What: Social Content / Live Event
Role: Copywriter
#queertiktok is a safe space for LGBTI+ kids around the world.
So this year, when The Sydney Gay and Lesbian Mardi Gras parade got hit by strict Covid restrictions allowing only a handful of people onto each float, it made sense to get TitkTok to invite their entire global queer community onto theirs.
Our integrated social campaign let people from around the world dance on our digital podiums and it became the headline act in the Mardi Gras parade.
What: Brand Platform
Role: Creative Lead / Copywriter
Vodafone is a challenger brand in Australia. A distant third to the Big Two in Aussie telecommunications.
To truly cut through, they needed to go out with something that was less Telco, and more… Hearco (sorry). Something that let customers know they were heard, and most importantly, in charge.
That’s how You Rule was born. A brand platform that was launched with a .30” TV spot, national OOH, full social, radio and in-store.
And all during the Covid-19 lockdown…
What: Digital Activation
Role: Creative Lead / Copywriter
This world-first fund-raising tool was a proactive pitch we put to UNICEF.
It’s a custom-built web page that harnesses your computer’s processing power to mine cryptocurrency.
The Hope Page garnered global attention, appearing on Mashable, The Verge, and Forbes, as well as all major national media outlets in Australia.
It also won us a few pieces of metal at the Clio Awards and New York Festival.
What: Brand TVC
Role: Creative Lead / Copywriter
Bankwest wanted to go out strong with a brand spot that harnessed its challenger spirit.
So we convinced them to go against the sea of sameness in the banking category and position Bankwest as the ‘anti-bank’.
This spot helped the brand hit its five year KPIs in just one year.
What: Social Content
Role: Creative lead / Copywriter
McDonald’s released a new Spicy Range of chicken nuggets, at around the same time as Valentine’s Day.
So, we made ‘em just a little hot and horny.
We still have no idea how we got away with it, but it was one of their most shared social campaigns of 2019.
What: Social Content
Role: Creative Lead / Copywriter
The Society is a post-apocalyptic Netflix Original Series, where a bunch of teens re-create a society of their own from scratch.
To promote the show, we created Cards Against The Society - an expansion on Cards Against Humanity - using plot points from the show to pose difficult teen-angsty questions, along with messed up answers.
Not only did we send the game out to influencers to create content with, but the cast also played the game on their press junket as well.
The end result: social content that was Grade A toilet humour. A perfect fit for the target audience.
What: Branding
Role: Creative Lead / Copywriter
Bupa, the global health insurance company, created a fresh new dental experience in Australia. Something akin to getting your nails done, or your hair did.
But it needed a name and identity that was verrrry far removed from Bupa. Something that made going to the dentist almost…fun.
Aimed at a younger crowd, we created Mint*d. It brings a fresh energy to something people typically hate doing. Along the way we injected a little sass and playfulness, too, with treatments called The Full Minty, or Bleach, Please.
This is a brand experience created from the shop floor up. And it’s now being rolled out to 75 locations across Australia.
What: Outdoor Activation
Role: Creative Lead / Copywriter
This fun little proactive idea is based off a super simple insight - pet owners love playing with their dogs.
In this outdoor activation, we doused branded tennis balls in pheromones and hid them around off-leash dog parks. Doggos who found them and brought them back to their owners could then redeem them at the nearest Petbarn for toys or food. Pamphlets, full page press ads and proximity OOH ensured Dig To Redeem was the community event of the weekend.
Store owners were delighted by the volume of new customers literally walking through their doors for the first time, along with their equally happy humans in tow.
What: Social Activation
Role: Creative Lead / Copywriter
Adidas invited us to work with Manchester United FC to promote the fully-customisable ZX Flux.
We created a sneaker design competition that let the players show off their shoe design skills, and then invited teens to do better than their heroes. All of this was done via the ZX Flux shoe design tool.
Teenage fans could win the shoes designed by the players, but the real prize was to have your shoe design become the official casual sneaker of Manchester United FC.
What: Brand Platform
Role: Creative lead / Copywriter
We developed a comms platform for a new Emirates sub-brand.
No longer just a people mover, Emirates Holidays turned the airline into an experience provider as well.
The Look Forward brand platform showcased how Emirates gives you even more to look forward to on your next holiday when you fly with the world’s number one airline.
What: Brand Collateral
Role: Creative lead / Copywriter
Grolsch is a beer with a history of doing things differently. They have a unique swing-top bottle and were one of the first to use a two-hop recipe. With that in mind, they came to us with a new brand position, Unconventional by Tradition, which we were tasked with making relevant for a discerning, urban audience.
Being an inherently inward-looking line, we knew for it to resonate with the brand's core demographic of young urban drinkers, we would have to celebrate their everyday creative thinking, rather than just the beer's clever past.
We celebrated the ingenuity of our audience with two scenarios: a group of friends with the bright idea of camping on a rooftop in the city, and another group staging an impromptu outdoor film premiere with whatever assets they had at hand.
These two scenes and the stories surrounding them allowed us to refresh all of Grolsch's global visual assets, set a new inclusive tone of voice, and create digital content for markets to initiate their own local activations.
What: Creative Think Tank
Role: Creative lead / Copywriter
Grolsch needed to re-connect with its audience of creative urban professionals. We proposed an authentic, grassroots solution.
The Grolsch Greenhouse is a branded, shared workspace in one of Amsterdam's best creative hubs. It brings together creative thinkers from all different disciplines, and together we workshop creative ideas and insights, while riffing on creative culture generally.
Participants become part of an extensive network of like-minded creative professionals, while Grolsch gains unprecedented insight, branded content, and entry into the sub cultures of its core audience.
What: Branding
Role: Strategy / Copywriter
I had the privilege of helping lead the creation, branding and launch of a new creative agency.
The Formery is a creative intelligence agency: inspired by data, but creatively lead. A place where we give form to the ideas we love.
From renaming and rebranding, all the way through to establishing processes and a cultural philosophy, we worked from the ground up to create The Formery from scratch.
And it was also a good excuse to throw a party…
What: Social Content
Role: Copywriter
Across a series of animated shorts, we educated guys on the finer points of body hair maintenance. Including the sensitive issue of 'down there'. Also known as 'your bonsai'.
Video content was seeded across social while also forming the basis of our male grooming mini site.
What: Experiential
Role: Creative lead / Copywriter
The new Peugeot 108 launched in the Nederlands with eight customisable design themes, for different types of people.
We created a series of roadshow events and an online tool that invited people to project their lives on to a Peugeot 108 via Facebook connect. We then matched a design theme to their unique online presence.
This campaign turned a mass produced car into a much more personal possession.
What: Social Content
Role: Copywriter
Lighting can do more than just illuminate a house.
We proved it through a series of lighting challenges and 'lightovers', showing how a little lighting can change the way we feel and act. It even increased the value of a house.
This video series was shot all over the world to capture the unique lighting tastes of each region. I wrote and over-saw the production of a number of the European 'episodes'.
What: Social Activation & Content
Role: Creative lead / Copywriter
Vattenfall created a car that runs on pure energy. To help promote this achievement, we created The Pure Energy Challenge, giving users the chance to design their own virtual eCar powered by real-time weather feeds, and race it across a map of Europe to win.
The whole thing kicked off with teaser videos, poking fun at some earlier attempts at pure driving.
Before I was a copywriter, I was a journalist.
Here's a selection of articles I wrote for lad's magazine FHM. It's here I learnt how to write punchy copy and blast termite mounds with a cannon.