Print ads – short and long, brochures, art programmes, direct mail, brand emails, website, POS, radio, Guerilla, brainstorm and concept work.
I came into advertising from magazines and publishing and I realise that I am one of the lucky few to successfully make that crossover. Although I am quick to grasp a brief and deliver direct, creative copy, as any good copywriter should be, my background means that I am a natural editor as well. I believe that apostrophes and grammatically correct sentences can, and should, co-exist with clever concepts and sharp copy.
Smirnoff Secret Agents - WRC/Lion Nathan
Smirnoff wanted to find a new and original way to engage a younger audience. Utilising its Russian Heritage, we created a backstory, founded a spy network and set about recruiting agents. We sent them on covert missions (these were all web-based) and requested documentary evidence of their work, which we published on the site. The result was a vibrant social networking platform for them and a dramatically renewed brand equity for Smirnoff. It was also a massively fun project to be involved with, one that truly brought smiles to the 'agent's' faces.
Monteith's Single Source - Running With Scissors/Lion Nathan
Single Source was to be a new beer in Monteith's portfoilio with a slightly higher retail price and a particularly natural brewing process. We went back to the source literally, and were each assigned one part of the brewing process, to discover and explain succinctly, while keeping a warm human element, not difficult when you see the genuine care and hard work that these people put into their 'art'.
North Shore City Council - NSCC/Special Group
The North Shore City Council had been improving their walkways and were ready to encourage the public, particularly families to start using them. Using a map and my own experience of being a parent, I created a series of fun activities to encourage families to walk some of these new tracks.
Air NZ, Insider's Guide to Beijing - Air NZ/Designworks
Air NZ were hosting their inaugural flight to Beijing and wanted to offer a simple but useful traveller's guide to their patrons. Having never been to Beijing, I hastily devoured as many travel books and relevant websites as I could and quickly established what were the best clubs, restaurants and tourists sites. I also included some cultural tips and quotes from Air NZ representatives, who were keen to share their own Beijing experiences.