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 Records are established, and then quickly superceded.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
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).
de-construct won a 5-way pitch for the design and strategy of the Sony / Sky PSP video download service, psp.tv.
The Museum of Illustration (MOI) is a concept spearheaded by Quentin Blake, famed for bringing all Roald Dahl’s characters to life. By 2011 they will have a building in London’s newly redeveloped King’s Cross area, but until then, they have a website.
After the extremely successful Da Vinci Code campaign, de-construct was asked to provide speculative ideas for a new CRM system with digital at its heart. We created the idea of Eurostar Live as a way of sharing content across multiple channels – online, mobile and digital outdoor.
de-construct was asked to pitch the strategy and website for TeamVertu – Vertu’s high-profile sports sponsorship programme, currently centred around the Ferrari Challenge. We pitched an integrated concept where ‘Attention to Detail’ became the overarching message across every facet of their communications – from registration on the website through to the event itself.
