The brief
Create an animated video that explains BT Full Fibre broadband to customers in a simple, engaging way that focuses more on the benefits than the tech.
The insight
Most people think their current broadband is good enough – yet in the average household, it isn’t.
The idea
We highlight the capabilities of Full Fibre across all the devices in the average family home - speed, number of devices connected (always more than you think), and no drop in strength at peak times.
Full Fibre can handle everything you throw at it - not just now, but whatever the future might have in store. So why settle for good enough when you can have broadband that’s ready for anything?
Writer: Lu Dixon
Art Director: Colin Smith
Brief
As BT entered their seventh season in the battle for football audiences, they needed a big, bold campaign to kick off the new football season
Given BT Sport in 2019 held exclusive rights to the Champions League Live matches, we needed to inspire the football community to talk about BT Sport as THE place to watch it.
Insight
The beautiful game is remarkably unpredictable and season after season the Champion’s League has been the ultimate spectacle for football fans all over the world - the agony, the ecstasy, the incredible highs and the unbearable lows. Over and over, live football proves completely unpredictable. You just couldn’t write it…or could you?
Response
We revealed Unscripted, a campaign based on a script for the new football season. Written using AI and in collaboration with BT, our team commissioned the biggest brains in sports data, analytics and machine learning to write the first AI-inspired script of any football season anywhere on the planet.
Before a single ball had been kicked we fuelled the debate among players, pundits, and most importantly the fans themselves, proving that while you can’t always script football, you can most definitely watch it live on BT Sport.
Growth
This UK only campaign resulted in a tremendous amount of coverage all over the world, gaining 137 million media impressions across 44 countries.
But the most inspiring outcome was that Unscripted grew subscriptions for BT Sport like never before, signing up an incredible 100% more fans than the previous season.
Client/Agency: BT / WundermanThompson
Creative Directors: Christopher McKee + Richard Morgan
Art Directon + Design: Colin Smith
To mark the Queen’s Diamond Jubilee celebrations and a summer of sport, Selfridges marked this iconic moment for London and Britain with their Big British Bang campaign, with exciting in-store events, exclusive pop-up shops and lots more surprises along the way.
Taking visual inspiration from the creators behind Monty Python and Sergeant Pepper, we were tasked with bringing Selfridges’ Big British Bang campaign identity to life by embellishing with quirky animations promoting the 4 different events. These were then rolled out across digital advertising placements in key underground station locations close to the store in central London, with a twitter feed pulling live tweets into the placements from people attending the events.
Standard online display banners were also created, utilising the same library of animations, promoting the events to a wider audience for greater reach.
The brief
A channel agnostic idea that signals the arrival of the most game-changing connection in a generation.
The insight
The broadband market is awash with a sea of hyperbolic speed-based claims: superfast, ultrafast, lightning fast. But 75% of customers are satisfied with their broadband speed. The biggest tensions are now created by reliability.
Full Fibre is the UK’s most reliable technology, but nobody really understands why it’s different, why they need it and why they should pay more for it.
The idea
Reframe the conversation from ‘fast’ to ‘fast and flawless’.
Writer: Lu Dixon Art Director: Colin Smith
Objective
Drive fame for Hilton as a weekend, city break destination across UK, Germany, KSA and UAE with a hedonistic Millennial audience.
Insight
Travel guides give you the obvious sights to visit within city break destinations. These don’t reveal the beating heart of the city.
Idea
The Weekenders - an audience-led content series that unlocks the hidden and authentic, cultural gems within four key destinations - all enabled by Hilton Hotels.
The campaign was split into three distinct phases:
1. Impact - inspirational, spoken word film
2. Engage - travel guide canvas
3. Sustain - carousels, Stories and GIFs
Channels
Facebook and Instagram
Results
• Engagement rates 3x industry and platform benchmarks
• 7MN+ impressions
• 36% hero film completion rate
• 51% uplift in brand recall
The Brief
Establish a consistent visual language for the way we advertise combat sports for BT Sport, redefining them as the place to watch big fights live.
The Insight
In the past, each fight has been worked on independently, giving them a unique look and feel. However, brand recall was suffering because of this.
The Solution
Creative flexibility in a design-led framework.
We established clear creative principles and a core design system to empower BT Sport to own combat sports.
Writer & Creative Director: Chris McKee
Art Direction & Design: Colin Smith
The brief
Increase brand awareness for Under Armour in the lifestyle and fashion apparel sectors through their ambassador, Anthony Joshua, and JD Sports.
Insight
The ring walk is the boxer’s projection of power, confidence and swagger. Each fighter has their own style - both in how they conduct themselves and what they wear.
Idea
A celebration of Under Armour ambassador Anthony Joshua, exuding confidence through his choice of sports & leisure wear - articulated through an urban ring walk.
How it works
1. Impact - A 30’ hero film, that builds culture in the world of the wearer. This featured on the Under Armour, Anthony Joshua and JD social channels.
2. Engage - 3 x 15 second shoppable carousels, and 3 x 10s Insta Stories.
3. Sustain - DOOH, JD In-store display, behind the scenes video
Photography accompanying the filmed content was used on POS in JD stores, and heavily featured in OOH placements around Central London and Wembley in the run up to the Joshua Vs Povetkin fight in November 2018.
Results
• Campaign go live Sept 2018 - est. Impressions 45MN+
Brief
Develop a campaign idea to promote an enhanced offer on JEEP Renegade for the sales event, Black Friday.
Insight
Other manufacturers simply offer a monetary discount during a sales event. I felt suggesting a purchase incentive for Black Friday, and aligning a creative treatment to it would provide a far more compelling offer.
Response
A 'Free Paint' campaign. We ran tactical daily ads (digital & press) showcasing all colours in the Renegade range in the build up to Black Friday. The client expanded this offer and ran it for the whole month of November.
Objective:
Drive brand consideration for Hilton as a leisure destination across UK, Germany, Turkey and UAE with Generation X.
Insight:
The world’s biggest cultural event is happening during the campaign period - The FIFA 2018 World Cup - with no key hotel sponsor.
Idea:
The Winning Team - aligning Hilton with one of the most significant cultural events happening Summer 2018 - The World Cup to celebrate their world class hospitality.
The campaign was split into three distinct phases:
1. Impact - 60” hero launch film
2. Sustain - 10” vignettes
3. React - celebration 10” films
Channels:
Facebook, Instagram and YouTube
Results:
• 47MN+ impressions
• 6MN+ 100% views
• Uplift of brand consideration by 6% (vs target of 1%)
Brief
Position the Waterman Hemisphere pen as an elegant fashion accessory.
Insight
Hemisphere combines style and Parisian sophistication.
Idea
Parisian elegance personified.
Response
An integrated campaign, delivering the brand values of Hemisphere in an ethereal, Parisian dream-scape. Deliverables consisted of a 30 second film used in-store and online, and an OOH/Print campaign to accompany.
Douglas Ankrah, inventor of the now infamous Porn Star martini, and the man behind the London's best cocktail bars guides you through 100 sensational drinks recipes.
We had a long-standing relationship with Doug, designing the cocktail menus for his bars each year - which were highly sought after and coveted by those in the industry. He asked us to collate his recipes, and organise into a cocktail book displaying his best recipes. Some famous and well known, and some his own creation.
This was an absolute pleasure to work on and I still refer to this book now when hosting house and dinner parties!
Creative Direction: Susanna Cook
Design: Colin Smith
Background
Building on the phenomenal success of the Fiat 500, Fiat launched the five-seat 500L at the end of 2012, with the more rugged 500L Trekking and the seven-seat 500L MPW launching a year later to expand the range.
Brief
Put forward an overarching campaign idea that addressed the long-standing business challenges that 500L faces;
- Size perception
- Appeal to family audiences
Insight
- To clearly illustrate that this is a much bigger car we play around with scale and employ the technique of macro-photography; show the car with beautiful miniature scenes set in the foreground. Finding novel uses for everyday items, we celebrate the small moments in life that are a big deal.
Response:
A fully integrated campaign to breathe new life into the car and challenge perception while keeping the brand values clear. Campaign deliverables included; print ads / digital display / rich media video / social activity / in-store dealer activation / PR.
Brief
Fiat were looking to refresh the digital creative for their halo model, the best-selling Fiat 500. They had no new ATL or assets for us to use.
Insight
I used this as an opportunity to promote the Fiat 500 range as a whole; proposing we include the 500C (convertible) and 500S (sport) to the creative. This added shelf-life to the campaign, and the client then used this throughout the whole year.
Response
I'd identified a new Rich Media Page Skin format, which allowed for delivery of multiple messaging when a user scrolled. It was perfect for delivering heavy content in a visually interesting way. We were showcasing three model cars, and highlighting USP's for each, all within one high-impact page skin.
We targeted high traffic sites such as Daily Mail, Autotrader and Metro.co.uk, offering brand impact across multiple formats.
500 Range - Rich Media Skin:
Desktop | Tablet | Mobile
Fiat has collaborated with luxury yacht builder Riva to create a luxury special edition 500.
The Riva inspired 500 includes many design cues from the yachts; a unique paint used known as Sera blue, a double aquamarine line running around the middle of the car, and a hand painted mahogany dashboard. Chrome plating has been used to further enhance the visual link between the two; with the mirror caps, door handles and bonnet trim all getting a mirror-finish.
We were asked by Fiat Italy to create a suite of assets to be pushed out to all markets across Europe to promote the car. This consisted of Html5 display banners, page skin, email template, landing page and social assets.
Role: Banner scamps & storyboards, design of Facebook canvas & carousel, page skins, takeovers, email design.
Brief
Propose a digital campaign which capitalised on the buzz around London Fashion week and reinforces Fiat 500's positioning as the market leader for style & fashion in the automobile sector.
Insight
Fans of Fiat 500 see the car as an extension of their wardrobe; a real expression of their individuality and style. With the Fiat 500 being customisable in so many ways, we invited fans of the 500 to unleash their creativity, skinning a virtual model of the car in any way they liked.
Response
A social campaign with exceptional organic growth and reach. A microsite with over 3,000 car patterns generated. A well-rounded social campaign, pitched at the right audience.
Results
• A total of 3,268 approved patterns
• Likes on posts: 26,358
• Shares: 1,323
• Comments: 1,958
• People reached: 909,666 (of which 156,130 organically)
