UNICEF
Turning shared belief into everyday action.
UNICEF Make It Happen is a post-pandemic brand platform: a rallying cry for daily action that became a global toolkit for fundraising, advocacy and brand.
Read the caseCreative Strategy
Turning brand and business problems into briefs that spark good work, and into campaigns that earn attention.
The projects here cover insight and creative territories, campaign platforms and big ideas, content and social-first concepts, and the briefs underneath them – for technology, FMCG, charity and entertainment brands. On the surface they have little in common. What connects them is the search for the human truth behind the business problem, framed tightly enough that a creative team has something to push against.
More on how I approach creative strategy.
TikTok
Winning back credit for the culture TikTok starts.
The Culture Engine framework spotted TikTok content set to break out, then amplified it across other platforms and ATL to win back attribution for the network.
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UPS
Small business stories, told by the drivers who know them.
Business Trips: showing the businesses behind the deliveries, through the drivers who know them.
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Heinz
Always-on social that learns what fans respond to.
An always-on organic social strategy for Heinz, testing content across 10 fan segments and creating moments like Sprayonnaise to earn 36m organic impressions.
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Rival
Research that cut through Cannes on a startup budget.
For Cannes, Rival Spark surveyed consumers and marketers on AI and brand purpose, sharing findings via 1,000 Midjourney-illustrated Postcards from Cannes.
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UNICEF
Displaced children seen as potential, through the lens of gaming.
Using the language and culture of gaming, this UNICEF campaign reframed displaced and migrant children as positive potential to nurture, not helpless stories.
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UNICEF
One violinist’s story against the migrant stereotype.
UNICEF's See the Potential challenged migrant stereotypes through the true story of Aboud, a young violinist who settled in Europe, showing children's promise.
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NatWest
Making a portfolio of small rewards feel like one big one.
To promote NatWest's student account rewards, the Dean of Downtime grades and upgrades university life across food, film and music in social and digital video.
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NatWest
Don’t offer mortgages, offer support.
To increase consideration for NatWest mortgages amongst UK young professionals, we created Avo Aaron, an avocado that challenges millennial stereotypes.
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Listerine
A daily routine sold on a positive, not on fear.
Listerine dropped fear-based messaging for a positive routine. Same Same, But Different used twins, dance and music to show 30 days of daily mouthwash use.
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Lebara
Turning a label into a shared aspiration.
To retain migrants who choose Lebara on arrival and then leave it when settled, we celebrated shared migrant / non-migrant aspiration.
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Shell
Millions of small moments, voiced by one girl.
To highlight the STEM gender gap, Shell used real quotes and stories from women engineers worldwide, voiced in a hero film by a young girl, to spur action.
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Regaine
Hair loss reframed as fighting fate, not baldness.
Regaine reframed men's hair loss as fighting fate, not baldness. The Extra Life campaign cast Matt battling fate in 80s video-game style on digital and social.
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Volvo
Performance redefined, by way of a gameshow.
To shift perceptions of Volvo as safe and boring, we redefined how UK drivers should think of excitement and performance by launching a gameshow.
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Wolf Blass
Putting a wine into the rugby debate.
During the 2015 Rugby World Cup, Wolf Blass launched position-themed bottles and had Will Greenwood host debates on rugby's greatest players to spur wine sales.
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Shell Rimula
The person behind the truck, not just its engine.
A global Shell Rimula campaign telling the human stories behind truckers to lift motor oil consideration, running across 15+ markets in TV, OOH and retail.
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LG Mobile
A nationwide ticket hunt that made a phone brand trend.
LG Tickethunter ran a UK-wide social scavenger hunt for One Direction tickets via a Twitter-powered map, sparking 200k+ tweets and a 400% sales uplift.
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