Sorry this page is so long.
But there’s a lot to show you. Over the years with my previous agencies, I’ve taken on – and delivered on – an extraordinary array of different tasks from many different sectors. Below are some examples of which I will always be extremely proud, particularly those that required a smart, strategic and insight-driven articulation at the top to trigger exciting, engaging and enduring campaigns underneath.
Creating ForGround with Bayer
Not only did I name ForGround – the sustainable farming division of global health and agriculture giant Bayer – but I also wrote the narrative and all the launch messaging. I remain hugely inspired by, and passionate about, the powerful potential of regenerative agriculture in fighting climate change and protecting the Earth into the future. Which must be why they said: “Only you write the copy we want.” I’ve also created positionings for no less than three of Bayer’s senior execs.
Saving faces with NIVEA
Faces, bodies, armpits, clothes – I’ve created campaigns for many NIVEA products for both women and men, including Q10, Naturally Good, Bakuchiol, Cellular, Sun, In Shower, deodorants and balms. On top of that, I’ve written narratives for the brand’s sustainability programme, as well as campaigns for products from Beiersdorf’s other brands, Eucerin and Elastoplast. So there’s not much I don’t know about skincare – I just wish I could do more of it.
SHAPE-ing with the British Academy
Everyone knows STEM and all the funding it gets. But what about the other subjects – humanities, social sciences, the arts? With a collective name of their own, they too could compete with STEM for that funding and also complement it in terms of applying and communicating innovations effectively. The British Academy needed a name and a launch narrative – and I loved creating both.
Attracting innovators with J&J
With so many companies offering support and funding to innovators, Johnson & Johnson Innovation (JJI) needed to up its game when it came to communicating its benefits. I created the concept of ‘Change One Thing, Change Everything’ to speak to them on an emotional level and created a series of social and event executions. It soon became a rallying cry within the organization. Watch the film if you have a minute.
Original knitbombing with 7Up
Visual rebrands are not of great interest to the average consumer. So I came up with something for 7Up that would be – the world’s first knitted bus. And with its colourful originality, iconic Routemaster shape and London skyline, it got picked up across the world.
Disarming Alzheimer’s with Roche
With no treatment progress in 20 years, Alzheimer’s is an unloved and misunderstood disease that’s becoming an ever-increasing burden for individuals and society. Roche – with the research and pipeline to change this – wanted to voice their ultimate ambition to outsmart Alzheimer’s – and I was so pleased it fell to me to articulate that mission. Because like many others, I too have personal experience with this life-thieving disease.
Launching ProGlide with Gillette
“Gillette’s launching another new razor? 13 blades, is it? Ridiculous!” Such was the public sentiment as Gillette prepared to launch its smoothest razor yet. I came up with the (very unGillette) central premise around performance that speaks for itself as well as helping to launch the Ultimate Summer Job, a promotional tour for superfans.
Going Olympic with Gillette (again)
As part of its sponsorship of the Olympics, Gillette needed a campaign for the Winter Olympiad in Sochi – even though almost all the male athletes had beards. So instead of focusing on appearance, I came up with the idea of Inner Steel, referring to both the athletes and the unique steel core of Gillette’s blades. And they loved it.
Telling it like a child with Hitachi
Hitachi Global Storage Technologies (HGST) – not known for their creativity, as you can tell from their name – wanted to create a brand book to underline their identity after acquisition by Western Digital. It remains one of my proudest moments that we persuaded them to tell the story of data storage in a children’s book style, illustrated brilliantly by an up-and-coming UK artist.
Making Digital Possible with BT
BT wanted to find a way to position its Global Services (large business) offering in a way that was creative and engaging for CTOs. I conceived the platform and wrote most of the supporting narrative and copy for The Digital Possible, that focused on how it could realise its clients’ digital potential.
Doing all sorts of work with Pfizer
Creating a Vaccine Confidence campaign that persuaded more people to have their first shots, as well as boosters; writing a purpose and narrative for Pfizer’s work in inflammatory disease; creating and scripting a series of internal videos; conceiving and writing a campaign around its new Lightspeed initiative; even creating content about their new means of creating content – I’ve done a lot with this global pharma company. And in their words: “You just seem to get us.”
Being cool for Braun
Lastly, I also love a photoshoot – particularly this one I directed for the launch of Braun’s Cooltec shaver in the Ice Hotel in Lapland. Brrrrr.
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