Guinness is synonymous for occasions that typically sit within the cooler months, with traditional sales peaking in Spring, Autumn and Winter. We needed to make Guinness front-of-mind to show beer drinkers that Guinness is a refreshing choice during the Summer.
We created a specific Summer activation platform, that ran across the on and off-trade, in order to sustain sales and attract new drinkers.
The new promotional platform ‘Lovely Drops’ made Guinness synonymous with the lovely days of Summer by dropping unique and culture-first prizes all Summer long, like limited edition merchandise featuring the illustrator Kathi Burke.
We also refreshed the iconic John Gilroy toucan with illustrator Seb Arnold and released them across pub walls and POS assets to further the association with Summer.
Agency: RPM
Role: Creative Director
Client: Guinness
Special thanks to: Simon Maye, Rob Williams, Campbell Haig and client Joshua Steele
We put the passion of fandom at the heart of epic live football with a pan-African football platform: Guinness Matchday. Under the Matchday banner, Guinness celebrates those fans that bring next-level energy to the game and elevates match-screening experiences with a TTL activation platform.
By leveraging the sponsorship of Africa’s EPL broadcast we created scalable viewing experiences across markets around key matches, solving in-market pain-points around quality, availability and comfort with a premium, fan-forward viewing experience.
The Matchday platform ensures modern football culture is seamlessly integrated throughout, with local fashion, music, food, and art collaborations sharing their love of the sport. We also celebrate fan knowledge by handing guests the mic for their take on the game, as well as instigate Matchday conversations online with creator quizzes and challenges. Flowing around the core of the platform is the beautiful liquid, with a gamification of Guinness sales with the Matchday Minutes mechanic, where prizes can be won when goals are scored.
Guinness Matchday is a fusion of fan passion, culture, and drinking occasion that is redefining the football viewing experience and celebrating those that truly live and breathe the beautiful game across the African continent.
Agency: RPM
Role: Creative Director
Client: Guinness
Special thanks to: Holly Maclaren, Simon Maye, Rosa Chapman and client Olawale Adetula
This Captain Morgan ‘Spice On’ Africa TVC is part of RPM’s pan-African roll out of the brand’s global repositioning: a TTL campaign for key markets, with market immersion in Nairobi & Johannesburg and the shoot in Cape Town with Egg Films.
The TVC is set against Nigerian singer/songwriter Yemi Alade’s track ‘Baddie’ and stars Shaq The Yungin as the voiceover for Kenya. Celebrating a group of friends that bring their individuality to the table, the TVC follows our protagonist as she moves through a series of vibrant settings on her way to a DJ set. The protagonist brings her own ‘spice’ to each scene with playful twists on how to enjoy Captain Morgan. From a watermelon punchbowl to a BBQ pineapple & lemonade, she inspires her crew to get creative, culminating in a surprising dunk into a Captain & Cola.
Initially launching across the continent in Kenya and South Africa, the digital first campaign will run through the line with a 45 second TV commercial, social and digital edits as well as appearing in out of home and both on and off-trade retail channels.
Agency: RPM
Role: Creative Director
Production: Egg Films
Client: Captain Morgan
Special thanks to: Louise Harper, Les Mohale, Rosa Chapman, Niki Skora, Kyle Lewis & Vjorn Du Toit @Egg and clients Samori Gambrah & Jon Holden
Sky Sports had invested millions into Dynamos Intros, a campaign to break down the barriers to cricket that involved free training & kit for kids & coaches in underprivileged communities around the UK. They wanted to celebrate the project and make a lasting impression. We worked with Sky Sports, ECB and Lambeth Council to transform an unloved play area in the Mawbey Brough estate into a vibrant cricket wicket for Dynamos Intros sessions and year round play.
Agency: RPM
Role: Creative Director
Client: Sky Sports
Thanks to: Sky, ECB, Global Street Art, SafePlay, Orillo, Paul Mitchell, Andy Welsher.
Agency: RPM
Role: Creative Director
Client: Diageo
Thanks to: Rod Cousins, Grant Campbell, Kirsty Eggleston, Tom Atkinson, Greg Bennett, Vatom, D:R team.
An interactive virtual event to showcase Diageo Reserve’s new strategic direction under the banner of Destination: Reserve.
Diageo Reserve had a new strategic approach for their luxury portfolio and wanted to share it in a memorable way to excite and engage their global team. We invited guests to a launch event with a difference. Working with our partners at Vatom, we developed a custom-built 3D virtual world with video networking, live streaming from two stages, interactive bartenders and brand booths, fourteen custom video edits, chat and emoji functionality and a live video Q&A session. 1200+ guests joined from around the world over two sessions in a metaverse tech-first for Diageo.
Role: Creative Director
Agency: RPM (in partnership with innocent creative team)
Innocent Drinks have long held the mantle of tastiest smoothies and this year they announced their plans to be the most sustainable with the launch of a carbon neutral OJ.
To celebrate this, Innocent wanted a drinker-facing sustainability platform with longevity across key markets in Europe, helping highlight their mission to be carbon neutral by 2025 and included vital local and global projects to help nature thrive. RPM worked with the Innocent in-house creative team to ideate the concept, develop the proposition and design example rollout tools including a pan-European toolkit.
This multi-year campaign aims to turn grey scenes green with Innocent pledging to rewild two million hectares of land by 2025, with fun ways for families to get involved in their communities too.
With particular thanks to innocent creative, Ross Woods, Anne Ellefsen, Sophie Richardson
Role: Creative Director
Agency: RPM (Concept & Production)
To get in the mood for Christmas, we helped Tanqueray to celebrate their spiritual home in Bloomsbury with a three-storey takeover, allowing guests to explore the decadence of our beautiful Townhouse and enjoy a sensorial tasting experience of the definitive gin of true quality.
The Townhouse ran for nine days from 6th – 14th December 2019. Guests were greeted by a 3.5m illuminated Christmas tree made from more than 150 bottles of Tanqueray No. Ten. On the top floor was an elegant lounge bar featuring a unique selection of crafted cocktails and an ‘aura room’ where a photographer used facial recognition technology to pick out a gin cocktail best suited to you. The middle floor housed a stylish library bar to explore the botanicals that make up Tanqueray gin and the history of the brand. The lucky few who picked up the ringing phone were invited to discover our secret bar for an intimate experience which involved analysing senses through brainwave activity. For the ultimate gin lovers out there, we also provided a Tanqueray gifting room, hosting a selection of customisable gifts enhanced by a calligrapher and engraver who added the personal touch to the iconic bottles.
Through their partnership with the London Marathon, New Balance aimed to support the running community, align the brand with performance-wear again, and give runners the very best marathon experience.
Delivering New Balance at TCS London Marathon Expo, we built a retail space like no other. An immersive tunnel with directional audio celebrated the campaign protagonists, a range display gave runners key info on the products and a dedicated Fuelcell area showcased the latest performance technology. Over three days, we broke sales records, lined the walls of consumers’ social channels with the Expo’s most shareable photo opportunity and, most importantly, re-established the brand as a serious player in running.
Agency: RPM
Role: Creative Director
Thanks: NB Team, Abbie Hansford, Phoebe Cairns, Ross Woods, Ben Cowell
Agency: RPM
Role: Creative Director
Design: Rod Cousins / Andy Welsher
Destination: Reserve is Diageo Reserve's new strategic approach for their luxury portfolio and they wanted it to represent a modern take on traditional luxurious cues.
We viewed luxury as a lifestyle, one that is rooted in culture, and that shapes the context of how one chooses to live. One that has the power to transcend geographical and cultural boundaries, just like Destination: Reserve.
The design philosophy behind the brand was to take familiar, classic elements from the luxury drink occasion: brass trim, smooth surfaces, and cut glass, and present them as textures in a new, fresh, digital-first take on luxury.
The new brand was teased through existing internal Diageo channels, and was rolled out across all key assets for the portfolio team.
Agency: RPM
Role: Creative Director
Video: Ben Findlay
Tinder’s newly announced Festival Mode allows users to badge their profiles with the festivals they will be attending to connect and chat with matches in advance of their chosen music events, as well as to ‘find their crowd’ at the festival itself.
We created the perfect hangout zone at festivals across the UK: a giant flame arch welcomed festival-goers into a shaded chill out area with free wifi, an iridescent airstream giving away festival must-haves, bubble artists and a custom built butterfly photo-opp, giving guests the chance to win backstage tours and VIP upgrades. Brand ambassadors decked out in striking campaign branded apparel showed users how to add festival mode to their profile, or teach newbies how to download the app.
Role: Creative Director.
Design team: Indra Waughray & Callum Chambers
Creative Production: Sara Farrell
Photography: James North
Video: Paradise London
Proud to have been involved in producing this amazing event at Tobacco Dock with Vision Nine / Get On Music in 2018.
This was the debut year for BBC Music Introducing Live at Tobacco Docks that presented the perfect platform for those wanting to discover their next step in the music industry. As well as a rich and varied programme of panels, ‘in conversation’ chats, debates, advice and more from top industry names; attendees were invited to get involved with a range of practical opportunities including Songwriting Masterclasses, Industry Networking Sessions, and direct input A&R Feedback Sessions.
We took the BBC produced logo, palette and fonts and created all promotional assets and onsite elements.
Role: Creative Director and Lead Designer
Assisted by Indra Waughray & Callum Chambers from the V9 Creative Team
The Vision Nine brand needed to adapt to be able to provide the framework for the eclectic and energetic work produced by the agency. After revisiting the company’s ethos and core values, we created a solid structure for the logo but with a slice that is consistently mirrored throughout all assets. New typography, palette, image use and promotional tools including a custom website and social pages followed, creating a fresh and solid brand for a company breaking ground in the field.
NASS is a three day festival celebrating action sports and street culture. From 2016 to 2019 I oversaw the development of the NASS brand covering all aspects from promotional materials to onsite decor and merchandise. I was also responsible for the positioning of street art as a major pillar of the festival alongside music and action sports, working closely with Upfest, founders of Europe’s largest street art festival, on the curation and programming of a variety of styles of urban art.
We also branded and curated new venues at the festival such as the 90s inspired Truck & Bearing pub, grime hot-spot The Lock-In and the BMX Ghetto Park.
Role: Creative Director
Agency: Vision Nine
Street Art curated with Upfest.
Design team: Indra Waughray & Callum Chambers
Creative Lead / Art Direction / Emoticon Design for IncrediBull agency
This was a designer’s dream: transforming Marvel’s iconic Captain America characters into cheeky Skype emoticons used by millions. And it was the first time Skype had ever created new emoticons for a promotional campaign. Grab your shield!
These animated heroes formed part of the ‘We Salute You’ project promoting Skype’s partnership with Marvel for the launch of the sequel Captain America: The Winter Soldier, and were created to draw attention to the partnership, encourage Skype use and attract users to the campaign website.
Working closely with Marvel and Skype, I designed the look of the emoticons, as well as created the storyboards for each emoticon animation, which had to be clear at a variety of sizes, including 20×20 pixels in the Skype client itself.
The chosen characters were the Cap himself, Colonel Nick Fury, the Black Widow and the mysterious Winter Soldier. After the Skype emoticons were designed, and the storyboards were created, they were animated by the very talented Julian Frost, of ‘Dumb Ways to Die’ fame.
To generate traffic to the campaign website, we locked the fifth emoticon that could only be released via a series of clues on the site. When completed, the secret emoticon showing Cap deflecting bullets with his iconic shield appeared, along with the code word to use it in a Skype chat.
Once finalised, print vector versions were created and they were rolled across avatar downloads, social posts, digital banners promoting the website and limited edition merchandise to hand out at the LA premiere and at special preview screenings.
The launch of the emoticons across various Skype application releases generated huge global interest across social media, with articles in Wired, Digital Spy, Pocket Lint, Übergizmo andTechradar among others. The wired.com exclusive saw increased traffic to the campaign site, with up to 5 clicks per second after the article went live.
The emoticons also became part of the sell-in for Skype’s new XBox client, adding to the social buzz, culminating in 18.9 million social impressions. We also created social posts for Twitter, Instagram and Facebook, as well as adding GIFs of the animations to GIPHY.com in order to help people spread the word. The reaction was overwhelmingly positive across earned articles, with reporters excited about the collaboration and the challenge to unlock the hidden emoticon. Twitter impressions hit 15.2 million, with Marvel fans spreading the word, as well as global tech sites keen to report on the new addition to Skype.
Overall, the Captain America emoticons gained 47.8 million impressions online (across the web challenge, blog, PR, media, and social), with 29 times the average Skype blog traffic for their piece covering the emoticons.
In the words of @irishchauffeurs, “Captain America themed Skype emoticons were probably the reason I was brought into this universe” : )
My favourite comment came from Hoppus, Mayor of Awesomeville (obviously): "Aren't these Skype emoticons super dopesauce". Couldn't agree more.
With thanks to Tom Edwards & Ginnie Le Mestre from IncrediBull, Julian Frost (animation) and the Skype team
Role: Creative Lead for IncrediBull agency
An extensive project including campaign website design, contest promotion, interactive social map and event space concept and branding.
Skype partnered with ESPN for the Summer X Games in Austin, and as the lead creative agency we delivered a multi-faceted campaign that helped fans get closer to the action. I oversaw the design of the campaign website which acted as a microsite for multiple activations (including promoting the chance for fans to speak to extreme sport stars), as well providing fans with live X Games information via an interactive map. I also designed Skype's event space on the ground at the Circuit of the Americas in Austin, and came up with competitions and giveaway ideas to generate interest amongst the crowds.
The interactive map not only featured on the Skype campaign site, but also became ESPNs official social map, showing live tweets geotagged to various events at the venue. Fans could use the Bing powered map to browse photo, video or tweeted content throughout the competition via a carousel of recommended posts, filtering by content type or by selecting pins from the map itself. Content was provided from our selected X Games VIP reporters, other fans and competitors themselves by using #SkypeXGames or #XGamesAustin hashtags.
We also designed the creative for Skype's event space on the ground, vying for fans' attention in an area packed with major brands. Enter the Skype Airstream - a custom built machine 'pimped' by the guys at West Coast Custom. This sat in a branded area under a giant die cut banner of BMX star Chad Kerley, and padded truss covers highlighting the competitions and giveaways on offer. Staff clothing, giveaways and signage were all created to boost Skype's presence at the event.
A custom built podium was also created, mimicking the official ones used for the X Games, allowing fans the opportunity to step up and pull a celebratory pose. Throw in some extreme dress up gear and we had a photo contest with the winners bagging Nokia Lumia phones.
The addition that pulled in huge crowds were our resident street artists Jason Eatherly and Briks Drewitt. Located in the Skype Airstream, these two local chaps customised hundreds of branded swag bags with artwork requested by the fans. These bags were handed out at the Skype Airstream, as well as being available at the official X Games store, where a printed label directed customers to the airstream.
With thanks to Tom Edwards from IncrediBull, Frode Sorensen, Brian Norman from Earthware & the Skype team
Photography © Harrison Boyce
