The Client: Gillette
My Role: Senior Creative
The Brief: Launch Gillette’s new male intimate trimmer and razor to the UK market.
The Answer: A humorous campaign that acknowledges men’s worries about grooming “down there” and provides the reassurance that only Gillette can offer.
The Results: Initial campaign was so successful - 5% of UK men now own a Gillette Intimate product - that a follow-up commercial was commissioned for the Paris Olympics starring Tom Daley.
The Agency: Saatchi & Saatchi
The Client: Gillette
My Role: Creative Director
The Brief: Leverage Gillette’s position as Official Partner of the 2024 Paris Olympics to gain brand love in the French market.
The Answer: Created a press ad that ran on the back cover of France's premium sports magazine "L'Équipe" for the duration of the Games and which is now in the running for Epica and Eurobest awards. Accompanied by successful TVC and Social campaigns starring French Olympic Team Captain and epitome of ‘La Perfection Au Masculin’ Kevin Mayer.
The Results: Campaign was so successful it has been extended far beyond its original media remit. Press advert is currently in the running for Epica and Eurobest awards.
The Agency: Saatchi & Saatchi
The Client: Flash
My Role: Creative Director
The Brief: Refresh the distinctive Flash brand, flexing it to sell a wider portfolio of products.
The Answer: Created and oversaw the production of a series of TV and radio spots, all proudly anchored in the Flash world, yet selling very different solutions.
Results: Flash is now one of the most-recalled P&G brands while Spray Wipe Done has become the best-selling P&G Spray within 2 months of launch, generating “phenomenal” levels of organic social media interest.
The Agency: Saatchi & Saatchi
The Client: Tampax
My Role: Senior Creative
The Brief: Create a social campaign to break down the barriers that prevent 18-25 year old women from using tampons.
The Answer: Partnered with TV celebrity Scarlett Moffatt and the England Lionesses to create a social campaign that tackles tampon anxieties head-on.
The Results: Won a Campaign Media Award and and increased tampon consideration in our target group by 5%, trials by 30% and sales by 9%, with 70% of women saying they felt much more positive about Tampax after seeing the campaign.
The Agency: Saatchi & Saatchi
The Client: Gillette
My Role: Senior Creative
The Brief: Create a campaign for Gillette’s biggest-ever product launch.
The Answer: A striking TV and OOH campaign using brand advocate Raheem Sterling to convey the message that your morning routine can be effortless when you have the right tools for the job.
The Results: Gillette’s most successful UK razor launch ever.
The Agency: Saatchi & Saatchi
The Client: O2
My Role: Senior Creative
The Brief: Build online brand love for O2, promote War Child’s vital work, drive donations and sell out all 12 BRITs Week gigs.
The Answer: We asked all 12 BRITs Week artists to dedicate their gig to a particular child, whose story was then brought to life in an animated film. These were shared on O2’s YouTube and Instagram feeds and reposted by each artist. Each child’s story was played on stage before their paired artist’s gig and was further communicated by posters, digital screens and the artist themselves, bridging the gap between the joyfulness of the occasion and the seriousness of the cause.
The Results: Engagement doubled compared to the previous year, donations rose by 15% and the link between O2 and War Child was made clear, with 105,000 people now seeing O2 as ‘a brand that does social good’. High-profile retweets helped the campaign trend and the gigs sell out in minutes.
The Agency: Just So London
The Client: Change4Life (H.M. Government)
My Role: Midweight Creative
The Brief: Partner with Disney to get inactive English kids up and moving.
The Campaign: Created a 30" TV ad, set of 10" idents and 65 online games, bringing together the Change4Life and Disney worlds.
The Results: The campaign smashed all Change4Life participation records, scooped an IPA Effectiveness award and was selected as Campaign's Ad Of The Day. And, crucially, it also got the nation’s kids doing 100 million extra minutes of summer activity.
Agency: M&C Saatchi
Director: Steve Harding-Hill (Aardman)
The Client: Financial Conduct Authority (UK Government)
My Role: Midweight Creative
The Brief: Persuade older investors that they are more vulnerable to scammers than they realise - and give them the tools to protect themselves.
The Answer: I investigated the different tactics that investment scammers use and found that flattery, emotional manipulation and time pressure were the most potent. I then crafted a series of press ads that used each tactic to lure in the reader, simultaneously revealing their vulnerability and equipping them to deal with real-life scammers.
The Agency: M&C Saatchi
The Brief: Reposition this tired laundry brand as the brightest choice for summer clothes.
My Role: Senior Creative
The Answer: A TikTok and TV campaign encouraging everyone to #DazItUp during Summer 2020, even if they were stuck at home.
The Results: 107 million views on TikTok with an engagement rate of 15.87%.
The Agency: Saatchi & Saatchi
