The brief was to advertise Audi’s headquarters which are based in Milton Keynes. This half-page advert features the Audi logo as the town's famous roundabouts.
It was awarded Silver at the Fresh Awards.
Integrated: Zanussi
The brief was to advertise Zanussi’s large-capacity fridge in the store and in press. In store, we put tiny food items in the fridges, creating the impression that the fridge was huge. We also hung oversized shopping lists and created a gondola display with a long 3D shopping list sitting next to the large fridge.
Print: ITV and EDS Energy Press Ads
This ITV press ad was designed to run on the eve of the Singapore Grand Prix – Formula 1’s first night race. We placed the car in the centre of the Singapore flag, giving the impression of a car driving at night without doctoring the flag at all. It earned a nomination at the Fresh Awards in the category 'Best Idea That Never Made It'. The second ad advertises Dallas’ PGA Golf Tournament using an image of the top of the Reunion Tower – the most iconic building in Dallas.
Print: Barclays
The initial
brief was to advertise Barclays’ 0% interest overdrafts to students. I flipped
the phrase so it read, ‘Students don’t pay any interest’ which is a statement
few can argue with. We finished the piece with the absent-minded doodling that
students are famed for. Barclays liked the idea so much they asked us to run
two more press ads.
Body copy example: Audi Magnetic Posters
Audi launched a coporate social responsibility campaign to prove to their customers that their cars were getting more efficient and cleaner on the environment. These Magnetic posters highlighted interesting facts from their factory and were seen by thousands in showrooms across the UK.
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| Each poster's copy can be ready below. |
Digital: Hostelworld
We were asked to create digital banners advertising Hostelworld. We needed to communicate that the site's hostels were clean, safe and centrally based. The target audience was 18-25 year-olds.
Extra ideas included stickers that could be stuck next to Wifi signs saying, 'If you've got signal then start your adventure here'.
Print: Audi Press Ads
Audi win the Le Mans 24-hour endurance race almost every year. And every year they run a press advert the following day highlighting this achievement.
Outdoor: KFC
We had to communicate KFC's new Snackbox menu, making the price tag as prominent as possible. We decided to assume that people would be utterly overwhelmed by the offer and focused the headlines around people's reactions to seeing the 99p. It was one of the brand's most successful ever outdoor campaigns.
1. Oh good, your mouth's already wide open.
2. You can blink now.
3. Deep breaths, try to remain calm.
The second KFC campaign was aimed promoting the KFC Snackbox to students. We couldn't get around the fact it was high in calories, so decided to embrace it instead. We referenced 'student' activities like reading, sleeping and gaming and stated how many calories each activity burned, with the rational that they may as well top up with a Snackbox.
1. Napping burns 68 calories an hour. Top up with a Snackbox.
2. Reading burns 87 calories an hour. Top up with a Snackbox.
3. Gaming burns 96 calories an hour. Top up with a Snackbox.
4. Watching TV burns 84 calories an hour. Top up with a Snackbox.
Tactical ad placement: Lynx
This tactical Lynx advert followed an article which ran on The Independent’s website. The article told the true story of a man with 86 wives who was vowing to marry more. We spotted the article and swiftly bought the advertising space on the page where we placed the brand line: ‘The Lynx Effect’.
Long Copy: Hyundai
I joined Big Group after freelancing on a pitch-winning deck for Hyundai's Brochure work. I wrote a new tone-of-voice proposal, which stripped back the hyperbolic copy they were used to in favour of a cleaner, more honest approach. The second example below is for the Veloster. As the most rebellious car in the range it needed a tongue-in-cheek tone to match, which comes through in the last line.
Social Media: Higher Nature
Higher Nature wanted to run a Facebook competition to encourage membership. We decided to use profile pictures to create a campaign called 'The Picture of Health'. The user would select the friend that they considered as having the 'healthiest' profile picture - whether that was skydiving, running or simply someone laughing. Both the user and the friend they'd selected would have a chance of winning, with posts appearing on both of their walls. This gave the campaign a potential reach of 50,000 for every 100 people that entered.
Integrated: Audi
The Audi A4 was packed with extra-sensory technology and the ATL campaign line was: 'The Audi A4 sees things before you do'. We brought the campaign through-the-line, producing material for print, outdoor and Audi showrooms across the country.
It was nominated for the Cannes Lions Best Integrated Promotional Campaign.
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