I created the idea of ‘choice’ for McDonald's Monopoly gameplay. To advertise it, I steered all agencies to “demonstrate choice – don’t just say it”. Result: a 6-week episodic TV campaign inviting viewers to choose the next TV ad ending via Twitter, which in turn sparked social media engagement.
Beyond TV, I asked the media agency to stitch choice into all formats, resulting in Absolute FM and Magic inviting listeners to select the stations' broadcast playlists via paid and owned media. TV, social media (during all phases), press, outdoor, PR and POS.
Beyond TV, I asked the media agency to stitch choice into all formats, resulting in Absolute FM and Magic inviting listeners to select the stations' broadcast playlists via paid and owned media. TV, social media (during all phases), press, outdoor, PR and POS.
Double Effies finalist.
Fame driving tweet that made the headlines
A simple pro-active Valentine's idea that caught the UK's imagination. The Sun, Lad Bible, Unilad and more delivered hundreds of thousands of engagements. Thanks to my creative team.
A simple pro-active Valentine's idea that caught the UK's imagination. The Sun, Lad Bible, Unilad and more delivered hundreds of thousands of engagements. Thanks to my creative team.
Role: As ECD, I led the creative process for the campaign and steered Leo Burnett, TMS and OMD.
