Showing the world that YouTube Shorts is the newest and most exciting destination of all things culturally going viral on socials.

YouTube Music is the cool older cousin to the core YouTube handles. Looking to smash the barriers between artists and fans in order to spark curiosity and creative spirit at this intersection. In SHORT, we are the friend that always has a playlist on hand.

SHORTS CIRCUIT

Insight:

Social media has cemented its place as a challenger channel to the music industry. No more does talent need to sign big budget deals to get their music to the world, all you need is a smartphone. We want the next biggest artist to come up on Shorts, so we create a space for independents and subcultures.

Idea:

Championing talent from places that don’t get the spotlight. Discover through Shorts - that highlights otherwise unknown artists and their surrounding subcultures. Giving a global platform to local music, such as Portuguese Jazz or Amapiano in Nigeria. Elevating how their influences can be seen in current mainstream music through clips and interviews with current artists. Short, fun, educational.

ON REPEAT

Objective

Showing the world that YouTube Shorts is the newest and most exciting destination of all things culturally going viral on socials.

Idea

A compilation of the top take up of a trending tune. Showcasing how a song goes viral and how the community makes their mark on it.

SHORTS CAPSULE

Insight

#TBT anyone on socials knows about the love for nostalgia. We wanted to champion this social behaviour and give our audiences the throwback music content that they love.

Idea

Focuses on how UGC can bring songs back from the streaming grave, we use this format to look at iconic hits of the 80s/90s and how these are being used on Shorts. A time capsule that elevates throwbacks with a playlist to suit. Celebrating the shorts time capsule of an artist.

HER SHORTS

Insight

We saw a gap in YouTube Music’s content calendar, while there we already focused formats around diverse demographics, there was nothing solely focussed on celebrating female artists across music.

Idea:

A spotlight creator format that this specifically focussed on up and coming (intersectional) female talent. Featuring Shorts from new music talent who are using Youtube to build their audience.

SO THAT HAPPENED

Insight

We know that people love to document their in-crowd experiences from live music performances on socials. It’s almost like we get to be part of the event/gig/festival by digital proxy.

Idea

A fly on the wall cut from Live music performances that have happened all over the world. Created with footage from our community’s Shorts while they were at the event and specialty clips from the artist performing.

EAR CANDY

Objective

Showing the world that YouTube Shorts is the newest and most destination of all things culturally trending on socials.

Idea

A roundup of the best shorts that feature music created by the YTM community that have been specifically selected and curated. From the sublime to the weird we can showcase hidden gems that implement all of YT Music Shorts capabilities and inspire others to utilise its full potential.

Simple as. PizzaExpress understands that the essence of life is meaningful connections.

It's the moments we make together.

There is no age at the table. Connecting is timeless.

The guests at our table are our family. We inherit, create, aggregate and compile our families.

Our story is your story.

The Good Times Together gives us comfort amongst contemporary chaos.

Combining the novelty with the nostalgia creates memories and the new moments that strengthen our connections.

There's something for everyone at PizzaExpress.

So let's bring everyone to our table, and celebrate the firsts, the lasts, and every occasion in between.

Whether you're unashamedly Sloppy Guiseppe, or you like to flirt with the specials on the menu we've got something for you.

Who’s hungry?

VisitBritain - I Travel For

Client / VisitBritain

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Adjust Your Set + Oliver

Advertising, Social Media Campaign, Influencer Content, Documentary Content

THE CHALLENGE

VisitBritain wanted to dial up the excitement for Millennials to come see Britain NOW. So we turned British stereotypes on their head and showcased the unexpected side of this GREAT Island, from a whole spectrum of different perspectives.

THE IDEA

I Travel For - uncovering the insight that people’s motivation for travel has fundamentally changed. We travel for our passions;

The Flavour,

The Buzz,

The Escape,

The Marvel,

The Local’s Local and the entire world in one place.

Taking a fresh approach to travel content we placed real people and their genuine passions at the centre of our stories. From designing the new craft beer movement in Bermondsey, tasting the diverse flavours in Brixton, modest fashion in Manchester and the new sounds of Liverpool’s music scene. These are faces you would actually meet if you were to experience these unexpected parts of Britain.

THE APPROACH

We documented these journeys in our influencers own voices talking about the things that matter to their audiences, across Instagram and Facebook in advertising and editorial formats.

Championing the universal emotions around travel in a global campaign, while creating locally nuanced versions for specific markets reaching new audiences and opportunities.

THE OUTCOME

We shot 8 stories

Across 3 months

Generating over 150+ pieces of content.

Each with bespoke formatting for different social channels and at same time produced massive footage and stills banks for repurposing across different media.

From Brighton’s beaches to castles in the Lake District, tasting London and of course, a couple of rounds at the pub. We journeyed all over the UK visiting iconic places and uncovering new secrets capturing these incredible locations and creating hundreds of pieces of surprising destination content.

Curious?

Savour the sights.

Smell the sounds.

Hear the taste.

Feel the experience

And the reason?

Well there are no reasons.

When you’ve got this,

And this.

A bit of this.

And all that.

Find Your Great Britain.

CREDITS

Creative Director: Dani Greenwald

Creative Director: Doug Hurcombe

Executive Producer: Philip Noel

Executive Producer: Ian Gathard

Producer: Lauren Gibbs

Producer: Charlotte Russell

Producer: Hannah Eckersley

Director: Dani Greenwald

Director: Chris Fowles

Director: The Queen

Director: Jack Bowden

DP: Conor Chalk

DP: Peter Bathurst

B Cam: Owain Ulyet

B Cam: Jean Dakkar

B Cam: Nat Thery

Photographer: Sam McElwee

Photographer: Rama Knight

Photographer: Nick Popey

Editor: Gabi Mascherenas

Editor: Scott Davenport

Editor: Jack Scott

Editor: Jake Mobbs

Editor: Jordan Madden

Editor: Maia Lloyd

Client / Pernod Rickard

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Oliver Agency

Advertising, Social Media Campaign, Lifestyle Imagery

The Glenlivet

Original BY Tradition

2020

The Glenlivet; Pernod Ricard’s flagship single malt Scotch whisky, the only whisky who’s looking to open up the single malt category to a new generation.

The Glenlivet’s history of breaking with tradition and celebrates those who aren’t afraid of mixing things up. Launching the brand’s ‘Original By Tradition’ positioning, a spot was created to pay homage to The Glenlivet’s tradition of breaking traditions, which started in 1824 when the founder George Smith was the first distiller in the Livet Valley to go legitimate.

The collection of imagery created to support the new positioning by making the ethos relatable through a lifestyle context for 2020.

Bold brand colours, fresh aesthetics, new traditions and rituals surrounding the conviviality of single malts for the new generation of single malt ready audiences.

Client / Durex + Project(RED)

x

Adjust Your Set

Advertising, Social Media Campaign, PR Stunt, Documentary Content

IWD 2019 celebrates female achievement worldwide, this year its main call to action is to create gender balance (#BalanceForBetter).

INSIGHT

There is a stigma around women buying condoms worldwide. This is particularly prevalent in South Africa where women do not feel comfortable purchasing condoms from shops, or getting free condoms from clinics. This is evidence of the lack of gender balance and a driver for further sex education.

Durex(RED) is fighting for gender balance by educating women and encouraging conversation about the stigma around condom buying.

We need to break this stigma.

AMPLIFYING THE MESSAGE

We went to South Africa to speak to young people about sex and gender and created an inquiring documentary video.

To launch on International Women’s Day, we posted provocative content on Instagram and Stories to challenge our audiences to have these conversations and break the stigma;

THE PROVOCATION

It’s International Women’s Day

When was the last time you bought a condom?

-

Do women and men feel differently about buying condoms?

Ask your friends.

-

We went to visit Durex(RED) in South Africa to find out what they think.

Director / Self Shooter : Dani Greenwald

Editor : Gabi Mascarenhas

Producer : Phie McKenzie

Notion, independent music + culture magazine hosted an all female line-up at The Great Escape Festival in Brighton, May 2018.

BTS content series was created for their social channels featuring breakout artists; Flohio, Mina Rose, Nadia Nair and Suzi Wu .

Showcasing their perspectives on women in the music industry and to empower their audiences to act on creating structural change within the industry for gender parity.

50/50 line ups.

YINKA ILORI

Bombay Sapphire needed us to create video content to amplify their Stir Creativity platform. Their ambition is to firmly align and establish themselves as supporters and enablers of contemporary art.

We partnered with Yinka Ilori and Happy Finish AI to co-create a piece of art for London’s annual Frieze Festival. Yinka’s work combines up-cycling vintage furniture, inspired by the traditional Nigerian parables and African fabrics that surrounded him as child. The piece brought together art, technology and story telling in ways never seen before.

ON THE ROAD: Chelsea FC x George Benson, Influencer Content

Client / Chelsea Football Club

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Adjust Your Set / Dare

Advertising, Social Media Campaign, Influencer Content

THE CHALLENGE

Chelsea Football Club wanted to engage audiences beyond football fans, and build out the lifestyle strands of their brand based on their pillars of passion, determination and style.

THE IDEA

Reviving the Away Game Roadtrip from yesteryear, we invited travel vlogger, influencer and Chelsea fan extraordinaire to take us on a journey from London, SW6 to Camp Nou in Barcelona for the epic #Barche match. Exploring 4 cities in 3 days, and finding the passion beyond the pitch.

THE IMPACT

134k views at pregame launch on Chelsea FC social channels.

Following episodes commissioned for every game after pilot’s success.

Client - Durex

Agency - Adjust Your Set, Oliver

We need to talk about sex.

Back2mine is a new Durex branded content series for Gen Z audiences normalising conversations about sex and sexual identity. Part MTV cribs part Vogue 73 Questions, we tap into the inherent nosiness that comes from wanting an insider view of someone else’s life.

The premise is playfully provocative with the ambition to to talk about sex openly and frankly, embrace diversity and perspectives. We’ll ask some of the most controversial questions about sex that are on everyone’s mind. We’ll also give information about sex, safety, hygiene, myth bust taboos and help develop a language and the tools to help young people have these conversations with friends and partners.

Back2mine challenges the spaces between the private and the public using personal material objects around us as vehicles for story-telling. Inviting someone back can be ritualistic practice. So each episode will be structured to parallel that experience; getting in the mood, the main event and the aftermath. But we won’t take that too seriously because above all else, each story is here to provide a positive platform and to challenge sexpectations.

Pilot : Riyadh Khalaf (He / Them)

Prompted by the oversized neon pink Stone Wall signage on his bedroom wall combined with a montage of archival footage, we recount the riots of 70’s and question where we’re at 40 years on.

We then delve into his closet (and metaphorically back out) to spark the discussion around labels; what does it mean to be gay, bi, trans or queer? Through his wardrobe and love of fashion’s we get deep in understanding what does one’s external representations say about internal feelings about identity. How to deal with bullies and homophobia, and how to find your tribe. The camera immerses itself in the haptic array of the clothes and colours, again reminding us about the fluidity of perspectives and identities.

We get in bed and share stories about first crushes, first kisses and first times; that one about a latex allergy, and then discuss the endless alternatives available in the world of condoms,.. while peaking into his bedside drawers. Personal and heartfelt Riyadh shares frank advice about everything as well as encouragement for times when you're feeling low.

 CLIENT /

BRAUN - Men’s Razors

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Joyride, The LAD Bible Creative Agency

 Advertising, Social Media Campaign, Branded Content

The Biggest Branded Video of June 2017

Braun tasked Joyride, the in-house creative agency, with putting the brand front of mind on Father’s Day in a way that felt relatable to the LADbible audience.

To address the challenge, we created a UGC-style video capturing the moment a little girl saw her dad without a beard for the first time, taking a format we know our audience love and tying it into an emotion that was shared by many in our community.

The video was viewed over 8.3 million times, making it the 5th most-watched video in the world on the day it was released as well as racking up more views than every Braun video ever on Facebook combined.

According to Tubular Labs, this video was the biggest branded video in the world in June 2017.

THE CHALLENGE

To bring Gen Z audience into awareness of the new product and amplify the Close Shave platform.   

THE IDEA

Through a content strategy that inspires, educates and engages our Gen Z audiences, we created a series from the fringes to the most forward fashion and got up close and personal the best of the bearding world.  

OUR AUDIENCE / The Groomed LAD

His fade is freshly trimmed and he’s clearly used some product to keep it nicely slicked back, and his beard, while it could use a trim, looks like it’s been combed through with some consideration. On top of that, his eyebrows are under control and his skin looks clean and fresh. All in all, it’s A- grooming look. Combined with his C+ outfit that brings his average up to a solid B. And there’s nothing wrong with a B.

That’s our LAD. He’s a bit of an underdog, loves a laugh and is just trying to shave his way through the physical and digital manscapes, and averagely aware he might needs some help. He’s not going to ask for assistance, rather knot get all tied up in this thread, so we’ll create funny videos that capture those ‘I was totally there moments’, and teach him a thing or two about shaving before he starts to bristle.

We know how to capture his attention. He’s functional AF so we’ll deliver in reportage style, and keep him captivated because he relates to the LAD humour and tone of voice. He wants to be amused and surprised so we give him 'ALL DAY' mesmerising durational videos around Close Shaves - visual catharsis... videos that capture a beautiful, odd or destructive process unfold; in all its glory.

THE IMPACT –

1.6M Views in the first broadcast

4.1K Likes

4910 Shares

2.8K Comments

Client / Nando’s

X

Adjust Your Set

THE CHALLENGE

Nando’s challenged us to straighten out a few misconceptions – where PeriPeri originated from…? and own their fiery signature ingredient. We took audiences on a journey through culture to firmly establish the source of the sauce; Southern Africa.

THE IDEA

First Heat. Unscripted travel formats ft. Maya Jama and Seapa aka Allan Mustafa while diving into street style and music of Mozambique and Jo-berg, with each episode landing Nando’s heritage with the brand truth of good food and good company.

A suite of content followed to reinforce the brand messaging across all touch points, including social, POS, films, zine and podcast.

Extending beyond content we amplified Nando’s cultural connections with Southern African artists and transformed the restaurant into a Pop-Up gallery space. Helping UK audiences understand that every restaurant are filled with young Southern African artist’s work.

THE RESULT

Loads of love from fans. Charting UK hit with DJ Hannah Wants collab with South African producer Muzi. Over 82 million impressions. 1.5 million Facebook unique reach. 50% increase in PeriPeri association. Cemented the relation between Nando’s and Southern Africa.

Client /

NLWA

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Media Therapy

Project Categories /

Advertising, VOD, Social Media Campaign, Environmental Awareness

THE CHALLENGE

For ordinary young North Londoners, recycling is as relevant as veganism, child rearing or snooker on telly: whilst they are aware of it and know it’s important to other people, it just doesn’t occupy their world. It is deemed a boring, time consuming chore with no benefit or payback.

It falls between the cracks of their mind. So when they see or messaging about it, they don’t connect. They subconsciously think, “that’s for somebody else”...

We needed to connect with busy, independent young people living in North London. So we have created some entertaining thought provoking TVC’s that don’t preach and have been proved to cut through to our difficult to wake up target audience.

These concepts needed to be brought alive in social and as an immersive campaign hub.

THE IDEA

#ASKARJEN - bringing the character from the spots to life on social, by which viewers can interact and create a temporal relationship with.

#ASKARJEN is the ‘SIRI’ of recycling – but we go one step further, as he doesn’t just respond when agitated, he delivers snippets of wisdoms to his audience on a regular and topical basis. Social platforms are the perfect entry for #ASKARJEN’s entry into the social world, as his tone of voice is intially *interacted with on a textual level. This emphasises his Dutch accent through phonetic spelling and gives space for word play. #ASKARJEN also makes up words, as this enforces the language of recycling and in a playful manner and simultaneously builds on his rapping career.

#ASKARJEN ON SOCIAL

#ASKARJEN takes pictures of inane inanimate everyday objects. While this is interesting to the uber hip, it is actually a device to designate how to recycle different things. #ASKARJEN posts where community sustainability events are going on and highlights different local venues which recycle. #ASKARJEN combines his love of trainers, recycling and reflection of society. He expresses this awkwardly yet philosophically. He is quotable; just like Kanye. *Whilst he was rejected at the pub, there has been a culmination of sorts that he has found fellow recycling friends in North London.

#ASKARJEN ON TINDER

Tinder, the most widely used dating app, is another social platform for North Londoners to #ASKARJEN questions. His profile fits seamlessly into the culture of the online community, yet locally nuanced and recycling focused. Based on the insight that millennial North Londoners love ‘Tinder Bashing’, this activation allows for further participation in the cultural colloquialism.

Get Gut Ready For the New Normal

Client/ Activia, Danone

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Oliver Agency

Advertising, Social Media Campaign, Food + Lifestyle Content

THE CHALLENGE

Activia wanted to reach new audiences and create fame-worthy content that reinforced their leadership position in gut health.

THE IDEA

We started thinking beyond the pot and transformed Activia into a versatile cooking ingredient. To win our audiences hearts mind and bellies we create a suite of own able recipe content that not only inspired new ways to enjoy Activia but also worked to help people maintain good habits and combat the less good ones we picked up over the lockdown.

THE OUTCOME

3 bespoke recipe formats

18+ videos

6 months of mouth watering content for global rollout across local markets

FORMATS

Three Tap Recipes

Time saving heroes and good habit helpers. Batch made snacks that people can execute easily in less than 3 steps and 3 ingredients as well. Gut activating and energising to battle snack attacks any time of day.

Classics Reinvented

This recipe series celebrates favourites. Easy recipes that make it onto our rosters weekly, are reliably tasty and provide comfort. The twist is that we’ve included or alternated parts of the recipe to gear up gut health. Breaking tastebud monotony and energising the gut while encourage people to fall in love with their favourites all over again.

Gut Gourmet

The most indulgent and naughty treats with a Gut activating intervention. Showcasing that these delicious foods don’t have to be “bad” but with and ingredient swap, can actually be good for your gut. While the natural inclination to gourmet is chocolates and treats, we’ve decided to delight and surprise audiences with savoury too.

Client /

Byron - Proper Hamburgers

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CP+B London

Advertising, Social Media Campaign, Retail, Branding

THE CHALLENGE

The Byron brand is local to a Londoner, and has a formidable reputation for foodie excellence around their beef burgers, and alternative atmosphere in restaurant. This autumn, Byron has introduced a new chicken burger on the menu. How could we best design a campaign placing the product as the heart of the conversation, while inviting Byron customers to engage with new activations on social channels?

THE IDEA

Chicken vs. Beef

The new chicken burger was named ‘Clucky Balboa’, a parody on the vintage boxing films. This competition brought Byron customers to engage into a battle to champion their favourite burger, while the look and feel of the 1970’s film reference was a perfect match for the aesthetics of the brand. Bespoke snapchat filters were designed to foster the use and distribution of the campaign assets and further the customer in the Byron experience.

Client /

Unilever - Project Sunlight

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OgilvyOne

Advertising, Social Media Campaign, Social Awareness

THE CHALLENGE

To raise awareness around waste.

THE IDEA

Rather than being prescriptive and dogmatic about social responsibility and waste, we captured artisanal maker movement, DIY trends and topical conversations. We created imagery and told stories on social channels in ways that were shareable and digestible, yet non prescriptive. Our content delivery always engaged core values and generated online conversation. 

THE IMPACT –

The content were distributed across 5 of the brand’s social channels reaching thousands in UK and across 7 global markets. Through information and education, brands can make positive impact on social issues.

Client /

Femfresh

X

Media Therapy

Project Categories /

Advertising: TVC, Print, Digital

THE CHALLENGE

Femfresh users have started to grow. The education messaging from the previous years campaign is working so now Femfresh is expanding its product range and launching a new shave cream and balm, while still wanting to champion its position as the experts in intimate care.

THE IDEA

Celebrating choice. It’s 2017, and the beauty industry knows they can no longer be prescriptive about setting ideals and standards. Femfresh is joining the conversation, and celebrating multiplicity, fashion and possibility. So no matter how women choose to 'do their intimate area, we are encouraging women to treat themselves and use the stuff that’s specifically designed for the intimate areas. 

Client /

PepsiCo

X

SWW

Project Categories /

Advertising, Strategy, Product Innovation,

THE INSIGHT –

Emojis have integrated into our contemporary lexicon - they have the ability to transcend languages.

Emojis are now used in around half of every sentence on Instagram, and Facebook has introduced them alongside the famous “like” button as a way of expressing your reaction to a post. This is just the tipping point: some outlets have claimed that Emojis are an emerging language that could soon compete with English in global usage. To many, this would be an exciting evolution of the way we communicate.

Emojis help us to express what words alone can’t say.

THE CHALLENGE -

PepsiCo wanted to develop a new language that resonated globally yet maintained local flavour. The concept had to reflect social currency, yet also have application on products.

THE SOLUTION -

Using The Now Network, we crowd sourced emojis to reflect local cultures and developed a Global Emojipedia.

These Emojis bridged regional specifics and made communication more universal.

THE IMPACT –

The success of ‘Live for Now’s Global Emojipedia,  set the precedent for PepsiCo to roll out the custom Pepsimoji’s on their can designs. In each local market the emoji designs had specific cultural meaning, and created a broader Pepsimoji campaign.

Client /

PepsiCo - Live For Now

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Sense Worldwide

Advertising, Social Media Campaign, User Generated Content, Insights

THE CHALLENGE

Showcasing the Live for Now mindset in each of PepsiCo’s target markets.

THE IDEA

To uncover the real rather than the ideal, we found 50 leading edge creatives from different cities and posed the challenge; $500 and a GoPro.

THE IMPACT

We rolled out authentic Live For Now content for PepsiCo’s Social and developed a creative network to continue to inspire the brand’s products and communications.

Client /

Arm + Hammer

X

Media Therapy

Project Categories /

Advertising, Social Media Campaign

People love the run up to Christmas, the preparations, the drinking, the parties, the shopping... So, to kick off the Christmas count down we wanted to get our fans buzzing for the big day with a few early gift giveaways in the form of a calendar countdown.

Following the success of Arm + Hammer’s 'The Curious Calendars', 2016’s ‘Exceptional Challenges’ reached higher levels of social engagement than any other competitors in the category.

Exceptional Challenges featured a competitive twist; Santa vs. Rudolph face off in out of the ordinary Christmas based challenges. Fans bet on the winner and submit their votes through comment posts, winners are drawn to win Exceptional prizes from toothpaste to Playstations. Facebook users came flocking, engagement levels were off the charts and Santa got a little break.