Sale Sharks are one of only two rugby union clubs up north. So, they wanted a proper Manc brand film to big up those northern roots.
Using spoken word, I showed Sale Sharks have always marched to the beat of their own iambic pentameter. While bringing together all things Sharks in a way fans, new and old, can relate to.
A Chip winner at the Chip Shop Awards 2022.
IKEA’s vision globally is “To create a better everyday life for the many people.” This vision goes beyond home furnishing. They want to have a positive impact on the world. They were also one of the first companies to halt trading in Russia, showing solidarity with Ukraine. There’s only one IKEA store in Ukraine - in the capital of Kyiv. To show support we’ll rebrand IKEA stores across the world, changing their name to ‘IKYIV’. Up there in blue and yellow, they’ll show solidarity with their Ukrainian colleagues, friends and family. There’ll also be donation points added at every store for customers, as well as IKEA donating money and goods themselves. Helping to create a better everyday life for the refugees of a brave nation.
A Chip winner at the Chip Shop Awards 2022.
In 2022 British women are still being held back by the gender pay gap. We’d raise awareness, and eyebrows, in the place where people are thinking about their working day the most, on their commute. At busy train stations we’d physically show the biggest pay gaps in Britain on crowded commuter platforms using the yellow ‘mind the gap’ line. Pushing people further back to metaphorically show them how it feels for women in the city. This will be accompanied with ‘mind the pay gap’ and a QR code leading the Women’s Equality Party website.
Papa John's wanted some bold ideas to bring their 'Better Ingredients, Better Pizza' proposition to life. From PR to OOH, we showed them how they could be bolder than the competition and better for the world around them. Sadly these ideas weren't pitch perfect, but I still love them enough to keep them here.
How do you thank millions of people across the globe at once? You speak their language. I was tasked to create the ultimate humble-brag campaign for HSBC. Putting their customers first, while showcasing 33 award wins and turning heads globally. It's now considered best practice for creative award campaigns.
Glossy American fitness brand Xtend Barre wasn’t built for a no-nonsense Aussie audience. After taking the class, I noted that although it may look Insta-ready, it was also a bloody tough workout.
Using this insight, I created a powerful brand for strong Aussie women from tone, to comms strategy, to naming. We used a graphical line to represent the barre and also separate juxtaposing words. It showed when you come to Xtend, you're a woman who can do both.
In a sentence: The beauty of barre with the burn of a full-body workout, in a welcoming community. All our comms have an element of these three points.
Your imagination is more effective than any image or clever line could ever be. With a well-written radio script, and a bit of theatre, you conjure up your ideal version of the product.
I won a New Blood Wood Pencil in the radio advertising category for my work. If you have a 2013 annual lying around check the scripts out in-book, or head over to the website.
Making Roomzzz Aparthotels feel less suit and tie and more home from home for their business customers.
In 2016, Australia was the second most obese country on the planet. We were tasked with creating a campaign idea loaded with attitude.
Hard-hitting comms to shock people into getting fit and spark conversation nationwide. And it definitely worked. Not only was Anytime Fitness the nation's biggest gym chain, the ad was banned for being too controversial. We even made it into the Daily Mail.
HSBC wanted more uptake on their business banking toolkit. The campaign had to promote each specific tool, its benefit and the business most likely to use it. We landed on the warm and easy line: 'Business Internet Banking? Works For Me.' to bring it all together. We then matched a charming, down to earth, empathetic copy line to each tool and profession.
