzu story.
Jinzu Pattern First, we worked with designer, Coralie Bickford-Smith, to create a bespoke Jinzu pattern. The design was influenced by the British style of William Morris, but the pattern itself was created out of the varying Japanese botanicals found in Jinzu (Cherry Blossom, Yuzu Lemon and Sake). Jinzu's Bird & Brolly icon (a Japanese Mejiro bird holding a British umbrella) was then placed on a few of the cherry blossom branches, found throughout the pattern.
Photography We created elegant Jinzu bottle photography that could be used to help promote the brand in a variety of trade launch materials and articles. The photography featured key elements of the Jinzu brand set against our Jinzu-patterned wallpaper.
Retail Display For retail displays, we took the iconic, British telephone box and propped it with both ornamental and botanical Japanese influences. The front of the display featured interactive, sensory elements like scented, botanical drawers and the soft strains of traditional Japanese music. The back of the display contained an oversized Jinzu bottle set amidst its key botanical flavour, cherry blossom.
Bottle Glorifier For on trade display (bars and pubs, etc.) we created a small version of the telephone box to house the Jinzu bottle. An LED floor helped illuminate and call attention to the bottle itself.
The result saw a successful launch for Jinzu and has placed it firmly within Diageo's reserve brand portfolio.
Baileys is the new sponsor of the Women's Prize for Fiction. The fountain pen identity draws inspiration from the new Baileys bottle shape and seeks to celebrate the art and craftsmanship of writing.
Insight It’s summertime BBQ season and people are turning to independent barbecue sauce brands, feeling that the flavours on offer will be richer and more potent than Kraft’s.
Idea Taste that packs a punch: Bullseye barbecue sauce is the authentic, no-nonsense, western barbecue sauce. Believe it partner, you’ll know when you’re using Bullseye.
Insight Fido (the mobile phone carrier) understands that true connection comes about when people are in the same space, enjoying the same moment. Together.
Idea Fido Sessions: A series of shared events that highlight how we connect in life. Jet Session shows how travel connects us both locally and internationally. Art Session celebrates how art helps connect different communities. Design Session demonstrates how design in public spaces helps us connect with one another.
Participation Consumers texted into the program through their mobile devices. By doing so, they received information on each event and an exclusive invitation to it.
Taking the approach that all packaging is media, this Directors Blend bottle carries a label that links this limited edition gift with the wider Johnnie Walker Keep Walking programme. Recipients are ‘toasted’, for the personal progress that they have undoubtedly made, through lyrical prose that treats the label design more like a page of a book.
Preliminary thoughts for a pitch
Insight Football is won in the mind, not the boots. But if the feet aren’t comfortable, the mind can’t concentrate.
Idea A) Comfort first: Take care of your feet and the skills will follow. B) Beware of those with comfortable feet: Comfort leads to confidence and clinical execution.
Comic and editorial Illustration
A selection of work done for Ride Journal, Wired UK and the New York Times.
Light, clean, tired and transfixed. A few of my favourite press ads.