One of the most successful British campaigns of all time. We decided to make the ad 122 seconds; one for every year the bread had been around. This added to the PR story making it front-page news in The Mirror and centre spread in The Sun (two of the UK’s biggest tabloids). It also won us our first Grand Prix at British TV, an IPA Effectiveness Grand Prix, the industry voted it campaign of the Year and the public voted it Ad of the Decade.
The follow-up. The idea was stories of goodness. This spot launched during the final of Britain’s Got Talent. It trended on Twitter. And it won two Golds at British TV and two Cannes Lions.
I was ran the Argos account for two years. It was the largest client in the agency and, one of the biggest retailers in the UK. For the first time, Argos was regarded as the best ad that Christmas. The campaign was also awarded at every major award show in the world. Winning awards for Integration, digital, and film. Making The Book of Dreams the most successful campaign in their history.
I ran the Co-op account for three years. They are one of the UK’s biggest retailers and the agency’s biggest account, covering everything from food to funeral care. Here are two pieces from both ends of the spectrum.
Fish for greatness is a brand platform that allows us to harp (sorry) on about all the great qualities of tuna without taking our self too seriously. Because for all it’s qualities it will always be fish in a tin can.
TikTok wanted to target a more mature audience. So in our first through the line campaign for the platform, we drop the common TikTok tropes. And bring to life the journeys of discovery the content can take people on.
I lead this pitch. My pitch was simple - We’re going to get the country saying… “Are you gonna Bingo?”. We did it by remaking the sexually explicit, banned party track “Are you gonna bang tho?” The ad went viral. The line became part of the British vernacular. Downloads went up 190%. Hundreds of gifs and memes were created and Liam Gallagher tweeted it on New Year’s Eve.
Nice one our kid. As you were x
We launched this campaign through Linked in. This changed the way business leaders see disadvantaged young people. It also gave us a digital-first, two D&AD Pencils and just about every other award at every show around the world.
Sekonda is the UK’s biggest watch manufacturer. I led the pitch. We pitched with the idea ‘No time for nonsense’. A dig at all the pretence in the watch market and turning our negative (we’re cheap and basic) into a positive.
This was a full rebrand for Talk Talk, one of the largest telecom companies in the UK. To bring the campaign to life we let twenty-five cameras roll for over two weeks in a family’s house. No scripts. No direction. Just us lot in a shed watching them. Not creepy at all.
The campaign won the best campaign at British TV. And the best 30” TV Ad.
Freedom beer, well-crafted ads for a well-crafted pint. In a nod to the good old days we gave them out as artwork for publicans to put on their walls, creating a bit of buzz and free media. The campaign picked up two D&AD pencils, one Cannes Lion and some UK stuff.
Blacks ‘The outdoor experts’ did well too, getting in the D&AD annual six times.