Projects
- Primark - Christmas Campaign (2015)Ambition Christmas jumpers have become a tradition in the UK, with sales rising by 235% in 2014 according to OneHydra. In 2015, Primark wanted to own the market and be seen as the ‘go-to’ destination on the high street and in so doing, helping to raise money for the Text Santa charity appeal. The ODD Solution Our strategy was to engage with Primark’s passionate fan-base with a series of social activations around the theme of Christmas jumpers that would culminate in a grand finale on Christmas Jumper day itself. The campaign and social conversation kicked off with the launch of the ‘Ultimate Christmas Jumper’; a custom-made, one-off snowing jumper. And to engage and inspire our target audience to get involved, this was closely followed by the release of six fun and fashionable ‘create-your-own’ Christmas jumper videos shared across YouTube and Instagram. As Christmas Jumper Day drew closer, Primark upped-the-ante and challenged its fan base to have their Christmas jumpers at the ready for a Twitter campaign like no other. The culmination of the activity saw Primark reveal the characterful and psychic Mystic Mother Christmas who invited individuals to share their Christmas jumper ‘selfies’ using the hashtag #mysticmotherchristmas. The best were rewarded with either a personalised video message announcing their Primark Christmas fortune or an entertaining piece of shareable content. Primark have always maintained a light-hearted sense of humour, but this initiative put it to the test in the brand’s first ever real-time Twitter campaign. Although a logistical challenge in itself to deliver, effectively the success of the activity depended not only on #Mysticmotherchristmas resonating with Primark’s broad target audience, but that they would get behind it and get involved! The digital and socially-led campaign sought to entertain, engage and inspire our broad audience – men & women, young & old to get into a Christmas Jumper state of mind. Beautiful Effectiveness In one day Mystic Mother Christmas had 82 million estimated impressions, with 64% of branded Christmas jumper conversations on Twitter being Primark related – over 6 x that of their competitors. 82m+ impressions across digital in one day £1m+ raised for the Text Santa charity appeal 7% rise of sales YOY
- Dr. Martens AW17 #WORNDIFFERENTThe campaign was developed, art directed and produced by ODD and includes print, retail, film, digital and social media activation. Where previous campaigns have focused on singular characters that embody the brand, the new strategic platform of #WORNDIFFERENT brings together a group of characters to communicate a powerful message of diversity. The result is a campaign that embodies the reality of the brand today: not only worn by subcultures, but adopted by a diverse group of wearers united by
- Forever 21 - CoachellaForever 21 appointed ODD as its strategic and creative agency partner in 2013. One of the first briefs we were tasked with involved creating standout for the brand at Coachella, the annual music and arts festival in California. Ambition As a brand rooted in Californian heritage, Forever 21 is the rightful partner of Coachella. This year, the brand wanted to deepen its alignment with the festival and host a party with a difference, setting it apart from competitors and creating high levels of consumer engagement. The ODD Solution We proposed a unique concept: A Party in the Sky that would literally elevate Forever 21 above the competition (and the Palm Springs skyline) for aerial brand exposure to provide a memorable party with huge appeal. An incredible Palm Springs venue was secured ahead of H&M and Phillip Lim, moments away from the airport and main road en route to Coachella, with comprehensive on site facilities and striking, spacious aesthetic. Enter, #Cranechella. With the highest buildings in the vicinity reaching only 15ft high, we raised the Forever 21 logo to 60ft above ground, whilst projecting the brand name onto the venue roof during darkness to maximize visibility. Headline act Azealia Banks performed 100ft in the air, and VIPs partied in true Palm Springs style at 20ft. Beautiful Effectiveness Drawn in by dramatic aesthetics, guests queued around the block to gain entry and consumer engagement escalated, with #Cranechella trending on Twitter. Forever 21’s Marketing Director agreed with the awestruck attendees, saying: “Party in the Sky is definitely going down in the books as one of the best!” 200% guest attendance versus 2013 1.3m Instagram loves 3,200 #Cranechella-related tags on Twitter
- River Island - Integrated Campaign (SS17)Ambition River Island recognised the fashion landscape was becoming increasingly democratised and tasked ODD with developing a stronger and more differentiating campaign message, which embodied the brand’s values and personality. The ODD Solution Despite long-term shifts in behaviour and attitudes towards identity and self-expression, particularly amongst Gen-Z, the fashion industry at large still advocates certain ideals and behaviours. Fashion is a means by which individuals can reflect their
- Levis - 501 Ways To WearAmbition Levi Strauss & Co. approached us in late 2015 to help them with a Pan-European campaign that would drive consideration and ultimately sales amongst their style-seeking 18-24 year old target demographic. Specifically, the campaign needed to translate the overarching brand campaign, ‘We are 501’, into something that was not only locally relevant, but engaging & disruptive. But the category is cluttered with both denim specialists and fashion generalists competing with similar products and hugely different price points. To add to this challenge, the target audience do not, despite its rich heritage, associate the Levi’s 501 as a style icon, instead they see it as an expensive alternative. The ODD Solution The 501 jean has been a blank canvas for style and self-expression since its inception in 1873. So to bring this to life, while staying true to the brand campaign, we developed ‘501 Ways to Wear’. At the heart of the campaign was an interactive digital flipbook, which incorporated bespoke technology to enable users to explore and navigate different ways to wear the iconic product. Shot as an endless interactive catwalk, a cast of hand-picked Pan-European influencers took up the mantle of some of the biggest style icons of the last 150 years to demonstrate: one iconic pair of jeans, 501 endless style stories. The campaign was supported by teaser films featuring the key influencers in each city, offering fans a chance to learn more about their 501 style and passions. Beautiful Effectiveness The fully integrated campaign saw the content captured for the desktop and mobile platform run in-store, form the backbone of the digital advertising, and be seeded across each of the influencer’s own networks. The app itself achieved a reach of over 25 million, with over 43K unique users. 25m+ estimated total reach 43K unique users 11% of users returned for more
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Projects credited in
- Mr Porter - Brand Campaign 2016The brief was to develop an integrated campaign that would bring the experience of shopping on mrporter.com to life, highlighting it as the first choice for men across the globe looking for style solutions. The solution was not to change what the brand was saying, but how it was saying it. This was done by bringing the shopping experience to the fore, delivering more product and service information, whilst retaining Mr Porter’s aspirational messaging. The creative celebrated the characteristic
Work history
Client Services Director
Shepherdess Walk, Hoxton, London N1 7LB, UKFull Time
Skills
- Integrated Advertising
- ATL Campaigns
- BTL
- TTL Campaigns
- Managing People
- Board Experience
- Fashion
- Digital
- Social
- Sponsorship