Absolute clarity… as seen on TV.

LCD, Plasma, FullHD vs HD vs HD-Ready, HDMI, VieraLink, Composite, RGB… if there was one category looking for a bit of clarity, it was flatscreen TVs. Knowing (a) that a huge amount of the buying process takes place online, and (b) that entire process can be thwarted at the last second by a salesman on commission, we took on the job of recreating the web presence – including strategising and managing the search – for Panasonic Viera in New Zealand, as part of the Publicis Mojo team.

While a set of truly excellent TV commercials did the impossible job of making Panasonic’s great TVs look amazing on other people’s rubbish TVs, we worked in the background to ensure Viera’s entire web presence – search and website – reflected the “Absolute Clarity” message. That meant reviewing everything: from a redesign to reflect the glossy, high-end feel of the TVs themselves, right through to staging the copy in deeper and deeper layers so the average visitor wasn’t scared away by jargon from the start. And the site’s structure and all that copy was designed in concert with the Search team to lure visitors in and drop them on the right page, depending on their search term, which depends on their stage in the buying process.

Result? From number three to number one in flatscreen TVs in six months, while a competitor even gave up and exited the market. That’s a pretty clear indication of success.

Feb 28, 2009 | All Work, Digital | Leave A Comment »

Embedding ideas in their context.

This work for Cisco Systems was briefed in as an insert the media crew accidentally bought; “could you just bang something out, please?”. One never just “bangs something out” — especially with such a great idea staring oneself in the face. These heavy-duty network devices with embedded security feature an inextricable link between the network router and its built-in security device. One unit instead of two means one password fewer, one exposed network address fewer, and no cross-vendor arguments. Security is embedded right into the unit.

Aug 07, 2007 | All Work, Favourites, Print | Leave A Comment »

HAcKeD Cd

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.

May 16, 2005 | All Work, Digital, Direct / DM, Favourites, Print | Leave A Comment »