Multi-skilled Art Director on ATL, BTL and Digital advertising. Experienced at working with major brands across global markets in TV, print, digital, OOH. Conceptual brand solutions plus skills in editing (Premiere-Pro), design, (Photoshop), presentations (Keynote), animation (After effects), Writing (pen), Illustration (pencil).
Projects
- Peugeot | Just add FuelObjective: To attract a younger audience for Peugeot's 'Just Add Fuel' product. With car insurance being ridiculously high for young people, it's extremely difficult to own a new car. Many people have to make do with an old banger - or public transport. As we demonstrate, these things can have a devastating effect on your love life. or perhaps your career This smashed sales and got over a million views on Facebook & Instagram. DMA AWARDS: Best Automotive Campaign: Gold Best Campaign: Bronze
Work history
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Art DirectorStack
- London, United KingdomFull Time
Conceptual art director across digital campaigns and print (BTL).
Key Brands:
Peugeot
Citroën
DS
Labello
Nivea Men
The Scotsman
Art DirectorOgilvy
- London, United KingdomFull Time
Conceptual art director (ATL) and illustrator.
Key Brands:
Unilever:
Dove
Snuggle
Comfort.
Skills
- Illustration
- Concepts/conceptual/art Direction/creative
- Abstract Art
- Content Creative
- Editing
- Pen Ink
- Book Illustration
- Editorial Illustration
Education
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B A (honours: 2:1De Montfort University, UK
- Bedford, United Kingdom
Dance, Drama English & cultural studies with film editing.
2:1 Hons BA Dance, Drama, English & Cultural StudiesDe Montfort University
- Bedford, United Kingdom
Awards
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Gold AutomotiveDirect Marketing Awards
Agency Stack
Client Peugeot
Campaign summary
Two ads: one for the parents buying the car, one for the young drivers
Campaign overview
18-25 year-olds hardly ever buy new cars. Peugeot’s Just Add Fuel® finance is designed to be affordable for young drivers (and their parents). But how to make car finance interesting to young drivers even when they weren’t looking at new cars?
Strategy
Young adults don’t buy new cars because they can’t afford to. Many end up driving dodgy old bangers, when they (and their parents) would prefer them to be driving a safe, reliable new car.
In 2015 Peugeot introduced a finance package called Just Add Fuel® aimed at 18-25 year-olds: all car costs covered in one monthly payment. With Telematics technology to monitor the way you drive, insurance costs lower, making it more affordable to drive. But young people have no idea they’re in the market, so how could Peugeot build one from scratch?
They launched a twin-pronged proposition: to target both young drivers and their parents. Your average 18-year-old is uninterested in finance deals, they’re excited by the freedom they’d get with a new car. Their parents? Well, finance is pretty relevant to them so the strategy became telling both groups the Just Add Fuel® truths they most wanted to hear.
Creativity
A twin-pronged proposition meant twin- pronged creative. For young drivers, a content route. Two films targeted social channels, revealing the benefits of owning a new car - by showing what happens when you don’t.
When you’re young, everything takes on tremendous importance, especially the terrible, life-altering consequences of driving an old banger or relying on public transport (How easy it was to drive a Peugeot and ‘Just Add Fuel®’ instead).
For parents a second film introduced the super-sensible safety benefits of Just Add Fuel® with Telematics.
Web content and smart emails targeted parents with older children in Peugeot’s existing customer base, showcasing the emotional safety benefits of Just Add Fuel® with Telematics, a tool which enables young adults to drive solid, reliable new cars - complete with roadside assistance - but ensures they drive safely, too.
Results
With a media budget of under £40k, the campaign won 17.3 million impressions on Facebook and Instagram - which turned into 4.7 million video views.
The parental audience sales rate hit 5.14% in the first four months, doubling expectations for new model launches - let alone forecasts for a new finance package.
Under-25s generated a sales rate of 1.83%, the highest Peugeot has ever seen - and 81% of them were new conquest sales: brand new customers with a lifetime of car purchases ahead of them.
In all, Peugeot saw 1,706 directly attributable sales from the activity.
Team
Iain Hunter (Executive Creative Director) • Dan Smith (Copywriter) • Natalie Sutton (Art Director) • Caroline Kimber (Data Strategy Director) Ellen Buckingham (Strategist) • Nicola Nimmo (Head of Account Management) • Maxine Gregson (Head of Design)
Contributors
Agile Films