PROMOTING PERSONAL CARE

Creative Director, R/GA London

Overseeing all creative output across three Unilever accounts; Magnum Ice Cream, Signal Toothpaste and Zendium Toothpaste. I worked with an extended strategy, account and creative teams on everything from longer term brand strategy work streams to executional social activities and everything in-between. 

'The White Playground', Creative Director

Magnum ice-cream 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, we created an interactive Facebook Canvas experience to bring out the playful and mischievous personality of the Magnum White. The FB Canvas allows you to string together a set of stand alone moving assets that form a connected vertical narrative on your handheld device.  

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

'Big Brush, Little Brush' The audio series, Creative Director

Signal Toothpaste came to R/GA with the insight that parents need help educating their kids to brush their teeth twice a day, morning AND evening. They needed an interactive campaign to engage the young audience.

THE SOLUTION The R/GA team came up with an idea to get kids excited about brushing their teeth through the adventures of Big Brush and Little Brush. 

MY ROLE An ambitious project with multiple teams working on activations across channels, I led the audio series, making the campaign accessible in key markets without access to smartphones but in desperate need for this educational content. This was an amazingly rewarding project to create engaging content through a restricted media.

Working to lower budget than the main campaign activities, we ££ for one voice over artist only to carry the 21 episodes with a multitude of characters to portray. We found the amazingly talented Rasmus Hardiker who smashed it!

Episode 13 - The Prairie

Episode 14 - Captain Cuddly

Episode 15 - The Kitty Crew

And I threw in a quick social promo edit for good measure.

EXTENDING THE IDEA With the partnership with 'Playbrush', an interactive "smart" toothbrush, the idea evolved into a branded app with in-game controls though your brushing action. Working with a brand designer and an illustrator, I led up the branding of the platform with iconagraphy and character development.