A pan-European retail launch (500+ stores) for Nike's Air Max Tuned 10 footwear and apparel. With the 10th anniversary being a big opportunity for the Foot Locker exclusive range, there was a massive push to go beyond previous retail, online and ambient comms.



We developed online advertising and a footlocker.eu web presence, as well as seeding within myspace and sector forums. In addition, we moved into a new stomping ground for us, and pushed the client's expectations of in-store and ambient print and digital, including:

- ambient teaser posters

- fold-out flyer

- digital interactive window screens/ floors

- full window vinyl decals & stickers

- 3D-assembled window/ POS display structures

- staff apparel, shoe tags

We had to generate ideas looking at using the technology available through Nike+ Radio-frequency identification. A number of applications were investigated for in-store, event and race-route situations – all personally communicating with individuals from Nike’s running community.

These included: live updating race-side leaderboards with personalised encouragment for competitors; personalised interactive stations/ floors in-store with offers and competitions; technology-based orienteering events and, our favourite, an integrated speed camera with ticketing communications.

Pfizer’s pan-European website trailer championing ‘Lipitor’, their anti-cholesterol drug. The aim was to position this site as an invaluable aid for new, perhaps concerned, patients.

This was a complex brief, heavily restricted by Healthcare laws, particularly about what can and can’t be said – or even inferred. So no mentioning added benefits. And no using anyone ‘medical’ (to talk about medicine). Our solution was to balance intrigue and reassurance, in a clear and simple narrative.

In what was ground-breaking territory for Royal Mail, we managed to sell in a mammoth, multi-media award-winning campaign promoting their Special Delivery service.



We wrote/ filmed 3 short films and created a personalised video e-card, plus interesting podcasts, downloads, emails and regularly updated site content. Crucially, our 6-Step Stop Lateness email 'programme' from Dr Eva, meant repeated touchpoints with our target audience.

Shortlist | Cannes Direct Lions, 2007

Finalist | DMA International Echo Awards, 2007

Shortlist | Best integrated campaign BIMA, 2007

A European wide campaign for a new Tuned Air colourway launch. A stand-out fly poster series taking the 10th anniversary campaign of 'Immortal' to the next stage. The ads featured characters in historical oil paintings exuding the street attitude of modern day Tuned wearers but with a head turning difference.

Our Tuned 'heads' evoked the same lifestyle as kids of today but injected the notion that the shoe design and lifestyle is so timeless and iconic that the legendary sneaker has existed throughout time.

Held at the Natural History Museum's ice rink, British Airways wanted a "contemporary - yet traditional" promotion for their 12 Days of Christmas event – with an incredibly fast turnaround for the work. We created an interactive game and promotions, both at the venue and online, in next to no time.

Onsite, plasma & LCD screens drove skaters to a BA Lounge & interactive terminals. There was also a microsite and, at both locations, people could enter a draw by playing a fun audio game. It was an original piece, that stood out from the usual festive schmaltz. And we even snuck in a dose of Alan Partridge.

It’s rare to do something original in a banner. We did - using text-to-speech technology. The ad unit scraped the page, identifying the H1 tag. Then a ‘virtual newshound’ read out news: “Didn’t know pets could read? Let alone talk…” Users could also enter their own message and have it read back to them.

The destination site – as featured on the BBC - allowed people to upload and decorate images of their own pets with personalised or scripted messages and email them on.

A no-one-wants it DR brief. When we drew the short straw, we tried to do something a bit more original. Rather than a standard, one-off message, we persuaded Orange to send an MMS twice, conveying a far more emotive concept: how constructively have you used your last four hours?

Our audience was being asked to give up four hours of their time to work for Orange Rockcorps. In return, they got exclusive gig tickets. By having a precise four-hour split between MMS messages, we used the medium to literally illustrate just how quickly the time flew by.

A competition for Shockwaves hair products, promoting their sponsorship of Ibiza Rocks. The shift from Ibiza's dance music traditions to new indie and rock festivals was portrayed by the irreverent mocking of the iconic Smiley Face. There was also a two-phased flyposter campaign - with graffiti later defacing the original image with the Shockwaves-inspired hairstyle.

Using real children's drawings of their Sudanese experiences, we played on a 'back to school' sentiment common for the time of year (September). Empathetic and impactful, there is no escaping the forceful messaging here.

Shortlist | Cannes Direct Lions, 2007

2nd Place | Caples International (Multimedia campaign), 2007

Shortlist | DMA International Awards, 2007

Shortlist | Best integrated campaign BIMA, 2007

Brought in to creatively lead a new account win where, previously, there’d only been blunt, direct messaging. We established a discernable ‘Tesco’ tone of voice, together with an engaging format/ visual style. Then we set up a rigid enough Q A process to roll out several concepts, over a large number of formats, every month. Within weeks, click through rates had improved.

In this banner promoting L&G pensions we highlighted the USP, a potential tax break, by messing around with the unpopular figure of the taxman. An invitation to "have fun at the taxman's expense" said it all.

Rather than just scamp this banner, we made it up to show the client - BT Vision. Basically, we really wanted them to buy it. The overlay said it all: instant films, on demand.

Part of a wider Royal Mail digital pitch, we like that this isn’t just a formulaic, bog-standard email. The brief was to highlight a potential Ebay service that removed unnecessary hassle from the whole auction process. Simple and effective, the email neatly gets this concept across.

(Drag the email's scrollbar.)

Without a brief, we came up with initial ambient ideas for the Cancer Research Race for Life. Targeting commuters - in a rush, on the move, competitive – all the energy they expend could be channeled towards a charitable cause.

One-off execution promoting the products BT Vision can offer. The banner dynamically showcases the wide range available - sport, family entertainment & movies on-demand. By using a cursor takeover, we got across just how easy it is to access the content.

Perfect for its audience, these were pitch concepts aimed at mums-to-be, and mothers with babies up to 18 months. These scamps were intended to be video banners, with the babies grabbing cursors, being tickled by rollover and alike.

Our first work for Royal Mail, the start of a relationship where we began to take them into new territories for them – and gained their confidence through the results. These banners supported a DM campaign, where the idea was that by using Special Delivery, you'll look "sharp" in front of your colleagues.

A cheeky bit of ECRM, using data quite creatively. This was one way to jog memories, one year after passengers' first ever journey on Eurostar.

Some reactive advertising where, much like the protracted transfer itself, we waited ages to release this BT Vision email. Ready to strike immediately, we were hoping to send it the very moment Tevez signed for Man U. We also hoped to have time-relevant wraps for local evening papers, too.

Basically, Gillette just wanted Direct Response, Point of Sale banners highlighting a spring offer. We felt they could do more, though. Through some engaging interaction, we also brought some product benefits to light while still focusing on the offer. And yes, we know, there's a "shave the price" line in there.

A well decorated banner from a wider campaign. The creative makes use of the expandable rich media format to break out of the ad unit and into the content space to highlight the car's supreme handling.

(Interact with the skyscraper below.)

Bronze World Medal | New York Festivals 2007

Finalist | One Show Interactive 2007

Finalist | London International Awards 2006

What's now easily achievable with rich media was, in 2004, a real challenge to bring in under an 18K file size: Serene glimpses of Ireland's beautiful scenery, contrasting vividly with the surrounding online clutter.

1st Runner Up | Creative Showcase

Finalist | London International Awards

Merit | One Show Interactive 2004