New Work Asics

2025 brand film for ASICS move your body, move your mind. Created by AGIT8, London. Role: Copywriting and Creative Direction

Asics Brand Film

Brand film for Asics Move your body, Move your mind created by Agit8 London. Role: copywriting, creative direction

Three UK - Jeff's World

Commercial that demonstrate the ultimate freedom of connected living with Three mobile

Jeff's World

To highlight the unprecedented freedom of Three’s connected lifestyle products we imagined what a bearded dragon might feel like on a trip around the city on a robovac

ŠKODA

Campaign to extend Škoda Made for Ireland platform to encourage ‘Explore Ireland in a Škoda’ by sharing the iconic locations, legends and landmarks of Ireland

Skoda Stargazing

This campaign for Škoda demonstrates the magic of sharing moments with family while star gazing in the comfort of a Škoda Enyaq

The Perseids Explained

Social campaign on Instagram Reels and Tiktok to educate and entice around The Perseids

Škoda: Women Legends of Ireland

Dublin Airport’s sky bridge is a well known and much-coveted media space. Owing to its position, it greets all visitors - domestic and international - immediately one steps off the plane. This campaign, celebrating female legends of Ireland, drew commentary from social media and on radio for its bold, contemporary portrayal of classic women.

Ghostpops Haunted House Microsite

Ghost Pops maize snacks are popular among students in SA.

As a Halloween stunt, we took advantage of the fact that students are very active on Gumtree (an online trading platform) at this time, looking for house-shares for the upcoming year. Partnering with Gumtree, we lured unsuspecting house-seekers away from the Gumtree site to a mirror site and gave them a whole lot more than they bargained for…

The Creative Circle Monthly Awards Silver - October 2016

Ghost Pops Case Film

We enticed students onto student accommodation sites and surprised them with a ghostly experience for teen cult snack, Ghost Pops

The National War Museum Direct

This remains one of my favourite pieces. There’s something about the low-tech nature of this learning device that appeals. Combine great story-telling, excellent production and the element of surprise and you have the means to bring history to life in an instant. It’s also great when you get the opportunity to see an idea work in real life, as I did when we visited classrooms.

CANNES BRONZE 2015

LOERIES GOLD X2 2015

The Cup of Life - Clios

Rainbow Blood

A powerful, award-winning advertisement that appeared during Pride 2021 to highlight the homophobia that still exists in Ireland. The commercial was on behalf of Belong To Youth Services

Rainbow Blood (The Irish Times)

Press and social were released on the same day as our radio message was aired in radio road block across Ireland

Rainbow Blood

This powerful piece produced in conjunction with FeliSpeaks, Irish-Nigerian poet, performer & playwright, was aired across ALL Irish radio stations in a radio ‘roadblock’ during pride week 2021

Selinah

This is piece from 2010, but it holds a very special place in my heart. I’m immensely proud of it. It is a simple story of a brave woman, on the brink of death, who chose to be filmed every day for 3 weeks so that her message could help others get treatment.

It won awards but the most gratifying outcome was reading the emails, comments and letters that The Topsy Foundation received from HIV sufferers who said that the film motivated them to stop living in denial and get treatment.

CANNES GOLD (2010)

THE ONE SHOW GOLD

CLIOS SILVER

GRAND LIA

THE ANDY AWARDS 2011

LOERIES GOLD X 2

SELINAH

A film shot over 3 months that demonstrates the lazarus effect achieved with ARV drugs, for people in the late stages of HIV/AIDS

Aware.org 'Sippy Cup'

ONE SHOW FINALIST 2020

Awareorg Sippy Cup Case Study_HighRes_2TITLE

We launched our Underage Drinking Campaign during a protracted debate in parliament whether or not to raise the legal drinking age from 18-21 years. To enlist the help of media, we launched the ‘Phuza Nathi’ sippy cup which poses the questions of whether our country’s issue with Underage drinking doesn’t in fact start much, much earlier in life.

Phuza Nathi means “Let’s drink” and is widely associated with drinking and partying.

aware.org - Underage Drinking Campaign (TVC)

South Africa is one of the highest consumers of alcohol in the world. Underage drinking is a major part of the problem. Aware.org calls it a ‘silent crisis’. The problem is widespread and complex. Underage drinking affects young people of both genders, all races and from all segments of society,

Our campaign #myfirstdrinkstory seeks to get South Africa talking about the influence of parents and all adults on underage drinking. Via a piece of film, radio, media drop, influencers & social media we asked all South African’s to share their first memories and exposure to alcohol - not necessarily their first actual drink but rather their first incident of influence.

Whether parents/adults realise it or not, they influence behaviour choices long before kids take their first drink.

Awareorg_English_Bella

Awareorg_Zulu

Awareorg_English Thabo

Aware.org One on Nicol

Aware.org One On Nicol Campaign - Rethink. Don't Drive

We created a fake ‘pop-up’ drive-thru drinks bar for the festive season, on the side of the road, to get people to realise that they’re quick to criticise drinking and driving on social media, but even quicker to get behind the wheel in real life when they’ve been drinking.

Private Property

A simple social media campaign with record results

Private Property - Sherlock Homes

A simple lead gen social media campaign that grew followers and PP’s community beyond expectations. A highly effective campaign based on a simple truth: people love to snoop around others’ homes

#Million Comforts 'Sanitary Pad' Tactical

Million Comforts is a Sanitary Pad Initiative that aims to supply sanitary pads to young girls in rural areas of South Africa who cannot afford to buy their own.

What I loved about this piece was the bold, direct approach. This was deliberate and aimed predominantly at the male-biased, conservative audience who receive The Pretoria News, the publication in which the ad was placed. The Pretoria News ‘covers’ one of the largest areas in SA in which this issue is a problem.

The newspaper ad pushed people to donate at their local Dischem Pharmacy, a distribution partner of the initiative.

THE CREATIVE CIRCLE AD OF THE YEAR - SILVER 2016

Poor women in Africa use newspaper as sanitary towels. We place a full spread ad in predominantly male newspaper to raise awareness

Exclusive Books Chain Mail

Easily one of the most fun accounts of my career so far was Exclusive Books, South Africa’s largest chain of bookstores. Our wonderfully clever client allowed us to do work others only dream of, but then a love of books and reading lends itself to great work.

CANNES Bronze (film)

LOERIES Silver (film)

NICE POEM

This was an online film we shot for the launch of the ‘For Dummies’ series of book.

Lego Cafe

Dublin Lego Cafe & Adult Play

A campaign to measure the positive benefits of adult play on stressed-out professionals like doctors and lawyers

Harley Davidson Bikes for Women

Some of the best fun I’ve had was working on this campaign with a wonderful client.

CANNES GOLD 2006

LOERIE GOLD

LOERIE GOLD CRAFT PHOTOGRAPHY

Vodacom 'Best network for smartphones'

In mid 2013 I left Ogilvy, my work home of ten years, to run the Vodacom account at sister agency, Ireland-Davenport. For me, it was a whole new world of mobile tech, crazy deadlines, sleepless nights, massive presentations and helping to steer a huge team of partner agencies (and client departments) on a single course.

VODACOM AWARDS: Millward Brown #1 Best-Loved Campaign Q1 2013, Millward Brown #2 Best-Loved Commercial (Pastor) 2015, Vodafone RED Award 2015

Vodacom Baby crying network buffering

Synopsis - ‘Best Network for Smartphones’

Vodacom had been voted the best network for smart phones.(Bustech) They needed to take ownership of this accolade in a way that built brand -love and affinity. This fully integrated campaign launched with a charming story of a baby who couldn’t hide his frustration when his favourite online film was interrupted by buffering. When it’s replaced with a phone on the Vodacom network, he was much happier.

The campaign was launched online and in broadcast simultaneously, and was supported by nationwide OOH, radio across all 11 languages, display & social media.

Result

Campaign took the no.1 best-loved campaign spot of 2013, in a Millward Brown poll. It was also sold within the Vodafone group and re-shot in 5 other Vodafone regions.

The baby become central to an on-going campaign to build the ‘best network for smart phones’ attribute.

Vodacom baby dancing to single ladies

The little guy in the first commercial was so well loved (even stopped and asked for selfies, his father told us) that we had to do a follow-up commercial.

Vodacom 'Give A Happy' Summer Campaign

Synopsis

In 2013, for the first time, South Africans were able to gift others using their cellphones. This meant you could gift data, smses, talk time, food and music vouchers to people who lived far away. This is a big deal in SA where families live far apart.

Relevance

The campaign didn’t just tap into a relevant & timeous truth, it solved a real challenge in an interesting way.

Execution

This was a broad-scale integrated campaign.

Objectives were achieved through 2 Christmas brand films and 15-second educational stings launched as tv and online, regional and national radio, PR and a national influencer campaign, social media, extensive OOH and an activation during the Soweto Derby - the climax of the soccer year in SA.

My role as lead creative was to co-ordinate and manage production and the seamless application of multi-channel messaging along with partner agencies.

Result

The Summer Campaign 2013 reached target within the first two weeks of the campaign period. Vodacom does not disclose the results of specific campaigns publicly, it was lauded as the most successful campaign of the previous 3 years.

Vodacom Summer 2015 Campaign

The 2015 Summer Integrated campaign was kicked off by another charming South African story to demonstrate the benefit of ‘SA’s Best Network’

‘Pastor’ garnered the MB’s #2 Best-loved commercial and the full integrated campaign won a Vodafone RED award given to the most successful campaigns of the year, globally.

Campaign launched with a 45 minute brand film (broadcast & online), OOH, display & social in which we auctioned the wedding dress from the commercial and gave one happy couple a dream wedding - see clip below, national radio and activations.

Summer Celebrations with Vodacom | FULL INSERT

The Summer Integrated campaign centred around the story of a South African wedding. The couple in the commercial was a real couple and their story was leveraged as additional content. The wedding dress was designed by Johan-Gert Coetzee, one of the countries hottest designers, and was given away to a lucky bride-to-be after a large-scale nationwide competition.

Nedbank Money Secrets

NYF FINALIST 2020

Nedbank Money Secrets V4

New York Festivals Finalist 2020

Prism Marketing Awards

Lunch Poster

This piece was my very first local award in 2002. It still serves as a disturbing reminder of the racial divisions of our past. This poster references the Apartheid practice of serving meals to people of colour using ‘special’ enamelware. Also, black staff were often not given an option on the meals they received while working in white homes. Thick slices of government-issue bread with cheap jam and budget tea was considered adequate. A shameful practice which still provokes strong reactions today.

OLX - The People's Side Bae Integrated

We hi-jacked a hot local conversation, parodied a loved politician, started a new party and exceeded targets by 200% in three months.

Synopsis

OLX is a peer-to-peer online trading site.

Their brief to us was simple: reposition the brand making it relevant to the majority of the population for whom online trading is either unknown or not seen as beneficial.

The business target: 40 000 new listings on the site in 3 months.

Strategy

One of the legacies of Apartheid is a huge gap between rich and poor.

‘Economic freedom for all’ is high on the agenda of most South Africans. For political party, The Economic Freedom Fighters, it’s a priority.

In post-festive season January 2018, there was a spike in the media conversation around economic freedom and the need for saving and responsible living.

The EFF, and their spokesperson, Dr. Mbuyiseni Ddlozi (the people’s bae) were very vocal on the topic. We hijacked the conversation and sent a strong message that you can set yourself economically free by trading at better prices on OLX. We sent this message via a character - a parody of the people’s bae (Ndlozi) - who was played by beloved comedian, S’khumba Hlophe (the people’s SIDE bae)

Relevance

Instead of waiting for people to come to us, we took OLX to precisely what our target audience really cares about, at the right time, in a light-hearted way.

Outcome

The campaign overshot expectations significantly. #peoplessidebae trended at no.1 position in the socials for 24 hours. The market loved the side bae, creating their own mimic memes & content. We dominated conversation in the category for the entire campaign period, toppling market leader, Gumtree.

We exceeded the new-listing target by 200%

Execution

The campaign launched in television with 3 X 30” spots and in radio, introducing us to the message and our parody character.

Using influencers and PR support, the campaign came alive on FB, Twitter and Instagram. On-going topical content such as meme competitions, Valentines posts and the ‘Open letter to the President’ around the budget speech crisis, ensured that we never lost momentum.

LOERIES 2018 BRONZE - INTEGRATED CAMPAIGN

LOERIES 2018 FINALIST - PR & MEDIA INNOVATION

OLX Side Bae Case film

Have you met the People's Side Bae?

OLX - Side Bae Single Bed

Each spot talks to an audience insight in a manner that is familiar.

OLX - People's Side Bae: Pawnshop

Pawn shops and ‘mashonisa’s’ (loan sharks) are more often chosen by South Africans to liberate cash. OLX offers a far simpler and convenient alternative

National Budget Speech Tactical

In the days preceding the national budget speech on February 21st, 2018, there was much confusion over who would actually deliver the anticipated speech. This was a hot topic on social media. We seized the opportunity by sending an open letter - (all the cool kids are doing it) - to President Cyril Ramaphosa. It was sent by the People’s Side bae, under the popular #sendme. In his inimitable style he volunteered his services to deliver the budget speech, complete with tips on how to maximise your income with OLX.

#sendme

Nedbank Reimagination Project

THE REIMAGINATION PROJECT

Nedbank Wonderland Activation

Our client, Nedbank, one of SA’s ‘big four’ banks and sponsor of Africa’s foremost design show, Design Indaba, asked us to come up with an activation idea to represent the bank’s commitment to creativity.

We turned our minds to re-designing old ATMS for good.

LOERIES BRONZE - Live Events & Sponsorships 2016

AMASA GOLD - Best Integrated: Cause related 2016

Nedbank Wonderland Project Case Study 2016

Vodacom Youth platform - NXT LVL

In 2015 I led the strategic creative development of Vodacom’s youth platform - NXT LVL. This is a youth portal that offers under 25 year olds access to cheaper bundles, mentorship across multiple passion points including music and sports, free online education, healthcare advice, radically reduced video and music play and purchasing options and more.

The full project ran over a two and a half years and incorporated the expertise of multiple partners.

I lead creative through early conceptualisation and development.

VODACOM NXT LVL

Launch manifesto featuring the first mentorship partnership of Khuli Chana - leading South African Motswako rapper and Spoek Matambo - SA fusion rapper and producer.

Vodacom NXT LVL- Want better value We hear you.

NXT LVL online launch manifesto updated to reflect a more self-expressive positioning.

Milo 'Tough week'

Generally speaking, Nestle is not known for it’s wildly conceptual work. This film for Milo was a rare exception where I took advantage of a visit from the global Nestle Creative Director and sold him this ad. He loved it. He also left Nestle a year later which wasn’t helpful.

MILO Tough week

My Kitchen Rules Content

Synopsis

The first season of MKR South Africa was an important opportunity to lift ratings for our client, M-Net. We wanted not only to create hype around the launch of the South African format of the show, but also create awareness of what makes this cooking show different from others.

Strategy

With a limited budget across channels, we chose to max out the one thing that would have people coming back for more: the drama associated with the show. As the only cooking show where teams/couples compete, the ‘politics’ of interaction set the show apart. There’s more aggression, competitiveness, intensity, even sabotage. In short, loads of drama stirred into good home cooking.

Execution

The creative line was: COME FOR THE FOOD. STAY FOR THE DRAMA. The campaign was multichannel. We launched an online film which was shared widely in the week preceding launch. We also sent a direct piece to influencers, an exquisite silver service fork with it’s teeth bent into an ‘up yours’ sign - a ‘taste’ of the drama to come. Influencers loved it, sharing their views and hyping the show on the socials.

The campaign was supported in radio prior to launch.

Throughout the campaign period, we maintained momentum with print and regular social posts that built on the darkly delicious theme of sabotage.

Relevance

Cooking show formats are well liked by the M-Net audience. From insights gleaned from ratings spikes of other, similar cooking shows, we knew that super-sizing the inter-personal drama would absolutely be the draw card for this well-defined audience.

Outcome

The show achieved record ratings in the first weeks of flighting.

THE CREATIVE CIRCLE AWARDS - SILVER FEB 2018

Print/OOH

My Kitchen Rules Blogger Drop

The first season of My Kitchen Rules,a television cooking show, was expected to serve up some mouthwatering meals and spicy feuds between rival teams.

On any episode viewers could expect a full buffet of trash talking, backstabbing,sabotage, misdirected rage and the odd slur for dessert. It gets so intense that more often than not, the viewers are usually more interested in the drama than the food.

Our task was to get the word out about the launch of My Kitchen Rules and set the tone for what to expect from the show. In order to support the rest of our online campaign, we sent food bloggers and influencers a cheeky Direct Mailer that would intrigue them about the show —

a fork with bent fingers to resemble a zap sign, paired with a tagline that best describes the show; “COME FOR THE FOOD, STAY FOR THE DRAMA.”

The show received the highest ratings of any other program on M-Net on the day

of its launch. And viewers came back weekly to feast on the drama.

THE CREATIVE CIRCLE MONTHLY AWARDS - SILVER FEB 2018

MKR SA TOMATO SAUCE

Print

Social-cactus

social - chillies

social -kisses

Social - grenade

The Red Cross Children's Hospital Integrated

A project that has real, measurable results in a short space of time is always gratifying, but when it helps sick children, it is the best kind of work there is.

GOLD Amasa Award - Cause related marketing

Red Cross AV_Final Mix

Nando's

Nando’s is one of SA’s most beloved brands. It’s made its name off the back of witty, tactical work that draws on social commentary, politics, racial diversity and any other ‘hot button’ it can get away with.

It was an absolute pleasure and privilege to work together with partners on this beautiful brand while at M&C Saatchi Abel in 2016.

Nandos WingWing - Creative Circle

This online film went live the night before the municipal elections in 2016. Using look-and-sound-a-likes, we depicted the countries top three opposing political leaders in a Nando’s playing a game of truth and dare.

The spot centres around the hottest conversation at the time - would then- President, Jacob Zuma, pay the price for failing to return the R7,8 million he used illegally to upgrade his Nkandla home? Had former ANC comrade, Julius Malema, applied enough meaningful pressure to affect change, and what role, if any, would so-called puppet-leader of the DA party, Musi Maimane, play?

The film launches Wings Roulette, a chicken wing combo of three flavours, which came with a truth and dare game as a limited edition giveaway.

The film went viral instantly.

https://www.channel24.co.za/TV/News/nandos-joins-the-election-conversation-with-spicy-new-tv-ad-20160806

Nandos Gupta gate RADIO Commercial

Nando’s is known for its tactical work. This is a radio spot we launched as viral audio when the ‘Gupta-gate’ scandal was at it’s peak. The Gupta brothers are 3 Indian-born South African brothers linked to former president, Jacob Zuma, and widely considered to have ‘called the shots’ during Zuma’s presidency. There have been widespread claims, linked to the brothers, of corruption, undue influence and even ‘state capture’.

All 3 brothers live in a large compound of mansions in an affluent suburb of Johannesburg. The spot supposes what might happen if a Nando’s delivery guy arrives to deliver Nando’s….

Exclusive Books Charades

I never miss an opportunity for a little dark humour. Our client was open to it too. Thankfully.

LOERIE BRONZE

Charades

Cadbury Bubbly Cows

A fun project a few years back where we launched Cadbury Bubbly in the SA market. We bumped the category leader, Nestle Aero, off its perch and reinterpreted Cadbury’s ‘joyville’ in a South African way.

The Floating cow concept was adapted for use in Australia too.

APEX GOLD (effectiveness award for a new product Launch)

Precious Biscuits

Super pretty craft piece for a rebrand of ‘Baker’s Biscuits’ some years back. What cool fun. The kind that makes my kid’s heart happy. Live action bits were shot in an ancient forest, animated parts were illustrated by world-acclaimed Ree Treweck and animated by Cape Town masters, Shy the Sun.

LOERIES GOLD (CRAFT)