FINDING A VOICE IN THE PANDEMIC
'Welcome To My New Office', Creative Director
When the world as we knew it changed overnight with COVID, Workplace from Meta needed to act fast to communicate its relevance to business owners and generate leads through performance marketing.
THE OPPORTUNITY In the world of performance marketing, brand takes a back seat. I recognised the opportunity to own a special kind of conversation that was authentic to the product and the world was in need of. My team proactively pitched the idea of a hybrid brand/performance campaign to maximise the opportunity and deliver a relevant and differentiated message.
THE INSIGHT With the WFH culture that emerged overnight, the concept "office" took on a whole new meaning. Whilst humans are resilient and adapted quickly to the change, turning personal spaces into workplaces. The one thing we couldn’t change was our need for connection.
THE IDEA Whilst other products was focusing on the what (functionality and efficiency). We understand the why (people and culture). Yes, we give everyone access to the information they need to get the job done. But more importantly, we provide a human and intuitive platform that connect workers, far and wide, to feel closer to each other and the company mission. We simply tapped into our brand differentiation of understanding people at work and leading with humanity.
ORGANIC SOCIAL We extended the idea into social with insightful new human behaviours demanding a new work vocabulary.
THE RESULT We were able combine two different kind of marketing activities to communicate a message that was sensitive to the times, relevant to our audience and enabled the brand to demonstrate its differentiation in a category bloated with functional messaging about productivity.
Selected Works
CELEBRATING PEOPLE AT WORKCD, Workplace from Meta
DEFINING A META BRAND FOR WORKECD, Workplace from Meta
FINDING A VOICE IN THE PANDEMICCD, Workplace from Meta
DELIVERING FOOD ENVYCD, Deliveroo
DEFINING THE DELIVEROO BRANDECD, Deliveroo
CREATING A REACTIVE CAMPAIGNCD, Deliveroo
CREATING A NEW CATEGORYCD, Dove DermaSeries
PROMOTING THE METAVERSECD, Meta for Work
ADDRESSING SEASONAL RELEVANCECD, Deliveroo
KEEPING PEOPLE IN THE KNOWCD, 72andSunny Amsterdam
PROMOTING PERSONAL CARECD, R/GA London
CREATING A COMMS STRATEGYSenior Creative Team, BBH London
MIXED ART DIRECTION & DESIGNSenior Art Director
MIXED CREATIVE & CONCEPTSenior Creative
MAKING PICTURESPhotography, pure and simple
"One of Helin's biggest strengths is to craft ideas."
MARIANA BUKVIC, DESIGNER DIRECTOR NIKE PORTLAND
MARIANA BUKVIC, DESIGNER DIRECTOR NIKE PORTLAND