R/GA London - Helin Kotan

CREATIVE DIRECTOR

R/GA LONDON

Overseeing all creative output across three Unilever accounts; Magnum Ice Cream plus two innovative tooth care brands. Working with a large team on everything from longer term brand strategy work streams to executional social activities and everything in-between.

A long term freelance assignment to oversee all creative output across three Unilever accounts; Magnum Ice Cream plus two innovative tooth care brands. Working with a large team on everything from longer term brand strategy work streams to executional social activities and everything in-between.

MAGNUM ICE-CREAM

Magnum is a premium brand with an ambition to create best-in-class branded social content. So the challenge set to us was to create effective measurable engagement on a budget whilst keeping the brands premium quality.

For the launch of Magnum White, the team came up with a narrative that unfolds through an interactive Facebook Canvas experience; a set of stand alone scenarios that form a connected vertical narrative on your handheld device.

For the launch of Magnum White, the team came up with a narrative that unfolds through user interaction in a Facebook Canvas experience; a set of stand alone scenarios that form a connected vertical narrative on your handheld device.

Working with a young director duo who embraced the challenge, we delivering a beautiful campaign on budget and on brand for the client. In addition to the interactive exprience, we also delivered a sharable GIF asset bank for Magnum to re-purpose on social with contextual captions.

Every scene was carefully choreographed to “link up” with the previous frame in the vertical scrolling narrative as well as being designed to stand on their in individual seamlessly looping GIFs; creating a diverse sharable asset bank for the client to reuse in social with context relevant captions

Working with a young director duo who embraced the challenge, we delivering a beautiful campaign on budget and on brand for the client. In addition to the interactive exprience, we also delivered a GIF asset bank for Magnum to re-purpose on social.

'THE ADVENTURES OF LITTLE BRUSH BIG BRUSH'

The tooth care brand Signal wanted to create a campaign to educate on the importance of brushing TWICE a day, every morning as well as evening. The R/GA team came up with an ambitious project to create a 21 part animated series delivered to you through a Facebook bot - keeping track of a behaviour forming habit and reward you with entertaining content along the way.

The tooth care brand Signal wanted to create a campaign to educate on the importance of brushing twice a day, every morning and every evening. The R/GA team came up with an ambitious project to create an 21 part animated series delivered to you through a Facebook bot - keeping track of your behaviour forming habit and reward you with entertaining content.

With a large team working across various elements of the project, one of my key focus was a special set of the 21 episodes as an audio-only series to make the campaign accessible for key global market that do not have access to smart phones and particularly in need of this type of education.

Episode 13 - The Prairie

Episode 14 - Captain Cuddly

Episode 15 - The Kitty Crew

A partnership with 'Playbrush', a third party interactive "smart" toothbrush, the idea evolved into a branded app with in-game controls though your tooth brush action.

Some of the character design developments for the 'Playbrush' game.