&

The Big Brief: Increase

The Big Issue’s

circulation and

challenge perceptions

of the homeless

The Big Issue: Only 1 in

5 people who engage

with and give money

to vendors take a copy

of the magazine

The Big Insights:

Change the image of

Big Issue vendors from

charity cases to

legitimate employees

and people will take

the magazine seriously

The Big Idea:

Contactless card

readers for vendors,

sponsored by Visa

Many people see The Big

Issue simply as a means to

raise money for the

homeless, and often don’t

take it when they pay for it.

If just 2 in 5 took a copy

when they gave money

circulation would double.

At the same time vendors

face the problem of our

increasingly cashless society.

A common excuse from

potential readers is that

they don’t have any money

on them.

Visa, wanted to promote

their new contactless

payment service so I devised

a partnership where Visa

would provide Big Issue

vendors with mobile

contactless card readers

and sponsor Big Issue

vendors bibs with the iconic

“We accept Visa” slogan.

The Visa brand is a stamp of

security and legitimacy for

transactions the world over

and would prime Big Issue

customers to regard their

purchase as just that, rather

than an act of charity.

The media plan would

target areas of high

contactless use like the

underground, as well as

vendor locations using geo-

fenced mobile ads.

Underground mock up for The Big Issue x VISA

Brief: Carlsberg

wanted to do football

better for the fans at

Euro 2016…

Insight: Supporters’

passion fuels team

performance

Idea: Charge your

glass – a mobile app

that rewards fans’

passion with Carlsberg

The branded app would

measure passion during

games at the Euros to

charge a digital pint that

can be exchanged for a

real pint of Carlsberg.

Sensors in users’

smartphones would track

motion and sound during

a game - as fans jump

about and scream their

support during the game

their activity would be

translated into golden

passion in a digital

Carlsberg glass.

At 80% the glass would

stop charging and the

user prompted to top up

the final 20% by sharing

tweets, photos and videos

from the game with friends

through the app.

Carlsberg dispensers

outside stadiums around

France would be

activated by unique NFC

or QR codes generated by

the app to drain the digital

glass and fill a real one.

We would also partner

with bars and shops to

redeem users digital gold.

During the course of the

Euros we pool the data

from each country’s

supporters and create a

parallel competition to

chose Europe’s best fans.

NFC

The Brief: Back in 2015,

Sony Music wanted to do

‘something cool’ with

mobile technology to

promote George Michael

The Idea: Mobile

hologram concerts

The strategy was to harness the magic of

iconic holograms, like those of Tupak and

Michael Jackson, on a personal level. I

wanted to put George Michael in the

hands of his fans to generate anticipation

for the real thing, rather than memorialising

a former artist.

We adapted smartphone ‘holo prisms’ that

had gained popularity in Japan and South

Korea. They sit in the centre of a

smartphone screen and project a specially

formatted video through four sides of the

prism to a floating point in the middle.

Instead of the typical single-sided

projection we developed content that

aligned four video angles from all sides of

the artist, to give users more of a 360

experience. These exclusive holographic

videos could be distributed through

browsers.

Prisms would be distributed either through

flexible DIY flat-pack kits included in CD cases

or record sleeves, or higher-quality models for

competition winners and influencers.

Inspired by artist Simon Starling’s Turner

Prize-winning ‘Shedboatshed’ I

wanted to take a replica of the HP

Garage on a journey of discovery –

transforming it alternately into a pop-

up film studio and recording suite to

inspire and enable young creators to

get a head start. The results of this

talent search would culminate in the

Garage staging two climactic events:

VineYard Festival: We would stage a

short-film festival featuring the best shorts edited in the pop-up Garage

studio as well as films from Vine stars

and competition entries through HPs

Vine partnership. For an additional PR

hook the HP VineYard festival would be

set up in one lucky winner’s backyard.

Garage Acts: The best unknown artists

form the Garage recording tour would

win the chance to headline a concert

supported by stars like Ellie Goulding

from HP’s Universal Music Partnership.

The HP Garage would be transformed

into a concert stage – providing the

ultimate platform for fresh talent.

The Brief: establish HP

as the technology

brand that helps

millennials reach their

creative potential in

music and film

The Idea: make the

garage where it all

started for Hewlett

and Packard an

icon for young

self-starters

The Brief: Coach wanted to target

a younger, street-smart audience.

The brand had launched a range

inspired by Mickey Mouse and

were looking for digital ideas to

showcase this playful partnership.

The Idea: Coach were refurbishing

their flagship store on Regent

Street, so I devised an interactive

OOH storefront that riffed off

Mickey’s most famous role, The

Sorcerer’s Apprentice

Using a big screen to mimic the Coach

shopfront we would create interactive

content inspired by Fantasia which could

be conducted by passers by using

Kinnect sensors. Users would become

Mickey, animating manikins with a wave

of their hand, transforming coats and

bags, and generally causing magical

chaos in the virtual store, all the while

showcasing the new Mickey range.

seople use their mobile devices to play

the Sorcerer’s Apprentice – animating

and conducting items in the virtual

Coach store on an OOH screen.

Manikins, coats, bags and other items

come to life or are transformed into items

from the latest Mickey collection, for

example: bags sprout ears; manikins

begin to dance – mayhem ensues as the

store descends into magical chaos.

Users connect to the screen using Wifi

and via the Coach x Mickey Web Hub.

Interactive experience can also be

delivered over a browser, via a Rich

Media ad that clicks through to the web

hub.

The Brief: Drive footfall to the

‘Bruegel. Unseen’ exhibition at

the Royal Museum of Fine Arts

in Brussels (curated in

partnership with Google)

The Insight: Bruegel included

many hidden jokes and

proverbs in his paintings, which

reveal themselves under closer

inspection – details more easily

spotted when digitised and

magnified

The idea: Bruegel’s hidden

stories – an interactive OOH

campaign that responds to

nearby viewers by zooming in

on hidden details of the

painting

The strategy was to draw people’s

interest with movement and play with

their expectations of viewing museum

art by using CTAs like ‘Please DO

touch’, while ultimately referencing

Google’s partnership with the RMoFA

and the company’s efforts to make

art more accessible.

The OOH campaign would use

Google’s digitised version of Bruegel’s

‘The Dutch Proverbs’ on 2-metre

browser-based displays in stations

across Brussels. Integrated infrared

sensors would trigger magnification of

the painting when passengers passed

within range of the installation. A

touchscreen would allow users to

explore the painting further, revealing

layers of details and commentary. A

hidden google map would reveal the

route to the exhibition.

we mimic museum security by

painting a security border around the

exhibit with the message and setting

up an alarm sensor that also triggered

a message ‘go on touch it’ ultural

Institute project way a parallel with

the Google effecy ’s the change

perceptions of the experience of

viewing art just as Google was doing

with MoFA. So the reflect Google’s

contribution was doing just that in t

the concept of getting very close to a

painting. In a gallery where getting

too close to a picture sets off an alarm

I wanted to encourage people to get

as close to a work of Breugel as

possible, to step over the boundary

and ‘break the rules’ of picture

viewing, reach out and touch the

image. Using Google’s collection of

digitised Breugels I suggested we

create the illusion of perspective by

automatically triggering the zoom

function when passing by t allows

painting which reveals its secrets the

closer you get. Using digitised from

Google’s Cultural Institute collection

To showcase the usefulness of Google

analysis harness movement sensors on

digital OOH screens to detect people

close by and trigger the screen to

automatically zoom in on a Bruegel

painting to reveal its secret details.

For example, Bruegel’s painting ‘The

Dutch Proverbs’ includes hundreds of

visual jokes and proverbs, which can

be discovered under closer inspection

and explained by overlaying

comments

into wanted to draw passers by into

his pictures and ultimately the

exhibition of his work by using

Google’s digitised painting to

showcase the impact of their

technology on looking at art, allowing

the viewer to easily spot tiny details

even an expert might miss images of

Breugel which displayed to people

within a certain radius of it by

automatically

TRUE-LIFE PERSPECTIVE

How it will work

Depending on the type of motion

sensor available, we can detect the

distance of an individual from the

screen and change the magnification

of the image accordingly. E.g. The

digital picture will enlarge as the user

gets closer to the painting.

Technical feasibility

Providing the OOH screen is equipped

with an Infrared Proximity Sensor

magnification of the function in the

same way as the Touchscreen above

except instead of responding to touch

gestures the screen will respond to the

user’s changing proximity to the

sensor.

The Brief: Disney wanted

a mobile campaign that

would augment their

retail experience and

boost toy sales

The Insight: Parents suffer

the fallout when their

child’s favourite toy goes

missing – and often have

to fork out for a

replacement

The Idea: The Toy Tracker

app and badge

Inspired by the latest beacon

technology behind start-ups

like Tile, I envisaged a specially

designed range of Disney

beacon badges which would

enable parents to help their

children find missing toys and

avoid the pain and expense

known all too well when a

favourite toy is lost.

The security badges would be

given out as competition

prizes; included with the sale of

more expensive toys as an

incentive to purchase; or even

offered for sale at cost price in

stores and online.

The badges would come in a

range of colours and designs

to collect. The app would be

made available to download

via a shortcode or QR code on

the back of packaging.

The Brief: As part of their ‘No ordinary

year’ Starbucks wanted innovative

mobile campaigns that targeted key

dates in the 2016 – starting with

valentines day.

The Insight: With its huge range of products

Starbucks has always satisfied the unique

tastes of its customers. Your favourite Starbucks

is a reflection of your personality.

In popular culture coffee is also a reference

point for relationships; from jokes, ‘I like my

men like my coffee… ’, to polite propositions,

‘would you like to come up for coffee?’.

Asking someone if they’d like to ‘grab a

coffee’ saves the embarrassment of directly

asking for a date.

In an age when saving ourselves the

embarrassment of asking someone out is as

easy and clinical as swiping right on a

smartphone, the mystery and promise of a

dark cup of joe is more essential than ever.

The Idea: Starbucks Lovers app.

An app that matches users’

favourite Starbucks to set them

up on a date.

The app would allow people to

personalise different elements of their

Starbucks drink from espresso type to

syrup flavour, and nearest Starbucks.

Each preference would be part of a

user’s profile mix, along with their

picture and personal description: ‘If

you were a cup of Starbucks what

would you be and why?’. Users would

also be able to swipe to mix their

preferences on their profile cup and

see the profiles that matched each

preference. If both Starbucks lovers

accept their match they would see

options to ‘grab a coffee’ or more

playfully ‘come up for coffee’. They

would also receive 2 for 1 vouchers at

their nearest store and the option to

share the drink that matched them.

cup profiles match completely they

would be o to match and match

Follwing January’s cup of promises we

could extend the concept into

February to bring people together

through their unique coffee choices. A

‘match made in Starbucks’ would

match people dependending on how

they personalised their latte to create

romantic moments in Starbucks stores

in the run up to, or on Valentine’s day.

If both Starbucks members accept

their match they receive an invitation

to “share a cup” or “go for a coffee”

date at a Starbucks store with 2 for 1

offers or a special voucher that will

create their combined dream drink.

jokes attest to that fact. customers

who come to identify Everyone has a

unique take on their Starbucks ‘I like

my men like my coffee mmAfter the

excess and indulgence of Christmas,

New year’s resolutions are too often

punitive: Detoxing or giving up alcohol;

cigarettes; chocolate; coffee! No

wonder everyone breaks them.

We want people to indulge themselves

in January and throw everything into

their cup. In keeping with ‘No ordinary

year’ Starbucks let people personalise

their dream latte with emotive, positive

resolutions that correspond to

ingredients.

For example: Cream = “be generous”;

fair trade coffee = “be responsible”;

cinnamon = spice it up; Coconut milk =

“be healthy” and so on... Everything

they want to be in 2016.

A cup full of promise can be mixed

digitally through a mobile web app, on

DOOH, desktop, or in-store digital

display – by swiping to select whatever

you want to be / do in 2016. The

unique cup can then be ordered in

store or shared socially.

&

The Brief: Neutrogena

wanted to target

millennial women who

confront whatever life

throws at them with

strength, grace and

dignity

The Insight: Skincare is

now digital as well as

physical, and the ideal of

fresh-faced beauty is as

healthy as it’s ever been

The Idea: Fresh’n app

A Neutrogena branded

photo-editing app

designed to freshen up

selfies and give users a

beautiful, natural, healthy

look to share.

Today’s social media trend for women to

bare and share themselves – makeup free –

with the world, demonstrates their

empowerment and ownership of our beauty

culture.

Meanwhile, technology and social media

shape ideas of beauty in other ways. Selfie-

editing, using apps like facetune (far right)

and Perfect 365, is increasingly popular, and

several cosmetic brands have released

‘make over apps’ that allow people to try

on makeup products digitally and in real

time, like L’Oreal’s Makeup Genius.

The strategy was to harness the fresh, natural

look and distinguish the product from other

‘self-enhancing’ apps.

The app would offer natural-look

functionality to naturalise pictures. Editing

tools would reference specific Neutrogena

products, like Visibly Clear, or be derived

from classic skincare wisdom for example:

‘8-hours sleep’ or ‘Vitamin D’ filters.

The Idea: Onboard TV. Free to

download from terminal WiFi

A free entertainment package offering

passengers a way to relax, while they wait to

board, and forget about the crossing, so

that they ‘arrive sooner than they think’.

A local server would allow the terminal to

boost download speeds and avoid high

data usage. The offering would drive

downloads of a Eurotunnel app and provide

a great opportunity for data capture

The Idea: Shop aboard. Let

passengers do their duty free

shopping on board and collect

when they disembark

I wanted to give passengers the chance to

shop onboard the Shuttle using a shopping

wall. With recently introduced in-tunnel 4G,

passengers would be able to use NFC and

QR codes to scan items and buy them.

They would then collect their shopping at

the destination terminal.

The Brief: Eurotunnel wanted to increase the number of repeat journeys by improving their proposition in a simple, useful way

The Insights: Onboard entertainment makes the journey go quicker. Eurotunnel had free WiFi but were not capitalising on it

Rail users spend half their time on a connected device, while 94% notice traincard ads and 24% of them make a purchase as a direct result

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A N Y T H I N G C O U L D

H A P P E N

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The Brief: Channel 4 wanted a playful mobile campaign to

complement their TVC for Jump, extending the concept of

a winter wonderland ruined by celebrities. We needed to

showcase their celebrity lineup and the sense of live

jeopardy at the heart of the show.

Creative 1: Celeb screen smash. A transparent interstitial ad

interrupts the user’s browser to show a celeb flying into the

screen. The impact jogs the browser and the celeb’s face is

distorted against the glass – but importantly still identifiable.

The celeb slides down the screen revealing a ski jump with

the creative message.

Anyth

ing

LIVE

LIVE A N Y T H I N G

C O U L D H A P P E N

Creative 2: Celebrity destruction I wanted to

highlight The Jump’s unpredictability by

playing with the mobile user’s interactive

expectations. The creative was designed

around an ‘interscroll’ banner format, the

initial screen mimicking a travel ad with an

idyllic alpine image. As the user scrolls up to

escape the ad, celebrity ski jumpers

suddenly fly out of the bottom of the screen,

into the valley, bringing an avalanche in

their wake. The alpine village is covered with

snow and several of the show’s celebs pop

out above the creative message.

The Brief: Renault needed content

for their new Kadjar companion app

to drive accessory sales

The Insight: No one ever reads the

manual, but if they did it would be an

invaluable asset for CRM

Content: I reimagined what a car manual

should be, creating engaging, bite-size video

tutorials and copy in a digestible step-by-step

format: off-roading guides to inspire drivers;

basic car maintenance; car set-up guides to

simplify and explain the labyrinth of features;

and troubleshooting guides – from how to

change a tyre, to jump-starting an engine. The

aim was to build driver confidence and

engagement with their vehicles, in order to

foster desire to upgrade with relevant

accessories. All content was created in

collaboration with a French translator to ensure

the ideas as well as the words resonated with

both English- and French-speaking drivers.

&

Website creative: The site

introduced the app to

customers before launch so the

copy brief was to inspire interest

in the app and communicate its

forthcoming launch. This dual

message was born out in the

tagline ‘Your next adventure is

on the horizon’.

Video promo: The brief was to

storyboard and script a promo

that demonstrated all the app’s

features with a narrative

purpose in line with the overall

TVC (click above to watch).

The Brief: Lifecake, a family

photo-sharing app owned by

Canon, required multiple

copy variants for mobile

banner creatives as part of a

download drive. The campaign targeted audience

segments including: parents, mums,

grandparents, and friends.

I created and updated copy

variants based on key features –

organisation, privacy, security and

‘shareability’ – for each audience

segment.

( )

Let’s talk M: 07791257253

E: jackfdavidson@gmail.com P: 301 Gilbert House, Barbican, EC2Y 8BD