The one where cyber got sweet.
Mars asked us to help them do something surprisingly tricky: recruit 30 top-tier Cyber Security professionals by the end of the year. Not easy when your audience is already being wooed daily by shiny tech giants, stealthy startups and everyone in between. But what they aren’t used to? Being asked to protect the world’s most beloved chocolate, petcare and food brands, essentially the Internet’s biggest honeypots.
These folks see online activity differently, spotting the danger and weaknesses in every site they visit or app they use. So we built “Do You See in Cyber?”, a global digital campaign inviting specialists to put their skills to work shielding Mars’ vast portfolio and joining a team stacked with some of the brightest minds in the industry. A simple, compelling proposition: protect the brands everyone loves, alongside the people who genuinely know what they’re doing. Sweet, in every sense.
The one where part-time work found its perfect match.
This campaign for Stint, an app that matches uni students with flexible shifts, by leaning into the most iconic matching mechanic of all: dating apps. With Love Island due to run at the same time and dominating the target audience’s eyeballs (and brain cells), it was the perfect moment to play off the show’s famous “I’ve got a text” line and turn Stint into the unexpected but ideal matchmaker, pairing students with shifts instead of soulmates. The client loved the idea, then cut the budget and just rolled the "Commitment-free student jobs" line out across social. They did send a Love Island contestant into a university town to spread the word and generate content though. An almost perfect match, minus the slow-motion villa walk-ins.
The below storyboards are from the follow-up "Jobs suck, go Stint" social awareness campaign, where we took an animated approach and ran sign-up competitions.
The One Where 6X Was the Real Man of the Match.
Wadworth 6X wanted an on-trade campaign to champion their sponsorship of Bath Rugby, and as the agency’s resident rugby fan, the brief naturally landed on my desk. Playing off their line, “A Thoroughly Decent Pint,” I dug through historical rugby photos and paired them with tongue-in-cheek lines that echoed classic pub moments, seen through a wonderfully muddy, sepia toned, old-school rugby lens.
The result was a humorous, characterful campaign that felt perfectly 6X, warm, witty and unmistakably British. It still sits high on my personal favourites list – a thoroughly decent idea for a thoroughly decent pint.
