We relaunched Talk Talk with the idea 'This stuff matters' TV, broadband, mobile, has quickly become the fabric of everyday life. So to prove this insight we let twenty-five cameras roll for two weeks in a family's house. No scripts. No direction. Just our lot in a shed weirdly watching a family. We then came back to London and made the ads up from the ten thousand hours of footage. We did one at Christmas too.
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
Talk Talk Christmas
Working from home.
I've been CD on the Prince's Trust for 3 years:- Each year we've been awarded at the major award shows. We've just launched the 'Youth can do it' campaign - A big idea that runs through the whole business, not just a TV ad.
In this cinema spot shot by Andera Arnold, we wanted to prove that youth could really do it. So we only used kids who have been through the stuff we were showing. We shot them in their own homes. The poem was by Mia, a young girl who has grown up in care. And the music was from inner-voices. An inner-city choir for underprivileged children.
Youth can do it.
Princes Trust - CV Personal Statement-HD
We pitched this as an app as well as TV. Two years later someone else did it and made lots of money. Bummer.
Freedom didn't have much cash so we made these posters, framed them and gave them out as signed pieces of art for landlords to hang in their pubs. And they did. So far it has picked up at every show.
Hovis was in serious trouble, so they went up for pitch. We won the business with this campaign and it ended up saving their whole business. It also won us our first Grand Prix, the campaign of the year and the public voted it Ad of the decade. Here are some proper facts.
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 virals 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 won lots of stuff and got nominated for a silver pencil.
I was CD on Virgin Money for two years. It's pretty hard work working with a bank and you do a lot of boring stuff but here are a few of the more interesting bits we managed to get through.
Virgin Money - Digital Postcards
To promote Virgin Money travel insurance we installed a green screen at Heathrow airport and let holiday goers star in there own digital postcards. These went straight on to their social feed. It was proper fun and worked a treat. Here are some of the films*
*No agency people make up this film.
We made a personalized film where marathon runners could send Steven Fry and ask for sponsorship. Here's a case study.
My first job at Saatchi's for Guinness Ireland. Shot with Daniel Wolf. Got us a pencil.
NHS Anti Smoking
In order to get mums and dads to quit smoking, we decided to give children from smoking households cameras and let them film the ad themselves, reafirming that kids really will do anything to get them to stop.
This was the first thing I got in the D&AD annual. Ahhh.
I was the lead creative on Visa Europe for two years while at Saatchi London.
The Met Police briefed us to design a leaflet to combat the rising levels of knife crime amongst London teenagers. We thought we could use the minimal budget of £55k to better effect. We created a demo for a fake computer game called ‘Knife City’. We then seeded it online in gaming forums and youth chat rooms to create hype. Then we distributed it online, in shops, on the cover of gaming magazines and at youth events across London. Altogether, ‘Knife City’ was viewed and downloaded over 250,000 times. It created numerous debates on blogs, chat rooms and forums worldwide and it was featured on BBC, ITN and Sky news and London newspapers. Copies of ‘Knife City’ have since been requested worldwide.