Hovis was in serious trouble, so they went up for pitch. We won the business with this campaign and it ended up saving the business and becoming on of the most successful campaigns of all time. It also won us our first Grand Prix at British TV, An IPA effectiveness Grand Prix, Campaign’s campaign of the year and the public voted it Ad of the decade. Here are some facts.
We launched this campaign through Linked in. This gave us a digital first, two D&AD pencils, a silver at the One show, two Cannes lions, Clios, Golds at the NY festival, and just about every award at every other show around the world.
Princes Trust - CV Personal Statement-HD
A through the line campaign for Sun Bingo. We won the account with this work. They wanted to highlight you could play Bingo anywhere and appeal to a new younger audience. So we took the Micky out of the classic Grime track 'Are you gonna bang tho?' And used the music video premise to visit as many locations as possible. A small part of me died in that pitch room when I had to rap it to the clients. Turns out I'm a pretty good MC.
Talk Talk are one of the largest Telecoms company’s here in the UK.
We relaunched them as a brand for Everyone.
We spent 3 months casting to find our family. Then we let twenty-five cameras roll for two weeks in their house. No scripts. No direction. Just us lot in a shed watching. We then came back to London and made the ads up from the ten thousand hours of footage. We even did one at Christmas.
The aim was to show it's the little moments in life that matter. Whether it's getting a text from a boy, a TV dinner or playing Candy Crush after a row. Highlighting Talk Talk as the enabler of all this lovely normalness that makes us human.
The campaign did well at British TV, Creative Circle, and Campaign Big. But for me, the best thing was that the brother and sister were asked to go onto Gogglebox because of the ad campaign. It normally works the other way around.
This stuff matters
Working from home.
Talk Talk Christmas
This was the follow on to Go on lad and the start of a new campaign for Hovis bread. Stories of goodness was the idea and it launched during the final of Britains got talent. It caused the nation to shed a tear and ended up trending on twitter. It also won two golds at British TV and two Cannes Lions.
Here are some of my most awarded print campaigns.
Trident gun crime.
To deglamorize gun crime we got rappers Roll Deep, a grime collective normally associated with gun crime, to write a track that tells the story of ‘Badman’ a youth who ruins his life by getting involved with guns.
500 white labels of the track went out to pirate radio stations, influential DJs and record shops around London creating a buzz on the underground scene. We then made it available to download from websites including BBC one extra, Kiss 100 and choice FM.
Six weeks later we released the music video. The video played out on just about every major music station in the UK including a two-week slot MTV, and a one month billing MTV2, MTV base, Kiss Choice Chanel U and BBC One extra.
With only a 150k budget the results where better than we hoped for…
‘Badman’ launched on the same billing as Eminem and Madonna’s new releases. Nominated for a MOBO. It was voted MTV Music video of the year. Over 2 million hits on You tube. 8 YouTube awards including ‘Most Discussed Video’. At the time was one of the top 20 branded viral films in the world. 47% of black Londoners recalled seeing the footage. Creating over 1.5 million pounds in free media. And It still being viewed and discussed today.
It also was also nominated for a silver pencil at D&AD and won the IPA effectiveness Grand Prix.