Client: Milka

Brief: Promote Milka’s new slogan “Dare to be tender” to the French and European market. 

Creative: Make the medium the message. We didn’t just deliver a message but made the message a challenge. We took away a square to allow people the chance themselves to dare to be tender 

Results: 13 Million bars created without a “last square”. Press coverage on French national TV and thousands of last squares being delivered within the first week.

Client: Samsung

Brief: Promote LED TVs when Samsung didn’t have a product ready.

Creative: Make LEDs fun and irreverent. Make Sony look dull and obvious. 

Results: Hopefully you saying “Yeah, I've seen this...” plus over 25 million global views and it got featured in the Sun, Metro, BBC news and ITN. All without media or PR spend. 

Plus this gave me one of the most important rewards I’ve ever had in my career. My nan liked it. 

On a trip to visit my Nan, she was super excited to show me a clip that her friend had sent her via email. Fearing it’d be another “10 crazy cats” powerpoint I reluctantly had a look. There I was surprised to see that my Nan had saved the LED sheep clip that had been sent to her (yes, it was embedded in a powerpoint) to show me. 

She thought it was brilliant and thought I should see it and couldn’t believe it when I said I made it. What’s more it sparked a conversation about LED TV technology with my Granddad. He went on to buy a new Samsung Smart LED TV. This has been the best reward any creative can give you, seeing your work create conversation and sales.

Client: Tippex

Brief: After the worldwide success of "A hunter shoots a bear" episode 1 and 2, it was time to rewrite the story again.

Creative: Let's write the idea and get the audience to re-write it. 
First, we asked Pharrell Williams to create a book for us. He sent us back a 30 pages book about his inspirations.

Then, we simply erased (with Tipp-Ex) all the words making the book impossible to read. Afterwards, we created a digital

cooperative experience, asking people, all around the world, to find all the words to make the book readable again.

Results:
In the first 48 hours
161 participant countries
5 minutes of average time spent par visite
110 people potentially reached
+ 13K shares on social network
+ 276 apparitions in media

Client: Experian

Brief: Promote Experian’s move into the identity space.

Creative: Show how easy it is to be fooled with own personal information being used against you

Results: Front page of the Daily Mail website, 250,000 views on Youtube, 11,000 new likes on Facebook and over 380,000 people talking about the project. 

A follow up version was created as a promotional video in just a single day at the Drum Live event. The follow up video has since gone on to over 40,000 views and has become a great new business tool. 

Client: Tetris & Blue Planet

Brief: Create a global brand message and ethos to celebrate 30 years of Tetris

Creative: We are generation Tetris and We All Fit Together 

My solution, celebrate that Tetris is about creating order from chaos, about making things fit together. That it transcends language, culture and cuts to the core of what working together is about.

A Russian game popularised by a Japanese tech giant and made popular in the west. This was the fusion moment. This was the start of generation Tetris.

So my campaign idea was to celebrate how on the basic level, we all fit together. To make this about the Tetris mantra, the philosophy.

Results: A  year of activities and events inspired by the brand platform and approach.

Client: DMA 

Brief: How can we raise the craft of copywriting?

Creative: Don't talk to copywriters about copywriting, start a conversation with them. This is what we created. 
There was a time when British copywriting was considered the best in the world. Is that still the case?

Are the exemplars of great copy now only to be found in dusty yellowing annuals? Are the truly great copywriters relegated to history, the ‘Mad Men’ era of British advertising?

Or has ‘copywriting’ changed in the digital age so that what is truly great is scarcely recognisable by past standards? In a world where everyone can write and even publish, do great copywriters value influence over inflections? Is the art of writing great copy alive, but as an offensive against the writers’ blocks of a much less cossetting time: cost-cutting, time-sheeting, lack of training, technological change and the 140 character word limit?

To explore the answers to these questions, we invited copywriters from these two generations to meet in a place they’d call home and have a rich, raw and very real conversation.

Results: An industry experience event at a Soho Cinema and over 6900 views of a ten minute documentary seen online. Tweets, blog posts and articles written across the industry from Trade magazines to industry legends.
Finally, launched a new movement that has now translated into an ongoing 'Future writers lab' to enable young and old creatives to learn more about the changing art of copy. 

Hello You Creatives is a creative community and online blog.

It is part help and part inspiration. I started it to help people, to learn the skills to grow and engage a digital audience.

After 3 years the blog now has over 100,000 subscribers and the twitter is one of the top 2000 London twitter accounts with over 21,000 followers.

I’ve created newspapers that I delivered to hundreds of people across the world,  countless online book crits and ran creative workshops to help craft the next generation of creativity. We only get better at chess when we play better players, we’ll only get a better industry when we fill it full of bright and amazing people.

This was my way of helping to bring in, help and encourage people to push themselves from good work to great work.

You can follow the blog and site at helloyoucreatives.com

Client: Durex

Brief: The Mayan’s have said it is the end of the world, now what? .

Creative: If the world is going to end, enhance the last days with Durex’s product range. Maximum pleasure, make sure you last and of course make sure you don’t ‘come’ before the end.  Everyone needs some cheeky copy in their book and this is mine. 

Results: Over 2 million views and shares within 3 days. A viral “image” campaign. With the adverts getting over 80,000 reblogs within 24 hours and being picked up by DesignTaxi, Huffington Post as well as 9Gag, Reddit, Creative Criminals, Examiner.com as well as many more. 

The campaign was shared throughout the social media world with massive amounts of traffic coming from Twitter, Facebook, Instagram as well as traditional forms of sharing such as email. 

Overall the campaign was a huge success putting Durex front of mind as the best way of celebrating the end of the world. 

Due to the nature of being an image based campaign the campaign continued to spread far around the world. Appearing on Russian, Chinese and Indian sites uncredited.

Images provided by Ákos Major (http://akosmajor.com). All rights reserved.

Client: Samsung

Brief: Samsung had a new range of cameras out that let you take self shots. The market was for the young digital savvy market.

Creative: I was pushing selfie campaigns back in the day. The Social self shot. We all try to perfect out profile picture, making sure we pick the best one but now people go even further by taking the right shot to show off themselves to maximum effect. So we showed how getting the right angle makes all the difference.

Two sets of videos where created. One a pure direct video and another a interactive selection. Both gathered around a million views in total, reaching out to different markets.

Results: Over 1,8 Million views, Featured in Contagious & NMA magazine.

Client: Samsung

Brief: Show the HD camera phone in action while showcasing the product. AKA, make the product shot cool.

Creative: The HD Camera trick. Clues were hidden in HD footage that revealed the secret behind the trick. We filmed the entire idea using the phone camera itself. We spoke directly to our audience to challenge to watch, re-watch and respond to our creative. Not only did it create debate but sparked conversation about if the footage even came from a phone - people thought it was too polished. Creating an engaged audience talking about the product and the product's key feature HD video recording. 

It wasn't about creating an advertising story, it was about understanding the product. Plus a great change for me to nerd out with technology. Which is always good. 
 

Results: Over 1,5 Million views, Featured in Contagious & NMA magazine. 

Capture it Quickly with Samsung

Client: Samsung

Creative: Show the benefit of a fast processor and camera phone over a bulky big camera. Be the true reporter of the games. By showcasing 'blink and you'll miss it' fantastic moments we conveyed the benefits of a super fast phone. 

The promotional video and campaign was used throughout the Vancouver 2010 Winter Games.

Results: Thousands of entries to become a on the site reporters and videos with over 2 million views. 

Client: Samsung

Brief: Showcase the Samsung’s super small Ultratouch

Creative: A small cute phone aimed at the teen market that can’t afford a full smartphone. We went cute, crazy and adorable all in one. The idea was to showcase the bright screen, durability and style of the phone using cute animals as our spokesmen.

The initial video got 1 million views before a Youtube fan  remixed it into the now famous “Fuzzy Fuzzy Cute Cute” song. This meant copies of the original video as well as the remix went on to get over 6 million views.

Results: Over 7 million views and a hyper active hyper engaged audience that found the phone as cute as the animals. . 

Client: Vodafone

Brief: Promote the Blackberry Storm

Creative: How do you use a celebrity without it feeling forced? Get the celebrity and the audience excited by what the technology can do. By exploring the product and knowing the audience we could create something that spoke directly to our core audiences passions. 

By making the product the hero, used by our everyman stars, we could live out every formula 1 fan's dream. 

Results: Over 2 million views. Featured in the Sun, BTAA and Cannes Lion.

Client: Skype 

Brief: The client was Skype and they wanted to get people calling landlines with Skype.

Creative: The Remote phone box experiment. One man in the wild for anyone to call. All live. Placing someone in the middle of no where with a simple call to action - 'call me'. We didn't restrict the callers to using Skype, we didn't hard sell. We just new that the Skype truly was the cheapest way to call and we let our audience tell that story. 

By letting people who called recommend to each other the best way to call, Skype become the hero without forcing itself into the conversation. 

Results: It resulted in worldwide attention and calls and a raise in skype sign ups

Client: Samsung

Brief: Introduce the brand new galaxy phone.

Creative: Follow the natural influence concept created. The idea was that social enabled phone was all you need to lead in your social circles. What better way than to show this than by showing the power of dance. 

Results: Over 5 million engaged with the campaign message. 

Client: RNLI

Brief: Reach out to the next generation of supporters

Creative: A series of mystery packages were sent out to famous UK vloggers without any branding. The message was clear, we believe in the youth. As hype built we revealed that the RNLI was behind the campaign and that we believe in the youth and we know the youth will be our next generation of supporters.

Results: Over 3 million plus views. Established a youth outreach program and youtube chatter regarding the future of the RNLI.

Client: FedEx

Brief: Create a brand platform for FedEx’s sports program.

Creative: How do we create a connection between sport and delivery? Well if the player is up to practice at 6, the coach is there for 5 then FedEx was there delivering at 4. FedEx is the team behind the team. Using the morning allowed us to use the brand colours throughout the work. This was important to give FedEx a colour. Other logistic brands had a signature colour and I felt it was important to push FedEx beyond white.

Results: Massive outdoor campaign across all of London and now an established brand platform for FedEx though out the UK 

Client: N/A

Brief: Create something targeted at the Advertising community.

Creative: The video highlights Adland’s love of acronyms with deliberately mis-pronouncing the names of the agencies apart from the the final agency. An agency that is often pronounced incorrectly.

Inspired by the Fonejacker the video was created in 30 mins and was seeded without any media spend.

Results: Within one week the video got 80,000 views and over 500 likes. 

Sometimes people ask questions about the internet and how to create a successful campaign. Sometimes that person is one of the best known creative magazines in the UK, and when they do ask they put your answer on the front cover of their iPad edition. 

It is here that I revealed my biggest secret to my social media successes - using cats.