Here’s a brief overview of some of the campaigns I have been lucky to lead in my career so far, with some work in advertising, events, retail, music collaborations and digital.
Kopparberg – In the moment
For the launch of their new campaign Fanga Dagen (read “carpe diem” in Swedish) celebrating the brand’s spirit of living life in the moment, and since Kopparberg had a strong involvement in music (Urban Forest and Sofar Sound being some examples), we’ve created a series of co-branded editorials with Noisey (Vice music channel) celebrating the careers of those artists who made it by living the moment.
The campaign span across two months, covering stories from the likes of Throwing Shades, Shura, or the producers behind the sound of Krept & Konan, and culminated with a bespoke track and music video recorded and directed by Mike Skinner in 24 hours especially for the campaign. You can check it all out here.
Martini – 24 hours
Martini was stuck in a declining occasion, perceived as a “traditional family get together” drink. We wanted to reposition it as a drink that inspires people to spend time well with friends and both modernise and own the aperitivo (after work drinks and nibbles) occasion, making it appealing to younger audiences.
Leveraging Martini’s F1 sponsorship, we set global host Jack Guinness to visit the cities of the F1 GP and got him to uncover their take on the aperitivo through unlikely encounters with real locals and their stories in the context of the aperitivo hour. The films were released on the brand’s channels in five markets and were the subject of a deep dive into the lives of the locals in a series of branded editorials on Munchies and i-D.
AirBnB – Hosted by DJ Artwork
To complement their new campaign “don’t go there, live there” and reach a younger audience, AirBnB wanted to leverage a brand’s passion point – music. We’ve engaged DJ Artwork who grew up in Peckham and unleashed him in his old neighbourhood, meeting his old friends and re-discovering this up and coming area of London. We launched the film on a dedicated space living on Thump – Vice’s electronic music channel – where we launched the film alongside an interactive map using AirBnB’s API and editorials diving into some of the locations, people and stories DJ Artwork came across in his journey.
Vibrons entre Français (is back) for the 2016 Euro.
Following the success of a personal initiative to unite the French community of London under the same roof for the 2014 World Cup, we decided to repeat it for the 2016 Euro. We secured partnerships with restaurants, sports brands and live bands to amplify our guests’ experience and recreate an atmosphere “comme à la maison”.
Communication wise, we refreshed our visual identity, retaining our authenticity and provocative TOV, and relied on PR and social media to establish our events as THE place to be for French expats living in London. We even secured endorsement from ex-players from the French national team!
We welcomed 700 people for the semis and over 1,000 for the final, selling out on the morning of the game with tickets selling on black market (!). We were even broadcasted live on French TV in prime time before the game.
Peroni’s Italian style – Vita al Mare.
When SABMiller and The Bank relaunched Peroni Nastro Azzurro, they challenged the beer category by bringing (Italian) style to the World of beer. 10 years later, we launched the brand’s biggest global campaign to date, celebrating the way Italians live life by the sea. Set in the timelessly iconic island of Capri, we partnered with director Kalle Gustafsson to create a film that told the simple but heartfelt tale of a starlet who escaped, for one day, the trappings of fame and fortune.
The campaign kicked off with the release of short online documentaries telling the real stories of the people of Capri, reinforcing the authenticity that lies at the heart of the brand. The ATL then launched in cinema, OOH, print and digital.
Puma Dance Dictionary.
For Puma’s latest fragrance launch, we needed to reconnect the brand with youth culture. Building on the insight that millenials fancied trying new stuff and were quite shy when it came to expressing themselves, we introduced the Puma Dance Dictionary – an online messaging platform that transformed words into dance. With entertainment at the core, the campaign started with the release of a track commissioned to Dre Skull, which was later released as a music video. The digital platform launched and got our audience messaging. An ATL campaign gave the last push with executions in print, digital, in store and on TV.
Online traffic and engagement for the brand raised by over 400% and the campaign took the PR sphere by storm globally with accolades in titles such as Mashable and won awards at the Creative Circles, Campaign BIG, D&AD and a few shortlists at Cannes.
Vibrons entre Français for the 2014 World Cup.
With (unofficially) 400k French living in London, a friend and I set out to unite them under the same roof for the 2014 World Cup. We’ve hired the Clapham Grand theatre and transformed it into a French stadium, with flags, balloons, French platters, French music, a French speaker stimulating the crowds, and some competitions and prize draws to make it an entertaining experience.
We created Vibrons Entre Francais, a brand that retained authenticity at its heart and set itself apart from the blunt commercial offerings from our competition. We recruited and engaged a 500-people strong community on Facebook over a period of 4 weeks with a mix of football-related content and some coverage from our events, the whole thing with our distinctive TOV. We also reached out to London’s French and sports specialised press and let the WOM do the rest.
Averaging at 350 people per game with a peak at 600 for France – Switzerland, we earned coverage on national press and were called the official French spot for the WC during an interview on BBC radio.
Hugo BOSS Footballers.
To celebrate both the Euro 2012 and the 2014 World Cup, Hugo BOSS fragrances challenged us to activate their BOSS Bottled range in store, print and online.
Starting from the insight that our consumers aspire to a life lived with success all around, we selected successful footballers from our key markets and portrayed them in their post-game armour to communicate on a part of their life that is overshadowed by their career on the pitch: success beyond the game. An idea rooted in BOSS’ equity of inspiring and celebrating success.
Iconic print visuals shot by Rick Guest portrayed our heroes in print and in store, alongside a PR activation that included online content, a back-story on their success off the field and personal appearances in key markets. The in store activation showcased creative fragrance packshots featuring the campaign’s gifts with purchase, and an AR activation.
Hugo Man – Music turned on its head.
We needed to keep our brand heat high with the very volatile audience of Hugo Man, the iconic fragrance that inspire people to do things differently and play by their own rules. Seeing that music was the right playground to engage consumers, we introduced “Music Upside Down”, a project in which we collaborated with 3 artists and challenged them to cover 3 tracks in their own musical style.
We drip-fed the content on the Hugo’s music page and offered the tracks as gifts with purchase through the release of a “music” Hugo Man limited edition. The campaign also included TV, print and OOH featuring our ambassador Jared Leto.
BOSS Bottled Sport reflex challenge.
For the launch of BOSS Bottled Sport, we took the brand’s story of preparation to mental preparation. We partnered with Jenson Button, seeing Formula One as the perfect fit for both the brand and our story. The campaign activated across all channels globally but we were missing an opportunity to further engage our audience with a tangible element. We discovered that Button was the record holder of the BATAK challenge and activated a branded BATAK platform in store and online – through the release of an addictive mobile game released on the App Store.
Nokia’s retail identity.
When the iPhone took the smartphone industry by storm, Nokia had to take a step change in their approach to the category. As Nokia was purely seen as a device manufacturer, we shifted perceptions towards a consumer-led proposition, putting mobile solutions at the heart of their offering. We then brought this to life in their owned retail space by reorganising their products portfolio through solutions (smartphones, music, maps, simplicity), and packaged the whole thing with a refreshed, simplified brand identity to facilitate shoppers navigation in stores.
The pilot project was initially rolled out in 7 flagship stores across 4 continents and set the brand onto a journey of retail transformation. Having re-thought the shopper journey in the process, we gave prominence to campaigns activations to ensure the stores were constantly refreshed and introduced a personalisation bar, ensuring consumers would make the most of their device once purchased.
More work to come. Stay tuned…