Captain Morgan

I helped cement Captain Morgan as the go-to brand of choice for young clubbers and party-goers across Europe.

I created a new breakthrough serve – the Cannonball – together with high-visibility, best-in-class bar wear and in-store point-of-sale. An on-trade sampling activation to launch the darker flavours and back story of the more mature, Captain Morgan Black Spiced. A Secret(ish) Society with a socially-connected ritual was also planned.

I also created a viral campaign to promote the brand during the Euro 2012 Football Tournament. Making the most of a relatively small budget, I helped prick the pomposity of overpaid players, their WAGs and hangers-on. The Captain’s tongue-in-cheek, rallying anthem called out to lads and lasses everywhere – to enjoy the footy, of course – but to enjoy the three-week party even more.

YouTube link below: (play loud!)
https://www.youtube.com/watch?v=zq-ZkDsD5lY
(original campaign video expired)

With the Captain's spirit no a firm favourite amongst crew mates as a result, nights out have become even more legendary...

Viral Campaign results:
– Gained 50k+ Facebook fans through social seeding
– Clocked up over 2 million YouTube views in 5 weeks, with a very healthy 93% ‘Like’ rating
– Great Britain: +15% value in the on-trade, off-trade sales were +156% vs Previous Year
– Germany: +73% growth vs Previous Year in Q4 Denmark: 30% share over the football period (vs 10% MAT)

DIAGEO MARKETING BRILLIANCE AWARDS
(Europe Region) 2012
Best Integrated Campaign Award
Captain Morgan’s Spiced Euro 2012 Football Campaign

With Britain at war in Afghanistan, intake to the RAF Regiment was down. This stand-out mailing caught the attention of young men and gave an insight into the daily life of a Regiment soldier through the intriguing perspective of a condom.

As well as a free condom and an invitation to an RAF Regiment 'Event Day' to hear more first-hand, recipients were also incentivised with a competition to win a day's paintballing for them and their mates.

This innovative approach to recruitment and storytelling was soon picked up by The Sun newspaper — in the way it knows best.

CONNECT AWARDS 2008
GOLD         
RAF Regiment recruitment
Intelligent Use of Data in Public Services

I created a new promotional first; a virtual reality training session with members of the England team ahead of Euro 2016.

Post-Iceland thrashing aside, this on-trend idea was more in-pack than on. It used the multi-pack box to create an Oculus Rift-style viewer to give England fans a slice of the action – and banter – with Messrs. Rooney, Sterling and Hart.

A one-off desk drop representing the idea was beautifully crafted, together with a personal letter and leaflet explaining the concept and film content. (Creating a viewable virtual reality mock up of England's finest was of course as impossible as Roy Hodgson finally lifting the Trophée Henri Delaunay.)

A live mobile phone with a personalised 'hot button' (and virtual reality YouTube example) was included, together with a working prototype of the viewer.

Our prospective client was suitably impressed – a result for innovative, creative thinking.

And the score? Pour one to England. Probably.

Won originally as a CRM pitch when paper and widgets were king, Guinness soon started picking up thousands of new fans – and awards – for its Print, Digital and Shopper campaigns. Whether raising the craic for St. Patrick’s Day, stoking the passion during Rugby's 6 Nations, or surprising-and-delighting fans on birthdays and at Christmas, Guinness converted the masses.

DMA’s 2004
GOLD        Guinness | St. Pat’s | FMCG
GOLD        Guinness | Relationship Marketing Programme | Brand Building
BRONZE   Guinness | Relationship Marketing Programme | CRM
BRONZE   Guinness | St. Pat’s | Multimedia

CAMPAIGN DIRECT 2004
GOLD       Guinness | St. Pat’s | Best Drinks, Grocery and Household Campaign
GOLD       Guinness | CRM | Royal Mail Award

SMART AWARDS 2003         
Guinness | Birthday Card | Best Direct Mail Pack (Digital Print)  

I was a creative consultant for the world-famous 'Citizens Advertising Takeover Service' (C.A.T.S.) campaign at Clapham Common Tube station. It replaced all the advertising posters for two weeks during August 2016.
Starting as a Kickstarter campaign to raise £23k, it surpassed its target having caught the imagination of cat-lovers, the plain curious and global media alike.
The project was driven by weglimpse.co, a volunteer group which aims to use creativity for good and show a glimpse of a nicer, less commercial world.
Together with a small team, I helped the founder, James Turner, extend the initial idea for fund-raising, social content, PR, viral and experiential, and helped direct the final creative executions to completion.
The result was a world-first; a crowd-funded takeover and media sensation that spurred other similar activity across the globe.
Purr-fect.
News footage:
https://www.youtube.com/watch?v=eAFHewxoE0s
 

Originally part of the pitch team that secured the Sainsbury’s CRM business, I continued to create and direct the account for the best part of 10 years.

Employing a host of brand-savvy, hard-working communications, I’ve helped inspire customers to cook differently whilst incentivising them to shop differently. And not just on food, but on fashion, finance and fuel too.

Bigger Basket. Spend Stretch. Collect Nectar for Christmas. Very Important Customers. Surprise & Delight. Just some of the many strategically-planned, tactical and perennial campaigns that have kept customers shopping for more — and living well for less.

The Pimm's Summer Party – relaunching Pimm's to the nation...

Pimm's had a problem; it wasn't selling 'oop North' and was at risk of being sold. Its associations with fancy tennis tournaments and rich regattas were limiting its potential.

However, a royal wedding was on the cards which had triggered a national swelling of pride. To capitalise on this, a nationwide promotional activation was rolled out to reacquaint Britain with a celebratory Pimm's & Lemonade.

The Pimm's Summer Party was launched at the start of British Summer Time; an eclectic integrated celebration of Britishness with just a small nod to the Monster Raving Looney Party. The push featured a TV spot, a social media launch linked to an experiential bus that toured the nation, and an exclusive in-store promotion at Sainsbury's,

As part of this, I convinced the client to produce an exclusive limited edition Union Jack bottle, to further capitalise on the royal wedding celebrations. And with a bank holiday and some unseasonal hot weather to hand, Pimm's flew off the shelves all over Britain – up 1,400% on the same weekend in the previous year. The nation's taste buds had been reset and Pimm's sales headed northwards. Splendiferous!

To support the launch of the new Infiniti M, I creatively directed this stylish brochure that was mailed to Infiniti hand-raisers. Focusing much more on the emotion of driving than on the technology of the car, I used stripped-back copy and a Shodo design treatment to enhance the feeling further. The visuals seen here secured the work, with the finished printed item delighting the client. 

Diageo wanted to explore bringing five of their premium spirit brands together on one platform. The aim was to increase sales and brand equity within exclusive venues and premium retail outlets.

Under the concept 'The difference is World Class', proposals were created showcasing the brands as the spirits of choice, with carefully-crafted tasting notes and editorial content featuring barman of the year, 2014 – James Fowler. 

Discreet fixtures and POS were also designed, together with a limited-edition World Class leather-bound spirit menu featuring signature serves by James himself.