Brian Brady

Put it on your list

The explosion of food bank use in the UK means it’s harder than ever to attract donations. It’s also very difficult for them to get the items they need most, when they need them.

And because different food banks need different things, that need changes from hour to hour.

Put it on your list is a geo-targeted outdoor campaign that notifies shoppers exactly which products are most needed by their nearest food bank right at that moment.

We connected food banks to DOOH sites in their cities and enabled them to easily create and post ads about what they needed there and then. Customers were invited to ‘Put it on their list’ while shopping or scan a QR code to donate to their local food bank immediately.

This campaign won the Ocean Outdoor Digital Creative Competition in 2022, securing £100,000 free media for the charity.

What I did:

I had been looking for a way to help food banks for a while, and came up with this concept specifically for the Ocean Outdoor competition. I was then creative lead across design and production of all assets.

Malibu 101 Days of Because Summer

A summer-long campaign offering inspiration and life hacks to help the audience get the most out of summer. We created films, animations, digital tools, stunts, and simple social content to deliver the promise of a little bit of summer inspiration, every day, throughout the season.

What I did:

Creative lead for pitch, production, and delivery of all assets in the campaign.

To launch the surprisingly flexible Yoga Book, Lenovo needed to introduce its headline features in a quick, entertaining way. We created five carefully choreographed films – each one demonstrating a different feature and perfectly tailored to the quick consumption habits of our target millennial audience.

Films running globally across digital channels, plus selected TV and cinema releases.

What I did:

Creative lead in charge of all concepting, creative strategy, and final production. 

An interactive digital hub and social campaign to tell the stories of five famous basketball players who “came out of nowhere” to make it in the NBA. Stories consisted of found footage, archive pictures, player interviews, and anecdotal insights to create 5 rich narratives about overcoming adversity.

https://web.nike.com/xp/comeoutofnowhere/gb/en_gb/giannis-antetokounmpo.html

What I did:
Creative direction, concept origination, copywriting, and player interviews.

A brand platform encouraging more people to visit London. Originally conceived as a social-first CTA that could adapt to any audience, activity, or occasion: whatever you want to do, ‘Let’s Do London’. The original campaign combined UGC with influencer and bespoke footage to give tailored snapshots of city activities. Interrupted by the COVID pandemic, it was then adopted as the recovery campaign identity to become the city’s largest ever tourism campaign.

What I did:

Creative lead for pitch, production, and delivery of assets.

Copywriter for the round 1 OOH assets.

The key challenge:

Creating multiple video assets from different sources to a strict theme for each area with multiple stakeholders. Every month.

GHD is not only the global leader in hair straighteners, but also a relentlessly innovative company, launching new hair care products every year. At TMW we produced launch campaigns for two signature products:

For the Glide Hot Brush - ‘Queen of the Sheets’, a story of two very different lie-ins

For the Rise Volumising Hot Brush – ‘All Rise for the Queen’, an elegantly dramatic product demonstration.

Campaign assets focussed on 20” launch films with various cut downs and key visuals.

What I did:
Led the creative teams in the development and production of all assets.

The key challenge:
Producing high end fashion visuals on a shoestring budget.

For their biggest designer launch to date, H&M asked us to help them connect with their audience to maintain buzz in the months leading up to launch. We knew the range would sell out in hours, so the challenge was to extend the impact of the ATL assets and find innovative ways to connect with the audience. We helped define the ATL assets and repurpose them across 27 owned social channels; creating cinemagraphs, Instagram quotes, BTS photography and video, AMA-style interviews with designer Olivier Rousteing, and H&M's first ever livestream fashion launch on Periscope. The result was a record-breaking campaign that surpassed previous designer creations in engagement and positive sentiment.

What I did:

Creative lead for all digital asset creation. 

Basketball isn’t that big a deal in Europe, but a visit from Kobe Bryant is. Nike asked us to cover it in a way that would make his local fans really feel part of the action. So we broadcast his visit on the Nike Basketball Snapchat account, giving them a unique behind-the-scenes view of what happens when the NBA circus rolls into town.

What I did:

Co-creative lead, responsible for initial concepting and selling into client. 

http://sustainability.knorr.co.uk

Huge has been the Knorr digital AOR since 2011, responsible for implementing the global digital strategy across more than 30 markets. Their sustainability story is vast and complicated – far too demanding for the casual audience. We decided to present it as a single cohesive story, from farm to fork; one that took this vast story and presented it through the eyes of individuals in the supply chain.  The result was a much more beautiful, much more human story that made sustainability accessible and understandable.

What I did:

Creative lead on the account, I was responsible for concept, narrative, and all production on the project. 

For the annual gathering of the biggest watch manufacturers in the world, we created two short films for Hublot. The first was a brand film to dramatise their dedication to using innovative materials, and we followed that with a product launch film for the new Ferrari watch, Techframe. Both films written, concepted, and produced in-house.

What I did:

Creative lead responsible for writing and directing production of films. 

How do you sell cars to an audience that hates car dealerships and gets turned off by all things Clarkson? The SEAT Mii by MANGO was co-created with the fashion label to specifically appeal to a young female audience.  We created a campaign that positioned the car as the perfect fit for their lifestyle – the ultimate automotive accessory. Alongside a well targeted media campaign, we were able to present the car in a completely unpatronising, feminine way. The result was pre-orders of the car selling out before it had even arrived in the UK.

What I did:

Creative lead on the SEAT account, I was responsible for the concept and all copywriting for the hub.

Most parents don’t realise just how versatile and effective Cif is – particularly when tackling kids’ messes. The campaign ‘Your home is their playground’ demonstrated an empathy and understanding of how parents and kids each see the house in different ways. We created a branded presence on Mumsnet, filled with tips and tricks for removing stains and marks – and heroed by a sweet vox pop film…and shot on a shoestring.

What I did:

Creative lead.

Diageo asked us to create their first direct-to-consumer ecommerce brand. Alexander & James is a luxury spirits retailer offering rich product experience and compelling editorial information.

My role was to establish the new brand tone of vice and create compelling marketing campaigns to introduce the new label to a most discerning audience. This included co-creating a whisky drinking series with Mr Porter and reimagining whisky as a gift for Father’s Day. 

What I did:

Creative lead, concepting and copywriting various campaigns. 

H&M asked us to socially activate their big summer campaign starring Gisele. ‘Own the Summer’ used the Gisele campaign as a jumping off point for the audience to create and share their own versions of a perfect summer. We created a three-month campaign with staggered activity to drip feed access to exclusive Gisele content, and build buzz for the new clothing range.

What I did:

Creative lead, concepting and copywriting. 

The brief was to come up with an experience that makes you feel like you’re running faster than you can. Our solution was the Zoom Room, a projection-mapped treadmill experience that created a virtual avatar from your Nike+ data. So you could, in effect, race a version of your personal best.

What I did:

Creative concept.

As the Official Ball Carrier of the European Championships (no, I don’t know either), Kia were looking to dramatically increase their awareness among football fans across the continent. This ad was on heavy rotation across all European markets during the tournament.

What I did:

Copywriter.