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AN EAR FOR UNLEASHING UNLIKE MINDS.

I’m a proud ear person.

A proud ear person who is unlike the majority of creative leaders who are, dare I say it, mouth people. (Not that there’s anything wrong with being a mouth person)

I’m an ear person who thrives on bringing unlike minds together, not just different skin tones but gender, socio-economic, age, nationalities, introverts, extroverts, mouth people, and fellow ear people, then unleash the power of these unlike minds in a safe environment, helping them use their ears to understand different points of view and create ideas that resonate.

The work: A collective of unlike minds could be chaos but I’m laser-focused on a brand’s mission statement. Everything, and I mean everything, must ladder up to it. For brands to succeed, we must create a common belief that it is malleable enough to withstand our current disposable and fragmented digital culture.

TURNING A TELCO INTO AN EXPERIENCE COMPANY.

The last thing a premium brand like Verizon wanted to do was get into a price battle against T-Mobile, AT&T, and Mint Mobile, but that’s exactly where they found themselves. It became a race to the bottom.

As the social AOR for Verizon, we pivoted, reduced the offers & deals, and created more unique experiences from their partnerships to drive sales.

It worked, reducing years of losses to a 6% increase in 2023.

BELOW IS A SMALL SAMPLE OF WORK PRODUCED

iPHONE 15 LAUNCH

Catch my iPhone, an immersive AR experience turning Verizon’s iPhone launch into a larger-than-life, personalized drop moment, where a 300-foot digital twin of latin music icon J Balvin walked across the country to fans’ homes dropping the new iPhone for them to catch.

GOOGLE PIXEL 7 PRO LAUNCH

there was magic on the streets with the Verizon Magic Street Search - a first-of-its-kind gamified Google Maps experience that connected and supercharged Google technology to showcase Verizon as the ultimate network.

SAMSUNG S22 ULTRA LAUNCH

QUEEN ON DEMAND, AN INTERACTIVE LIVE STREAM EXPERIENCE ON TIKTOK WHERE FANS COULD CHOOSE WHERE BOB THE DRAG QUEEN’S NIGHT WOULD GO, ALL FILMED IN NIGHT MODE ON THE NEW SAMSUNG S22 ULTRA.

SAMSUNG S23 ULTRA LAUNCH

DR LUPO WAS DROPPED IN THE MIDDLE OF NOWHERE TO GAME ON THE LATEST SAMSUNG S23 ULTRA AND LIVE-STREAMED IN NIGHTMODE VIA THE VERIZON 5G NETWORK TO SHOWCASE VERIZON IS THE NETWORK GAMERS CAN RELY ON. GAMING FANS COULD Pre-order the new s23 during the live stream, INTERACT WITH HIM AND HELP HIM AS He PLAYED FORTNITE.

FROM UNBLOCKER TO THE PLEASURE OF BREATHING.

'The pleasure of breathing' global platform evolved Otrivin from a simple nasal unblocker to the number one nasal care experts resulting in Switzerland's first-ever European EFFIE award for effectiveness & the country's first-ever gold Cannes Lion, winning two Gold Lions in film.

The campaign produced many executions globally but here are few of my favourites.

FIND YOUR BEACH, ANYWHERE. 

Who would have thought, Corona Extra had a problem in the US? Its greatest strength, the sun & sand, had become its Achilles heel.

Over time, Americans enjoyed Corona as a vacation beer, not as a beer you could drink anywhere. 

To overcome this problem, the iconic 'Find your Beach' campaign was created at Cramer Krasselt Chicago, transforming the literal sun & sand Corona experience to the beach state of mind - your beach could be wherever you wanted it to be. 

The campaign was a gold EFFIE winner, received a gold Cannes lion for Luna Corona, a Jay Chiat award & even written up in Harvard Business papers.

Below are a couple of my favourite campaigns, including how we turned the ultimate daytime beer into the ultimate nighttime beer...with a little help from the moon.

HOW TO OUTTHINK AUSTRALIA'S SILENT KILLER.

The majority of people know IBM but they don't know what they do. So how do you get Aussies to care about something they can't touch, see or experience? You tackle an issue close to every Australian's heart. Melanoma. 

We invented the Watson Smart Mirror, a simple augmented reality skin check. By standing in front of the mirror, everyday Australians allowed Watson to analyse their age, gender, sunscreen coverage & calculate their overall risk. 

And for those unable to meet Watson in person, we invited them to share their melanoma stories & photos on social media. As long as they used #outthinkmelanoma, the researchers were able to analyse the content using IBM Watson to ultimately learn from the experience of Australians. 

This data helped Watson improve the accuracy of melanoma diagnosis from 60% with the naked eye to 91%. On top, it enabled Australians to understand the power of IBM. 

TEENS DISCOVERED AN ICON.

Coke was losing relevance with a vital demographic: teens.

An important observation we made about this target audience was the fact they get a buzz out of sharing stuff that adults don’t ‘get’. So we used the brand to create a teen world that adults wouldn’t even know existed.

We launched a limited edition range of cans in five vibrant colours - the first departure from the brand’s iconic red in 127 years. Prompted by our communications, teens discovered that the cans were, in fact, codes to a world we created just for them. Using mobile image recognition software which we developed, teens were able to unlock games, content, access to celebrities, activations, prizes & instant rewards.

Sales exceeded our target by 55%, the number of teens drinking Coke leapt from 36% to 47%, & #colouryoursummer was named Mumbrella’s ‘campaign of the year’, along with winning a Silver Lion at Cannes.

BREAKING THE RULES FOR LOVE.

THE NEON SIGN THAT CONTINUED TO SHINE.

LIFE SHOULD ALWAYS BE FINGER LICKIN' GOOD.

Research claimed people wanted KFC to promote grilled chicken wraps with lots of salad to make them feel good about themselves but we said f*#k it, we must be true to ourselves & have ‘Pride in Fried’. 

Our mantra of ‘Pride in Fried’ worked, with over 24 consecutive quarters in growth, not bad when the category is in decline.

In all communications we showcased how KFC provides a moment of escapism, by unleashing the free spirit within. You should live your life the way you eat KFC chicken - uninhibited, without judgement, true to yourself & living in the moment.

We made countless TV/online films, created daily content on social, hard-working retail ooh/digital banners, activations, sport sponsorship entertainment, rebuilt the KFC website/app & the list goes on.

BRAND WORK

VALUE LAYER - SHUT UP & TAKE MY MONEY!

NEWS LAYER - DID SOMEONE SAY KFC?                 

BRINGING BEHAVIOUR SCIENCE & SOCIAL DATA TOGETHER
 

SOCIAL - ONE OF THE 1000s OF PIECES PRODUCED. 

ACTIVATION - TAKING THE BIRD TO BIRDSVILLE.

FINGER LICKIN' GOOD CUTLERY POSTERS

LIFE OPENS UP WITH GALAXY. 

The Samsung Galaxy brand didn’t have a brand purpose after dropping ‘Do what you can’t’ many years earlier. I still love that purpose by the way.

The brand value eroded to product launches with rational product feature communications, making it very tough to compete against Apple, a truly emotion-based brand.

At R/GA we created the global brand positioning – Life opens up with Galaxy – because openness is what Samsung truly believes in, it’s at the heart of everything they do. By creating technology with fewer boundaries and limitations, they enable more creativity, innovation, and freedom.

This new purpose helped catapult Samsung to no.5 on the Interbrands most valuable brands, the first time a non-American brand made it into the top 5.

The Galaxy Belief

We’re all born with a beautiful bias toward openness

Open to anyone

Open for everything

Open with whatever thing

Galaxy was created to be as open as we are

To make impossible innovations possible

To connect devices, brands and people without limits

Open to all, exclusive to none

So everyone can push forward, equally

Because the less boundaries the world has

the farther we all can go.

Life opens up with Galaxy.

Below is a very small snapshot of the global work we produced.

GLOBAL BRAND LAUNCH

GLOBAL PRODUCT LAUNCH: GALAXY S21 FE

CULTURE FOCUSED SOCIAL CONTENT: #POWERAWESOME

To demonstrate the awesome 2-day battery life of Samsung Galaxy A we created a first-of-its-kind, interactive branded effect, pushing the technological limitations of the TikTok platform. The gamified experience allowed TikTok’ers to “power up” by triggering motion capture points hidden around the screen. TikTok’ers also created their own customized visual effects as they showed us how powered up their creativity is when backed by the awesome power of Samsung Galaxy A.

CULTURE-FOCUSED SOCIAL CONTENT: SAY YES TO GALAXY BUDS

The Korean K-Pop band, BTS has the largest fanbase in the world. Receiving literally 1000’s of proposals, every - single - day. Leveraging the incredible sound and jewelry-like box that the Galaxy Buds came in, BTS finally answered their fans, by “proposing” to them. 
One single tweet from each BTS member opening the jewelry-like box case with #SayYesToGalaxyBuds and their fans, well... they kinda lost it. 2.5M #ido tweets, 626M media impressions and +76% daily orders.

SHORT FILMS MADE WITH GALAXY S21 ULTRA

A short film by Joe Wright, the director of Pride & Prejudice, Atonement, and Darkest Hour — comes a very special love story, and his most personal project yet.

MAKING TECH SIMPLE.

"Our research told us that people see canon as a bit like a grey building, we're reliable, solid, have been around for a long time & good quality. What we are adding to all those values is that we’re stylish, contemporary & we’re moving younger." - Allan Corder, Senior GM, Consumer Division

The Advanced Simplicity platform perfectly brought to life the company’s belief that there is no point in new technology if it does not make life simpler.

All executions, from film through to print & instore showcased canon technology in a very simple & elegant way.

The Canon ‘Advanced Simplicity’ platform transformed the Canon Digital SLR & Pixma printing business to market leader with over 56% volume share.

From the numerous executions, here are two of my favourite films.

FROM PAIN RELIEF TO THE JOY OF MOVEMENT.

At Saatchi & Saatchi Switzerland we shifted the conversation from talking about pain relief & focused on the Joy of Movement.

The power of this positive message in a category that focused on the negative had immediate effect, making it the no.1 brand globally.

It’s been over a decade since it was created & the Joy of Movement platform is still the global platform.

Naturally we created hard-working communications but here’s a few of my favourite unusual pieces in the campaign.

PERIOD OR NOT, SHE CAN.

How does breaking the category conventions allow you to get women to switch to a product she doesn't know & doesn't trust?

By being the first Femcare brand to treat periods for what they are, a normal part of life that doesn't hold you back.

Through traditional & contextual media, the 'Let's Move On' campaign generated an estimated $12.9m of incremental revenue & after languishing in 3rd position for years, the brand moved into leadership position in 18 months. 

The 'Let's Move On' campaign 2 Gold and 1 Silver at the Australian EFFIES & Bronze at the IPA awards in London.

"The unprecedented response to ‘Let’s Move On’ has solidified Kimberly Clark’s understanding of today’s young Australian women. Having grown up in a world where they already feel empowered, young women don’t want to be pandered to by brands that think they matter more than they do. We’ve always known the femcare category was due for a shake-up, and we’ve always been that brand that’s willing to push boundaries. This campaign confirmed that U by Kotex is the right brand to lead the category forward. Moving into 2018 and beyond, we’ve adopted a new tagline - Period or Not, She Can – and also incorporated the “she” symbol into our logo, communications, social media and point of sale activity. In 2019 we intend to take this a step further by incorporating the ‘she’ symbol into our brand logo on our packaging as well. This is to show our commitment to women, placing them at the heart of our brand and everything we do. We intend to ensure that no period, or stigma about a period, ever gets in the way of any woman’s progress."

Margaret Cheung, Marketing Sector Lead, Adult and Feminine Care
Kimberly Clark Australia

HOW TO GET SOOTHERS BACK ON THE SHELVES.

Soothers had become more of a candy than a cure over the years & were deleted from 1/3 of all supermarket shelves.

Rather than try & compete with medicated competitors, we helped the brand soothe every type of sore throat, no matter what the cause.

To prove this, we partnered with our media agencies to run contextually relevant ads every day by targeting key events.

So no matter if the cause of your sore throat was screaming too much at a Justin Bieber concert, impersonating Chewbacca on May the Fourth (International Star Wars Day) or karaoke marathon session with your boss - we were there to soothe it. 

Results - Soothers is now back on the shelves & the campaign won a gold APAC EFFIE. 

OVERALL 3 YEAR CAMPAIGN CASE STUDY - Gold APAC EFFIE

PERSONALISING THE TELCO EXPERIENCE.

Orange Switzerland briefed us with a revolutionary new modular subscription that allowed customers to build their own subscription by choosing the appropriate Voice, Text & Data bundle.

We named the product ‘Orange Me’ - the tailor-made subscription that was unique to your personality profile.

On top of naming the product, we created a very simple equaliser with 3 bars that moved up & down depending on whether you'd like more or less Talk, Text or Surf.

This equaliser was a simple visual demonstration that worked across the 4 languages spoken in Switzerland – German, French, Italian & English.

The Orange Me communications campaign was based on a variety of characters to show the individuality of your subscription.

The campaign worked from in store right through to mainstream media & you could even change the name on your bill to your nickname like Apology Nico, Loudmouth Lara, etc.

The campaign was the most successful campaign ever produced for Orange Europe & was rolled out over many countries.

THE MUSEUM THAT CHANGED ITS NAME TO MAKE A NAME FOR FOR ITSELF.

Art doesn’t have just one meaning. And neither does the Museum of Contemporary Art Australia. For us to tell people their message we had to do something pretty big, especially considering the MCA sat on the iconic Sydney Harbour right between the Sydney Opera House & Sydney Harbour Bridge.

So we gave their name over to the public, becoming a blank canvas for people to express what the gallery means to them.

HOW TO LAUNCH A BEER BRAND IN OZ.

Over the years, Australian men had lost their way. So a new beer brand was launched for real Aussie men to promote positive masculinity traits of loyalty, integrity & generosity. Iron jack challenged Aussie men to earn their reputation by asking them ‘what are you known for?’

Rather than launch with a big mainstream campaign, we focused our attention on pubs with on-premise communications & also long-form content directly targeted at the men we were after, outback Aussie men. 

For the long-form content, we dropped a fisherman, a 4wd pro, a wildlife expert & a storyteller in the middle of nowhere – with all the gear but no idea of what was expected of them. Just one set of coordinates under a bottle cap of Iron Jack beer with the location of a bar so remote it would take 5 days & 1200kms to get there.

The story of their journey & how they each earned their seat played its part in the most successful launch of any beer brand in Australia.

Over 13 million litres of beer sold in 6 months, rocketing Iron Jack from nowhere to the top 5 beer brands in Australia & the content from ‘Earn your Seat’ was considered so entertaining that National Geographic picked up the 5 episode series.

SOLVING
THE WORLD’S BIGGEST PROBLEMS.

There’s a problem we don’t often speak about. One which makes many men around Australia feel inadequate. That’s right. Not all of us can carry four glasses at the pub! In response to this nationwide problem, we created The Super Schooner. An idea the whole world embraced. 

Thank you for looking at my site. 

This is only a small selection of work that I've produced. I'd be more than happy to discuss any of these case studies, including my extensive knowledge on the laundry category, there's so much more to it than stain removal!

For a little more info about me, click on the link below or go to my Linkedin page by clicking on the Linkedin logo below the Squarespace logo.