Advertising & Digital writer/CD
Holden’s Cruze is a new smaller car that has all the perks you’d expect in a larger, flagship model. The campaign line was “Think big, drive small” so the strategy here was to dramatise the car’s smaller size, while mentioning all the “big car” features. As a launch, we had to make a splash which we did by [...]
ecostore needed to draw attention to the fact that its products were available at Woolworths but do it in a way that got across some of their values. We came up with a great strategic thought -why not give away something to households around selected Woolworths, something that would make the whole street look beautiful and remind [...]
AA Traffic is a service that sends out real time traffic information to help drivers plan their and avoid traffic blackspots. The strategic thought here plays on the popularity of ”bad traffic” as an excuse for lateness. As this will no longer be believable with AA Traffic, the campaign offers more “creative” excuses or the [...]
FreePages was a telephone directory service that launched into an arena that was dominated by British Telecom and Thomson Local. They needed to do something innovative to stand out, hence the TV campaign that predicted you would need their service in the near future and prompted you to remember the number to call.
This project started off as a pitch for the Lee jean business. I was brought in to help come up with a strategic approach that would generate some “out there” creative. I came up with the idea of Poetic Terrorism- doing random acts of kindness that at first sight looked like bad things. The strategic approach was all about [...]
This project started off as a pitch for the Smart Car business. The agency strategy was to present the Smart Car as cheeky, lovable, with a personality. I was brought in as a freelancer to help decide how to execute the strategy creatively. We decided to use Smart Car billboards, adshels and special build outdoor to give the [...]
Holden’s Epica was launching in both diesel and petrol variants. Given that the two types of engine would appeal to different sets of people (“petrol heads vs Greenies”) the strategy here was to pit them against each other in a battle for the customer’s support. As it was election year, deciding to spoof Party Political broadcasts and debates [...]
The Scary Washing Machine became a media phenomenon due to the witty auction on Trademe. Having persuaded 100% to enter the auction to buy Scary, we then created the idea of a charity tour that would take Scary round the country. We also kept Scary’s fans entertained and engaged with new stories about Scary that fitted in with [...]
St John’s objective is to get a trained first aider into every NZ household. It was decided to target youth and get across to them how important it was for them to know a bit about first aid. So the strategy here was to create a short, engaging online first aid mini-course, that would allow them to test [...]
I'm a Creative Director, Consultant and writer specialising in innovative digital and advertising ideas
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