Between myself and another Creative Director, we wrote and filmed short documentaries in Singapore, Hong Kong, Shanghai, Seoul, Paris, Amsterdam, Berlin and India over the course of 6 months. Each featured a real family, couple or individual who had a problem with lighting in their home. A lighting designer created a bespoke ‘lightover’ which was installed using Philips products during the course of a day. We filmed the people and rooms before and after. Stills were taken for press and for incidental shots for the site – I also designed the website, overseeing it from wireframe to finished design. And time lapse filming captured each day. The website no longer exists but you can view the case study video here.
Great to work on this. The final result lackluster (see window cleaner and traffic coordinator). But for a Bluetooth speaker that was kinda average compared to others at the same price, these were strong, talkable posters. Did ads on sound quality. Did ads on portability. Did ads on bringing people together. In the end, they went with ‘where no music has gone before’.
But I loved the orangutans. The idea was to give real orangutans in a Zoo (or preferably in the wild) the Bluetooth speakers. Then play different musical genres to them to see how they reacted. Metal, Piano, Trance, Disco, Opera. We would have filmed it all to make some brilliant content. Alas, it wasn’t to be.
For Valentine’s Day 2013, CloseUp searched for guys and girls who wanted to do something special for their partners. The normally shy Vietnamese youth were contacted via TV, Facebook, radio and press to take part in a first for the country – a cinema stunt where the three chosen guys performed live for their unsuspecting girlfriends. 4.5m for 19,000 hours in 99 countries followed. In just six weeks, it became the most successful youth campaign ever for any brand in Vietnam. And achieved Unilever’s No.1 Global click through rate – 34.19% vs an average 4%.
Covered by Ads of the World, Best Ads on TV, Campaign Asia, Inspiration Room and more.
VW’s The One Thing – choose the one film, music track, person to kiss, place on the world, etc. Ten one things you could do for the rest of your life. A short personalised film is then compiled and posted on your wall. The VW Golf is the one car you can drive for the rest of your life.
In November 2009, I created the first charity iPhone App – Toilet Finder – to highlight the lack of proper sanitation for 2.1bn people worldwide. It helps you find public toilets.
The original idea was ‘Spend a penny, Give a pound’ as a fundraising idea. However, Apple do not allow donations via Apps.
Over 1 million downloads in its first year.
The pitch work that helped bring in VW as a client.
Virtual Off-Roader was a simple App that used GPS to record the distance you travelled and plot the same distance on a pre-determined off-road track. The brand line was ‘It feels good to know you could’ – so instead of thinking about driving to the supermarket to get your groceries, now you’re completing another stage in your make-believe rally. With updates posted on Facebook, you can also challenge friends to race against you. Winners receive discounts and extras on a real Tiguan.
Embracing the ‘It feels good to know you could’ line, this concept allows you to see what’s going on around you now and in the future. You decide your timescale and it draws in information of things you could do – up to you.
This website allows people to add their favourite memory and donate to the charity. The memories will be kept forever – highlighting the very sad nature of Alzheimer’s where memories are so fleeting. Many thousands of memories were added – some funny, some sad, some very poignant but all very personal. Many celebrities have contributed.