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.
More Reasons To Move (ASOS)
January is a busy time for the activewear category with many brands banking on those new resolutions. With a much lower equity in the category than our competitors we had to take a disruptive approach when (re)launching ASOS Activewear. Based on the insight that our audience was after a more inclusive and less goal-orientated view of sports, we celebrated more reasons to move by telling the real stories of influencers of all genders, abilities, and body shapes, and what motivates them to an active life.
The film shot by Cyprien Clement Delmas was complimented by contextual OOH shot by Ben Lennox and the campaign went deeper in the stories of our cast in social and editorial. The campaign delivered great brand and sales results for the category and is seen as ASOS most successful campaign to date.
Puma Dance Dictionary (Grey London)
For Puma’s latest fragrance launch, we needed to reconnect the brand with a 16-20yo audience. Building on the insight that they liked newness and were quite shy when it came to expressing themselves, we introduced the Puma Dance Dictionary – an digital messaging platform that transformed words into dance. With entertainment at its heart, the campaign started with the release of a bespoke soundtrack from Dre Skull, which was later released as a music video. An ATL campaign reinforced our reach with executions in print, digital, in store and on TV.
Online traffic and engagement for the brand grew by over 400% and the campaign took the PR sphere by storm globally and won awards at the Creative Circles, Campaign BIG, D&AD and a few shortlists at Cannes.
ASOS x adidas Power Week (ASOS)
Most of ASOS’ consumer-facing content has been mainly video led and nothing inspired participation for its 20something audience who are craving fresh physical experiences. As a way to launch our activewear category in the US, we partnered with adidas to put together unexpected fitness classes, fuelled with culture. Imagine walking to a records store and be invited in the basement where like-minded are taking a box fit class with an influencer, to the beat of a live Dj, followed by a surprise live gig from Mabel.
Power Week ran across NYC and London, inviting 300 guests and featuring 33 influencers. You can find more about it here.
ASOS x Nike Fast Pack (ASOS)
Nike wanted to leverage ASOS’ inclusiveness when it comes to sports and both brands set out to celebrate the running squads – young runners who don’t want to be labelled as such and approach the sport as a way to unwind, meet up with their pals and discover new stuff.
We told the stories of 2 squads – North London v. South London – though short films and on-site amplification assets.
ASOS Football SS17 (ASOS)
ASOS was still building its awareness and credibility in the activewear category so launching its first ever Football gear on site was always going to be a challenge, especially when most of the comms had to be pushed organically.
Looking at the fact that ASOS was the most unexpected place to browse football gear and that our trend- led 20somethings audience wasn’t going to respond to traditional football content, we enlisted 5 street footballers to unleash their football and style skills in unexpected places, with a sense of personality.
We then elevated the campaign by gifting unexpected influencers such as Loyle Carner with personalised kit and a sticker depicting their own footballing style, as well as a co-branded short film with adidas featuring up-and-coming rapper Capo Lee.
Lipton – Refresh your morning (VICE Media)
Lipton challenged us to make sense of their proposition of “refresh your morning” within a younger audience. With such an ubiquitous brand we knew we had to find an approach that would be both unexpected and with culture at its heart so we partnered with Morning Gloryville and put together a morning rave in a shed on the commuting way to Amsterdam’s business centre.
With a solid turnout (including people you wouldn’t expect on a dance floor at 7am…) we captured some content from the live event to be used on Lipton’s and Morning Gloryville’s channels.
Kopparberg – In the moment (VICE Media)
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 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 soundtrack 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 (VICE Media)
Martini was stuck in a declining occasion, perceived as a “traditional family get together” drink and disinteresting younger audiences. We needed to both modernise and own the aperitivo occasion (after work drinks and nibbles), contextualising it within an unexpected culture.
Leveraging Martini’s F1 sponsorship, we set global host Jack Guinness on a tour of 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 (VICE Media)
To complement their new campaign “don’t go there, live there” and reach a younger audience, AirBnB wanted to leverage one of the brand’s passion point – music. We’ve enlisted DJ Artwork and captured a short film in which he rediscovered his old neighbourhood of Peckham alongside his old pals. We created a dedicated space on Thump hosting 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 – 2014 World Cup and 2016 Euro (Personal initiative)
With over 400k French expats living in London, my partner and I wanted to unite that community under the same roof for the 2014 football World Cup and 2016 Euro Championship. We hired tactical venues that we transformed into a French fanzone and secured partnerships with French restaurants, sports brands and live bands to amplify our guests’ experience and recreate a unique atmosphere “comme à la maison”.
We adopted an authentic and approachable comms approach, relying on illustrations as collaterals and a provocative TOV which we deployed across PR and social media to generate awareness, engagement and WOM. We also secured endorsement from ex-players from the French national team.
From an average of 300 attendees per game in 2014, we welcomed 700 people for the 2016 Euro semis and over 1,000 for the final, selling out the morning of the game with tickets selling on black market. We were broadcasted live on French TV on prime time before the final and generated a £10 on the £1 revenue.
Peroni’s Italian style – Vita al Mare (The Bank Advertising)
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 using embedded branding to emulate the codes from luxury categories.
Hugo BOSS Footballers (Grey London)
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 aspired to a life lived with success all around, we selected 16 successful footballers from our key markets and portrayed them in their post-game armour to communicate a part of their life that is overshadowed by their on-pitch career: success beyond the game.
Iconic print visuals shot by Rick Guest portrayed our heroes in print, alongside a PR activation that included digital content, a back-story on their off-pitch success 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 (Grey London)
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 (Grey London)
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.
More work to come. Stay tuned…