Endless Colour. Endless Possibilities.
Role: Creative Director
Winsor & Newton – the iconic and historic fine art brand – wanted a national campaign to highlight the limitless artistic and creative potential of their products and show audiences, old and new, why they are the undisputed experts of colour.
After crafting a unifying campaign line, ‘Expert Colour. Endless Possibilities.’, and selling in a bold new executional style for film and print, we set out on creating campaign unlike anything Winsor & Newton had ever produced.
With the help of 3D renders and CGI animations – both firsts for the brand – we were able to dramatically bring to life the true feeling of limitlessness and endlessness with colours and unique shapes not bound or restricted to a physical page.
Covering their range of products – we stretched our creative across film, print, social, ECRM and events and set a new campaign benchmark for years to come.
Helping Nissan bring their CRM into the 21st Century
Nissan cars have undergone something of a revolution since the turn of the millennium - with models like Qashqai, Juke and LEAF leading the way. In 2015 they finally surpassed Toyota to become Europe's top-selling Asian car brand.
Until recently Nissan's Customer Relationship Marketing has been a little less pioneering. However, with the help of our brave client, we've brought their communications firmly into the 21st century.
Here are a few examples of how we've done that.
1. YOU+WELCOME - a suite of welcome emails to reassure customers they made the right choice with Nissan.
2. SALES CONSIDERATION - a quarterly mailing and email programme that is sent out to drivers we believe are considering a new car. This campaign takes personalisation to a whole new level, using very granular data to hit customers with super relevant messages. It works too. With an ROI of 34:1.
3. YOU+NISSAN - a quarterly branding communication delivering rewards, excitement and experience.
4. LEAF eNEWS - a quarterly branding communication highlighting Nissan's leadership of the electric cars's evolution
NISSAN - DM
From welcome programmes to launching a brand new sector into the market, (crossover) I have worked on the Nissan account for over 10 years. In this time I have worked closely with the European as well as the GB clients delivering high profile campaigns and car launches. Here are just a selection of some of the direct mail that has gone out.
GUINNESS CARD
A simple brief to inform members of the RM programme that after 70 years, their beloved Guinness was now being brewed and shipped over from Ireland.
The mailer was in the form of a ‘moving card’ and inside was a ‘limited edition’ beer mat that was held in place by some clever die-cutting.
Such innovative creativity didn’t go unnoticed, I picked up a gold for Art Direction at the Direct Marketing Awards.
GUINNESS CHRISTMAS
How do you get Guinness fans to choose Guinness over lager when they stock up over Christmas?
Send them a baton and show them how to play Jingle Bells on pints of Guinness. This was supported by sending out an email and spreading the word on facebook. We created a buzz with a promotion to win a year’s supply of the black stuff and created a series of interactive YouTube videos showing how it’s done. Simple.
This communication helped to generate over 33000 likes on facebook and over 25000 views on YouTube – so all in all, quite a successful campaign. Oh, and it won a bronze at the DMA’s 2011 in the FMCG category – I’m off to the pub to celebrate, Slainte!
GUINNESS ST.PATS
Have you ever managed to carry four pints for you and your mates from the bar? No, then your luck is in with this inflatable pint carrier that was inserted into this mail pack.
The year this was produced, St Patrick’s day fell on a Wednesday, not a particularly great day to celebrate, so we decided to create another party the following Saturday. Two days to celebrate. Lucky, lucky you.
GT-R
So, our eager clients had put down a deposit and had an amazing test driving experience, what now? Well, as it was to be a further few months before they received their car, we were tasked to produce a ‘keep warm’ communication.
This was a heavily personalised book to remind them of their test drive experience of the day. A great way to make them feel that they were loved by the brand even though they didn’t quite actually own one.
HSBC Students
With the use of intelligent data we targeted youth account holders who had applied to go to university and tempted them with an attractive offer. The £60 Amazon gift card was then packaged up in a multi-media campaign to show how this incentive was a short term investment to their future. The campaign was extremely successful and produced the highest new-to-bank influx of students for nine years and generated millions of pounds in projected future revenue.
HSBC Currency Converter
We were tasked to come up with an idea that would benefit not just HSBC customers but everyone. The Currency Converter app is a truly useful utility for anyone who wishes to keep track of their spending abroad. Simply hold the camera functionality of your smart phone over the price of menus, bills, tickets etc and it would instantly translate prices into your home currency. Ideal for anyone who worries about the fluctuating exchange rates that make it hard to keep track of spending, or any nasty shocks when they get home.
HSBC Area Comparison Tool
To help strengthen HSBC's position as a knowledgable mortgage provider, we created an Area Comparison Tool. This web based app enables home owners and renters to find out stats and facts on the area they live in and compare it others.
Rather than focusing on putting the mortgage product front and centre, we focused on providing access to useful information on the areas our potential customers were searching in. Information that they really cared about: comparative house prices, council tax rates, and even how much sun the property might get.
By positioning HSBC as a trusted advisor, rather than simply a financial provider, we were able to create ongoing relationships with our potential customers.
HSBC Premier World Elite
Concept, look and feel, brand guidelines for digital and print, email templates, and direct mail for the HSBC Premier Elite Credit Card.
FATHER'S DAY
A charming video that was done ahead of Father’s Day to communicate the lengths a father will go to for someone he loves.
Entitled “Your face says it all” the video features a father and son building a go-kart in their garage and shows how the dad’s face is affected by the various tasks that they undertake during the task. The father then uses a number of products from the Dove Men+Care™ Face Range to clean and soothe his skin. The video ends with the strapline ‘He puts his face through a lot for the people he loves. Give him a little extra care this Father’s Day’.
Toolkits
The Department for International Trade (DIT) is the part of the government that promotes UK businesses overseas, whether getting organisations and companies to invest in the UK, or exporting UK goods and services worldwide.
With EU trading about to get a whole lot more challenging, we were tasked to produce 40+ business toolkits to prove to the world we were a country to be reckoned with post Brexit.
GOODIES
So your child is kicking up a fuss and the only way to sedate them is a quick fix. Thank goodness for Goodies – wholesome tasty treats made from real organic ingredients.
You preserve your credibility as a good parent who knows what’s good for your child and your little one is now content knowing that he’s got one over on mum and dad. A great TV, press and banner campaign that mirrored the vibrancy of the packaging and brought their characters to life.
ORGANIX - PRESS
How do you win over cynical mums who only want to give their babies the most nutritional food?
Simple. Give them Organix. Its food is made from real, quality ingredients that look and taste like it should do with nothing unnecessary added and nothing important taken away.
To communicate this we created a press campaign with a twist on traditional homely messages. The strong typographical look and feel, along with the warm hues, helped to reassure their customers that Organix makes food 'like you’d make yourself'.
SUMMER SPIRITS
A great example showing how Diageo and Schweppes came together to communicate that they were the ideal drink companions for adult social get-togethers, harnessing the sense of Great British pride during Summer 2012.
We created a multi media campaign for both the on and off-trade. It resulted in an 8% increase in YOY spirit sales for the summer period.
FAMILY FOOD FIGHT
Flora produced a television programme ‘Family food fight with Flora’ to try and encourage people to cook and eat more healthily.
We were briefed not only to produce the TV bumpers but also to create noise before and during the programme with hints and tips on healthy eating. Banners and video MPUs directed people to the facebook page that in turn challenged them to lower their heart age.
ROYALTY
If there was one product to celebrate Prince William tying the knot to Catherine Middleton then it had to be Gordon’s.
We commissioned Chris Lacey – veteran of the Connaught Hotel and Met Bar – to create three unique cocktails for the occasion.
An integrated campaign was produced. The email took our RM members to a microsite where they could see the videos of Chris making the cocktails, while the DM featured three cocktail cards with instructions for how to make them.
Our RM members then had to vote for their favourite, and to name their chosen cocktail.
To incentivise them, we offered 1,001 royal prizes, including limited edition coasters, glassware and serving trays. The grand prize was a fantastic hamper plus a commemorative certificate. Along with this they also had their name and chosen cocktail mentioned in The Daily Telegraph the day before and on the day of the wedding.
CHRISTMAS
Being the host of a Christmas party can be quite daunting so we put together a compendium of drinks, tasty recipes and games.
The drinks were expertly demonstrated step-by-step by Gordon Ramsay and the games were suggested by Josie Curran – games aficionado and author of the Organised series of books. The recipes were suggested by Gordon Ramsay himself.
To deliver this we sent an email to RM customers and directed them through to an interactive website (a direct mail pack was sent to those who didn’t have an email address).
T-SHIRTS
After successfully winning the pitch for the DRTV ads for T-Mobile, here’s an ad that went ahead and graced our screens over the summer.
It’s not quite the encompassing brand campaign that Saatchi did for ‘dance’ but never the less this got people ringing in for the amazing deals and up-to-date phones. As you can see the execution isn’t the best and given more budget and time this could have been so much better, but hey, it worked.
1000 DAY JOURNEY
A simple video was produced to illustrate a customer journey for Aptamil. The film follows a mum-to-be, through her pregnancy and beyond. From web searches to word of mouth, from useful apps to social media, our customer will be inspired and reassured by the brand through her 1000 day journey.
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Pitch-winning platform idea to make the brand the go-to choice for car insurance. Aiming to shift attitudes from the moment of crisis to year-round consideration, we championed the pleasantly surprising moments that can happen when we're in the car. By leaning into the brighter side of driving, we showed how it takes Aviva to give people the confidence to embrace all the unexpected moments on the road – good or bad.
The campaign launched across social and digital platforms, including YouTube bumpers, contextual display and in-app ads on Waze.
