A Dove client/agency innovation workshop had thrown up an idea around a potential partnership with a ridesharing service. I was briefed to take this germ of an idea and lead a small team in developing it strategically and creatively before pitching it to Dove and potential platform partners.
Cities aren’t set up well for getting around with a new baby in tow, and new mums told us about the feeling of being a prisoner in their own home. Dove ‘Baby Mode’ is a way for Dove to raise awareness of its nascent Baby Dove sub-brand by giving new mothers the confidence to escape this so-called ‘baby jail’.
Dove Baby Mode would feature an all-female team of drivers (experienced mothers themselves) and a fleet of super-safe, luxury vehicles that arrive complete with top-rated child car seats, on-board baby toys, plenty of boot space for buggies, and emergency nappy-changing supplies. We recommended approaching Lyft as a platform partner as the ridesharing app had already been experimenting with pop-up activations such as ‘Jazz Mode’ during the New Orleans Jazz Festival and ‘Prank Mode’ on April Fools Day.
Being a new mum is tough. And travelling around a city with your infant is especially challenging.
Mums talk about the first few months as the ‘100 days of darkness’, but the feeling of being stuck at home can last much longer than that. The stairs and escalators at train and subway stations are difficult and dangerous to negotiate with a buggy. The rigid timetables and unreliability of public transport often conflict with your baby’s sleeping and feeding schedule, and an overcrowded bus or train carriage in rush hour is no place for a little one.
Dove Baby Mode is a ridesharing service built on the Lyft platform that is designed specifically to meet the transportation needs of new mums. It features an all-female team of drivers (mothers themselves) and a fleet of super-safe, luxury vehicles complete with top-rated child car seats, plenty of boot space for buggies, on-board baby toys and even emergency nappy-changing supplies.
Dove Baby Mode would be launched with a combination of PR, video and social content. Video content will take the form of beautifully shot documentaries, each of which will tell an intimate, emotional story of motherhood that all mums will be able to relate to.
‘Homecoming’ will focus on the part of the birth story that often goes undocumented – the journey home from hospital, the first journey as a family. By showing a range of mums, we will reinforce Baby Dove’s reassuring brand message that there’s no right or wrong way to be a mum.
Of the various ridesharing services, we identified Lyft as a potential partner – their brand values fitted well with Dove’s purpose of helping women achieve ‘real beauty from real care’ and they had already been experimenting with building ‘pop-up’ experiences into their platform such as ‘Jazz Mode’ during the New Orleans Jazz Festival, ‘Prank Mode’ on April Fools Day and ‘Bieber Mode’ to promote a Justin Bieber album launch.
FLF Tower Talent
Axe was reinventing its brand. Its ‘Find your magic’ campaign gives young guys the confidence to celebrate their individuality, and frees them to unleash their style from within – all with the help of Axe grooming products. SapientNitro’s pitch brief was to help Axe live this purpose in the digital space.
During the early stages of strategic and creative development, I worked with the strategy, design and UX teams to shape a set of experience principles around which the final user journeys and designs were created.
SapientNitro won the pitch, becoming Unilever’s global digital agency of record for Axe.
Brief Bring Axe’s new ‘Find your magic’ campaign to life in the digital space.
Solution Our response was built on three key audience insights: • The ‘Iceberg of Manliness’ – young men like to research in private, safe environments before flaunting their supposedly ‘effortless’ cool in public spaces • Young men are very functional and goal-orientated in their online behaviour • Young men lack confidence around their personal care and grooming choices
From these insights we crafted a set of experience principles, around which the final user journeys and designs were created.
Help young men gain confidence The fact that Reddit is one of the most popular places for young men to discuss style and grooming indicates that they are actively looking for style tips, albeit behind closed doors. Axe.com should meet this need by delivering an environment that is both visually rich and authoritative, as well as being somewhere guys feel comfortable searching and sharing information. Mobile can be tool that can help guys feel more confident articulating the style they want to a barber or hairstylist.
Inspire and educate Let men be inspired by partners, peers and opinion leaders who can influence them in changing their style. Taking inspiration from men’s fashion services such as Thread, a team of virtual stylists or ‘Axeperts’ will learn about users' existing style preferences and provide a stream of inspiration and ideas on new directions in which to take it.
Enable expression Help young men unleash their creativity by helping them find, achieve and maintain a style that expresses their individuality.
Surface editorial content Style doesn’t exist in a vacuum. We’ll create engaging content that talks about style in terms of its cultural context – the times, people and places in which many contemporary styles have their roots. Associated content will take about how particular clothing and accessory choices can help shape an individual style.
Guide the user to the right purchase Make it effortless and uncomplicated to find the right style and products. Rather than putting product front and centre, we’ll surface product recommendations at appropriate moments in the journey alongside relevant editorial content so that they feel like helpful bits of advice on how to find your magic.
Use passive and active personalisation Deliver value to the user by personalising his content both through what he chooses to tell us about himself and his style, and what we can learn about him from his interactions with the site. Customisation of products and personalised gifting is an opportunity to embed the central brand purpose of celebrating individuality in the product itself.
Elevate the user’s status Once young men have ‘found their magic, provide a platform from which to share their magic with the world through Axe’s social channels, featuring them on the website and potentially even in Axe digital brand comms.
Maintain and retain We want the value we provide to drive ongoing relationships and loyalty from our user base. We’ll use the data we gather from each user to drive retention with CRM activity that enables guys to maintain their style at home, inspires them to try ‘adjacent’ styles for their hair type, and suggest the relevant Axe products that will help them do so.
Client: Unilever Agency: SapientNitro Role: Creative Director
Jacob's Creek 'Tasting Bench'
Brief Supermarket wine shoppers are fickle, rarely venturing beyond aisle-end price promotions to build a relationship with any particular wine brand. Use the fact that Jacob's Creek is the best quality supermarket wine at its price point to build some customer loyalty, all under the 'True Character' positioning.
Solution A series of online wine tasting events driven by and integrated with a retail promotion. Retail outlets discount each wine for a week, over a period of thirteen weeks. Having bought a bottle, drinkers can take part in an online tasting event hosted by a Jacob's Creek winemaker, either live or on-demand. Through tasting and rating each of the thirteen wines in the 'Classic' range, drinkers can: • Take their first small steps into the world of wine appreciation (quality) • Discover their favourite wine (character) • Have a reason to seek it out for repeat purchase, even when not on promotion (loyalty)
Client: Pernod-Ricard (Pitch work) Agency: Iris Role: Creative, Copywriting, Art Direction
To extend the 'It's a state of mind' campaign into online advertising, this MPU let users drag a slider to create the kinds of extreme weather conditions that a Royal Marine has to operate effectively in, all of which are met with the same steely resolve. This MPU was one execution within a campaign.
Results Recruitment targets met. The campaign won Gold at the One Show Interactive and was an IAB Creative Showcase winner.
Client: COI / Royal Navy Agency: Glue London Role: Creative, Art Direction
Awards One Show Interactive – Gold D&AD Awards – In-Book IAB Creative Showcase – Winner
Adidas London Marathon
Brief A speculative project for adidas Football.
Solution Open up the player and ball movement data generated by every match in the Champions League and allow fans to visualise it. By selecting a passage of play, the user co-creates a graphic signature with the player. This graphic can be exported as a one-off artwork, or used to customise a pair of boots at the adidas online store. The data and graphics generated from adidas-sponsored players' moments of brilliance would form the basis of a press and outdoor campaign during the season.
Results This was shared with adidas and partner agencies in 2007. In 2010 adidas launched Match Tracker.
Client: Adidas Agency: Glue London Role: Creative, Copywriting, Art Direction
BlackBerry Z10 Chrome Extension
Brief As part of the Z10 and BB10 launch activity, demonstrate the power of the BlackBerry Hub – BB10's unified inbox that keeps you a swipe away from all of your messages at any time.
Solution We created an extension for Google Chrome that put the Hub experience right in the user's browser window, a just click away.
Client: BlackBerry Agency: Razorfish London Role: Creative Director
A collection of press ads for The Times newspaper.
Client: News International Agency: RKCR/Y&R Role: Art Director