ROLE: GLOBAL PROJECT LEAD AT ADIDAS
Task
Y-3 SPORT marks the latest evolution in the highly innovative collaboration between adidas and Yohji Yamamoto. As the brand that pioneered the sport-style movement, the launch had to guarantee authenticity and credibility, appealing to the uncompromising Y-3 consumer while achieving widespread global visibility.
Concept
We introduced Y-3 SPORT through a strategic creative collaboration with like-minded cultural power-house, i-D magazine.
The ‘There Are No Rules’ campaign featured a focus on current youth culture, presenting raw energy fused with high-fashion references and directional styling, establishing Y-3 SPORT with a truly provocative point of view.
To reach a global audience through the i-D network and beyond, we created a sustained campaign featuring three key stages: content creation, a launch event and a globally syndicated print editorial.
Acclaimed director Nathalie Canguilhem created a visually arresting short film and campaign imagery which debuted through i-D’s network before being utilised for broader coverage generation.
Our launch event was hosted by i-D founders Terry and Tricia and introduced Y-3 SPORT to some of the fashion world’s leading tastemakers.
A globally syndicated extended print editorial featured an exclusive interview with Yohji Yamamoto
Each stage was underpinned by digital and social support throughout i-D and VICE’s global networks.
Results
12 million global reach across i-D and VICE networks alone
33 million social media impressions throughout the launch phase
15 markets generated earned media coverage using collaboration assets
587,074,135 combined readership of earned media coverage across titles including WWD, Hypebeast, High Snobiety, GQ, Esquire, ELLE and L’Officiel
8 page print editorial published in i-D across 10 commercially key markets
1 launch event hosted by i-D founders Terry and Tricia and attended by guests including Alastair McKimm, Ruby Aldridge, Andreja Pejic, Molly Blair, Dilone, Josh Olins and Collier Schorr.
Coverage examples included below.
ROLE: GLOBAL PROJECT LEAD AT ADIDAS
We took hand-selected editors on a once in a lifetime experience – a private journey from the Virgin Galactic development facility in Mojave to Spaceport America to be the first in the world to see the prototype flight suit- delivering extended editorial across three key media sectors: design, style and tech.
We created a raft of powerful content, including a launch film, imagery and cinemagraphs, delivered widespread global coverage. All content was all underpinned by a central creative identity of fusing space, light and shade, presenting the story in a visually compelling way whilst providing creative consistency across assets.
Media sentiment around the announcement was overwhelmingly positive, with many leading titles referencing Y-3 as the only brand capable of such a forward-thinking partnership.
RESULTS
-270+ pieces of editorial coverage, from titles including VOGUE, WWD, GQ, New York Times, Dezeen, Design Boom, Mashable and Esquire
- 34 markets generated coverage
- 3,015,527,1961 combined circulation of coverage
- 3 target media partners – PSFK, Wallpaper* and Hypebeast – each publishing extended earned editorial across online and social
- 6 page print piece in Wallpaper, featuring expansive brand content and multiple brand references (including front cover of Wallpaper magazine)
- 90,000,000 social media impressions generated through over 19,113 mentions from platforms including i-D, BBC, Yahoo and CNN
Coverage examples included below.
ROLE: PROJECT LEAD AT BACARDÍ
Directed the UK’s consumer PR, Music, Content, and Events platforms in order to step change consumer preference for the BACARDÍ portfolio. Created and directed the UK specific music engagement platform BACARDÍ Beginnings which brought together established music artists and hot new acts to push the boundaries of music releases in a unique series of creative projects. Included being responsible for BVI creation, media partnerships, content development and all experiential marketing.
Budget responsibility £1.2mill
Led the PR account pitch for the UK landing a new agency, which increased overall creativity.
Directing all music, events, artist, promoter, label, and charity partnerships for the BACARDÍ brand in the UK. Including all artist selection, contract negotiations, influencer gifting/sampling, relationship management, and key partnerships with Coda music, Universal Music, the Brit Awards, and Soho House Group.
Led the change in direction in F’14 to move from an event led platform to a content led program in order to increase ROI and extend reach across the UK resulting in an increased PR reach from 37 million to 684 million quality impressions, video views from 80,000 to 550,000, and increased brand perception from “not for me” to a brand given “kudos” for supporting emerging talent
Launched the World’s first 3D printing record store.
Optimised consumer and influencer reach by leveraging key relationships with MAMA Group to utilise their database of 600k music lovers and partnering with the UK’s most widely distributed free music magazine The Fly.
BACARDÍ BEGINNINGS JOB TO BE DONE:
Despite heavy spend and a credible heritage in music partnerships, BACARDÍ was failing to reach its key demographic of fashionable young males.
SOLUTION:
3 collaborations between established and emerging artists, each writing a new track together and released in a way that pushed the boundaries of music promotion:
Rudimental and Bipolar Sunshine wrote, recorded, released, mixed, mastered and performed a new track live in just 12 hours before launching the track via BBC Radio 1.
Toddla T & Roses Gabor launched their track via a special SoundCloud app. Only the first beat of the track was available on launch, the rest of the track was gradually unlocked one beat at a time via social interactions (tweets/likes). Once fully unlocked, a remix competition launched. Toddla T later released the track on Defected Records further cementing the credibility of the project. There was also significant airplay on BBC Radio 1 and other stations.
Kele Okereke (Bloc Party) & Bobbie Gordon released their track via the world’s first 3D printed vinyl record store with limited edition sleeves designed by Kate Moross. This was the first time a full length track had ever been printed using 3D printing technology, with all proceeds donated to Nordoff Robbins.
RESULTS:
Over 619 pieces of coverage (100% with 2+ key messages)
PR Reach of nearly 700 million (20x higher than previous music campaign)
PR cost per contact: £0.001
Media reach: 6m LDA-29, Frequency: 4
160,000 track listens on SoundCloud
Radio 1 Reach Frequency 6m x 3 – Key messages 2
Video Views across all platforms: From 80,000 in ‘12 to 550,000 vs KPI 271,845
63,000 interactions on Facebook
1200 tweets (3x higher than previous campaigns. Note: age gate on website)
32,000 views on BACARDÍ.com (8x higher than previous campaigns)
1400 event attendees
‘Notable campaign of the year’ Campaign magazine
‘The brands that rise to the top are those that focus on great behavioural ideas and purposeful work’ …playfulness is as valid as utility or storytelling…we are all global entities, regardless of size, location or project…fans are now shareholders…social thinking - not social media - should be at the heart of creativity…’
OVERVIEW
In 2022 Hendrick’s Gin set out on an expedition to uncover the world’s rarest, most unique cucumbers and this has taken us on a curious journey of discovery. A journey so absurd, it had to be documented. The result is a captivating piece of film content, HEROING OUR DBA - THE HUMBLE CUCUMBER.
We embarked on a curious collaboration with multi-award-winning creative outfit, Compulsory, who have reimagined the world’s of many iconic cultural institutions and numerous World class music artists with their refreshing approach to storytelling. These creative architects have made an immediate mark in the creative industry developing the next generation of creatives and pushing the standards of contemporary filmmaking. Director Harry Deadman and photographer Blackksocks (Amir Hossain) are no doubt ones to watch on the Compulsory roster, and have absurdly told our Cucumber Chronicle through their bold, colourful and rich narrative style.
THE IDEA
Hendrick’s Gin embarked on an unusual mission to grow the world’s most peculiar cucumber seeds. Gathering a small handful of these precious varietals, Hendrick’s Master Distiller, Ms Lesley Gracie, cultivated the crop at the Hendrick’s Gin Palace. The team then sat back and waited to find out whether these wondrous cucumbers would grow… and grow they did!
Our Creative Partner
To capture the grow at the Gin Palace we partnered with Compulsory Films
COMPULSORY is a MULTI-AWARD-WINNING music video and narrative film production studio based in London with a GLOBAL PRESENCE, representing an exceptional roster of the most unique international talent and EMERGING CREATIVES.
From what started as an idea in a bedroom in 2013 has developed into collaborations with Madonna, Hugo Boss, Adidas and Selfridges. Looking after a curated roster of international talent spanning feature films, shorts, music and commercials, their work has been recognised by Sundance, UKMVA’s, Shots and SXSW.
Creative Talent
Director - Harry Deadman
Harry is an emerging film director from Australia, now based in London. Harry loves to create bold, colourful and rich films that are all about quirky action and highlighting the slightly absurd. Harry often utilises different visual mediums, from live action to animation and stop motion – creating films that feel textured and tangible.
Photographer – Blackksocks
Blackksocks is a London-based director and photographer, working on everything from campaign creative to music video delivery. A rising talent on the Compulsory roster, Amir has worked in partnership with huge global brands including Gucci and The North. Face He often uses inspiration from the natural world, in a studio setting to heighten the magical quality of his visuals.
The Narrative
A bold, refreshing and vividly rich twist on the peculiar curiosity and undeniable cucumber obsession that the Hendrick’s brand has.
Campaign Target & Approach
Target Audience: The 9% Enthusiasts
The 9% experience and share our brand world, are enthusiasts of our passion points, and hold an influence on the 1% and 90%
Paid social Amplification: we coordinated in-depth quality paid social coverage globally,
Owned channel content: we created omni-channel assets to promote the content across all Hendrick’s and Brand Ambassador owned channels
Secondary: Earned Coverage: an added bonus was to land this in a select few creative titles
All of this helped:
Brand storytelling: through the lens of Hendrick’s curious cucumber obsession and our mission to grow the most rare and unique crop.
Heroing the liquid: a celebration of our precious liquid and its curious cucumber and rose infusion.
Culturally driven: adopted a culturally driven approach; we shared a closer look inside the brand world by tapping into wider cultural moments
OBJECTIVES:
Launch Cucumber Chronicles, Part 1: The Crusade globally with impact and credibility
1- Reinforce brand differentiators by celebrating the most curious and mind blowing cucumbers, demonstrating that Hendrick’s is no ordinary gin brand
2- Build brand heat by engaging global consumers (and creative media titles) through this unusual cucumber encounter
3- Reinforce our key brand DBA, the wondrous cucumber, through a globally relevant yet curious consumer story
4- Build brand awareness and attract and engage a younger Gen-Z and Millennial 9% audience
PRESS RELEASE
Hendrick’s Journey Towards Cucumber Discovery in Cucumber Chronicles Part 1: The Crusade film
Hendrick’s partner with multi award-winning film production company, Compulsory, to bring their quest to uncover the world’s most refreshing cucumber to life
Skilled film director Harry Deadman and photographer Blackksocks (Amir Hossain) interpret the Hendrick’s brand world through a vibrant and curious lens
Hendrick’s Cucumber Chronicles celebrates the world’s most unusual and curious cucumbers and offers a refreshing encounter to all those who venture with us
LONDON, 7th September 2022 – Today, Hendrick’s continues its thirst-quenching global summer campaign, Refreshing Encounters, by revealing to the world its expedition to uncover the world’s rarest, most unique cucumbers- a crusade which has taken the brand on a curious journey of discovery. So absurd, it had to be documented.
Enlisting the help of multi award-winning film production studio, Compulsory, the exceptionally talented emerging film director, Harry Deadman and photographer, Blackksocks (Amir Hossain), turned their creative storytelling into a bold, refreshing and vividly rich twist on the peculiar curiosity and undeniable cucumber obsession that the Hendrick’s brand has.
Hendrick’s has ventured to the ends of the earth to forage for the last remaining seeds of the world’s most peculiar cucumbers. Rescuing a small handful of precious seeds, Hendrick’s Master Distiller, Ms Lesley Gracie, has cultivated her crop at the Hendrick’s Gin Palace, lying within the tiny seaside village of Girvan in Ayrshire, south-west Scotland. Armed with an unwavering hope and a passionate spirit, Ms Lesley Gracie sat back and waited to find out whether these wondrous cucumbers would grow.
“It was so much fun telling this beautifully absurd story of the long-standing Hendrick’s cucumber obsession. As soon as I saw that Hendrick’s wanted to tell a story based solely around cucumbers, I was completely sold. I love to create bold, colourful films that highlight something unexpected or unusual, so this felt right at home! I’m used to having to dial ideas back, so it was really exciting and refreshing to have feedback saying ‘go further!’” Harry Deadman, Cucumber Chronicles Part 1: The Crusade film director
“It was such a pleasure to go behind the scenes of such an iconic brand- the Hendrick’s Gin Palace is a place that feels like it exists in a dream in the clouds! A real honour to continue telling the Hendrick’s story with my own voice and through my own lens.” Blackksocks (Amir Hossain), Cucumber Chronicles Part 1: The Crusade film director
CUCUMBER CHRONICLES PART 1: THE CRUSADE STORYLINE
The film kickstarts with Alex Green of GIRVAN-4-ALL, reporting live from the Hendrick’s Gin Palace as the news unfolds of Hendrick’s scientific fascination and mysterious undertaking with cucumbers. The viewer then follows the news reporter through to the greenhouse, where we learn of Hendrick’s mission to grow the world’s most rare and unique cucumber plants.
Shortly after, Hendrick’s Master Distiller, Ms Lesley Gracie, joins the live report, enlightening us with each and every refreshingly curious cucumber seed fact, from the Cucumis Sativus to the Cucumis Metuliferus. It quickly becomes clear that cucumbers are taken very seriously in these parts.
Later, our eager news reporter details the intricacies of Ms Lesley Gracie’s life and journey towards cucumber fandom. However, no matter how deep they dig, they question as to whether we’ll ever know all the secrets behind Hendrick’s cucumber obsession, or if they find the most refreshing variety, remains to be answered. It appears that only time will tell…
We created an online release film and campaign photography with PHIX for the limited edition Y-3 NOCI. We teamed up with Ferrofluid artist Alessandro Brighetti to create a very unique and special film.
Invented in 1963 by NASA engineer Steve Papell as a liquid rocket fuel, Ferrofluid is a beautiful black liquid that becomes highly magnetized in the presence of a magnetic field. The first production ready Noci 0003 was converted into a highly powerful magnetised art piece and then introduced to the Ferrofluid. The rest is physics and the results completely unique to this experimental project.
Coverage examples included below.
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Inspired by a fusion of Yohji Yamamoto's favourite science-fiction and horror films, including Clockwork Orange, Blade Runner and Under the Skin, the SS17 Y-3 collection is a radical reflection of an imagined future world, frequently portraying space, time travel and life on other planets.
A minimalist, non-conformist environment provided the futuristic backdrop to Yohji Yamamoto and adidas’ provocative vision of the future of sports fashion, motivated by the unsettling themes of iconic dystopian fiction.
Y-3's new futuristic collection is divided into four key themes - Future Perfect’, ‘Dimension 3’, ‘Renegade,’ and ‘Surrealism’ – reimagined today in Paris in a high-impact show of compelling revelations attended by guests including Winnie Harlow, Neelam Gill, A$AP Bari, Cali Dewitt, Luka Sabbat, Nabile Quenum and Younes Bendjima.
For Y-3 I implemented two fundamental changes:
I recommended a move in event agency to Broadwick Live, the results:
Feedback: Partner Yohji Yamamoto stated it was the best show we have done in over a decade, media feedback was 100% positive sentiment including the most post show media samples requests on record, the most positive uptake with buyers in over a decade
The move in agency also released €500k back to the brand to create more content and brand engagement activations
I also led the review process for the brand PR agency for the division for the first time in 20 years, the results:
An immediate increase in key attendance at the fashion shows
515% increase in quality coverage in key titles from FW16 to SS17
645% increase in quality social coverage generated from key media titles from FW16 to SS17
This move also doubled the amount of key editors attending fashion shows
For the SS17 show:
Combined circulation/reach of over 465,824,718 and growing
9 high impact celebrity and industry influencers attended the show wearing NOCI 0003 and posted on social channels
Total social reach of all influencers 3,295,508
Successfully seeded to 20 target influencers during Paris Fashion Week: Men’s including Winnie Harlow, Neelam Gill, Luka Sabbat, Michal Pudelka, YungJun Koo, Cali Dewitt
Target titles secured, including VOGUE, WWD, HYPEBEAST, HYPEBAE, High Snobiety and Esquire.
Coverage examples included below.
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples included below.
For Autumn/Winter 2016, Y-3 stripped down to an essential aesthetic of rebellious modernism with a tough, industrial edge. The collection hearkened to two stylistic markers of the 1990s—rave culture and minimalism—to present a contemporary view on sport-style.
Y-3 emerged into the Autumn / Winter 2016 season by challenging its very own processes. Starting over, re-discovering complexity in simplicity and forming a new path to the future. The FW16 campaign is another step in the constant evolving relationship of the brand - movement, style and functionality with a continuous focus on tomorrow. The campaign story is woven together through the Y-3 brand ethos, with a focus on strength, craftsmanship and modern movement.
The A/W16 film offers a sneak peak into the world of Y-3 and the constant chase for something more. The film elicits suspense with the relentless pursuit of escape and change as a metaphor for the future of Y-3.
Propelled by driving music and palpable suspense, the film mines the conceptual terrain of data culture and suggests a dystopian future beyond the expanding surveillance boom. With characters who can't elude the peering cameras of a hacked security feed, it nods to the fault line between safety and surveillance and builds upon Yohji Yamamoto’s famous belief in 'clothing as armor.' The film suggests that, in a future where exposure feels impossible to escape, clothing may indeed become the final vestige of privacy.
The brand press office activity in 2014 aimed to support and amplify the launch and activation of the new BACARDÍ Untameable positioning.
The Untameable campaign launched in a number global markets towards the end of 2013, therefore a ’big bang’ announcement was not implemented due to the lack of new, news for UK media and direct consumer engagement.
The key PR activities implemented in order to place ‘Untameable’ coverage in consumer press included:
1. On-Trade Briefing Events - in London, Glasgow & Manchester
2. Press Gifts
3. Launch Announcement
4. Press Trip - to Miami & Puerto Rico
The recommended PR approach was three-fold:
1. Identifying ‘Ben’ Appeal Stories & Angles
Inform and engage 25-29yrs consumers about the new ‘Untameable’ positioning by carving up editorial angles that are relevant and appealing to specific mainstream titles to secure in-depth quality coverage, giving Ben informed opinion and social currency
2. Engage Consumer Drinks Media
Put BACARDÍ back in the spotlight to reinforce its liquid credentials by engaging and winning the support of key drinks media
3. Generate Wider Awareness
Ensuring that while the main focus on editorial coverage is secured in target Ben media, coverage around the brand’s heritage and liquid is also secured in wider media titles, reaching various opinion formers including LDA-24yrs consumers
Consumer & trade media were invited to the following activities:
Glasgow @ The Old Fruit Market
Consumer Press Masterclass
On-Trade Launch Event
Manchester @ Albert Hall
Consumer Press Masterclass
On-Trade Launch Event
London @ The Savoy
Trade Press Brand Education Briefings
London @ One Mayfair
Consumer Press Masterclass
On-Trade Launch Event
Consumer Press Master classes
Mini briefing sessions ahead of on-trade events to introduce regional consumer press to Untameable campaign
Introduction from Lisa Jazwinski, cocktail master class from Shervene Shahbazkhani and interview time with Jose Sanchez Gavito and Shervene Shahbazkhani
On-Trade Launch Events
Consumer & trade media invited to attend the On-Trade Untameable launch events
Brand Education Briefings
Briefing session hosted at The Savoy to introduce trade press to Untameable campaign
Presentation and interviews with Lisa Jazwinski, Jose Sanchez Gavito and Shervene Shahbazkhani
Media Angles:
Continuous outreach to gold media and wider media with the following PR angles:
Consumer News: The men behind iconic BACARDÍ cocktails, the history and heritage behind the ‘Untameable’ Bacardi family, the story behind iconic cocktails
Consumer Features Surprisingly manly cocktails
Design Titles: The evolution of the bat logo and revised logo, heritage imagery
Marketing: The ‘making of the advert’, the story behind the advert and the Bacardi families history & heritage, interviews with BACARDÍ spokespeople
Assets Delivered:
Press packs and gift (to key gold media)
Consumer press release
Marketing press release
Heritage imagery & ATL stills
Video of the UK advert and ‘making of documentary’
Press Trip Overview:
OBJECTIVE: Engage key consumer features/drinks journalists to communicate the BACARDÍ story in order to generate quality features within the lifestyle pages.
A press trip was developed to two key locations to tell the BACARDÍ story - Miami and Puerto Rico, home of BACARDÍ’s rum distillery. These locations allowed journalists to live and breathe the Bacardí family’s ‘Untameable’ story.
The activities undertaken, including a visit to the family archives and rum distillery, ensured media were given an in-depth, yet entertaining, education on the liquid and family history.
An interactive cocktail master class took place with UK Brand Ambassador Shervene Shahbazkhani, this ensured premium liquid messaging was told (in an engaging way.)
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples included below.
Leading a team of 5 people and an IAT to deliver over 100 markets a full multi-year Global omni-channel campaign for Summer and Festive called ‘Refreshing Encounters’, based on those unexpected moments in which we have a choice to make, between what is rational and the unknown. Moments where our curiosity prompts us to consider and ultimately surrender to a ‘Refreshing Encounter’ that rewards us with joy beyond reason.
This campaign included working with creative partners The Perlorian Brothers in the development and execution of our new Global TVC and pulling this narrative and creative through to a full suite of omni-channel assets. The new TVC tested exceptionally well during Neuro testing allowing for final optimisations ensuring our refreshment and curiosity codes were clearly registering with our target 25-44 year old consumers Globally.
A huge team effort in house and agency side.
In addition to the TVC, the Summer campaign toolkit provided all tools required to implement a fully integrated, Omni-channel campaign. It included comms assets such as AV, OOH creative, social assets, digital display assets and for the first time a suite of dynamic digital ads for use within the DCO format. The toolkit also included a full shopper suite, on-trade assets, ecommerce assets & a breadth of advocacy and experiential platforms.
Included in the omni-channel Refreshing Encounters toolkit for our DCO offering, we created numerous contextually curious concepts that flex within the dynamic format to allow for contextual backgrounds, copy and animation relevant to the placement. These assets supported our overall Refreshing Encounter campaign message. By putting our audience first, these assets offered us significant flexibility to reach and engage them in more meaningful and relevant ways throughout the summer. These assets were designed to be attention grabbing in short-format environments where we could stand out and curiously refresh people’s minds. The DCO formats allowed us to test effectiveness of creative, capture data on our audience media consumption and iterate our approach in real time with a view to effectively optimise our campaign for summer and beyond.
This is in addition brand building and convert focused creatives which flex messaging between ‘Refreshingly Curious’- to be top of mind this summer with Refreshing Encounters that curiously refresh people’s mind, and ‘Curiously Refreshing’ which delivers invitations of liquid refreshment when it matters most (in our 2 occasions).
PRESS RELEASE
A Curious Journey to Joy Beyond Reason; Hendrick’s Launches Refreshing Encounters campaign
Hendrick’s Summer TVC campaign is directed by Spike Jonze protégés, the critically acclaimed, conceptually driven absurdist duo The Perlorian Brothers
For the first time ever, Hendrick’s brings together live action and animation into one mesmerizing Victorian wonderland of beautiful absurd surrealism
The omni-channel Refreshing Encounterscampaign is based on unexpected moments which prompt curiosity to break free from convention
LONDON, 4th May 2022 - Today, Hendrick’s reveals to the world its landmark thirst-quenching global summer campaign, Refreshing Encounters, with TVC directed by the critically acclaimed Spike Jonze protégés and conceptually driven absurdist duo, The Perlorian Brothers. The skilled visual storytellers bring a refreshingly peculiar perspective to Hendrick’s wonderland of Victorian surrealism, infusing the magic of the Hendrick’s world with a spark of nuanced human complexity for the first time ever in the brand’s history. The synergies between the world’s most avantgarde Gin brand and the award-winning duo make the partnership a union made in gin heaven.
For the first time in Hendrick’s history, the world's most unusual gin casts real actors to appear in the campaign, creating an intriguing mix of humanity and mysticism. The inspiration to combine animation and real-life came from Karel Zeman, a 1950’s Czech filmmaker who pioneered the implementation of living actors featuring in illustrated movies. The theme of animation aligns with the brand’s surrealist ethos as, with ‘the great magical power of animation, anything is possible.’
“For the first time in Hendrick’s history, we’ve punctuated our brand world with real life people! The effect brings an exciting new dimension to our vision and, we hope, conveys a message that, for everyone, curiosity can be rewarded in the most wondrous ways. Working with The Perlorian Brothers was the perfect partnership, they share our alternative way of looking at the world and brought the idea of Refreshing Encounters to life in a way that makes you want to dive into the screen and party with flamingos.” Hendrick’s Gin spokesperson
The omni-channel campaign begins in a mundane, lackluster underworld with our live actors trapped in mechanical bubbles with no space for imagination, all until our lead protagonist catches a glimpse of a mesmerising and absurd curiosity. Born to notice the unusual and investigate it for no better reason than to see ‘what if’, our hero breaks free from the rational convention of his solitary mechanical bubble to follow his curiosity. Making the bold move from the familiar to the unexpected, our lead character discovers a vibrant new world adorned with an abundance of cucumber, rose, cascading waterfalls, curious creatures, and human characters. A truly Refreshing Encounter infused with pleasure beyond belief filling our lead character with a sense of inexplicable joy beyond reason.
“Hendrick’s is absolutely unique as a brand. Their playfulness and absurdity perfectly aligned with our creative outlook. We’re curious by nature, so bringing the Hendrick’s world to life was one of the most exciting creative adventures we’ve been on.” The Perlorian Brothers
The omni-channel global Refreshing Encounters campaign launches with assets across multiple touchpoints, including TVC, Advocacy, Social, OOH, and Shopper. The Hendrick’s Refreshing Encounters TVC is released [globally] on the 4th May 2022.
TVC STORYLINE
In the depths of the ocean, adopting the style of a Victorian adventure tale, the campaign opens with human characters contained in tiny mechanical bubbles. Monochrome tones flood the screen while the actors look passively out of their windows, wishing to be far away. Almost instantly our lead protagonist’s longing is acknowledged, as a colourful sea creature appears and calls him to follow on a journey of magical adventure.
Juxtaposing the dull, monotony of his underwater world, our hero arrives at a vibrant, luscious landscape full of cucumbers and roses. He sees an abundance of magnificent, animated creatures and human characters, joining them to frolic in a refreshing new landscape. As the camera pulls back, it becomes clear this resplendent new world all takes place inside of a Hendrick’s bottle. Our narrator concludes: “Refreshingly Curious, Hendricks Gin.”
ABOUT THE PERLORIAN BROTHERS
The conceptually driven absurdist duo The Perlorian Brothers arrived fully formed and on the scene in the winter of 2004. Within months they were the toast of Cannes and over the next decade they created and recreated and recreated again their own brand of comedy storytelling. In 2006, Ellen DeGeneres played her six favourite commercials on the Ellen Show. Two of them were directed by The Perlorian Brothers. Their commercial for Emerald Nuts starring Robert Goulet was named one of the best Super Bowl spots of all time by Time Magazine. And last year CNN hailed their Social Farter ad for Ontario’s Ministry of Health as perhaps “the best public service announcement ever.” Google around and you’ll see The Perlorian Brothers described as “legendary”, “dynamic”, “articulate”, and “film directors”. All of these descriptors are true. What’s also true is that The Perlorian Brothers believe there’s no reason the human condition can’t be examined in a filmed advertisement. Collaborating with agencies like Wieden & Kennedy, BBDO, Mother, and Goodby, Silverstein & Partners has filled The Perlorian Brothers’ hearts with good juice and The Perlorian Brothers’ library with precious trophies. “If you want to catch the big fish you gotta go deep,” says David Lynch. And The Perlorian Brothers aren’t afraid of big fish or deep waters. Sons of the Canadian Prairies, The Perlorian Brothers are known around the world for their rigorous casting sessions, lively sets, and good manners.
The focus of the partnership was to create events with:
Great environment, great people, great drinks, great music
KEY OBJECTIVES
Influencer engagement
Relationship building
Asset creation
SECONDARY OBJECTIVES
Maintaining links to music
Communicating the Untameable proposition
Changing perceptions of liquid credentials
TARGET AUDIENCE:
Shoreditch House- due to its skew of members 21-30, its music/party credentials, size and versatility
People working in:
Creative industries
Music
Media
Culture- ie. Talent
5 events throughout the year with Soho House Group included
The Great Escape Festival, Brighton- launch party- May (NB Soho House was due to open new house in Brighton)
The Brit Awards afterparties
Shoreditch House Pool Party with Grandmaster Flash
Halloween- October- Untameable artist curating the theme
In addition to these events:
Host rum tasting sessions x 2
Host cocktail masterclasses
We had first refusal on high profile artist after parties at the houses throughout the year
Gin & tonic? Tom Collins? How about a Negroni? Pick your fancy, but throughout history, Gin’s popularity has at times been on the rocks. The spirit’s spotlight began to brighten in the early 1800s just as legislation was locking down on how merchants could distribute their wares. New safety laws made it impossible for Public Houses [or ‘pubs’ for short] to stay afloat, but gin makers didn’t let this stop them. Instead, they transformed the playing field, doubling down on once dingy establishments and turning them into ‘Gin Palaces’ decorated in mahogany, brass, and gold embossed mirrors. Unfortunately, this golden age was short-lived.
By the late 20th Century, the spirit had fallen out of favor as patrons were bored of the ‘sensible’ single-still, London Dry Gin. Thankfully, in 1999, that would all change in an unusual, arguably less opulent “Gin Palace” — an old bombproof munitions shed on the Scottish Ayshire coast.
Inspired by the memory of a summer tea party, Charles Gordon tasked the young chemist Lesley Gracie with crafting a unique take on the old mainstay utilizing two peculiar ingredients: cucumber & rose – certainly an odd request for gin notes of the time. An even greater challenge? He set her up with two separate types of stills he had purchased at auction a few decades prior — a Carter-Head from 1948 and a Bennett old enough to know Queen Victoria. This would have seemed like a Herculean task to any standard gin distiller, but perhaps through a touch of magic – or maybe just a good guess – Gracie cracked the code.
In an unheard of approach, Lesley orchestrated two separate distillation processes with a singular bed of botanicals, ultimately concocting a unique new formula for the traditional spirit and the base for Hendrick’s Gin. Like the everlasting gobstopper, the original recipe remains a trade secret, and using Lesley’s now beloved fraternal twin stills, it is chemically impossible to plagiarize the mixture.
But just as drinking establishments went from dingy to chic, Lesley’s laboratory was also in need of an upgrade. So in 2018, the Hendrick’s team elevated their own home base from bomb shelter to proper ‘Palace’. They erected a Victorian-inspired palm house equipped with a lab and lecture hall that would make even Mr. Wonka jealous. Surrounded by gardens of botanicals there are even two solariums filled with tropical fauna from Lesley’s past adventures to the Amazon and beyond – and even a rogue Scottish grown banana can be found ripe for the picking.
Though Lesley is at the helm with her literal “Cabinet of Curiosities” (seriously, she’s got one) upon arriving at this peculiar palace, guests are encouraged to “Step inside and open your mind.” Maybe that’s Lesley’s way of saying one can’t mimic the magic in the original bottle, but there are recipes still waiting to be written – or maybe room for one more good guess.
https://accidentallywesanderson.com/places/hendricks-gin-palace/
https://accidentallywesanderson.com/guide/a-curious-excursion-through-scotland/
ROLE: PROJECT LEAD AT BACARDÍ
INCLUDING PARTNERSHIPS WITH SOHO HOUSE, UNIVERSAL, CODA AND THE BRITS.
Co-hosted the Universal Music Brit Awards after parties.
Chartered three boats down the Thames, one with Coda Music, and 2 with Universal Music, to take all the Coda Music artists and all the artists signed to Universal, from the Brits Awards ceremony to the Brit Awards after parties. BACARDÍ cocktails were created by London’s finest mixologists, and world class event production took over all three boats making them THE party boats of the awards season and cementing BACARDÍ as a brand that throws world class parties with credible artists in music. This was amplified by the volume of artists voluntarily sharing branded content from the boats (including bespoke cocktails created around the artists’ personalities which they particularly enjoyed). These collaborations were negotiated at cost without a sponsorship fee paid to either Coda or Universal Music, by leveraging key relationships.
Universal after party overview
Hosted by BACARDÍ and Soho House, Universal Music threw the best party of the evening, during one of the most important nights in the British music industry calendar
Jazzie B warmed the crowd up, before Katy Perry, Ellie Goulding and Lorde took to the decks for a surprise DJ set which sent the dance floor wild. The girls played some of the year’s biggest hits, including a couple of their own tracks, which saw Jessie J, Daisy Lowe, Emeli Sande, Rizzle Kicks, Dougie Poynter and HAIM joining guests to party into the small hours.
Award winners, Ellie Goulding and Lorde, received rapturous applause having just won Best UK Female and Lorde for Best International Female respectively. Bastille were also in the crowd celebrating their best breakthrough act Brit.
Held at a Soho House pop up venue under Waterloo Bridge, the building made for an imposing entrance, as VIP artists and guests arrived in style in chauffeured Audi Cars from the awards. The building was decorated in signature Soho House style with low-level lighting and vintage furniture, split across two levels for guests to enjoy the party.
Guests were served bespoke BACARDÍ cocktails made by some of London’s best bartenders. These included The Daiquiri, Perfect Storm, Old Cuban and Puerto Rican Punch. Canapés provided by Soho House were also served and included mini Dirty Burgers, homemade chicken & mushroom pies, mac & cheese alongside a sweet selection including chocolate brownies, lemon tart and doughnuts.
BACARDI startenders for the event:
Tom Walker- The Savoy
Steven Tarr- Milk and Honey
Terry Cashman- Callooh Callay
Teddy Joseph- White Lion
Ali Reynolds- Hawksmoor
Matt Robertson- Hawksmoor
Abdul Kweli- Gordon Ramsey
ROLE: GLOBAL MARKETING LEAD AT HENDRICK’S GIN
As a response to the global digital gaming boom and subsequent rise of functional and performance driven gaming chairs, we launched the world’s first Gaming Chaise designed for unplugged play. The chaise is the latest innovation from Hendrick’s US’ Department of Not-So-Convenient Technology, the product story went live in the US and UK, set a new benchmark for the company with unrivalled results for the campaign including Global bleed into a further 25 markets. With a robust editorial media strategy to support the Chaise, which was sold via DTC channels, we secured pick up in widespread media, including Hypebeast, High Snobiety, Esquire and PC Gamer securing 249 placements to date, 1.3 mill views on youtube and 1.4mill views and 2.4 mill impressions on facebook and instagram.
THE WORLD’S FIRST GAMING CHAIR ENGINEERED FOR UNPLUGGED PLAY.
The Gaming Chaise is for those moments when one chooses to lean back and sip the nuances of life in all its glory.
KEY FEATURES
Fully analogue horn that may be used to summon fellow players of games, bearers of cocktails, or simply to celebrate a particularly jubilant moment.
Retractable arms engineered to support cocktails, playing cards, and other real-world objects.
Covert compartments designed for cocktail supplies, classic gaming pieces, amulets and other objects of your choosing (no judgement).
Anti-optimized for computer gaming, the chaise form factor is perfect for relaxing with drinks, maps or a novel as well as engaging in human conversation or creatively daydreaming.
Copper design accents inspired by the Carter Head and Bennett, the two copper still types used in the inefficient yet glorious creation of Hendrick’s Gin.
Zero adjustable supports! (too many decisions)
Subtle anti-racing stripes (relax and sit down for goodness sakes)
ZERO ERGONOMIC FEATURES. UNLESS YOU COUNT THE COCKTAIL HOLDER.
Although we enjoy video games as much as any iconoclastic gin distilled in a tiny seaside village in rural Scotland, it seems to us that current trends in gaming furniture have resulted in chairs lacking in worldly sophistication. We’ve chosen to remedy the situation with our very own gaming chaise, designed to accentuate the pleasures of a range of leisurely diversions, from card playing to chess, backgammon and other board games — not to mention the pursuit of human conversation (over cocktails of course) with all its feints and complexities.
Hendrick’s Gin x Katz’s Deli Partnership
Supporting on the Katz’s Deli gin infused pickle partnership which saw widespread high profile media pick up in 722 titles globally including Late Night with Seth Meyers and a key feature in the New York Times, and additional features in the likes of People, Forbes and Hypebeast
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples and partnerships included below.
Y-3 SPRING/SUMMER 2016. At their essence, adidas and Yohji Yamamoto are united in their endless quest to define and dress one singular object: the human body in motion. For Spring/Summer 2016, Y-3 delivers a bold, iconic collection that explores a kinetic grace with sheer, fluid, ultra-light pieces designed to move – the 3 Stripes in Motion.
Presented during Paris Men’s Fashion Week at the Lycée Carnot on Sunday, June 28, 2015, the collection signifies a return to the graphic simplicity of both Yamamoto’s work and adidas’ three-stripe motif. Heightening the theme, men’s and women’s pieces debuted side by side against the backdrop of an avant-garde performance by “TAO Dance Theater” and choreography by Tao Ye", a fearless gesture of modern movement.
The collection originated in a series of sketches that Yamamoto imagined with rapid-fire creativity. The drawings yield the clothing itself, but also serve as decoration when printed as artwork across a range of apparel from tanks to T-shirts. Further inspired, Yamamoto created four self-portraits of himself in motion that are also used as graphic treatment. For the designer, the topic of movement is most clearly encapsulated in a series of stunning ponchos in three distinct silhouettes, two of which are emblazoned with his sketches.
The poncho is undoubtedly the star of the collection, arriving in 3 distinct styles. The first in a classic black, ultra-light, rain-proof nylon with custom white Yamamoto artwork, the second in a light air mesh fabric featuring a voluminous silhouette that can be converted and customized; and the third a bonded, two-layer poncho.
Elsewhere in the collection, Yamamoto’s iconic inspiration is seen in men’s and women’s apparel bearing four characteristics: fluidity, color, print, and light. The range shows simplicity of form with easy, fluid, ergonomic lines—breezy sportswear designed to ride the wind. Bright pops of electric blue for men and candy red for women enhance a classic Y-3 color palette of black and white. Abstract prints create a study in motion, emphasizing the elegant fluidity of the clothes. And Y-3 continues its forward strides in ultra-light design with air meshes and delicate jerseys that conjure a sense of easy elegance and couture comfort. Light also served as a literal inspiration for a pack of clothes printed with Yamamoto’s signature quotes spelled out in neon light.
Footwear, meanwhile, further builds on two established icons: the adidas Boost and the Qasa. The Boost pairs adidas’ breakthrough performance cushioning with bold new upper designs, while the unmistakable Qasa profile evolves into cool summer sandals in a range of colors and materials for men and women. Also new this season is the Kyujo footwear style—a silhouette that features an inner “booty” comprised of technical knit fabrics that is overlaid with panels of leather wrapping around the foot. Offered in both a mid and low cut, the Kyujo debuts in a black and white graphic combination along side iterations in both seasonal prints and colour-ways. Further, this directional new shoe is detailed with a lightweight outsole, providing the wearer with superior comfort and stability.
The show had notable attendance from Asian- American model Soo Joo Park, and adidas’ own athlete Damian Lillard from the Portland Trailblazers.
Since its launch in 2003, Y-3 has remained fascinated by movement, pioneering a futuristic sport-style that at its very essence enables the body to move—faster, stronger, more elegant. Inspired by Yamamoto’s desire for a brave new energy, Y-3 revisits this central idea as the core message of the season – the 3 Stripes in Motion. “It’s time to move,” says Yamamoto. “This is life’s only constant, and I was enchanted by the beauty and simplicity of the body in motion. This was my only inspiration.”
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples included below.
Fusing heritage sportswear with directional details, Adidas by Raf Simons blend’s the Belgian designer’s refreshing aesthetic with the functionality of the iconic German brand.
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples included below.
ROLE: GLOBAL PROJECT MANAGEMENT AT BACARDÍ
The idea was big, bold, brave, disruptive and pushed creative boundaries whilst also capturing the untameable spirit of the BACARDÍ family and our history. BACARDÍ Triangle was born.
It was a fully integrated campaign; a 3 day event that saw 1862 fans, guests, celebrities and competition winners fly into the heart of the Bermuda Triangle on 3 private airliners from London, LA and New York for one of the biggest parties and experiences of their life all of which culminated in performances by Calvin Harris, Kendrick Lamar and Ellie Goulding on a deserted island 6 miles out to sea, off the coast of Puerto Rico.
RESULTS:
Reach: in excess of 6.7 billion people (OTS & impressions),
- 4.63 billion were generated through PR and earned media
- Our global media partners including Vice, Noisey and Shazam, helped us reach a further 215 million people
- VH1, MTV, Palladia and DirecTV broadcast our 1 hour show and 3 x 30 minutes artist specials into 200+ homes globally and free of charge
- we also reached 1 billion+ through social and digital including the activation of our artist networks and their 79 million fans.
Ballantine’s Brasil x Fernando Volken Togni partnership
Project lead at M&C Sport and Entertainment.
Freelance at M&C Sport and Entertainment supporting the Pernod Ricard music partnership account for 3 months.
One of the founding members of Wilderness Festival.
Winner of Best New Festival at the UK Festival Awards.
Year 1 launch saw 100% positive press reviews.
319 pieces of coverage in total
265 national & online pieces of coverage
49 regional pieces of coverage
28 pieces of main national coverage - £132,350 AVE
Coverage = in region £400,000 AVE
ROI 40:1
ROLE: PRESS OFFICER AT ENDEMOL
Consumer publicity for key Endemol UK shows, for example Soccer Aid (ITV), Charlie Brooker's Screen Wipe (BBC Two) - Vodafone TBA (Channel 4), Vodafone Live Music Awards (Channel 4), Orange Playlist (Channel 4), Fame Academy (BBC), East 17: The Reunion, UK Music Hall Of Fame (Channel 4), Deal or No Deal (Channel 4), and more.
Executing the consumer and trade PR strategy to raise the profile for Endemol commissions, reporting to the Global Head of Public Relations
Arranging interviews for senior executives at Endemol Group
Supporting press campaigns at key markets including MIPTV, MIPCOM, DISCOP etc.
Arranging set visits, photoshoots, press launches, events and screenings for Endemol UK.
Extensive telephone liaison with Executive Producers for press info and TX schedules
Handling all award entries
Picture Publicist for Endemol UK
PR support for The Fly
ROLE: HEAD OF MEDIA, PR AND COMMUNICATIONS AT AMG AND MAMA GROUP
Budget responsibility £1.2mill. Managed a team to drive awareness and maximise ticket sales across the events estate.
Managing relationships including Live Nation (AMG), HMV, MAMA (AMG), all arena partners, the Police (AMG), Council (AMG) and charities, and managing sponsor deliverables Pepsi (AMG), Tuborg (AMG), Vodafone (AMG), and JTI (AMG).
Other responsibilities included: managing the PR for The Fly Magazine and all consumer, corporate and trade PR, street promotions (AMG), media partnerships, brand partnerships (AMG), onsite festival planning and asset delivery for all 100+ annual events worldwide, overseeing of all customer databases (AMG), eMarketing (AMG), SEO (AMG), all paid media (AMG), event media management, photography, content production, social media management (AMG). Rolled out a content strategy for the first time and introduced an asset management system. This in turn supported in securing the multi million pound JTI partnership for a further 3 year deal.
One of the founding members of Wilderness festival: Year 1 launch saw 100% positive press reviews, 319 pieces of coverage in year 1. ROI 40:1. Festival won Best New Festival at the UK Festival Awards. War Child and Nordoff Robbins charity partnerships brokered, Wired, Psychologies and Huffington Post media partnerships brokered, landing Headspace, Last Tuesday Society and Old Vic Tunnels as key partners.
Paired Vintage by Hemmingway Festival with Sir Peter Blake’s 80th birthday to recreate the infamous Beatles Sgt Pepper’s artwork achieved 400 pieces of coverage across 11 countries, was the 8th most read on BBC.com, and we were the ‘and finally’ piece on the News at 10. ROI 83:1.
Landed the Guardian and Observer media partnership for The Great Escape Festival, this partnership helped raise the profile of the event to another level, leading to a sell out of general sale and delegate tickets.
Led the PR for 11 venues across the United Kingdom, including the Hammersmith Apollo, The Forum in Kentish Town, The Garage, Jazz Café, The Edinburgh Picture House, Digbeth Institute in Birmingham, Heaven, G-A-Y Bar, G-A-Y Late, The Borderline. Also supported our Mean Fiddler promoters on numerous tours.
PR support for the Doggumentary Tour
Part of an account team of 4 people for the on and off site PR for V Festival during my time at Cake Group (Havas).
Managing the accreditation, features, line-up announcements, band interviews, media events, national and regional coverage, and website for V-Festival
Handling all the PR onsite at V Festival including managing TV and radio crews, journalists, photographers, restrictions, artist liaison, crisis management, press box office, press office, artist interviews, pit runs, end of day releases
Cake’s role
Continue to raise awareness of the V Festival brand
Manage key announcements
Generate media coverage in build up to festival
Expand V Festival coverage into consumer titles
Manage and control negative issues
Work closely with all other agencies
Manage media and output during the event weekend
Promote 2009 ticket message
Key activity
Series of press release announcements
Regional media meet & greet
Media accreditation
Media management on-site
Merchandise giveaways/feature ideas
Use of new media and content generation to secure coverage
Artist Q&As
Trade opportunities
Agency relations
Big Fish
Close relationship pre festival and onsite
Virgin Mobile
Accreditation meetings, press release input
Borkowski
Regular contact, accreditation meetings, gossip stories
Virgin Radio
Exclusive announcements
Eulogy
Competitions
Channel 4/Henry’s House
TV programme announcement
Press office
Journo requests
Organiser interviews
Updated media lists
Artist management
Features/Q&A/Competitions
vfestival.com survey
Statements
2009 Tickets
Post PR - Rotary Club, Festival Awards, more statements
Highways Agency
Emergency Services
Artist Liaison
Weston Park
SJM
Rotary Club
Channel 4/Henry’s House
Announcements
Writing of releases
Approval process
Exclusives - Virgin Radio timing
Muse announcement
Accreditation
3rd year online
Developed with new website
Positive response from media
Huge demand for press passes
Regional Tours
Dinner and drinks for Weston press
Kings of Leon VIP gig for key Hylands media
Face to face with organisers
Website
Launch new website
Much more appealing for users
Good platform for progression
V Vote sell-in
Media Centre
Accreditation process updated
VFestival.com team on-site
Coverage Summary
105 pieces of National
Over 60 pieces of Regional
Over 294 pieces of Online
Numerous pieces of TV & Radio
Top 50 Pieces
PR Value £676,842
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
INCLUDING MEDIA PARTNERSHIPS
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples below.
ROLE: HEAD OF MARKETING AND COMMUNICATIONS, HULL CITY AFC
(incl. Broadcast | Brand | Digital | Media | PR | Content | Editorial | Supporter Liaison | Fan Experience | Corporate Comms)
Supported the owner in taking on the turnaround challenge of the championship football club. Part of the Club’s Senior Leadership Team directing a team of 19.
Brought in to do a complete overhaul of the brand and marketing output and to step change office culture to be consumer first and forward thinking.
Shifted marketing resource from 100% match focus to 50% brand building and 50% match focus to help drive credibility and change perception which were both at a record low. This in turn, at the time, drove a considerable increase in brand love and gave the Club more consistency regardless of performance on the pitch.
Key part of the kit design team for 18/19 and 19/20 with Umbro, and responsible for both kit launches.
Led the redesign of the Club crest, launched it successfully with supporters and rolled it out across the on and offline Club estates.
Developed and delivered the global corporate brand strategy and visual identity for the Club –including brand architecture, vision, mission and values.
Championed and created a new global digital strategy for the Club.
Brand Development - Delivered robust new concepts against business needs.
Developed a corporate comms strategy and managed our crisis response.
Established and restructured a full service marketing team to oversee digital, PR, events, broadcast, content, brand management and creative.
Negotiated a landmark commentary deal for the Club to return to the BBC.
Launched streaming for the Club for the first time in its history with a multi camera set-up for all supporters and a bespoke industry leading offering for our international supporters.
Reintroduced concessions tickets to the Club.
Launched members events.
Rebuilt the relationship with the Tigers Trust, the Club’s charity arm.
Did a complete overhaul of the paid media strategy.
Completely revised the content strategy including web and streaming platform merchandising for all brand campaigns and kit launches, including the launch of numerous new content series.
Redesigned the players areas and tunnel at the stadium.
Rolled out ‘total stadium takeover’ for our digital screens leading to a better experience for supporters and a dynamic offering for sponsors.
Led the creation of bespoke animated team line-up graphics for pre match on the portrait screens in the concourse.
Revised the annual photoshoot day to create more dynamic player content to be used throughout the season online and throughout the stadium during match days.
Completely revised match day experience within the parameters we were given by the owner.
Revised the player community outreach strategy.
Introduced animation to the pitch side LED screens for adverts.
Completely reprogrammed and reformatted the big screens in the stadium to deliver a more impactful, smarter and more dynamic offering.
Devised and implemented the end of season supporter survey.
Restructured the supporters committee outreach to have more breakout 121 sessions with individuals throughout the season to hear their personal ideas and frustrations.
Rolled out a supporter charter for the committee meetings.
Delivered a proposal for on and offline misconduct sanctions for supporters to help tackle online racist and homophobic abuse and threats of violence within our football community.
Christmas Campaign support. Agency account team.
Assistant to the 14th Floor Label team. Supported on album releases.
Agency account team for Nintendo of Europe
During my time at Cake Group I was on the PR account team for Palm.
We took over the Truman Brewery for Palm to launch the Palm Treo Pro handset with the first ever pop up gastro pub.
For 5 nights we “celebrated those who dare to be different“ and renamed the pub “The Black Sheep”. We hosted a series of ‘an audience with’ nights with celebrities from the worlds of business, sports, TV, music and comedy. The mavericks at the time included Piers Morgan former editor of News of the World and Daily Mirror, Karren Brady CEO of Birmingham City FC, synth-pop pioneers Human League,along with primetime comedian Sean Lock, and Beijing Olympic gold medallist Chris Hoy. Guests were also invited to enjoy a two-course meal by Michelin starred chef Brett Graham, head chef at The Ledbury in London's Notting Hill.
Launching Sky HD whilst working agency side at Cake, Havas Group.
A HD screening of Titanic.