I recently led the pitch that won de-construct the business to create a new digital strategy for Ballantine’s whiskey. Building on their recent ‘Leave an Impression’ positioning, our task was to launch the next phase of the campaign, breaking in 2009. Unfortunately I can’t say much more at this point except that if they are as brave as we’re hoping, you’ll know all about it….
Tennis has evolved. It’s faster. Stronger. Wider. Longer. It’s more demanding now than ever before – physically, mentally, and strategically. The personalities are bigger. Records are established, and then quickly superceded.
‘Shape the Game’ is adidas’ answer to the evolution of Tennis. But the real strength of the idea is that it isn’t just a statement – it’s an invitation. You can shape the game. You can become the next Djokovic, the next Ivanovic.
Everything Matters is much more than a consumer-facing website. It is the entire comms platform for Panasonic Europe through to 2010. And its the culmination of almost a year’s work which began with the strategy, in conjunction with Vizeum (UK) and Strawberry Frog (NL).
As a website, ‘Everything Matters’ is a content portal. It was created to be a central repository for the various brand stories that Panasonic has to tell, but has not for various reasons. The content can be filtered by the user, and of course the site is fully dynamic and modular.
Awarded the FWA Site of the Day 02.09.2008
Awarded the Interactive Pick of the Day 05.09.2008 by Creativity Online
The phrase “Keep your friends close, but your enemies closer” was the departure point for the latest t-shirt in the-affair’s quest to clothe the creative men of this world in something that not only looks good, but starts intelligent conversations.
A single line from William Gibson’s cult-classic Neuromancer speaks volumes in this t-shirt for the-affair.
Just another Jesus shirt you’re thinking, right? Not exactly… ‘Muslim Jesus’ is a reflection on the futility of religious intolerance. From afar, Jesus stares serenely at those surrounding you. But up close, Islamic crescents cluster together in abstract patterns. Anyone close enough to know this and still want to have it out, should’ve already registered on your fuckwit radar.
2007 saw Adidas (global) focus most of their marketing budget on the second version of their ‘Impossible is Nothing brand campaign. de-construct created this destination site to house the inspirational content of Adidas’ stable of world-class athletes including David Beckham and the current men’s 100m World Record holder, Tyson Gay.
Awarded a Gold Clio 2008, Content & Contact.
de-construct was tasked with creating a step-change in the way Panasonic communicates across Europe, by putting digital at the heart of their comms strategy across 2008 and beyond.
Working with Strawberry Frog Amsterdam (ATL) and Vizeum UK (media strategy), our brief was to come up with a platform concept from which every single marketing channel would use as a base – TV, print, digital, PR, POS and retail. The concept had to be true to both Panasonic (in order to sell it internally) as well as the consumer (in order that it is actually relevant and therefore works).
Unfortunately this is an ongoing project and commercial sensitivity means I can not show any work just yet. But stay tuned, its going to be good.
de-construct was engaged by P&G in a 50/50 share research project around the nascent possibilities of interactive outdoor advertising. Unfortunately the project never went into production but these were some concepts illustrating how to use live data feeds to define the creative and drive footfall into the store adjoining the media placement (Boots in this case).
the-affair is a brand that creates beautiful conceptual t-shirts for the intelligent consumer tired of the cute-sy threadless aesthetic. Its the love child of myself and Dangerous Dave Black.
With no physical presence on the high-street, we began with the simple insight that fitting rooms have full length mirrors for a reason. The website was thus created to mimic the actual experience of trying the shirts on.
Awarded the FWA Site of the Day 29.03.2008
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