Our new outdoor campaign for BA Business Class, nails that feeling of uninterrupted calm with a simple slit in the design, showing off those quiet, private moments British Airways customers love. From someone putting their feet up, enjoying in-flight entertainment, or catching some Z's, they’re totally tuned out from everything around them.
Photographer: Christopher Anderson
My role: Creative Director
Courage is Beautiful showcased powerful portraits of real frontline healthcare workers, wearing the toll of the pandemic on their faces. We turned these photographs into print and OOH, launching Unilever’s commitment to donate $5 million to frontline healthcare workers globally. It aired in over 15 countries and was covered on CNN, The New York Times and countless more.
It got over 2 billion earned PR impressions in the first week, and it smashed all Unilever benchmarks for engagement, achieving 99% positive sentiment on social.
"Top 10 'Best of 2020' List." – Ad Age
"The 'Most Contagious Campaigns of 2020' List" – Contagious
"Beautiful in its simplicity." – Glamour
"The New Face of Dove's Real Beauty Campaign 'Courage Is Beautiful' Is Dove’s Most Powerful Campaign Ever." – PopSugar
"Brings a new meaning to the concept of beauty and courage." – Today Show
"Definitely the ad of the year so far" – MoreAboutAdvertising
"Top 5 most-liked COVID-19 TV ads with UK consumers." (And it hadn't run on UK TV). – Unruly
Nominations:
CANNES LIONS 2021
GRAND PRIX in INDUSTRY CRAFT (Outdoor / Art Direction)
GRAND PRIX in PRINT & PUBLISHING (Corporate Purpose & Social Responsibility)
GOLD LION in INDUSTRY CRAFT (Outdoor / Photography)
GOLD LION in PRINT & PUBLISHING (Social Behaviour)
GOLD LION in OUTDOOR (Social Behaviour)
SILVER LIONS in OUTDOOR (Billboard Campaign)
SILVER LIONS in PRINT & PUBLISHING (Print Campaign)
SILVER LION in FILM (Social Behaviour)
BRONZE LION in FILM (Viral Film)
SHORTLIST in TITANIUM (Titanium)
SHORTLIST in FILM (TV / Cinema Film)
SHORTLIST in FILM (Online Film)
SHORTLIST in OUTDOOR (Corporate Purpose & Social Responsibility)
SHORTLIST in DIRECT (Use of Print & Outdoor)
SHORTLIST in HEALTH & WELLNESS (Brand-led Education & Awareness)
CANNES LIONS 2022
GOLD LION in CREATIVE EFFECTIVENESS (Real-time Response)
SILVER LION in CREATIVE EFFECTIVENESS (Global Market)
SHORTLIST in CREATIVE STRATEGY (Corporate Purpose & Social Responsibility)
D&AD
YELLOW PENCIL in PRESS & OUTDOOR (Press Campaign)
GRAPHITE PENCIL in PHOTOGRAPHY (Portraits)
GRAPHITE PENCIL in PRESS & OUTDOOR (Poster Campaign)
SHORTLIST in GRAPHIC DESIGN (Integrated)
SHORTLIST in PR (Reactive Response)
SHORTLIST in ART DIRECTION (Outdoor)
ANDY AWARDS
GOLD in IDEA
GOLD in CRAFT
CLIO AWARDS 2021
SILVER in OUT OF HOME
SILVER in FASHION & BEAUTY
SILVER in DESIGN CRAFT
SILVER in PRINT & OOH CRAFT / ART DIRECTION
SILVER in PRINT & OOH CRAFT / PHOTOGRAPHY
BRONZE in FILM
BRONZE in PUBLIC RELATIONS
SHORTLIST in SOCIAL MEDIA
CLIO AWARDS 2022
GRAND CLIO in CREATIVE EFFECTIVENESS
LIA LONDON INTERNATIONAL AWARDS
GRAND PRIX / GRAND LIA in OUT OF HOME (Billboard)
GOLD in OUT OF HOME (Billboard / Campaign)
GOLD in OUT OF HOME (Billboard / Use of Photography)
GOLD in PRINT (Campaign)
GOLD in PRINT (Use of Photography / Campaign )
SILVER in OUT OF HOME (Art Direction Campaign)
EUROBEST
GOLD in OUTDOOR (Corporate Purpose & Social Responsibility)
GOLD in PRINT & PUBLISHING (Fast Moving Consumer Goods)
SILVER in FILM (Fast Moving Consumer Goods)
SHORTLIST in FILM (Viral Film)
SHORTLIST in FILM CRAFT (Casting)
SHORTLIST in PR (Corporate Purpose & Social Responsibility)
SHORTLIST in MEDIA (Use of Print / Outdoor)
EPICA
GOLD in HEALTH & BEAUTY
GOLD in ADVERTISING PHOTOGRAPHY
ATOMIC AWARDS
GOLD in GLOBAL CAMPAIGN
BRONZE in CAUSE & ACTION
THE ONE SHOW 2021
GOLDEN PENCIL in BRANDED ENTERTAINMENT (Innovation & Transformation / Innovation in Lockdown)
GOLDEN PENCIL in PRINT CRAFT (Photography)
GOLDEN PENCIL in PRINT (Magazine / Series)
GOLDEN PENCIL in DIRECT MARKETING (Out of Home / Billboards & Transit)
SILVER PENCIL in FILM (Television & VOD / Short Form - Single)
SILVER PENCIL in OUT OF HOME: Billboards & Transit / Series
SILVER PENCIL in SOCIAL MEDIA (Craft / Use of Visuals)
SILVER PENCIL in MOVING IMAGE (Craft /C asting)
BRONZE PENCIL in FILM (Online Films & Video)
BRONZE PENCIL in HEALTH, WELLNESS & PHARMA (Out of Home)
BRONZE PENCIL in PR (Innovation & Transformation)
MERIT in PRINT (Innovation in Lockdown)
MERIT in FILM (Innovation in Lockdown)
MERIT in OOH (Innovation in Lockdown)
MERIT in PR (Media Relations / Innovation in Lockdown)
SHORTLIST in SOCIAL MEDIA (Craft / Use of Visuals)
SHORTLIST in SOCIAL MEDIA (Craft / Writing)
THE ONE SHOW 2022
BEST OF DISCIPLINE / BEST OF CREATIVE EFFECTIVENESS in Creative Effectiveness: Multi-Country or Global / CSR
GOLDEN PENCIL in Creative Effectiveness: Multi-Country or Global / CSR
SILVER PENCIL in Creative Effectiveness: Creative Effectiveness / CSR
ADCC — ADVERTISING & DESIGN CLUB OF CANADA
GOLD in TV Single
GOLD in Consumer Magazine Ad (Single)
GOLD in Consumer Magazine Ad (Campaign)
GOLD in Newspaper Ad (Single)
SILVER in Advertising Posters (Single)
SILVER in Advertising Posters (Campaign)
SILVER in Advertising Transit (Single)
SILVER in Advertising Transit, Campaign (Dove "Courage is Beautiful")
SILVER in Advertising, Best Art Direction, Single (Dove "Courage is Beautiful")
SILVER in Online Film Over 45sec
SILVER in PR (Campaign)
SILVER in Creative Effectiveness
SILVER in Social Media
EFFIES CANADA
GOLD in Personal Care
GOLD in Carpe Diem / Products & Services
GOLD in Crisis Response / Critical Pivot
SILVER in Corporate Reputation
ADFORUM PHNX AWARDS
GRAND PRIX in TRANSFORMING LIVES
GOLD in TRANSFORMING LIVES
UNILEVER ANNUAL MARKETING AWARDS
GRAND PRIX
CREATIVE CRAFT AWARD
DMA UK AWARDS
SILVER in BEST BRAND BUILDING CAMPAIGN
BRONZE for BEST B2C
BRONZE for BEST CREATIVE SOLUTION
LUEZER’S ARCHIVE
Cover of Lüezer’s Archive
ADFORUM’S BUSINESS REPORT
Ranked #1 Most Awarded Health & Beauty Campaign in 2020 according to AdForum’s Business Report, leading Dove to be also ranked #1 Most Awarded Health & Beauty Brand in 2020
CONTAGIOUS
Ranked #1 Most Contagious Campaign in 2020
WARC Ranking
Ranked #14 Most Awarded Campaign in 2021
leading Ogilvy to be Named World's Most Creative Agency Network on WARC's Creative 100 in 2021
My role: Global Creative Director
80% of girls are now using retouching apps by the age of 13, according to research. This heartbreaking fact forms the basis of our new global campaign for Dove. A sequel to the groundbreaking 'Evolution', it tackles the new enemy to the self-esteem of millions of young women and girls around the world. Young girls are being retouched and manipulated more than ever, but this time the situation is far worse. Instead of the media distorting their images, the girls as young as 13 are doing it to themselves with the face apps and retouching tools.
Social media is a big part of our lives, but the digital distortion young people see online is harming their self-esteem. After an unprecedented year of increased screen-time, there has never been a more important time to act. Dove is on a mission to stop retouching apps from blurring young people’s confidence and build positive body image on social media. As the leading provider of self-esteem worldwide, the Dove Self-Esteem Project is aiming to build self-esteem and positive body image in young people since 2004 with the ambition of reaching 250 million young people globally by 2030.
Our global campaign “Reverse Selfie” was deemed the top campaign by The Good Report in 2023, the success of which also earned Dove the top spot for Brands, making Ogilvy UK be ranked as the #1 individual Agency and Ogilvy to be top Creative Network of the year.
Directed by Benito Montorio
Photography by Sophie Harris-Taylor
My role: Global Creative Director
Nominations:
EFFIE WORLDWIDE 2023
Global Grand Effie Winner in POSITIVE CHANGE
CANNES LIONS
GOLD LION in PRINT & PUBLISHING (Corporate Purpose & Social Responsibility)
SILVER LION in PRINT & PUBLISHING (Consumer Goods)
SILVER LION in HEALTH & WELLNESS (Brand-led Education & Awareness)
BRONZE LION in FILM CRAFT (Casting)
BRONZE LION in CREATIVE STRATEGY (Challenges & Breakthroughs)
SHORTLIST in FILM CRAFT (Editing)
3 SHORTLISTS in HEALTH & WELLNESS (Health Awareness & Advocacy)
2 SHORTLISTS in PRINT & PUBLISHING (Cultural Insight / Market Disruption)
5 SHORTLISTS in OUTDOOR (Animated Digital Screens / Corporate Purpose & Social Responsibility)
SHORTLIST in OUTDOOR (Social Behaviour)
D&AD
YELLOW PENCIL in Press & Outdoor / Press Campaigns
YELLOW PENCIL in Entertainment / Integrated
GRAPHITE PENCIL in Press & Outdoor / Posters
GRAPHITE PENCIL in Film / Social Commercials Over 30 sec
GRAPHITE PENCIL in Direct / Integrated
GRAPHITE PENCIL in Integrated / Health & Wellbeing
WOOD PENCIL in PR / Multimarket
WOOD PENCIL in Direction / Film
WOOD PENCIL in Direct / Press & Outdoor
WOOD PENCIL in Film / TV/VOD Commercials
SHORTLIST in Digital / Social
SHORTLIST in Integrated / Content-Led Campaigns
THE ONE SHOW
GOLDEN PENCIL in HEALTH & WELLNESS – Integrated Branding
GOLDEN PENCIL in OUT OF HOME – Dynamic Billboards & Transit
SILVER PENCIL in OUT OF HOME – Craft / Photography
SILVER PENCIL in PRINT – Magazine / Series
SILVER PENCIL in INTEGRATED – Integrated Branding Campaign
SILVER PENCIL in PRINT – Craft / Photography
BRONZE PENCIL in FILM – Television & VOD / Long Form
BRONZE PENCIL in FILM – Online Films & Video / Long Form
BRONZE PENCIL in CULTURAL DRIVER
MERIT in OUT OF HOME – Craft / Writing
MERIT in DIRECT MARKETING –Targeted Video
MERIT in PUBLIC RELATIONS – Integrated PR Campaign
MERIT in MOVING IMAGE CRAFT – Casting`
MERIT in INTEGRATED – Rebranding Campaign
SHORTLIST in DIRECT MARKETING – Out of Home
SHORTLIST in MOVING IMAGE CRAFT – Visual Effects
ANDY AWARDS
GOLD in IDEA
SHORTLIST in CRAFT
CLIO AWARDS
SILVER in FASHION & BEAUTY
SILVER in FILM – 61 Seconds to Five Minutes
BRONZE in PR
BRONZE in PRINT
BRONZE in PRINT & OOH CRAFT – Copywriting
SHORTLIST - INTEGRATED CAMPAIGN
CREATIVE CIRCLE
GOLD in OUTDOOR – Best Outdoor to Influence Positive Change
GOLD in GENERAL – Best Integrated Campaign
BRONZE in FILM – Best Film for Positive Change
EFFIE AWARDS / United States
GOLD in PERSONAL CARE
EUROBEST
GOLD / INTEGRATED EUROBEST AWARD in INTEGRATED
GOLD in OUTDOOR / Animated Digital Screens Campaign
2 SILVERS in OUTDOOR / Billboards
5 BRONZES in PRINT & PUBLISHING / Consumer Goods
3 BRONZES in INDUSTRY CRAFT / Print & Publishing Copywriting
2 SHORTLISTS in FILM / Consumer Goods
SHORTLIST in OUTDOOR / Billboards
SHORTLIST in FILM CRAFT / Visual Effects
LISBON INTERNATIONAL ADVERTISING FESTIVAL
SILVER in PR / Integrated Marketing Personal Care
THE MARKETING SOCIETY
Best Brand Purpose Campaign
Best Marketing for Positive Change Campaign
Judge’s Choice Grand Prix Winner
ACT TRIBUTES AWARDS
GOLD in EDUCATION PUBLIC’S FAVOURITE
THE GOOD REPORT
TOP 1 CAMPAIGN
IPA EFFECTIVENESS AWARDS
SHORTLIST in CREATIVE EFFECTIVENESS
CAMPAIGN MAGAZINE
Ranked #2 in the TOP 15 Film Ads of 2021
THE DRUM
Ranked #1 The Drum readers’ Most-watched Ad in 2021
Ranked #2 in the BEST ADS OF 2021 IN THE UK
Ranked #4 in the BEST ADS OF 2021 IN THE US
Considered Best Social campaign of 2021 by The Drum
CREATIVE POOL
Ranked #1 in the TOP 5 most inspiring and insightful mental health campaigns from the past two years
Ranked #3 in the BEST CAMPAIGNS OF 2021 by Creative Pool
Considered TOP 100 World’s best ads ever by TheDrum
I T ' S T H A T A F F O R D A B L E
Have you ever thought about how much you spend on Coffee every week? IKEA has. And to promote IKEA’s special offers sales we came up with a campaign that reminds people that beautiful Scandinavian design is as affordable as the least expensive things in their daily lives. So we changed the value of furniture and put IKEA’s products right amongst those things. Instead of money, we used coffees, toothpaste, soda cans, stamps, pizza boxes, and postcards to visually striking new currency. A simple change that changed people’s perceptions. And made them see IKEA’s affordability in a whole new way.
The campaign was originally created for the Saudi Arabian market, the work was recognised by the Inter-IKEA brand team based in the Headquarters in Sweden, and it ran in Sweden as well. It was considered an "example of work" IKEA should always do. Since then, the campaign is part of the IKEA brand guidelines.
Nominations:
GUNN REPORT 2016
5th Most-Awarded Print/OOH ads in the world in 2016
CANNES LIONS
1 GOLD LION in OUTDOOR (Indoor Posters)
1 GOLD LION in OUTDOOR (Billboards & Street Posters)
1 GOLD LION in PRINT & PUBLISHING (Retail & E-Commerce)
1 SILVER LION in PRINT & PUBLISHING (Craft Art Direction)
D&AD
1 GRAPHITE PENCIL in POSTER ADVERTISING CAMPAIGNS (Campaign)
1 WOOD PENCIL in ART DIRECTION (Poster Advertising)
1 WOOD PENCIL in OUTDOOR ADVERTISING (Poster)
1 WOOD PENCIL in OUTDOOR ADVERTISING (Poster)
1 WOOD PENCIL in OUTDOOR ADVERTISING (Poster)
CLIO AWARDS
1 GOLD in OUTDOOR
1 SILVER in OUTDOOR
1 SILVER in PRINT & PUBLISHING
1 SHORTLIST in BRAND DESIGN
ONE SHOW
1 MERIT in DESIGN (Posters)
1 MERIT in DESIGN (P.O.P. & In-store)
LIA
1 GOLD in PRINT (Consumer campaign)
1 GOLD in BILLBOARD (Consumer campaign)
DUBAI LYNX
1 GOLD in OUTDOOR CAMPAIGN (Home appliances & furnishings)
1 SILVER in PRINT & POSTER CRAFT (Art direction)
1 SILVER in OUTDOOR CAMPAIGN (Art direction)
1 BRONZE in OUTDOOR CAMPAIGN (Retail)
WPPed CREAM AWARDS
WINNER / Best Idea in 2016 in the WWP Network
IKEA BRAND GUIDELINES
It made it to the Global IKEA Brand Guidelines, as a reference for ideal art direction for the brand
My role: Idea and Art direction
A visually striking campaign for The Ordinary, showcasing the brand’s commitment to science over celebrity endorsements and marketing hype through the customer shopping experience.
My role: Creative Director
The 2024 Olympics were in full swing in Paris, and the French were showing off their love for pastries with endless boulangeries in the Olympic Village. But as tasty as croissants are, they don't exactly scream "nutrition." British athletes, in particular, are seriously missing their good old oats.
That’s why we jumped in with a quick and clever campaign for Quaker Oats, reminding everyone that it takes more than just flaky pastries to win gold. Our ads hit the London Metro and are popping up on digital screens across the UK, right near Fanzones where fans are soaking up the Olympic spirit.
My role: Creative Director
F O R R E A L F A M I L I E S
Families are at the core of IKEA’s business: old and young, traditional and modern, family by birth or by choice. And in the UAE, IKEA faces a bigger challenge to be relevant to all of them, as the population is composed by mostly of expats. To show that IKEA has relevant solutions to all cultures, the brand recreated rooms everyone loves; the perfect inspiration to sell furniture in a way our diverse audience could connect to.
In this campaign, IKEA replaced all the furniture of a few famous families by its own. The Swedish brand chose three iconic family rooms on TV and then replicated them using IKEA furniture only.
We've grouped all the products for each room on IKEA’s website, so people can easily find all IKEA articles used to recreate each room and make their living rooms also iconic.
The new series are on IKEA's social media channels, catalogues and at a live event where the three iconic rooms will be recreated in IKEA stores in the Middle East. All the rooms families loved to see on TV, now they can have in real life.
My role: Creative Director
Nominations:
CANNES LIONS
3 SILVER LIONS in INDUSTRY CRAFT (Art Direction)
2 BRONZE LIONS in OUTDOOR (Indoor Posters)
9 SHORTLISTS in INDUSTRY CRAFT (Campaign)
3 SHORTLISTS in PRINT & PUBLISHING (Print Campaign)
1 SHORTLISTS in OUTDOOR (Billboard Campaign)
CLIO AWARDS
1 SILVER in PRINT & PUBLISHING (Print Campaign)
ADSTARS
1 SILVER in PRINT & PUBLISHING (Print Campaign
The rapid increase in anti-aging content on social media feeds of girls as young as 10 years old is driving them to adopt unnecessary anti-aging skincare routines. This trend not only affects their skin but also damages their self-esteem. Research by Dove revealed that 1 in 2 girls aged 10-17 now expects to become more concerned about their appearance as they age.
In response to this troubling trend, we launched the "10 vs 10" campaign to create awareness and provide guidance to parents and guardians on how to address this issue.
CANNES LIONS 2024
BRONZE LION in PRINT AND PUBLISHING (Culture & Context)
SHORTLIST in PRINT AND PUBLISHING (Social Behaviour & Culture Insight)
SHORTLIST in FILM (Corporate Purpose & Social Responsibility)
SHORTLIST in FILM (Consumer Goods)
SHORTLIST in OUTDOOR (Corporate Purpose & Social Responsibility)
SHORTLIST in INDUSTRY CRAFT (Photography / Outdoor)
AWARD Awards (Australia)
GOLD PENCIL in ADVERTISING (Purpose)
SILVER PENCIL in PRINT & PUBLISHING
BRONZE PENCIL in ADVERTISING (Health & Wellness)
bCreator™ Awards (UK)
Beauty Creator Marketing Campaign of the Year
My role: Global Creative Director
Five.
That’s the age girls learn what’s real and make-believe, start telling stories using full sentences, and do a somersault for the first time. Five is also the age that far too many Black girls experience hair discrimination for the first time. Because when Black girls leave their homes to start school, they leave a safe space. Outside their families and communities, they’re subjected to the biases and stereotypes held by others—to racist discrimination against the hair they were born with.
Dove research revealed that 53% of Black mothers, whose daughters have experienced hair discrimination, say their daughters experienced the discrimination as early as 5 years old, and approximately 86% of Black teens who experience discrimination have endured it by the age of 12.
This work is all about shedding light on this staggering and heart-wrenching insight to compel people to take action on behalf of The CROWN Act—a law co-founded by Dove to make natural hair discrimination illegal in schools and workplaces across the United States.
To jolt people into taking action, we collaborated closely with filmmaker Aisha Ford to create a visceral film that told Phoenix’s story—a story inspired by real stories of hair discrimination lived by Black girls and women from childhood through adulthood. Equally as important as drawing attention to the pervasiveness and impact of hair discrimination was the story of empowerment and love that Phoenix’s father instilled in her for her hair. Phoenix is not a victim but a representation of the countless Black women and girls who have been fighting for their hair and their rights.
Directed by Aisha Ford
My role: Global Creative Director
Nominations so far:
CANNES LIONS
BRONZE LION in FILM / Single-market Campaign
BRONZE LION in PR / Corporate Purpose & Social Responsibility
SHORTLIST in GLASS / Glass: The Lion for Change
SHORTLIST in SOCIAL INFLUENCER / Corporate Purpose & Social Responsibility
SHORTLIST in SUSTAINABLE DEVELOPMENT GOALS / Reduced Inequalities
SHORTLIST in DIRECT / Consumer Goods
SHORTLIST in DIRECT / Cultural Insight
D&AD
WOOD PENCIL in CASTING / Film
WOOD PENCIL in CASTING / Performance
SHORTLIST in FILM / TV/VOD Commercials 31 - 120 Seconds
SHORTLIST in IMPACT / Advertising
THE ONE SHOW
MERIT in MOVING CRAFT / Writing
SHORTLIST in BRANDED ENTERTAINMENT / Short Form Video
Have you ever thought about how much you spend on coffee every week? IKEA has.
In 2016, we changed the value of furniture and put IKEA’s products right amongst the least expensive things in life. Instead of money, we used coffees, toothpastes, soda cans, stamps and pizza boxes as a visually striking new currency.
In 2017 to tout IKEA’s seasonal sales, we simply showed visually the currency’s depreciation, by removing some of the very elements that helped build it. Now a table that was worth three coffees costs just two. A simple change that changed people’s perception. And made them see that what was already affordable is now 30% OFF.
Nominations so far:
CANNES LIONS 2017
Bronze Lion – Print & Publishing / Retail & e-commerce Campaign
Featured at Lürzer's Archive
P L A N T S O R P E O P L E ,
W E A L L N E E D L O V E T O G R O W
To raise awareness around Anti-Bullying Day on 4th May, IKEA partnered with GEMS Wellington Academy in the UAE to conduct a unique social experiment with thousands of children. The live experiment involved IKEA taking two of its very own plants and installing them at the school. Both plants were treated strictly the same. The only difference being one plant heard compliments and words of encouragement, while the other was verbally bullied with hateful words, for one month. The students were encouraged to record their own voices to share their love with the first plant and give words of criticism to the second, either first hand and via social media interaction. After 30 days, the results spoke for themselves - while the complimented plant continued to thrive, the bullied plant was visibly struggling and looking dull with droopy brown leaves.
Nominations:
CANNES LIONS
1 FINALIST in PR / Brand Voice & Strategic Storytelling
1 FINALIST in PR / Use of Events & Stunts
1 FINALIST in MEDIA / Corporate Social Responsibility - Use of Events & Stunts
DUBAI LYNX
1 SILVER in OUTDOOR / Live Advertising & Events
MEPRA MIDDLE EAST PR AWARDS
Best Corporate Reputation Campaign
Best Sustainability and Social Impact Campaign
My role: Creative Director
W E D O N ’ T J U S T
F L A M E - G R I L L ,
W E S U N
F L A M E - G R I L L
As temperature in Kuwait reached 50oC (122oF), the BURGER KING® brand served a special WHOPPER® sandwich flame-grilled by the Sun.
The warmest day of the year in Kuwait just hit 50oC (122oF) and Burger King wasted no time in making the best of every ray. Flipping the down side of Kuwait’s infamous scorching heat through their very own solar powered gadget, BK took flame grilling to new heights by harnessing the sun’s power to its ultimate advantage! The result? The beginning of a tasty friendship between the Whopper sandwich and the bright star.
Watch the film in Arabic here.
My Role: Concept, Art director, Creative Director
Nominations so far:
DUBAI LYNX
1 BRONZE / PR / Events & Stunts
Best Outdoor of the week by BestAdsOnTV
Featured at Adweek
Editor’s pick by Creativity-Online
C H A N G E A N A M E
C H A N G E T H E G A M E
A G A I N S T B U L L Y I N G
Soccer may be tough. Schoolyards are tougher. Kids bullying is not a new phenomenon. But social media platforms like Facebook or Twitter made it worse. Children are segregated, labelled and named. How can the German Children´s Fund “Deutsches Kinderhilfswerk e.V.” raise awareness for kids bullying and empower the children at the same time?
Before fans called their names, they’ve been called names. At the Hero Cup in Hamburg, former soccer stars surprised the fans in the stadium: They changed their jersey names to the nasty nicknames of their childhood. The players also changed the names of their social media profiles and made the #namechanger a trending topic.
No bullies can stop us. The match was broadcast live on German television and attracted huge media interest. It was featured in Germany’s biggest newspaper and on popular TV channels, Blogs etc. The campaign reached over 10 million people in total. The football heroes sent an empowering message to all kids: "We’ve beaten the bullies and so can you!“
Change your name to change the game against bullying.
http://www.namechanger.org/
Nominations:
ONE SHOW
1 MERIT in PUBLIC RELATIONS
1 MERIT in BRANDED ENTERTAINMENT
1 FINALIST in CROSS-PLATFORM GUERILLA
CANNES LIONS
1 SHORTLIST in BRANDED ENTERTAINMENT
ADC Germany
1 BRONZE
NY FESTIVALS
1 FINALIST
My role: Idea and Art direction
You can’t find your favourite socks. You accidentally spill your toast in bed. Your partner leaves his wet towel on the floor. Simple things in life can be quite dramatic. No wonder why soap-operas are still so popular. IKEA shows how easy life can be through one of the biggest passions in the Middle East: soap opera.
Directed by Omar Hilal, BigFoot.
My role: Concept, Scriptwriting, Art direction
Nominations so far:
DUBAI LYNX
1 GOLD in FILM / Campaign (Episode: Mama’s little boy)
1 GOLD in FILM / Campaign (Episode: That cheater)
1 GOLD in FILM / Campaign (Episode: Shower Mishap)
1 GOLD in FILM / Campaign (Episode: Leftover misery)
1 GOLD in FILM CRAFT / Direction (Episode: Mama’s little boy)
1 BRONZE in FILM CRAFT / Casting (Episode: Shower mishap)
1 SHORTLIST in FILM CRAFT / Script (Episode: Mama’s little boy)
1 SHORTLIST in FILM CRAFT / Script (Episode: That cheater)
P R O D U C T S W I T H
A S H O R T L I F E - S P A M
I N A F O R M A T W I T H
A S H O R T L I F E - S P A M :
I N S T A - S T O R I E S
The closer a product gets to expiring, the fastest supermarkets need to sell them. So, they drop the prices. But if there aren’t enough people in the store to see it, products end-up stuck on the shelf. A waste, not only for the business, but for society.
Supeco, Carrefour’s low cost supermarket chain, believes savings can go beyond low prices: they can also help avoid waste. Introducing Best Before 24h. The win-win promo that advertises products with a short lifespan on a format with a short lifespan: Instagram Stories, the ephemeral media space that lives 24 hours only.
My role: Idea and Creative direction
Nominations:
EL SOL
1 Silver in Digital & Mobile / Digital campaign
1 Bronze in Media / Best use of social and mobile platforms
S O L V I N G
T W O
P R O B L E M S
A T O N C E
Ramadan is a time of togetherness, yet most of us spend more time with our phone than our family. While for migrant workers in the Middle East, smartphones are their only connection to their families back home.
For Ramadan 2016, Lenovo created Hadia Time, a simple app that records the time your phone is locked in the evenings. Between 7pm and 10pm every day, the longer your phone stays locked, the more data Lenovo will gift to those who need it most.
So the more time you spend with your family, the more time they can spend with theirs.
Hadia Time is 100% free and does not drain your data plan. Your symbolic gift of time will be converted into real data credit by Lenovo and distributed after Eid to workers across the region.
We will then contact you personally with thanks from the workers who received family time, thanks to you being with yours. Ramadan Kareem!
Check out the app here:
https://play.google.com/store/apps/details?id=cz.adiktmobile.hadiatime&hl=en
My role: Concept
Nominations:
DUBAI LYNX
GOLD / Mobile
SILVER / Branded Content & Entertainment
SILVER / Promo & Activation
SILVER / PR
ONE SHOW
SHORTLIST / MOBILE Applications
LEGO is responsible for a big chunk of Majoli toy stores revenue, so they asked us to create a campaign to promote it. They wanted to communicate LEGO´s strongest argument: it is the ultimate toy to develop creativity.
In this series of radio spots, we showed kids using their imaginations to re-build entire stories just by re-arranging the same number of words. Basically, in our spots, words became LEGO bricks, used to surprise the audience with unimaginable twists and unexpected sentence constructions. Our idea was to simulate the same process of building LEGO: sometimes, the outcome is very funny, sometimes it is rather nonsense, while sometimes, it just feels right.
Nominations:
CLIO AWARDS
1 Bronze - Radio / Audio Technique / Copywriting
1 Shortlist - Radio Campaign / Product & Service
My role: Idea and Art direction
Volkswagen Brand campaign in the Middle East in 2016.
Playing on Volkswagen ‘buy smart to look smart’ slogan, the brand campaign film opens on little Tommy who is wistfully gazing out the window at his neighbour Sami’s smarter, cooler dad as he cleans and polishes his new Volkswagen.
Directed by Tom Shankland, Great Guns.
My role: Idea and Art direction
OBI is one of the leading European DIY brands offering a wide range of home improvement and gardening products. In this OBI campaign, we show that life is full of OBI Moments.
Directed by Andreas Hoffmann.
My role: Idea and Art direction
I'm not a fake is Volkswagen's first ever, interactive ad to use reCAPTCHA recognition technology as a communication platform.
Studies showed that the purchase of fake spare parts in the Middle East was a growing problem on e-commerce sites. The same sites where reCAPTCHA recognition technology is usually used as a verification process. Instead of using random images to verify the user isn’t a robot, people have to select the fake part.
The campaign's being rolled out through the region, into media focusing on the automotive industry, targeting those who are either looking to buy a Volkswagen or are purchasing parts for one. Reminding people that fake parts are not always this easy to spot and leading people to the only place where they can be secure in the knowledge that they are getting original car parts – the Volkswagen dealership.
Experience the reCAPTCHA here: https://volkswagen-me.info/Website/Form/TestDrive/
My role: Creative Direction
Nominations so far:
Featured at Lürzer's Archive
Nominated Best campaign of the week by Best Ads
A P R I C E T A G
T H A T
C H A N G E S
P E R C E P T I O N
A price tag is one of the first ever forms of media. It’s so old that the Romans stated it. It’s also the smallest form of media. And the most challenging space for creativity. So our Ikea affordable price tags were a challenge that needed much thought. We think we have proved that even the humble price tag could be the perfect place for creativity.
To show how affordable Ikea products were we took the price and turned it into a new currency. A stool equals 3 coffees. A table five packs of toothpaste. A cupboard equals 5 pizzas. This way our customers understood that you get a whole lot for the price of everyday things. So we changed the prices for graphic symbols of everyday things. The customers could now easily work out how little Ikea products were. And when they looked at how much they were getting. They loved the new currency.
My role: Idea and Art direction
Nominations so far:
ONE SHOW
MERIT / DIRECT MARKETING Print / Flat & Dimensional
SHORTLIST / PRINT & OUTDOOR Ambient Media (Indoor & Outdoor)
DUBAI LYNX
BRONZE / OUTDOOR Small Budget Campaign
BRONZE / PROMO Small Budget Campaign
2,500 channels of award-winning entertainment, live sports, four gourmet courses inspired by the region and free-wifi. Emirates Economy. Always there for you.
This TV commercial was created for the Global marketing and should be running by now (September to November/2016).
My role: Idea and Art direction
When you need a nap, asap!
In Dubai, you can order pretty much everything. Why not ordering a nap during the day. IKEA presents "Nap Delivery", a dedicated truck for napping recently launched by IKEA, and is currently making its way around Dubai. Besides promoting IKEA Bedroom, we also also took the chance to prove how much you can do with IKEA Small Spaces.
The Nap Delivery Truck campaign started rolling out through the region recently, and we have already made it to the News:
• Timeout
• GulfNews
* Albawaba
• AdAge
• DubaiNetwork
• DubaiNews
• AlArabyan
My role: Creative Director
A visually striking campaign for Smart, that taps into the brand's DNA: design means nothing if it isn’t smart.
My role: Idea and Art direction
