Lead Campaign ConceptsHeadline Copy & Creative Strategy

GARRETH CARTER

GARRETH CARTER

I’m an integrated strategic creative that provides concepts for campaigns through copy and activation platforms.

Wow, imagine if that’s how I introduced myself at parties?

GARRETH CARTER

GARRETH CARTER

LET’S TALK ABOUT RUM

GARRETH CARTER

GARRETH CARTER

BRIEFMalibu wanted to increase its relevance to its core 18-24 year old  audience. They wanted a series of high profile experiential events

that toured the UK that could produce digital content and excitement.

It had to emphasise the playful, vibrant Caribbean side of the brand while highlighting its mixing versatility. The most head scratching question was how to make it relevant to a student

market that were not connecting with the brand?

GARRETH CARTER

WHAT I DID

Lead Creative. Headline copy. Named the strategic activation platform.

Provided concepts for the event and content

GARRETH CARTER

HOW I DID IT

I ran focus groups with students. Worked with Music specialists to find relevant Caribbean trends.

Worked with a strategic planner and an art director.

GARRETH CARTER

KEY CREATIVE STRATEGY

Take relevant assets local to the target market and ‘mash it up’ with the Caribbean assets that the brand could bring.

GARRETH CARTER

THE ANSWERThe Malibu Mish Mash tour offered the chance for students to mash up their lives with the Caribbean. In conjunction with Kiss Radio and

UK music act Example the event focused on ‘Mashing up’ local current music styles with Caribbean flavours. Students could connect digitally before and after the event and mash up their own tunes online

with a calypso app. Students were asked to bring mundane items (e.g. toasters, laptops) for a Caribbean paint make over. And of course

Mashing up Malibu with different vibrant cocktails.

GARRETH CARTER

MALIBU MISH MASH TOUR GARRETH

CARTER

GARRETH CARTER

GARRETH CARTER

MALIBU MISH MASH TOUR GARRETH

CARTER

GARRETH CARTER

MALIBU MISH MASH TOUR GARRETH

CARTER

GARRETH CARTER

MALIBU MISH MASH TOUR GARRETH

CARTER

MALIBU MISH MASH TOUR

GARRETH CARTER

GARRETH CARTER

RESULTS

Over 70 venues toured in the UK. Supported by a print and digital campaign, rolled out by over four different agencies. Directly touched 90,000 consumers with the brand. Affinity scores increased by 10%. 30,00 new followers were added to the

Facebook fans page during the tour.

GARRETH CARTER

GARRETH CARTER

LET’S TALK ABOUT CARS

GARRETH CARTER

GARRETH CARTER

BRIEFSuzuki had no social presence in the UK. They wanted to use their youth focused city car ‘The Suzuki Swift’ as a catalyst to drive people to their soon to launch Facebook fans page. They

wanted an activation content piece which was fun, youthful, showcased the new free spirited car and of course gained a

community of ‘likers’

GARRETH CARTER

WHAT I DID

Lead Concepts. Activation platforms. Script writing. Video direction.

GARRETH CARTER

HOW I DID IT

Working with a production crew I devised a series of webisodes first filming a test pilot to help the brand envisage it.

I then worked with a storyboard artist to map out the first webisode.

I wrote the scripts and directed all three videos

GARRETH CARTER

KEY CREATIVE STRATEGY

The Suzuki Swift offers drivers the freedom to make exciting decisions on a whim and explore their city.

GARRETH CARTER

THE ANSWERSuzuki Swift Decisions was a series of three video webisodes. All

three focused on where life could take you if you rolled the dice. Using a mixture of comedy, experiential and film making real people were plucked on the day of filming and gave them the chance to make

‘socially activated’ decisions on a whim involving the car. This included ‘Swift Dating’ in the back of the car, a clothes show special where

fashionista’s held a ‘Swift Fashion show’ featuring celebrity stylist Gok Wong, and even resulted in the car being air lifted by a helicopter… All

on a whim.

GARRETH CARTER

SUZUKI SWIFT DECISIONSGARRETH

CARTER

GARRETH CARTER

GARRETH CARTER

SUZUKI SWIFT DECISIONSGARRETH

CARTER

GARRETH CARTER

SUZUKI SWIFT DECISIONSGARRETH

CARTER

RESULTS

The videos received over 67k views in a two week period and featured on over 40 high profile car blogs. The series drove people to the Facebook fans page, helping generate over 10,000 likes in

a months.

GARRETH CARTER

GARRETH CARTER

GARRETH CARTER

GARRETH CARTER

LET’S TALK ABOUT SEXY LINGERIE

GARRETH CARTER

BRIEFI had a hurried phone call from the brand’s internal team two days

before a Christmas production deadline. The in house creative team at Ann Summers had not cracked their Christmas in-store

advertising and digital content platform for their lingerie. They needed a platform that communicated, like M&S and La Senza,

that Ann Summers sell great lingerie all year round. The platform had to be adult, playful and able to spin off into all of their

Christmas content channels.

GARRETH CARTER

WHAT I DID

Got my thinking cap on. I had 6 hours to crack a creative strategy and activation to hang their whole instore and Christmas content on.

GARRETH CARTER

HOW I DID IT

I got the in house team to send me over their Christmas photo shoot with

the current activation felt was not working.

GARRETH CARTER

KEY CREATIVE STRATEGY

Lingerie isn’t just for Christmas

GARRETH CARTER

THE ANSWER

Who Needs Mistletoe?Says adults, says sexy, says you don’t need

to come in here just for Christmas.

GARRETH CARTER

GARRETH CARTER

WHO NEEDS MISTLETOE…

GARRETH CARTER

GARRETH CARTER

WHO NEEDS MISTLETOE…

RESULTS

Activation was rolled out in-store, on Pintrest, on twitter and on their blog which gave a platform for rich content and discussion.

Lingerie sales went up by 7% on the previous year.

I’m better in the flesh.Write to me at garrethcarter@yahoo.com

or call me on 07733 297195

LET’S MEET TO DISCUSS MORE