‘As Smooth As You Like’ for ‘King of Shaves’ for @OneMinuteBriefs.
Problem: ‘KING OF SHAVES’ "Millions of men and women have used our shaving and skincare products since 1993. We are made in Britain, independent and proud to be the first brand to launch environmentally friendly refillable shaving gels and oils” How do you get that message across to the greater public and consumer?
Solution: I wanted something that was bold, clear and would resonate with the general public while highlighting the positive environmental message. Less Plastic means less Landfill and is better for our wildlife.
Execution This poster clearly demonstrates that with the King of Shaves you can be ‘As Smooth As You Like’. It is worth mentioning that the Hedgehog in the picture was suffering from alopecia and that once it had some TLC its spines grew back, and that I would never condone the injury of our native British wildlife. If you want to help our Hedgehogs you can check out this website. https://www.britishhedgehogs.org.uk/
‘HEAVY METAL’ for Ford UK Agency GTB.
The new Transit 5 Tonne Van was being launched and I wrote a series of Scripts and ads to advertise this fact. This poster was mocked up to give the client a clear visual to show what the TV spot and poster campaign could look like.
‘FROM PISH TO PARADISE’ for ‘IRN BRU ENERGY’ Agency Leith.
Problem
IRN BRU is Scotland’s most popular soft drink and while consumers love the taste the 18-30 year olds also wanted something with a bit more kick to get them going. IRN BRU ENERGY was keen to show that it was different from the other Energy drinks on the market. In Scotland people wanted a kick so that they could get on with the mundane tasks that we all have to do like putting the bins out, or pulling a night shift. The aim is not to show how this drink will make you dive off a large cliff into the sea or adrenaline based adventure, but how it allows you to power through the everyday.
Solution
I love Irn Bru’s well established irreverent tone of voice and wanted to ensure that I got that across in these Social Assets, by using authentic Scottish Vernacular
Execution
I decided to show the transition from the mundane to the ridiculous. We have all waited for a bus in the cold and wet. The thinking behind this social carousel was that a can of IRN BRU ENERGY might just give you the lift that you need, and while the guy is in Paisley at least he can imagine that he is elsewhere.
‘FROM WEE MAN TO BIG MAN’ for ‘IRN BRU ENERGY’ Agency Leith.
I don’t want to fetishise local speech or dialects but celebrate them. Authenticity is key and I think that if you treat dialects with respect and reverence and use them appropriately then people will react positively knowing that you have taken the time to embrace the culture.
‘ADLAND ISN”T WORKING’ for M&C SAATCHI Open House.
M&C SAATCHI hosted an eight week advertising course and wanted participants to submit a poster. I decided to raid their archives with a cheeky play on a famous campaign. Advertising has a constant hunger for the ‘New’ but I think it pays dividends to look at what has gone before.
‘DARK, DELICIOUS, DAIRY FREE’ for ‘NOMO’ Agency Redbrickroad.
Problem Nomo is a Vegan and Dairy Free Chocolate bar that nobody has heard of. How do you advertise a chocolate bar in a sector where taste and indulgence are usually the key selling points?
Solution I decided that the ‘problem’ is also the brands greatest asset, so lets highlight consumer caution upfront and let people know that despite the lack of Dairy this is no less delicious.
Execution
I wanted something that was eye catching and make consumers take a second look. The Cow ‘Nomo’ is looking at the consumer judging their choices however since they are eating a Dairy Free chocolate bar the consumer is safe…
‘FROM WEE MAN TO BIG MAN’ for ‘IRN BRU ENERGY’ Agency Leith.
This brief really was really keen to express how IRN BRU was a Scottish brand made for and enjoyed by Scottish people. So I started thinking what does Scotland mean to me? It’s a country that I love and it’s a country that is proud of its heritage but also treats itself with a great sense of irreverence. I thought that it was really important to acknowledge this and so I chose Scotty from Star Trek, I know that this Is VERY on the nose, but that was the point.
I liked that even with Scotties dour attitude thanks to his IRN BRU ENERGY he IS able to change the laws of physics.
‘FROM NO WAY TO NAE BOTHER’ for ‘IRN BRU ENERGY’ Agency Leith.
When I have been in Scotland and someone has done something helpful or kind or gone out of their way for me, and I have thanked them they often reply that it was ‘Nae Bother’. I wanted to show that generosity of spirit and the friendly manner that it is imbibed within the phrase.
That by drinking IRN BRU ENERGY a task that was previously unsurmountable is now achievable.
‘FROM HEE HAW TO HERO’ for ‘IRN BRU ENERGY’ Agency Leith.
When speaking to my Scottish friends I always smile when they say that they are doing ‘Hee Haw’ which simply means that they are doing nothing and not busy. I wanted to express that with just one can of IRN BRU ENERGY you can go from nothing to everything.
‘FROM HEE HAW TO HERO’ for ‘IRN BRU ENERGY’ Agency Leith.
People respond well to Memes on Social if they are written in the style that the joke was originally intended. I chose the picture of the ‘Confused Grandma’ to show that she can’t quite believe what she is reading. The Scottish Children’s nursery rhyme ‘you canne shove a granny off a bus’ is famous and I thought that it would be funny to show the direct contrast between what you can and can’t achieve once you have IRN BRU ENERGY I liked the juxtaposition between a sweet old lady and the notion that you would shove her off a bus. I should point out that I DO NOT condone Grannie shoving, if anything let them have your seat.
‘DONT FEAR THE REAPER’ for ‘DEAD HAPPY’ for @OneMinuteBriefs.
PROBLEM DEAD HAPPY is a life insurance company who wish to challenge the seemingly boring and morbid business of Life Insurance.
Solution Rather than focusing on the negative- Try and ensure that you live as positive a life as possible and enjoy your time on the planet. I wanted to express a jo de vivre
Execution For this poster I wanted to show that ‘Death’ is not the bad guy in this situation. I had the image in my head of an old person that had lived a rich full life sipping a Pina Colada on a beautiful beach and then Death turns up at Sunset, because this person has lived a good life they dont mind. They ‘Dont Fear The Reaper’ because thanks to their life insurance they are ‘Dead Happy’.