Brief: Aer Lingus wanted to follow up on their highly successful content piece "Bringing People Home for Christmas"
Solution: For many Irish people living abroad, the closest they get to home at Christmas is through the screen of a device. But that doesn't stop their families saving a seat for them, in the rare instance they make a surprise visit home. We took this insight and combined it with Aer Lingus' brand positioning as Irelands official airline, to say that there's always a seat waiting onboard, to bring you home to yours.
The video was a resounding success, doubling metrics for views, shares and engagements. And most importantly, we made people cry at Christmas.
Rebrand - TVC - OOH - Digital Display - Sponsorship - Social Content
Brief: Full Tilt asked us to develop a new brand positioning and TTL campaign.
Solution: Based on insights around the love of the game and the history of poker in cinema, we took the creative thought "Life is more fun when you play" and created a new look and feel for the brand.
Shot with a cinematic aesthetic, we produced two TV adverts that focused on one hand of poker from the perspective of the two main characters and only by watching both adverts, would you discover the winner of the pot.
The campaign was rolled out across 5 markets with TV, OOH, digital 6 sheet and homepage takeovers. I was also given the opportunity to direct several additional TV spots, promoting ongoing offers and product launches.
The campaign won an AIM award in E-Commerce and overwhelmingly positive reviews from the poker community, with one blogger stating that the advert was "the most realistic Poker advert that's ever been made".
Campaign Creative - Window Displays - Social - Content - Blogger Outreach
Brief: Life Style Sports wanted to drive consumers to their running and fitness product range during January, building on the previous years' campaign "Achieve Your Awesome"
Solution: We wanted to inspire potential Life Style Sports customers to get fit this January and set themselves goals after an unforgiving Christmas period. While we know people have the best intentions after New Years, inspiring them to get out and get active is easier said than done. So we established an enemy to take on, one that runners and gym heads alike could challenge - January.
We recruited 4 real fitness enthusiasts across multiple disciplines and challenged them to Beat January by Bringing their A Game, capturing video, stills and blog content to bring their journeys to life.
Social Assets - In Branch Visuals - Content
Brief: AIB wanted to promote MyBusinessToolkit, their free application package for SMB account holders.
Solution: MyBusinessToolkit features a series of fantastic free tools that help small business owners run their business, from finances to their web presence. We needed to bring the toolkit to life and help drive business owners to open an account with AIB, so we dramatised what the tools help do - Get your business off the ground.
We captured a series of buildings and items that represented businesses around the country and had them float above Dublin and Cork. We made them into static imagery, looping videos and created testimonials, playing on televisions floating through the sky.
The creative had great cut through on social and it helped us to exceed all of our KPI's, including business customer sign ups, as well as giving some great publicity to a number of promising small businesses.
Digital Strategy - Website/App Build - Editorial Content - Video Content - Blogger Outreach - Social Strategy
Brief: Create a campaign that resonates with Clubs target 18-24 year old target audience.
Solution: Recognizing a gap in the market for content aggregators aimed at our target audience, I devised BestBits.ie - powered by Club Orange. A one stop shop for all the latest viral content, we created an (almost) ad free site that worked across desktop, iOS and android. Hiring a team of content editors, we broke the latest news and stories as they happened and grew our audience to over 40k uniques per month, which continued after we ended media spend.
The platform helped grow our social channels' followings by tens of thousands and Club experienced their best summer of sales ever.
Digital Strategy - Video Content - Event Activation
Brief: Help recruit 30 staff for Teradata's Dublin office.
Solution: I created a video campaign using a mixture of personalised videos and branded content, utilising LinkedIn inmails to target high quality candidates. We received over 100 CVs and filled every role with high quality candidates. The campaign was so successful, we rolled it out across 6 other markets.
Strategy - Video Content - Blogger Outreach - Experiential
Brief: Kildare Village asked us to create a digital campaign based around their "Treat Yourself" group tagline.
Solution: We developed a campaign based around three executions. We began with Irelands first Flashtagram, where we engaged with 30 key bloggers and asked them to post a picture of a product from the Village at a specific time. The result would be a takeover of their fans' Instagram feeds, resulting in over 25,000 organic engagements.
We followed this by creating a range of "Sweet Treat" videos, showcasing the Villages best products and combining them with delectable candy. The videos were released at our Summer Day Out event, where we invited 20 key bloggers on an incredible adventure by train to the outlet.
We treated them to candy, vouchers, champagne, and personalised illustrations, which they shared across Twitter, Facebook and Snapchat. The event reached over 800,000 people organically, drove over 20,000 engagements and achieved a media value of over 250k.
A selection of my work from the last year or so. A mixture of campaigns I've acted as Creative Director on, as well as ads and content I've directed.
Strategy – Outreach – Activation - Video Content
Brief: Bank of Ireland wanted to demonstrate their support of Irish businesses at the 2014 Web Summit in Dublin - there was just one problem, they weren't an official sponsor.
Solution: Bank of Ireland wanted to help drive Irish SMEs. So we decided to do exactly that. With 20,000 per day attending the event, we thought it appropriate that Bank of Ireland help attendees get to where they were going. We just asked people to tweet #BOIbusinessLift with their destination during the 3 day event and we would give them a free ride to their destination. We particularly made a point of targeting influencers at the event, such as high profile speakers and delegates.
The campaign (promoted through paid and organic activity on Twitter) resulted in a combined result of 2.6 million impressions with people interacting via 796 tweets over the 3 days. The campaign was nominated for best use of real-time marketing at the social media awards but most importantly, Bank of Ireland received over 200 BOI partnership signups.
Video and Social Content
Over the course of four years, I created campaigns and directed content for Vodafone Irelands social and digital channels to amplify their sponsorship and CSR activity.
This included capturing their presence at all the major music festivals, celebrating fan milestones on their Facebook page and raising awareness around their charity sponsorship campaign with Dublin GAA (for which we won a Social Media award). We also won a Grand Prix award at the Social Media awards, a testament to the quality of the content produced.
Social Strategy - Video Content - Blogger Outreach - Social Content
Brief: Club Orange asked us to create a campaign in the lead up to St. Patricks Day that reaffirmed their position as a truly Irish brand.
Solution: We tapped into Clubs 60k+ fanbase and asked them what their favourite things about Ireland were. We took the best suggestions and created an emotive, nostalgic piece of content executed in the style of a Snapchat story, a platform that was beginning to gain huge traction with our audience.
It was an instant success garnering over 120k views and was shared on all major online media outlets, as well as getting coverage on several high profile Irish ex-pat sites. We also reached out to several high profile bloggers and personalities, who created their own #BestBits of Ireland videos which extended the reach of the campaign even further. Brand owned KPIs soared during this activity, with average posts regularly receiving over 200% more engagement and reach than before the campaign.
The campaign picked up a Bord Bia award for Excellence in Digital Marketing.
Brief: Bank of Ireland wanted to amplify their Sponsor for a Day initiative, to promote the sponsorship event and to encourage more SMEs to enter each year.
Solution: As well as capturing the announcement of the winners, we created an emotive video piece around one of the companies' owners. The piece of content was really well received with over 200,000 views and helped the campaign earn an AIM award nomination for digital marketing.
Video Concept and Content
Brief: To encourage young Irish tech professionals to choose indigenous companies over the large multinationals setting up around Ireland.
Solution: We created a piece of video content profiling several high profile Irish companies operating at a global level. Using a track from a popular Irish band as the soundtrack, we showcased the benefits of working for an Irish company over a multinational. The video was well received and gained traction on several high profile media outlets, as well as being used by Enterprise Ireland for several subsequent years.
Strategy - Video Content
Brief: UPC wanted to let their customers know about their new On Demand service through their email database, but wanted to do something that would grab their attention.
Solution: We created an engaging piece of video content dramatising the arrival of On Demand through the streets of Dublin, that kept on brand with their ATL campaigns. But to add an element of personalisation, we created 40 different versions of the video, each with a personalised title and voiceover. The 40 names accounted for 90% of customers, with a generic version created for the remaining 10%.
UPC reported a huge increase in the open rate of their emails and the video piece was used across their social channels to promote the launch of On Demand.
Video Concept and Content
Brief: Top Fruit asked us to create a piece of content that would gain them followers and traction on social. The word "viral" may have been thrown around...
Solution: With the launch of the iPhone 5 only weeks away, we created a giant iPhone made of fruit, recreating the device and app icons using products from Top Fruit.
The video of the build received over 250k organic views and was featured on several high profile websites.
Video Concept and Content
Brief: We were briefed by Fáilte Ireland to produce a social video campaign to raise awareness and engagement for The Gathering, Ireland 2013 - a tourism-led initiative that aimed to mobilise Irish diaspora to return to Ireland during the same year.
Solution: We produced a personalised video with Facebook integration featuring Irish comedian Andrew Maxwell, who showcased several of the activities running throughout the year during the Gathering. The video could be sent via Facebook mail and at the finale of the video, the viewers name would be displayed on a reserved seat next to Andrew Maxwell.
There were over 750,000+ views of the YouTube clip, and over 50,000 personalised videos created through Facebook, which helped grow The Gathering’s Facebook page from 30,000 to over 100,000 fans.
Strategy - PR Activation - Facebook App Concept and Build
Brief: Grow sexual health awareness for Dublin Aid Alliance, by creating a sub brand/tagline to help connect with the target audience.
Solution: We developed the campaign "Just Carry One", a simple message that translated perfectly across all mediums. As part of the campaign, we created a Space Invaders style Facebook game (at the height of the platforms popularity for this demographic) which challenged users to protect their friends from dangerous STI's. An overall prize incentivised their participation and the campaign spread virally due to the notifications that friends of players were receiving - "James saved you from Gonorrhea!"
The campaign was a great success, with over 20k organic Facebook likes and a similar number of game sessions recorded.
Here's a video I directed for Irish band Dogs. Shot in 2 hours, edited in 6, I completed the whole thing within a day. Not sure whether that's a good or bad thing.