Beauty

Dove Body Wash

Swap Box

The Dove Body Wash Team invited me to help elevate elevate their 7-day test for a key market: Mexico. My team, which included a Mexican-born film director, identified a simple insight: Mexican audiences love game mechanics, with even national service picked via lottery. So why not apply a similar idea in choosing the body parts for testing the new Dove Body Wash? We filmed on location in Mexico City, with our final content delivered as TVC and Digital content.

Dove Body Wash

Lather Monkey

Dove Body Wash was looking to create a demo video that showcased their sensorial superiority (rich, creamy product and thick, rich lather). But for Dove, that isn’t exactly new news. We needed to create a demo that was fun and engaging, without the support of a new product claim or innovation. To do this, I looked at tying the demo to a real moment in time, something unexpected - like Chinese New Year. We created a surprising and entertaining film with a twist. It highlights just how thick and creamy the lather of Dove Body Wash is and also celebrates the year of the monkey. Local teams were given the film assets and the campaign was activated in February 2016 to a very positive reception.

FMCG / CPG

Dove Whitening Deodorant

Chicken Skin

To increase share of the competitive whitening deo category in Thailand, Dove Deodorant asked us to create a campaign that would shake up the market. After some research we discovered that Thai women tend to pluck their underarms which leaves skin with a dimpled effect they call ‘chicken skin’. Despite its popularity, this compelling issue was completely unaddressed.

Our 'chicken skin' story invited Thai women to say goodbye to their chicken skin with a challenge to use Dove Whitening Deo over seven days (yes, as far as we know, it's the first Dove ad to feature live poultry).

Suave

Honesty Box

Suave asked me to help them celebrate their new claim: "Fragrances preferred over Bath and Body Works". We took to the streets of Chicago with an honesty box, to find out how Suave performed in a real-life blind test.

Women loved Suave's fragrances and, when asked to pay what they thought the product was worth, were amazed at how many bottles of Suave their dollars bought.

SCHICK QUATTRO

United We Shave

To prevent the brand’s delisting by a major retailer, I successfully originated and deployed a focussed creative strategy by targeting head on the growing trend for facial hair head on. With ‘United We Shave’, a big simple idea aimed at the heartland, we managed to find a new voice for the brand.

Within weeks of deployment, the retailer decided to reverse their decision and even promoted the brand.

Dove Invisible Dry Deodorant

Grab

Dove Invisible Dry Deodorant were after market share in the Netherlands, especially from competitor products that competed with its 'no white marks' claim.

We needed to prove that Dove Deodorant performs better, not just on black and white clothes, but on any one of 100 colours as well as on the most delicate items in your wardrobe.

So we asked women to choose a free piece of designer-wear. There was only one catch - you have to spray it all over with Dove before you can take it home. ‘Real Women’ discovered that Dove is completely invisible on any colour. And we found out just how far people will go for free stuff.

Pharma & Healthcare

J&J Nicorette

Smober Up

Nicorette® understands how hard it can be to quit smoking, and needed a new way to inspire Canadians to try and kick their habit. The challenge was that Canada, like many countries, is a mature cessation market. Smokers feel they've seen it all before and we know that simply talking at the audience leaves them cold.

My strategic work led to a simple truth for the brand: no two quit journeys are the same. With this in mind, I determined that the only way to tell this story was to depart from a traditional 30 second approach and create a reality series that followed real people on their physical and emotional journey to being Smober.

In addition to the - ‘Smober Up’ series, I created an online community where smokers could lean on both Nicorette® and each other for help. The community accompanied the ten-part docu-reality series as it followed the journeys of eight quitters from smoker to smober. Apart from its success on YouTube, the brand moved from decline to a 12% jump in sales.

The Smober Up campaign also went on to win Canada's first James E. Burke Global award for marketing.

The Brooke Family

Jemima’s eBook

Sometimes it’s difficult for support workers to really get to know the residents under their care. With so much paperwork to contend with, it’s common for the functional aspects of care to take priority over the emotional.

The Brooke family (who, incidentally, win our smallest and loveliest client prize) approached us with a personal project to help their daughter Jemima.

To help carers familiarise themselves with all elements of her big personality, as well as her specific physical requirements, we developed an interactive support tool. Laden with information, photos and videos, the editable eBook paints a complete picture about Jemima - allowing for a smoother transition between support workers at her care home.

Currently in use solely for Jemima’s needs, the long-term goal is to roll the eBook out as a gold standard of care for people with physical and learning difficulties.

Health & Wellbeing

Dove

Friends

Dove "Friends" is based on a global truth - that Real Women everywhere can see the beauty in others, but not in themselves.

I partnered with friends at Ogilvy to produce this simple but beautiful idea across the globe. We filmed versions for 20 countries including the UK, Germany, USA, Japan, Brazil, India, China and many others across Europe and South East Asia.

Stakeholder & B2B

Unilever Global Media

Beauty in Digital

Unilever’s Global Media Team asked us to help inspire their print-obsessed Hair Category colleagues to embrace digital advertising. - So I decided to speak to them in their native tongue, by way of a beautifully printed hardcover book.

We curated a collection of inspirational essays that drew upon the combined knowledge of the top digital agencies on Unilever’s roster and distributed the results to the Hair Category team. The book is now in its second edition, with an updated design and set of essays.

Nest

Nest Egg

NEST is the workplace pension scheme set up by the government.

They asked Evidently to help explain the complex financial realities of pension planning in a simple and approachable way.

We told the story through an animated bird working hard to build its financial nest. Our feathered friend helped us create an entertaining piece of content which consumers could easily understand.

Battersea Power Station

Viñoly’s Sketches

Battersea Power Station is a beloved feature of the London skyline, yet it's remained derelict for decades with no clear vision for its future. Such a high profile development posed unique challenges as we embarked on a journey to inspire stakeholders; government, local community and prospective tenants, to support this unique development. My approach placed the masterplan architect, Rafael Viñoly at its centre, using his personal touch to help guide our audience. His unique passion and vision, accompanied by his brilliant sketches, helped simplify a complex story. The series of content I created has entertained audiences large and small. Today the relationship with Battersea Power Station continues, helping the new owners to tell the story of London's largest and perhaps proudest example of Urban Regeneration.

UK Trade & Investment

In Their Own Words

UKTI stands for UK Trade & Investment. It is a government department tasked with bringing new trade and investment from companies into the UK and encouraging foreign multinationals to set up businesses here. Our challenge was to tell a story that would rise above just claims and statistics and would set the UK apart from other destinations.

More people choose to invest in the UK than anywhere else in Europe. This truth needed to be told simply and effectively, so that it was comprehensible to investors around the world. The final cut also needed to be translated into Arabic, Chinese and Spanish versions.

We crafted a testimonial-style film featuring business leaders and business owners who had set up businesses in different parts of the UK. The result is a factual, credible film that showcases some of the fantastic businesses who have invested in the UK.