A dream client for Uprising People, DabbaDrop.co.uk is a curry subscription service we are helping to launch.
Not only are their curries delicious, nutritious and home-cooked by co-founder Anshu Ahuja, they are delivered in reusable tin Dabbas (a Mumbai tradition) by pushbike.
Client: Resident Advisor
Brand guidelines for RA Tickets in line with new brand positioning
Rollout of new brand positioning throughout all fan and promoter materials, including:
Website UX and copy rewrite
Multiple product sheet rewrites
Promoter sales presentation deck
I was recommended to Resident Advisor in 2018 as the key creative to help them put their ticketing arm RA Tickets' new brand positioning into words.
RA is THE leading electronic music platform for reviews and discovering new music and artists. It’s also an independent company that seeks to support the entire electronic music community by putting the spotlight on local scenes and supporting creators, fans and promoters. As an electronic music geek I'm fangirling throughout the entire project.
This project is ongoing.
England cricket sponsorship campaign – Summer 2018
Campaign concept + line
Channel 5 TV idents
On-premise promotions at Lords, Headingley, etc.
On and off-trade
I was brought on board this project with the agency only having a couple of days to come up with a deck, an overarching campaign concept and several execution ideas for the client.
Everyman wine brand Hardys has sponsored England Cricket for several years and wanted a fresh outlook strategically and conceptually. As a team we found a creative route to connect with families and older consumers by giving a lighthearted look at the quirks of cricket and British families.
I quickly grasped the brief and created a campaign line that everyone (agency and client-side) loved straight away.
’The Rules According To Hardys’ provided a much bigger idea than either party had been expecting and I added extra ideas as to how the campaign could be expanded upon. Then I got to work writing scripts and ideas for the summer’s Channel 5 ident executions, plus in situ creative for UK cricket grounds.
The result is a £1m creative campaign being run during the Summer 2018 cricket season across TV, print and the on and off-trade.
Super-fast turnaround and super-fun job.
Design Agency: HUSH
I provided the copy for this project, an installation at Google's NYC headquarters, which communicates Google’s ability to transform human data into rich, personalised experiences through a series of powerful, one-of-a-kind interactions.
HUSH created a holistic, executive-level experience in Google’s NYC HQ that inspires guests with the power of their own data and advanced technology.
'Deep City' is a three-part installation – The Passage, The City Cave, The Skywalk – that records a guest’s data through gesture, movement and voice to generate an informational and artistic record of their personal journey.
Deezer wanted a standout 360 campaign that would establish them in the UK as the challenger brand to Spotify. At the time Deezer was unknown, so our brief was to get young Channel 4 and 5 primetime audiences to remember the name Deezer and its association with music.
The result was arguably one of the most irritating TV ads of the year. However, it did the job. Deezer is now on the music streaming map and our campaign increased registrations to the service by over 300%, creating a new wave of TVC communication.
Client: Alchemists Designs
Another new client for UprisingPeople.com!
Social media management
We’re very excited to have Alchemists Designs on our client roster. This ethical fashion company started in Goa, India with a simple mission to make and wear affordable and colourful shirts they would wear themselves. This personal project evolved into an apparel company for socially and eco-conscious party-people who want to stand out, day or night. Their new store in the fashionable Dalt Villa of Ibiza, Spain just launched and they are now ready to sell online.
These social entrepreneurs employ a team of Nepalese tailors to cut and sew the colourful shirts, dresses, kimonos and hats. A portion of all profits go into the Alchemists Designs fund for their children’s education.
The Alchemists have asked UP to start their online growth by building their social media following. Watch this space for the results!
Creative concepts / experience design / short films / app copy
I worked on the O2 account at London agency pd3 for five years, during which we helped turn a walkway over The O2 into one of London's star tourist attractions.
Our agency team used an overarching ‘Explorer’ creative concept to tie the 'Up At The O2' experience together, amplify the basic walkway and justify a premium price-point.
We designed 'base camp', came up with the creative for some engagingly fun safety briefing films, created custom suits and the ‘Up At The O2’ smartphone app, which helps thousands of intrepid climbers explore the summit every year.
Hundreds of thousands of people have climbed The O2 since its launch in June 2012 and it’s been rated higher than Buckingham Palace on TripAdvisor.
Branding, brand positioning and key messaging
digital marketing strategy
social media management
We kicked off the collaborative process with tech startup manacola’s founders in 2018 to help them get their new brand to market. An ongoing project, our team is bringing this exciting AI-driven project management product to the globally distributed software development organisations whose day-to-day operations are just about to get a whole lot more agile.
Agency: Stink Studios
Daily online placements for YouTube, Spotify homepage takeover
Daily DOOH at UK rail stations, universities, London Underground other high-profile London sites.
Awards: Campaign CreativeTech Gold
I was the copywriter on this project from late-2016 to mid-2017. We showcased what's happening on Twitter for culturally savvy 18-25 year olds, via short one-liners that reflect the kind of unique conversations being enjoyed on the platform.
The campaign pitches popular culture stories against each other: Are there as many people tweeting about Brexit as there are about Zayn Malik's new green hair? It's all in the tweet numbers. And a well-placed emoji can paint a thousand words.
This was a really fun, fast-paced job for a copywriter, working with a great team. Thanks to this campaign I'm also now a deadly secret weapon in pub quizzes. I started off working in-house at Stink's London offices, then after my move to Ibiza I worked remotely for them for 6 months. It was a successful initial test of how remote-working could work for my clients and myself.
Marci Melzer is a Florida-based Speech-Language Pathologist who helps late-talking children start using language naturally.
These kids typically have a diagnosis of Autism Spectrum Disorder (ASD), Apraxia or Global Developmental Delay, but through Marci’s Waves of Communication programme, she’s got ALL of them starting to use words and phrases functionally – and therefore stop frustration behaviour because they can now express their needs and wants.
Marci is growing her business and her previous attempt at Facebook ads had ‘tanked’, so she asked Uprising People to step in and help.
She needed us to write her some Facebook ads that could speak to the worries and desires of affected parents.
We got to work to spread the word about this new alternative, which is not only more successful and easier than conventional speech therapy, but more affordable because it’s accessible online.
We helped Marci reframe her life’s work, recognising that she’s in fact leading a ‘Global Movement’ for late-talking children and their parents – and creating more of an editorial, emotive tone for her ads – providing proof of the incredible success of her programme along the way.
Waves of Communication is now hitting all KPIs for Facebook ad success and bringing in a steady stream of committed parents and kids from all over the world who will benefit from her program.
We couldn’t be prouder – this is the kind of work we built Uprising People for.
Client: Feel Good Leadership
Digital Marketing Strategy & Creative
Again I was recommended to Feel Good Leadership through a previous client. FGL is an executive coaching company with a mission to bring humanity back into business and has a number of European corporate clients in the healthcare sector.
I was initially tasked by this client to write a simple flyer for their High Achieving Women's Academy. The founder of this fast-emerging company felt I immediately grasped what her brand is all about and approached me to first write more copy then take strategic and creative control of her comms plan for the next year. I look forward to this business partnership and what lies ahead for this very special client.
Role: Senior Creative at pd3 agency
At pd3, a creative agency in London, I produced creative and copy for many accounts, including our largest client account – telecom brand O2’s multimillion dollar music sponsorship of the world’s largest entertainment venue – The O2.
We strategically led and executed integrated marketing campaigns that engaged fans and amplified their live music experience, repositioning O2’s sponsorship activation of The O2.
We leveraged access to shows’ fans through experiential activations, artist partnerships and social platforms. We created truly unforgettable brand experiences and video content, cementing O2 as the number 1 music brand in the UK.
Video content was a key factor in continuing fan engagement post-show and we created 15+ exclusive videos including backstage artist interviews and fan-generated content. We also launched The O2’s YouTube Channel, Google+ and Instagram pages and devised their social strategy and community management.
We achieved over 4 million views in six months on the YouTube Channel. My team established media partnerships with Bauer Media, Google and MTV to amplify platforms’ visibility.
To enhance O2’s connection with music and artists themselves – we approached artists and labels to establish partnerships. This enabled us to create unforgettable experiences for fans at the artists’ shows at The O2. This led to fantastic competitions, meet & greets, exclusive video content, Google hangouts and giveaways, to the delight of fans of The O2.
Services: Integrated Marketing (inc. Social Media, Digital, Experiential), Content Production, Media & Artist Partnerships.
Year: 2012 – 2013
Mobile app copy / tone of voice creation / digital marketing
Plonk is the antidote to wine snobbery and foolishness. It's a wine app designed to engage a younger audience who know sweet F.A. about noble rot and oak ageing.
Bibendum Wines asked me to help create the app's playful tone of voice before getting to work on the app content, writing the B.S.-free guides to scores of grape varieties, wines regions and food pairings.
It was a hit when we released it in 2013, with 80+ pieces of coverage since launch. It was featured in The Guardian's Top 10 Wine Apps, Stylist, The Independent and The Daily Mail. With well over 100,000 downloads to date, it created a rich data source and unique understanding about how young people are interacting with wine.
Bibendum came back to me in 2016 as they were expanding the app's functionality and needed to add more content. I rolled my sleeves up and gamely glugged down a glass or two.
Client: Amazon Web Services
Virtual Agency: The Hoxby Collective
Several social media campaigns: concepts and copy
Platforms: Facebook, LinkedIn, Twitter, Quora, Stackoverflow
For this succession of AWS social media campaigns I have created post concepts and written the copy for several social networking platforms.
With a small 3-person team, all international remote workers at the virtual agency The Hoxby Collective, I've created organic and paid posts that attract two distinct types of audiences: developers and director-level business people to AWS' programme of webinars on subjects such as Artificial Intelligence, Deep Learning and the Internet of Things.
Digital / social media / content / merchandising / print / OOH
I was hired to create content and copy for digital and print to tell the world about an exciting theatre project; a magical, raw and immersive storytelling experience, transporting five of Philip Pullman’s Grimm Tales from page to stage.
This is one of the jobs where I remembered why I just love to write. Inspired by the production, I created its tone of voice to be a modern take on each of the Grimm Tales being told. I sauced it up, chucking anachronistic cultural references and colloquialisms into the witch's bubbling cauldron. I wrote tweets from the Big, Bad Wolf, brought the essence of the show to life on the tote bag, and paid tribute to these excellent stories in the programme notes.
Grimm Tales’ theatreland debut was met with raving reviews from leading publications, a PR reach of 48 million OTS and over 7,000 tickets sold. We did two runs of the show, the second in Autumn 2014 with a new set of tales and a new cast, this time at the OXO Tower on London’s Southbank.
Client: International Quarter London
Agency: Between Us
Copy for promotional materials
IQL are a property developer who are creating London’s new home for progressive businesses at the centre of Europe’s largest urban development in Stratford, East London.
I was briefed to help out in creating a set of visual tools for IQL to help creatively communicate their values and thinking behind each building in their fleet and to promote Stratford as the new European cultural/business destination.
My part of the project was to communicate the human values the buildings are inspired by (flexibility, purpose, connected). I created a character and narrative for each of the 3 buildings' concepts showing how each character exists in the space, plus responses from the architects regarding the foundational human values.
Client: Rexona/Sure deodorants
Global brand positioning document
I wrote copy for this project – an aid to help marketing teams around the world understand what a 'Rexona Moment' is and how to bring it to life in their territory.
Festival rebrand / tone of voice / brand guidelines
Live Nation wanted to create more powerful brand recognition across four of their leading festivals; Wireless, Download, Hard Rock Calling and BluesFest.
On this project, I worked with a team of designers to capture the essence of each festival and create a unique set of guidelines for each. So we got to know each festival, their different audiences and what makes them great. With all four festivals in maturity, we needed to capture the essence of the festivals and evolve rather than reinvent.
In partnership with the head designer I wrote new brand guidelines for each festival. Around those guidelines we created positioning and outdoor campaigns for each festival, with an aim to help make them powerful and recognisable brands for many years to come.
This cinema ad for Download Festival captures the real excitement fans felt around our new totem identity – and I've seen tattoos in tribute to it! I'm interpreting a copycat tattoo as the ultimate accolade for a piece of creative.
Virgin Media retail: lead copywriter
Straight after I tackled my first copy assignment for Virgin Media retail, their marketing director asked me to be the account's lead writer for the foreseeable future.
The work came thick and fast; Virgin Media was my agency BD Network's biggest and quickest-moving account. I loved the brand's cheeky tone of voice, so I found the words flowed easily and I had a lot of fun with it.
I wrote and oversaw copy for everything in print, from Point-of-Sale material like window displays, posters, brochures, A-frames and floor vinyls, to CRM material like the monthly Virgin Media TV listings guide and various DM pieces. We looked after digital copy too.
Within a few months at London agency BD Network I was made Head of Copy, overseeing and signing off copy on all the creative for our roster of clients including Nintendo, Coca-Cola brands, Lurpak and the Molson Coors group of alcohol brands including Carling, Grolsch and Coors Light.
Digital & social marketing / retail / experiential
Victorinox are makers of the original Swiss Army Knife, with a strong international following of loyal fans and a luxury product range extending to kitchen knives, Swiss watches, apparel, luggage and fragrances.
I worked on this account from 2011 to 2016. Our remit was to help increase brand relevance and communicate Victorinox's core values to the UK audience. We looked after social media strategy and content idea generation, creating some well-liked and shared films, how-to guides and campaigns.
This piece of content, A Tale of Swiss Inventiveness, is one of the films we made, this time to showcase the brand's sustainability credentials.
Integrated: digital & social copy / experiential / installation ideas / OOH
We were briefed by Intel to drive awareness of its new Ultrabook among the UK's young creatives.
So we created a nationwide DJ contest – a search for the nation’s best aspiring DJs – and used Ultrabook to ‘power up’ many stages of the search, eg. a decibel-o-meter at the regional heats to measure crowd reactions and pick the finalists.
For the London final we commissioned a groundbreaking audio-visual installation courtesy of one dot zero, powered by Intel, which stole the show.
Another new client for Uprising People.
UP has been tasked with bringing Hero to the corporate market in 2018. Hero is a corporate change management system with a unique point of difference.
Watch this space to see how we do it…
Role: Senior Creative
Services: Social Media, Digital, Content Production, Media & Artist Partnerships.
Year: 2012 – 2013
As lead agency for O2’s sponsorship of The O2 arena, we wanted to optimise the brand’s sponsorship by seeking to engage fans once they’ve attended shows at The O2.
We devised a digital and social strategy so O2 could continue engaging fans by establishing an online community. This involved launching The O2’s social platforms, creating content, managing an online community and establishing artist partnerships.
We negotiated exclusive artist backstage interviews, fan-generated content and social media competitions. We utilised O2’s media network to get our content further promoted on relevant media channels and through a partnership with Google.
Within 6 months, the campaign achieved over 4 million views on The O2’s YouTube Channel and we had created 20 exclusive content videos with fans and artists. The campaign ensured that O2 maximised its engagement with fans before, during and after shows at The O2. It also helped establish O2 as the number 1 music brand in the UK.
Launched The O2’s YouTube, Google+ and Instagram channels
Achieved 4 million views and 2k subscribers to The O2 YouTube channel in 6 months
Created 20 exclusive artist content videos and 5 fan-generated pieces of content
Achieved 200k new Facebook followers
Achieved 100k Google+ followers
Achieved 3k Instagram followers
Executed the first Google+hangout with Ne-Yo and 10 fans
Secured over 15 artist partnerships and exclusive access for fans