Integrated

Wall's Ice Cream

Every now and then there's a brand project that can't be distilled down to one film. Rather, it's a tidal wave of work created by a multitude of people you'll never meet who follow your direction. That's a global brand campaign in my book.

This is a little sampler of the work seen around the world.

Wall’s ice cream, you may be surprised to learn, is the biggest brand at Unilever. It’s a collection of over 200 hundred ice creams eaten by every culture you can think of that needed one unifying campaign. 

These are Los Scoops. They're wonderfully animated by Passion Pictures and they make me smile.

As Global Creative Director I worked with a very clever team that inherited a rather imaginatively named “Talking Ice Creams” poster campaign and turned it into a global brand experience. 

I was involved in the strategising, concepting, designing and rolling out of almost every touchpoint of the Wall’s brand: from a new Brand Bible and product photography, to fridge displays in Rome, street activations in Sao Paulo, the Swirl stores in Germany, the Euro 2016 social posts for Austria, digital posters in the UK, animated product films for South East Asia, etc. I poked at everything. Several times, in some cases; and there's strong sales growth (July 2016) to show it's working, and more will come I'm sure.

In 2015/2016 over 600 pieces of copy were created that were trying to make people happier, so despite the complexity of the project Wall’s was always full of laughs. What more could you ask for?

Role: Global Creative Director
Credits: Too many to mention

Philips You Need To Hear This

You Need To Hear This is an integrated global campaign for Philips Sound. It's aimed at teenagers who are the biggest buyers of headphones. Philips mission is to play a relevant role in the music industry and deliver cutting edge music to teens in ways they've never heard before.

It's a campaign that we've had a lot of fun creating (and for me, Creative Directing) and there are a lot of elements below: 
Integrated Campaign Film • Music Video Game • Audio Tables • Pop Up Store • MusicMap App 

You Need To Hear This | Integrated Campaign


You Need To Hear This | Music Video Game

• Click here to watch the Game Trailer.
• Click here to watch the Official Music Video version that ran on Vevo and MTV.
FWA Site of the Day


You Need To Hear This | Audio Tables


You Need To Hear This | Pop Up Store


You Need To Hear This | MusicMap

We created a music discovery app for mobile called MusicMap that uses a unique map interface to find the music around you, and around the world. 
• Download the app for iPhone 5 here, it's free. (Android version coming soon I hope)


Awards:
One Show Merit - Experiential (Audio Tables)

Dove Ad Makeover

This digital campaign for Dove lets Facebook users displace adverts that prey on their insecurities and make them feel bad about themselves. This is the first application that plugs into the Facebook Ad Auction API to outbid negative advertisers for the keywords they typically use to target women. It's now run in Australia, the UK, Brazil and 17 other countries and displaced 3.3 Billion negative ads. It was created in-house at Ogilvy London.

Awards:
Cannes
 Silver Cyber Lion
 Bronze Cyber Lion
 Silver PR Lion 
Campaign BIG
 Paul Arden Award for Innovation
 Silver in Beauty 
Jay Chiat Awards for Strategic Excellence
 Gold in Social Media
 Silver in For-Good
 Silver in Creative Technology
 Bronze in Brand Experience 
London International Awards
 Gold in The New
 Silver in Social Media
 Silver in Digital Apps
 Silver in Digital Advertising 
Epica Awards
 Gold in Beauty
 Silver in Social Networks
 Silver in Online Ads
 Silver in Integrated 
D&AD
 In Book - Digital Advertising
 In Book - Use of Social Media
 In Book - Digital Direct Response
Clios
 Gold in Engagement
 Gold in Direct
One Show Interactive
 Gold Pencil in Social Media 
PIAF Awards
 2 x Gold 
Creative Circle
 Silver in Direct - Best Innovation
Communication Arts

WPP'd Cream 2013
APG Awards
 Silver
DMAs
 Gold in Best Creative Solution or Innovation
 Gold in Best Use of Technology
 Gold in Best use of Data in a Digital Campaign
 Gold in Best Online Display Advertising
 Silver in Best use of Social Media for Brand Building
 Silver in FMCG

Dove Body Language

This is the first of the global integrated campaigns I've been working on for Dove. This is for the launch of some new body lotions. The idea is that body language can show you how a real woman feels about her skin. The campaign is launching worldwide with TV, Print, In-store, Digital and Social assets. Here are the highlights:

The Facebook hub is called "The School of Body Language". Here women can engage with body language (and the product) with the help of experts, quizes, tests, videos and a Body Language App. The Body Language App is a fun, easy messaging tool that lets women share video wall messages written in Body Language. Literally. The app was built by filming 6 real women making letters, numbers and punctuation. (The language moderation is worth testing.) Try it here.

dove_iad.jpg

We also used the body language to create an iAd game where you have to beat the clock by guessing the words the Dove real women are forming.

Credit to Ogilvy London, Ogilvy One & Dove Global.

Awards:
UK Direct Marketing Awards 2011: Best Integrated Campaign - SilverBest Campaign Website - Bronze
Best of Ogilvy