Head & Shoulders: Effie Gold
Client is addicted to promos
but sales are stagnant.
Client needs a campaign
but dandruff is a cultural taboo.People believe it means you are unclean | Which means your mother raised you poorly | That means you come from a bad family
and are less desirable to marry.The region streams more than anywhere in the world
but also has high use of vpn/ad blockers.
Targeting is a crapshoot.
So if we can’t push a message to them...we’ll pull them to us.
MPG Funeral Planning: Content
Funeral planning isn’t sexy. It makes death real.
No one knew the target customer.
RTP's were non-urgent.
They needed a makeover.I found a sweet spot with my research:
retired people getting their future in order.
So reframe the conversation from
‘chore that can be delayed’
into a
‘critical act of parenting’We got parents to tell their stories.
Placed it in cinema matinees
and Facebook feeds.
It was so effective, it ran for three years.
Dubai Tourism:
Personalisation at Scale
In 2020, we were limited in filming and production but had the ambition to deliver a highly customised campaign to get travellers' consideration set for when lockdowns lifted. The client at Dubai Tourism got us into the room with YouTube to workshop how we could use audience signalling data from their platforms and create a dynamic asset matrix. I worked on uncovering insights for the five target markets and three audience types to develop a stoplight system to guide asset-making. The Creative Team developed a brilliantly simple "swipe" device customised to each audience group & region. At the same time, the YouTube platform hosted existing footage to server-tailored pre-roll videos. The campaign delivered the highest view-through rate for Dubai Tourism ever.
HSBC:
Create Want Among Millionaires
In a market where few have generational wealth but people are swimming in new money, we needed to attract the right type of UHNWI.I cracked an insight:
Hardworking new money wants to feel valued for their status as the validation of their life’s work.Armed with the eight laws of luxury branding, we created a holistic experience campaign to WOW the target with status & exclusivity.
Resulting in 30% more accounts opened than projected.
Two Bullets Briefs
A brief should be kindling for creativity. The briefer the better. These are a few from across my career that I have a soft spot for, one of which was the first one I ever had thrown out by a team. Can you guess which one?
Athentikos Yogurt
CONSUMER INSIGHT
When her days are packed with responsibilities, she lets loose with some nighttime mischief.CREATIVE CHALLENGE
Introduce Athentikos with Dark Chocolate Chunks as a little bad in every bite.
HSBC Zero Card
CONSUMER INSIGHT
He's become allergic to complexity in his quest to be seen as "chill".CREATIVE CHALLENGE
Make him see Zero as the card with zero complications.
IXSU Makeup Lauch
CATEGORY INSIGHT
The beauty industry promotes inclusivity, but its practices only shows a preference for youth.CREATIVE CHALLENGE
Start a cross-generation beauty movement.
Staples Back To School
CONSUMER INSIGHT
Families treasure summer and B2S is the alarm they wish they could snooze.CREATIVE CHALLENGE
Staples online convenience lets you squeeze every drop out of summer.
Dubai Lotto
CONSUMER INSIGHT
UAE residents send 55% of their income back home and 85% of them are not saving. For all the opportunity Dubai offers, they have stalled the life they imagined to take care of responsibilities.CREATIVE CHALLENGE
Wake up their dreams.
