Our man will sort out your shambles of a mate...

Everyone has a mate who is a bit of a shambles in the morning.

We helped give them a bit of a wake up call – in the form of a personalised video from a no-nonsense character, who knows their name, mocks their morning mocha, and gives them a simple solution: wake up and drink Tararua Real Iced Coffee.

Every video was unique – triggered by an email, and seamlessly stitched together on the fly from more than 115 individual clips. During the 33,000 minutes of brand engagement we generated, over 50% of videos previewed were sent to a friend – and nine out of ten of those friends clicked through to be given a wake-up call they won’t forget.

A further innovation came as we looked to convert interest to trial. We made sure each shambles of a mate could book a perfectly timed, pre-personalised wake-up call to their mobile in the morning – complete with a txt coupon for the all new no-nonsense Tararua Real Iced Coffee at the nearest gas station.

The campaign not only gave thousands of kiwi blokes a bit of a wake up call; we proved that people engage with FMCG brands in the digital space – and we helped the product sell well over target: in the first eight weeks it sold twice what the benchmark product sells… in an entire year. And that’s a bit of a wake up call for the entire category.

Citibank: Dressing up for Christmas

Citibank partnered with Singapore’s oldest department store to create the Citibank Tangs Visa – just in time for Christmas. We went shopping for a couple of kick-ass illustrators, and ended up with a real treat: a bagful of goodies, just for Citibank Tangs Visa cardmembers.

Where's my CD? It looked secure on the outside...

It might look safe and secure from the outside now, but there’s no reason to believe the hackers haven’t already been and gone…
This “free CD” full of tips and tricks to stop the hackers in their tracks is surely an extremely valuable item – hence the secure packaging. But on opening the case, the network security engineer to whom this was sent discovers the CD has been stolen long before the package was sealed… (Concept only)

What it does
Makes the concept of holistic network security stunningly clear: a firewall is no longer enough to secure an extended network.

Who built it
Concept, design, artwork, copy, photography, and hand modeling all by, er, me.

Winner!
Amongst all the awards, I am still proudest of having this piece chosen by my peers at Wunderman as the best unproduced idea (Cannes 2005). Cheers, you lot.