Expo 2015 put Milan at the centre of the world stage and every night throughout October, Milan's stunning Piazza Sempione, a large nightlife destination in the city, came alive with light from this ground-breaking, 3D billboard mapping execution to celebrate the launch of the Galaxy S6 Edge+
The challenge was a fairly straightforward one, to reconnect with a local audience after some pretty disastrous recent local PR coverage of Samsung's OOH! Samsung were headline sponsors of the world Expo, a long-standing world fair celebrating innovation, so I seized the opportunity to persuade the global client that a big poster of a phone wasn't going to cut it and turned a standard out of home brief into something that was in keeping with the spirit of the exposition and was deferential to its surroundings in this city of culture.
After finding and securing super-scale sites on the two guard towers that flank the historic Arco Della Pace (Arch Of Peace), I conceived and designed the idea that used 3D mapped projections to turn standard billboards by day into canvasses for moving image by night. Animated sequences of a 3D model of the arch, built using photogrammetry, paid homage to this historic landmark through the lens of Samsung's 'Next Is Now' brand proposition.
The brief was simple - to make StubHub, the world's largest ticket marketplace, synonymous with boxing in the UK.
StubHub has an ongoing but, until November 2015, fairly unheralded partnership with Anthony Joshua, former Olympic champion, professional British heavyweight boxer and soon to be undisputed world champ!
In leveraging this burgeoning boxing talent's unique story, we made a film that created a firestorm on social media and immediately took brand awareness, engagement and ticket sales through the roof. It also laid the groundwork for a social campaign that saw the ongoing release of content featuring personal insights from Anthony aligned with key milestones in his training and promotional schedules, that kept StubHub at the centre of conversation with fans throughout the build-up to his championship fight.
#NO HYPE is an intimate look at Joshua's supreme dedication to his sport and almost monastic approach to training in the fiercely loud world of boxing promotion as a whole. First released on Joshua's own social channels, the piece spoke authentically to his UK fans as well as his haters, whilst also winning an entirely new global audience.
In the first 48hrs alone:
1.87m Total video views 36,000 Likes 1,760 Comments 8,695 Retweets / Shares Tickets sold out
'NO HYPE' / StubHub x Anthony Joshua
Samsung S6 Edge+ / Milan World Expo
Full creative:
#SNOTWHATISAID / Otrivine
I led a team that turned a test brief into an award-winning, global Twitter first campaign
Otrivine is a nasal decongestant spray. Its TV advertising was not performing so, by conducting some research, we convinced Novartis UK to run a test digital campaign. To launch the brand's presence on social, we conceived a targeted strategy built on
the insight that during cold and flu season, over two million people take to Twitter to complain about their symptoms and this otherwise very low-interest category becomes a hot topic.
Employing social listening tools to find these conversations, we created four short films and together with personalised real-time tweets, we reached 3.5 million Twitter users and spoke directly to nearly five thousand sniffling Brits, turning whingers into advocates.
24% responded with a reply, retweet or favourite.
(Tweets to a brand’s follower base in the UK typically receive engagement rates of 0.02%).
150 of Novartis' top marketeers voted the campaign ‘People’s Choice’ at their annual global awards and the approach was scaled across markets as best practice strategy for activating social media campaigns.
'Three Men In A Hire Car' / Europcar x Arsenal
Europcar is the Official Car Rental Partner of Arsenal Football Club. As sports partnerships go, this threw up some immediate challenges - the fact is millionaire footballers are rarely, if ever, in need of booking a hire car.
The problem here though was multi-faceted. In a space already heavily saturated with brands, we needed to create a credible link between the club and Europcar in a way that would get core fans and a broader community talking and although the client was open to us pushing boundaries creatively, we had to make mention of new products and services.
My idea was a short story about an early kick-off and a missed coach that created the perfect catalyst for unconventional conversations - Boredom.
Tapping into a recent ‘road trip’ oeuvre popularised by The Trip, Comedians in Cars Getting Coffee and The Late Late Show's Car Pool, we enabled footballers to be seen in an entirely new light and used humour to transcend the deep tribal boundaries of British football. With meticulous planning required around the fact we only had an hour to film with the players, we decided to risk it all on something that had never been achieved
before...getting some footballers to actually act!
Moving Their Way quickly became the highest viewed piece of branded content ever produced by an Arsenal sponsor.
It was watched more than the match highlights and had over 17,000 engagements
across Arsenal's Facebook page alone.
Over 4 million views across all platforms & gained loads of earned reach through editorial, press and TV coverage
including Soccer AM and Premier League TV.
Making Of and Outtakes here
LUKE FARRELL
L'il Lynchburg , 1866 / Jack Daniel's
Snapshot of pitch response to Jack Daniel's 150th Anniversary brief.
'Come Together' / StubHub x Anthony Joshua
Launch film for the second social campaign for StubHub with British heavyweight champ, Anthony Joshua.
A visceral account of live boxing as described by the man himself in the lead up to his next title defence.
Asics Tiger / European Launch
Snapshot of pan-European launch campaign.
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Duke&Earl - Client Case Studies
