Andre Jackson

ASOS

The idea: 

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Nike Maxed out

An AR show room built to champion and celebrate the Air Max range in a unique and engaging way. 

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Despicable me 4 

A gamified AR lens to celecbrate the launch of DM4 - aimed at introducing new characters and spaces in the film, raising awareness and allowing fans to immerse themselves in the world of DM4.

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Harry Potter: Back to Hogwarts

 An interactive portal AR lens allowing fans of the franchise to explore the Hogwarts express, in celebration of the annual 'Back to Hogwarts' day.

Campaign ideation and strategy, creative direction, copywriting for web and press releases

A joint collaboration between Amazon Ad's UK and US.

See case study video to the left for campaign context.

Havana Club X Skepta

Campaign ideation and strategy, social amplification, creative direction, copywriting for web and press releases, social posts

Full write-up to follow

Wimbledon: The Stage Awaits

Campaign ideation, ATL ad amplification, OOH development, all copy and straplines

This campaign accompanied an animated film by McCann London, and works with the same overarching idea: “The Stage Awaits” to celebrate the centenary of one of the world’s most famous sporting arenas and its enduring capacity to inspire, in ways that go beyond just the game.

For the OOH creative, I suggested a collaboration with Mads Berg, a Danish artist renowned for his art deco style and vintage graphics, to commission five illustrations.

Each illustration depicts an iconic perspective of Centre Court and celebrates the “arrival moment” of some of its key characters – the Umpire, the Ball Boys and Girls, the Ground staff, the architectural team who built the roof and, of course, the moment that the spectators arrive on Centre Court to take their seats.

I worked alongside Mads to create copy that was inline with the visuals for each execution, delving deeper into the unique Centre Court experience such as the architectural brilliance of the retractable roof and the buzz amongst the 15,000 spectators as play is about to begin.

Havana Club X MS Banks: Raise One

Havana Club Cuban Spiced launch content

Ideation, influencer management, copy and script writing, creative direction, social amplification

On this Havana Club project my brief was to continue the good work we’ve been doing at making the brand more relevant amongst a young, black, urban audience by ideating and developing a content series using the brands’ ambassador for the launch of their all-new Cuban Spiced rum: MS Banks.

I wanted to ensure we were remaining authentic and contextually relevant in a time that had been difficult for many due to Covid-19, while also supporting and championing people from within the culture we’re attempting to immerse the brand in.

The idea was to work with grassroots businesses from within the black community and shine a spotlight on the great work they’ve been doing for the culture throughout lockdown.

The brand was able to satisfy a number of needs with this content: A subtle yet effective approach at selling their new product without being overly conversion focussed, while yet again showing their commitment to supporting and giving back to the black community.

Pepsi X Amazon + Big Zuu

Creative ideation, Copywriting, Creative Direction

Problem

Pepsi wanted to demonstrate to customers how well their Pepsi MAX beverage pairs with meals and bite sized snacks, thereby shifting consumer behaviour away from competitors and repositioning Pepsi as the preferred beverage for those looking to take meal time to the max.

Solution

We teamed up with Pepsico, OMD, Twisted and Big Zuu to create some fast and delicious recipes. Aligning with the UEFA (Soccer) Champions League Semi-Finals and Final, setting out to maximise mealtimes by creating mouth-watering content to encourage football-loving audiences to create recipes that can be produced in 15-minutes or less! that of course are better together with Pepsi Max.

A first client in the EU for both Amazon Fresh and for Amazon Ads, we created a customised brand store where viewers can explore and replicate their favourite recipes at home and then shop the ingredients directly from Amazon Fresh! as well as grab a free sample of Pepsi MAX.

Creative ideation, copywriting, content strategy, experiential ideation, live content capturing, community management, social posts

The Coors Light brand identity has gone from strength to strength over the past few years. My work for VCCP Kin (and the arrival of a well known Belgian action-hero as the face of the brand) has gone a long way toward helping them become one of the UK’s most purchased beer brands.

We implemented an on-going social and experiential campaign, centred around the Ice Bar, the Ice Cave Rave and the DJ Quest, helping the brand to resonate with its target audience of millennials through shared, interactive experiences that placed Coors Light in an entirely new area. Greatly increasing their social following, which in turn boosted sales of the beer.

This is a whistle stop tour of all the great and good from my work on Coors Light up to the start of 2018. From copywriting and content creation to art directing and live experiential campaigns.

Creative ideation, copywriting, content strategy, content creation, social amplification, social posts

Pernod Ricard hired me to creatively and strategically lead the overhaul of one of their key brands, Havana Club. A brand that had been stuck in its ways for quite some time and needed a new direction.

They wanted to switch from their old brand world of Cuba and cigars and an over 40s audience to a more gritty, urban vibe that appealed to a city-dwelling, Gen-Z and Millennial audience. That’s where I came in.

Cultural Stories was one of a few content streams I helped devise and create. The premise was simple, get Havana Club in the right places, with the right people in as natural a way as possible.

We wanted to keep it a little underground, a little off the beaten path and big-up some up and comers from the music and fashion scenes that our new audience frequented.

I helped handpick the subjects and devise interesting narratives for their mini-documentaries.

These pieces of content allowed the brand to give something to the scene in a creative way and tell some interesting stories while we were at it.

Creative ideation, copywriting, content strategy, experiential ideation, social content creation

So how do you launch a radical new Kia model to a radically different audience? We sent 3 performance car influencers on a bucket-list road trip from Nice to London, via Lake Como, the Stelvio Pass, Switzerland and historic Grand Prix circuit Reims. The challenge? As they published content on their drive home, whoever received the most engagement on their posts would win a Stinger for 6 months.

All in all, during the 4-day road trip over 90 pieces of Instagram or Facebook content were posted, all tailored for a performance car audience. The campaign received almost 120,000 engagements, and during the trip, Kia’s organic Instagram engagement rate grew by 44%.

It doesn’t end there though – we captured enough photos and content to last Kia for most of 2018, so the numbers will keep on growing. 

I was involved in every aspect of this campaign, from working on the initial ideation of the campaign and selecting influencers, to creating social content and copywriting. 

Watch the full movie.

Creative ideation, copywriting, content strategy, content creation, social amplification

Havana Club needed a complete face-lift. They were a cool brand that wasn’t actually acting cool. Speaking to the wrong audience and producing pretty dry content, they hired me to lead the creative charge and overhaul their offering, appealing to a younger, urban crowd.

And aside from music (which was one of our other focuses) how else do you appeal to a city-dwelling, cool as f**k audience? Fashion, obviously.

I led the conception, strategy and social amplification of these campaigns. Choosing Daily Paper, Aries Arise and Places + Faces as our three key collaborators, I worked with agencies and designers to produce engaging content that stood out and sort-after fashion pieces.

I also worked with and selected key media partners to help us spread the word that Havana Club X (fashion brand) was the next big drop to wait for.

Creative ideation, copywriting, social amplification

Full write-up to follow.

Creative Direction, Creative Ideation, Concepting, Social Amplification

The brief: Show Havana Club’s support of local, urban communities during the pandemic with some lighthearted but meaningful content that will resonate with a city-dwelling, gen-z/millennial audience.

The work: Havana Club - Bossman Diaries.

In a year of unprecedented change, the local shop has provided a comforting constant. Havana Club and Notion teamed up to shine a light on the unsung heroes of the high street - your friendly neighbourhood Bossman.

A content series that kills two birds with one stone. Putting Havana Club branding on busy high streets, while allowing us to create some quite personal and lighthearted content that hits home with the brands target audience.

Chivas regal X Balmain

Content strategy, social media amplification strategy, copywriting for social and PR.

With the Chivas global team taking care of creative and asset production, I was tasked with building the content strategy for the rollout of the brand’s biggest campaign of the year.

This included creating a comms plan, developing an in-depth content strategy that focussed on consumer-facing storytelling and an elegant user journey and a social media plan, covering how the content would be amplified across Chivas’ social channels.

I was also across all copy-related tasks for the campaign, including writing press releases, social posts and product descriptions.

Creative concepting, copywriting, social amplification, influencer marketing

Part of the creative ideation process for the campaign while advising on how the ATL ad could be amplified on social media and selecting potential influencers to help market the campaign.

Brand partnership ideation, copywriting, pitching, competition running

Coors Light wanted to continue their ‘quest’ (see what I did there?) to align the brand with millennials and the dance music scene, so I used my knowledge of this musical genre, and my experience working with dance music publications and brands in the past to pitch the ‘DJ Quest’.

We ran a successful two year partnership with Mixmag and together we unearthed some of the UK’s top up-and-coming DJ talent, taking them from the bedroom to the main room.

After receiving thousands of high quality entries, the chosen finalists then got to play at Coors Light Ice Cave Raves and at a number of big Mixmag parties.

The DJ Quest campaign worked wonders for Coors Light’s credibility, allowing them to enter a key arena for their ongoing re-brand while giving something back and launching the careers of some great talent.

And yes, we really did have to listen to all of those mixes!

Copywriting, experiential concepting, cross agency partnerships, live social coverage

Kia isn’t usually a brand you’d associate with millennial buzzwords ‘trendy’ or ‘hip’, but we wanted to change that with the launch of their new Picanto in summer 2017 and what better way to target a younger audience than at two of London’s biggest day-festivals.

Together with Havas and Live Nation we launched the Kia Roller Disco at Wireless and Lovebox to show that fun and four-wheels could go hand-in-hand.

I was involved in the creative ideation, production, live social coverage and copywriting across the campaign.

Copywriting, art direction, creative ideation

In support of Coors Light's through the line campaign, SUBZER-0° Adventures, where consumers were offered the chance to win and take part in a range ice cold and action packed adventures across Europe from Bobsleighing to Ice Caving, we launched Coors Light on Vine (remember vine?!) with a series of short stop-motion videos to showcase the breadth of experiences on offer.

Using the Coors Light bottle as the star of the show, we made sure the product was at the forefront of the idea without feeling forced, in a format and on a platform that we know resonates with our target audience, whilst clearly showcasing what epic SUBZER-0°Adventures are on offer to be won.

I wrote and art directed the scenes and worked with production and post-production to create the vines.

Experiential ideation, copywriting, social content creation, live content capturing, content strategy

The dilemma: How do you amalgamate the Coors Light ‘Ice cold’ brand identity, with poster boy Jean Claude Van Damme, while appealing to a younger audience who like to go ‘out-out’.

The solution: The Ice Cave Rave. A fully integrated campaign spanning ATL, digital, social and OOH.

I was part of the team that created, implemented and managed the entire Ice Cave campaign, from creative ideation, through to social content creation. I even got to visit each event as the Ice Cave travelled the country, culminating in a rave (in an actual ICE cave) in the French Alps.

Social Ideation, copywriting, script writing, Influencer marketing

We wanted to put the Suzuki Ignis through its paces as a fun and convenient city car so we set radio presenter Vick Hope a 3 hour Christmas shopping challenge. Her mission – to navigate the busy streets (and parking spaces) of London in the Ignis as she attempts to get all her Christmas shopping done in one go

Conceptual ideation, social amplification ideas, creative copywriting

Contributed a number of creative ideas to help win the Domino’s Pizza account for VCCP.

Copywriting

The ‘Life’s better when we share’ campaign demonstrated Nationwide’s belief that there’s a mutual benefit to sharing the good things, an idea that formed the core of the integrated campaign. 

Launched last year with a 40” TV spot during Channel 4’s Gogglebox, the ad followed the story of a little girl who spends her pocket money on cakes at a market stall.  Instead of keeping them to herself, she shares her cakes around with different people she meets.

We followed her journey as she learns that the more she gives, the more she gets back in return.  The campaign spanned TV, digital, outdoor and social.

My role was to create content for the ‘Share the Good Things’ hub, where all the campaign activity converged. It hosted content to help members find non-members to refer, content to remove switching barriers and manage expectations for non-members and content for non-members to find members to refer them.

Creative ideation, copywriting, social content creation

As a nation of animal lovers, most of us would probably admit to being overly-doting towards our pets. Whether it’s treating them like one of our kids, or feeding them extra treats, we may think this is what our pets want, but is it actually what they really like? And is it really good for them?

These questions stuck with us, so we created Pet Peeves – an extension of the We Do MORE TH>N campaign. Its purpose, to reveal a few home truths about pets that owners may not like to hear but would benefit them and their pets in the long run.

My role was to create humorous but informative memes and animated gifographics to further encourage pet owners to see things from their four-legged friend’s perspective. These formats were a nod to the ever popular and shareable pet memes that populate social every day, and were a first for MORE TH>N.

And what fun I had finding cute animal images and writing funny copy to accompany them.

An animal lovers dream, no doubt. 

Reactive social posts and community management

To make a car insurance price comparison website memorable, funny and entertaining is no mean feat. But with VCCP's help, meerkat duo Aleksandr and Sergei have made it happen.

Since 2009, the two meerkats have starred in Compare The Market's advertising. With a combined audience of almost a million on Twitter and Facebook, their dedicated social media profiles form a key part of the campaign's ongoing success.

I was responsible for community management and bespoke real-time replies in the ‘meerkat’ TOV.

Copywriting, creative social ideation

What do you do when easyJet ask for a piece of creative content after finding a love note written to a fellow passenger on a sick bag?

Love Sick Sonnets of course.

A Valentines Day competition where entrants had to write a poem on an easyJet sick bag, take a picture and send it in to enter.

The winners poem would then be immortalised forever on social media in the form of a rather fetching GIF. Oh, and they won some flights too…. almost as good.

Always-on, social reactive content

Coors Light were never overly keen on producing reactive content on their social channels, but I soon changed that. I pitched a number of off the cuff, reactive ideas, all centred around the idea of giving Coors Light an always-on feel.

This was a great way of helping the brand become more engaging on social, thus resonating with their target audience.

Social reactive posts were also an effective way of producing low-budget, but memorable content.

Honeybell Spiced Rum

Copy for the brands’ website launch - Developing TOV, brand story, strapline etc

https://honeybellrum.com/our-story