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Recruiting a generation of 
non-volunteers to volunteer.

earned
branding
print
Awarded
Brand: LOCOGProject: Games Makers Role: CreativeAgency: McCann London

Brand: LOCOGProject: Games Makers 

The brief was to recruit 70,000 volunteers willing to work throughout the Olympic Games — from 5 a.m. starts to midnight finishes — without ever seeing a single event themselves. At the same time, we needed to transform the public perception of volunteering in the UK. Our solution was simple: don’t call them volunteers. That’s what people do in charity shops. We called them Games Makers — and inspired a generation and smashed records.

Empowering agencies 
to inspire not fire talent.

film
print

Brand: Cannes Lion FestivalProject: Delegate PassRole: Head of Art + Creative
Agency: McCann London

Brand: Cannes LionsProject: Cheaper than Redundancy

Our friends over at Cannes Festival of Lions wanted to drive sales of their delegate pass, which gives holders access to all that the festival has to offer. Rather than trying to pitch the passes to those who are already smashing it out of the park, we decided to pitch it to those who needed a little more guidance and inspiration. 

Turning uncertainty 
into understanding.

film
print
social
retail

Brand:  Financial TimesProject: Lead Without ExampleRole: CD + CreativeAgency: The Brooklyn Brothers

Brand: FTProject: Lead Without Example

As the pandemic took hold, the world turned to its leaders — but who could they turn to? In this unprecedented moment, there was no history to learn from or rule book to follow; it was about listening, adapting, and trusting your sources. Working closely with the FT’s in-house team, we launched this campaign over a single weekend, on a shoestring budget and with countless calls to governments worldwide. The result: declining subscriptions reversed, and new audiences began to grow.

Redifing standards to 
create generational growth.

film
print
social
retail

Brand: SubwayProject: VariousRole: Creative Director
Agency: Saatchi & Saatchi

Brand: SubwayProject: Various

Subway makes sandwiches — big ones. Over the past year, I’ve been leading a brand overhaul that’s taken their crave appeal to new heights across the UK and EMEA. The work has helped move the brand from consecutive years in the red to growth again. Here’s a small selection of what we’ve created together.

Advertising a game
we couldn’t advertise.

OOH
 
SOCIAL
print
earned
awarded

Brand: Microsoft XBOXProject: DestinyRole: Head of Art + CreativeAgency: McCann London

Brand: Microsoft XBOXProject: Destiny

How do you advertise a game when your competitors have sole marketing rights? You don't. We turned a game that sounded deceptively like a fragrance and marketed it like one. Did we step into a legal grey area? Maybe. Did we get the gaming world's attention for a fraction of the cost that PlayStation paid for exclusivity? Absolutely.

Turning tourists into 
guardians of Iceland’s beauty.

EARNED
film
social
b2b


Brand: Inspired by IcelandProject: Icelandic AcademyRole: CD + CreativeAgency: The Brooklyn Brothers + Islenska

Brand: Inspired by IcelandProject: Icelandic Academy 

Iceland has a problem. It's too god-damn pretty, and tourists flock to its beauty in their tens of thousands. Sure, it's good for the economy, but not for the environment or the locals. So, we created an educational academy to help tourists get the most out of their visit without damaging the beauty that drew them to it. In a short period, we enlisted over 20,000 students from 75 countries with zero media spend. Over the campaign period more people applied for our academy than the top Ivy league schools across America.

Turning a media channel 
into an entertainment channel.

OOH
 
SOCIAL
print
earned
awarded

Brand: Microssoft XBOXProejct: Survival BillboardRole: Head of Art + CreaitveAgency: McCann London

Brand: Microsoft XBOXProject: Survival Billboard

The new Tomb Raider game reimagined heroine Lara Croft as a gritty survivalist. So, rather than doing a regular outdoor campaign, we turned an advertising channel into an entertainment channel. Survival Billboard was a billboard on which eight gamers stood in a test of grit and inner strength. The last fan standing would win. Through a live stream, the public controlled the weather, unleashing blizzards, downpours, wind and heat to see who had the grit to stay standing the longest.

Using the law to 
challenge the law.

earned
film
social
b2b


Brand: Direct LineProject: This is Not a VanRole: Creative DirectorAgency: Saatchi & Saatchi

Brand: Direct Line InsuranceProject: This is Not a Van

Like most insurance brands among tradespeople, Direct Line was seen as a necessary evil. They didn’t recognise or relate to the daily battles their customers faced. One of the biggest? Tool theft. Seventy percent of tradespeople had been victims — and half of them more than once — yet the law offered them no real protection. We uncovered a simple but powerful insight: offices are protected by law, but vans — the tradesperson’s place of work — aren’t. The solution? Turn vans into offices. A bit mad, maybe, but sometimes crazy problems need crazy ideas.

Turning a brands legacy 
into a launchpad.

film
print

Brand : Sony MobileProject: Best of SonyRole: CreativeAgency: McCann London

Brand: Sony XperiaProject: Best of Sony

We launched a global campaign for Sony’s flagship phone and needed to find an angle that set it apart from the competition. We realised that Sony has pioneered technology across gaming consoles, cameras, TVs and, of course, the Walkman. In every area of consumer tech, Sony is a respected name — and all that innovation now lives inside a smartphone. So we looked back to remind people that the future of smartphones is already within reach. The campaign was shot by Hollywood director and all-round good guy, Tarsem Singh .We got David Bowie to let us remix his track. He hated it — then released it himself. Still no idea why.

Transforming a chicken brand
 into a get shit done brand.

film
print

Brand: Fridge RaidersProject: Get the Day DoneRole: CDAgency: Saatchi & Saatchi

Brand: Fridge RaidersProject: Get the Day Done

That feeling when you need to write a project description of your favourite chicken snack brand. You don't want to do it… it's exhausting… your head retracts into your body. No. It's too much. I can't… until the aforementioned chicken snack gives you the boost you need to get it done! Magic.