WHAT I DID

I led the campaign from strategy through to deployment.

That meant building the full marketing plan - what we needed, where it would live, who we were targeting and why. I art directed the creative with the in-house design agency, a freelance illustrator and a motion graphics designer. I briefed and managed the third party media agency across display and press, built the email marketing and lead capture strategy, wrote the social copy, and built the campaign web pages.

The campaign tapped into five conversations media planners and buyers were already having - purpose advertising, cultural relevance, ad effectiveness, sustainability, and media environment quality - and used a cultural 'this or that' format to land each message with confidence and wit.

Bespoke illustrations were commissioned to bring it to life across every asset.