Researching the quietly burgeoning world of eSports and the opportunity on offer for brands to tap into this culture from a global client perspective - for the lovely people at Platform13.
A mixture of desk research and talking to heads of the industry including publishers Riot and Ubisoft, team Fnatic, gamers and talent managers Hype.
Driving Behaviour Change in Diverse Communities
THT mission is to end the transmission of HIV in the UK, empower and support people with HIV to lead healthy lives, amplify the voices of those affected across public and political arenas to eradicate stigma and discrimination, enable people to enjoy good sexual health.
In order to celebrate the new reduction in HIV cases achieved the previous year, and encourage more testing, the campaign refresh timed for National HIV testing week needed to be bold and colourful with a clear action everyone could get behind - Give HIV the Finger - showing just how simple it is to get tested.
To appeal to the two most as risk communities of men who sleep with men and black africans we used a range of real people from those communities to take part in the photoshoot, in order to get those audiences to self-identify and a special pop-up was launched in Hackney with Prince Harry mimicking the clear visual device himself.
Partnering with Mainstream Culture for Maximum Reach
Smart Energy has been running a UK wide campaign to get the nation to understand Smart Meters, however it wasn’t resonating with 21-28 year olds and they remained disengaged.
The ‘Power of 10p’ challenge series was aimed at the passion points of 21-18 year olds - beauty, tech, festivals and food, using Maya Jama as an influential presenter. The festival challenge was to be activated in real life using experiential to create content with authenticity and deliver the 3 core messages - smart meters show their energy in £/p, deliver accurate energy bills and can only be installed by an energy supplier.
Using the insight from YouGov that 67% of the audience consider tattoos as art, and the recent popularity of television shows such as “Just tattoo of us” and “Tattoo Fixers” we could create content that’s both fun to participate in as well as bold enough to watch.
Aligning with Bestival based on their large digital footprint, and Jay and Sketch's TV popularity/large social following we built our campaign How Many Tattoos Can We Ink for the Power of 10p?
Result: We inked 5.2 tattoos on the day, for 10 pence worth of energy. Over 2.5 million 21-28 year olds watched the film. The film came in at 25% under the target CPM. Utilita complimented the activity and this was the first Smart Energy Activity to be reported on in NME.
Understanding results due next year.
Re-launching and Positioning a Challenger Brand
To alert the local neighbourhood and couples about the launch of the new experience-led store on Piccadilly and the new e-commerce site, Vashi needed to stand out and instantly communicate what they stand for as a brand.
Traditional diamond brands show a glossy and saccharine picture of love and marriage but in 2017 many of the constraints, labels and barriers dictating how, who and why we love have been removed, so there was an opportunity to tap into a new cultural attitude towards love and marriage. With 46% of ABC male Londoners in the 25-44 age group believing that a "wedding should be a large celebration with lots of people” we needed a creative route to reflect the modern attitudes and feel like a big party.
“The Brave Make”- a bold campaign with a film manifesto at its core that speaks to an honest, raw, modern-day attitude to love and marriage, referencing the process of personalisation which sits at the heart of the retail experience. The theme of a “love rave” was carried throughout the creative with the CTA across all media being either to make an appointment at the store, or visit the website.
Using Current Cultural Tensions to Create Powerful and Shareworthy Content
IWM host a plethora of relevant and timely programming on contemporary conflict, however their profile remains low amongst a younger audience, culturally active audience. IWM wanted to raise awareness for IWM’s Syria season of programming and make themselves relevant to all visitors, reinforcing how war and conflict continues to impact on people’s lives.
To challenge these preconceptions in the age of information overload, where fake news fills the headlines, we wanted to grab our audiences attention by asking probing questions to show how they only know part of the story and highlighting the importance of knowing your sources, quality and biases. Aligning the audience with the institutions objective empowering people to understand and think independently about the Syrian Conflict.
Results: 138,510 visitors during the exhibition season, 77000 from our target audience. For 54% Syria: A Conflict Explored was their first visit to IWM London.
Drawn to different styles of yoga over the years, both for the physical practice and the headspace, I grew intensely curious and hungry to learn more deepening my own practice by studying with Stretch and qualifying to teach Vinyasa Flow from the school of Frog Lotus/Stretch in 2016.
Lessons are strong and playful with a focus on alignment and connecting better the mind with the physical body, increasing flexibility, stamina and strength.
Available for 1:1, small group classes, festivals, retreats and studios - to keep up with the latest see @parttimeyogi
Developing a look and feel plus logo design for Alex Stickland - a successful global personal chef.
The design is based on his beloved Thrasher label mixed with his love of the kitchen and is now used across all his own clothing, food labels and future website.
Putting a smile on the UK's faces through creating a brand of Mallow & Marsh the gourmet marshmallow company. Armed with only a name the identity was created from scratch working closely with the client through a number of workshops. Brand strategy, Identity and Positioning were developed through Golden circles, personality and benefits - routing the brand in a world of smiles and permissible treats.
Visual identities were then explored before settling on the kamikaze melting marshmallow - highlighting the playful and experimental side.
Design work was developed by the lovely Lindsay Noble, including look and feel, logo and initial packaging designs.
A brand book and presentation booklet were created to help sell the brand in to distributors and other pitches. Mallow & Marsh can now be found in Sainsbury's, Starbucks, Wholefoods and beyond.
Mentoring a local teenager who was interested in moving into the creative industries after school.
Sophie was amazing, meeting each week and getting to know her, helping grow her confidence and work out what I could do to help and extend her network.
Originslly known as PitchIt - the CMN is now offered by many agencies. to help grow peoples interpersonal skills at the same time and raises awareness of the difficulty we face when trying to increase the diversity of the industry.
Developing a full Global re-brand and advertising strategy for UBS. Targetting HNWI and taking the brand away from the safe messaging post-recession and moving it on to recognise a new generation of people in need of Wealth Management.
Talking to people about something they need but find disinteresting is one of my favourite challenges. Add in developing a positioning that works for the entire bank including the smaller asset management arm, plus appeals to differing global attitudes to wealth - an exciting problem to solve.
By talking to consumers lives and life stages - schooling their children, getting older, running the business - pushing life's big questions, in the same way that a good wealth manager would, we were able to cut-through and talk to them abut things they care about.
Re-brand and Pan-Arab launch of Al Jazeera Children's Channel to JeemTV
The dated channel needed to get in touch with the new digital kids and reflect the modern world. The channel is entirely presented in classical arabic with the mission of bringing the middle eastern countries closer together.
Aimed at 7-12 year olds, the launch included a live broadcast from Malls in 5 countries, interstitials, press, a new website and even updating the screen on company phones.
Many internal workshops were also conducted to define the following years advertising and campaigns for the channel in 2013.
Helping busy women get ready to face the day with NEW Avon True Makeup.
On average women spend 15 to 30 minutes putting on their makeup every morning and 82% of our target market said they would love to reduce this if it didn’t compromise on the end result. So to prove our promise we asked women on Avon’s social channels to post a picture of their #MorningFace for the chance to star in our next ad.
Getting Safestore to think about their shared love of stuff with their customers, rather than the unemotional topic of storage sizes.
Stuff is Great - by developing a creative platform for the entire business to get behind staff could begin to engage customers on the ground and discover their stuff for future content.
Website traffic saw an uplift of 27% from the same time the previous year and outreach to bloggers using our 3 hero videos and stills reached over 8.3 million. PR coverage was included in lifestyle press Flux Magazine, Sabotage Times and Entertainment Focus due to the art direction and editorial quality content. This helped Safestore tap into a new audience that they never dreamed of reaching previously.
Working with Glasshouse Fragrances in Australia to take their brand to the next level and define themselves on social media.
Working with Purina to help position and focus their marketing through the master brand, Purina UK, helping to restructure and hire internally as well as developing a new voice a the masterbrand to bring to life new social channels through Twitter and YouTube.
Working with Cocreate, a co-operative of consultants and speicalists to execute local improvement projects.
Projects such as helping a homeless charity to business plan and create a social enterprise with the Marylebone Project, or undergoing a community engagement project to help Tower Hamlets understand how they can improve 3 key markets/town centres including Brick Lane and Roman Road.
Lush was constantly being over-looked as a "soap shop" instead of being perceived as the ultra fresh, ethically sourced, handmade cosmetic products it creates.
Working with Method on the communication plan that centred around it's 3 core values - Why fresh really does matter in your beauty products, why Lush products are effective and how the company cares - all with entertaining nods to the original punk roots of the brand but with a more sophisticated tone that reflects its sincere core beliefs.
The work included an audit, setting the brand and communication objectives for the business, developing the plan and running content workshops.
95% increase in engagement
Birkbeck University Spring 2013 evening classes in creative writing.
To dust up on my writing skills and learn a few new tricks I ended up with the opening chapter of a book and a pass with Distinction.
Developing a new product with Rowntrees, off the back of their new Randoms brand. Rip'ems was a plasticine-like treat created to encourage kids to play with their food.
The project involved naming and groups before going into packaging design.
Working across both the blue Aptamil teams and yellow Cow & Gate teams at Danone to develop potential characters for a new child-focused product.
Working with Weapon 7 across the new "Untamables" campaign for Bacardi, as well as other brands in their portfolio such as Grey Goose.
Developed the brand identity for Blynktech an eye saving software.
Direction of logo creation (working alongside the magical Anneka Lange)
Working across the entire digital side of the advertising account whilst at Dare.