Launch campaign for 4 new credit cards for the AA.
Project included naming, concept development and creating the look and feel.
Brief:
Create a campaign for the launch of 4 new credit cards for the AA backed by Bank of Ireland.
Solution:
With a crowded market and a lot of negative feeling about banks we created a simple and striking campaign that utilised the AA core brand benefit which built on trust. In a survey conducted by Y&R it was found that the AA was no.1 for most trusted brand.
Dual - 0% transfer and purchases
Refuel - fuel cash back
Zero - 0% balance transfer
Low rate - 7.9% balance transfer and purchases
At a time when more and more pictures are being taken on mobiles, Canon needed to establish a new space for themselves. This Global rebrand did just that and set Canon apart by establishing that no-one can tell a story like a picture from a Canon camera can.
Under the strapline of "Live for the story", we encouraged customers to capture those moments that make life really special, that tell a story in just one image.
This versatile campaign worked seamlessly across all media and across every season and holiday. We simply encouraged people to share their story and enjoy others.
Forza Fuel created to engage and excite gamers across all social media channels. A series of challenges echoed the supercar driver experience throughout the tour.
66k gamers registered
3.6m views
37k Twitter conversations
417k Xbox.com visits
$1m revenue
This event that saw eight social media influencers given eight supercars and just four days to get from Bologna to Barcelona. The route followed sections of roads featured in the game.
Brief: Create a social media campaign for the AA, highlighting what makes the service so good.
Solution: Taking extraordinary true stories from the public and bringing them to life in a story book visual theme. Publishing on Facebook, Twitter, Instagram and press ads.
All the stories are true, we didn't make any up.
Using #ithappenedtome across all platforms.
This 18 month campaign encouraged the public to send in their extraordinary real stories and participate in storytelling.
It involved creating the campaign from scratch, eveloving the look and feel, tone of voice and shooting a variety of scenarios.
Home Insurance - with ID fraud cover
Brief: Promote the free ID fraud assistance cover included with Home Insurance.
Solution: Animated banner where stick men stole the type to relay the potential threat of identity theft.
Travel Insurance
Brief: Promote the award winning travel insurance with a discount.
Solution: Create a simple engaging mail pack that shows you never know what could go wrong once you've booked your flight.
Home Insurance - third off
Brief: Offer a third off discount with Home Insurance
Solution: Create a simple series of communications that use the insurers worst nightmares to grab their attention.
Home Insurance - 12 for 9 months
Brief: Offer 12 months for the price of 9 on Home Insurance.
Solution: Using an annual calendar to instantly communicate the 12 for 9 months offer by removing 3 months payments from the year.
Car Insurance
Brief: Offer a price freeze for next years premiums.
Solution: 'Locking' in the price fix with a seat belt lock for the leaflet. Online we used rich media to create impact of a car reversing too much and then Direct Line put on the brakes for the price fix. Visual brand touches using the red button on the belt lock and red lights emphasises the Direct Line association.
Brief: Promote the free extra shot with every coffee purchased.
Solution: Awareness of the founding Italian heritage was low so we emphasised that by showing off a beautiful Italian landscape shot. Leveraging the founding Italian brothers of Costa to emphasise the real Italian heritage of the brand.
Brief: Take the Ziggy character from the TV ad and create digital and dm with the flexible Blue Price Promise that doesn't lock you in.
Solution: Demonstrating the freedom of the offer by creating a home environment for Ziggy to roam and search for the best energy offer.
Brief: Create Onetel sponsorship bumpers for the Channel 4 music hall of fame programme.
Solution: Created the Onetel band made of 6 backstage crew, each spot introducing a character mimicking their heroes Madonna, Kurt Cobain, Lemmy, Keith Moon, Tina Turner and James Brown. Including a 15 second introduction to the band and a 15 second end bumper which features a character from a famous quote.
We commissioned a custom-made Onetel logo shaped guitar for the Cobain character.
Brief: Create a new Silver and Gold tiered membership identity for the AA.
Solution: Using the simple visual analogy of car lights at night to create the shapes of the S and G on the road. Movement emphasises that the AA are always keeping you on the move.
Brief: Promote the design element of the Dolce Gusto coffee machine.
Solution: Set up the Dolce Gusto as a 'style icon' reflected in the sampling units elegant design.
Brief: Create an invite to the launch of the new Rolls Royce, aimed at trade and journalists.
Solution: Email to test drive the new model in Arizona. It including a customised smart phone cover that reflected the craftsmanship in every Rolls Royce - leather, double stitching, unique fabrics and metal finish. Invitees would receive their customised mobile covers in a bespoke tube at the hotel in Arizona with an engraved key fob for the test drive.
Brief: Promote a free weekend of Sky programmes on Sky3 to non-Sky subscribers.
Solution: Showcase various characters from the selected Sky programmes as though they were already part of the family/household.
Brief: Create a sampling unit for airports and shopping centres which tells the story of how Bacardi Maestro was created.
Solution: The worlds first sipping white rum was inspired by Jorge Bacardi in the nineteen thirties. It took over 80 years to master so take time to enjoy it in privacy inside this elegant private booth.
Brief: Offer the award-winning AA Business Breakdown service with 40% off.
Solution: Using an on brand yellow duster to emphasise the connection with AA and award-winning service.
Brief: Create an awareness campaign celebrating 20 years of Sky Sports Premiership coverage.
Solution: Where was the best players 20 years ago? Showing the journey of some of the Premiership's best players across those years tells a story of growth that mirrors the Sky Premiership relationship.
Sky Cinema - Harry Potter magical props
AA Silverstone Classic Car Show
Personal work - Family Guy pastiche portraying my son and pet dog
Talenthouse competition - Batman v Superman
AA - Breakdown cover
Here are some examples of my Photoshop visualising skills.
Here’s a selection of my scamps from past projects.
Surf
Bacardi
Canon
Sky
Cadburys
