Kleenex - Global Campaign
JWT, NY - ECD
A global tissue brand had become invisible. We gave it a reason to be picked up.
Across Europe, South America, North America and Asia, we revamped Kleenex's aesthetic, redesigned its packaging, introduced product innovation, and built a tone of voice that felt accessible and alive. To sell the client on that voice, we shot the "Kleenex with Karl" content series in two days — proof of concept for a brand that had forgotten how to talk to people.
Kleenex - Global Campaign Style Guides I A little more life in every pack
Kleenex - Global Campaign Packaging (prototype) - A little more life in every pack
Kleenex - Global Campaign Print I A little more life in every pack
Kleenex - Global Campaign Partnerships I A little more life in every pack
Kleenex - Global Campaign OOH I A little more life in every pack
Kleenex - Global Campaign TOV (tone of voice) I A little more life in every pack
VO: Authentic, warm, helpful and down-to-earth
Kleenex - Global Campaign Press Kit / Editorial I A little more life in every pack
VW Polo
BMP/DDB, London - Art Director / Co-Writer
An ode to the driver who didn't know they needed comfort until they had it.
VW UK's tone was always understated, dry, and quietly funny. We stayed exactly there — reminding the torque-loving Polo faithful that engineered comfort wasn't a compromise. It was the point.
VW Polo TVC I "Heaven":60
Air New Zealand
Host/Havas, Sydney - ECD / Director
Branded Content Campaign
We found Australia's most vocal New Zealand critics and told them they'd been selected for their own travel show. They thought they were going to Las Vegas, Tuscany, Bali, Berlin. We took them to New Zealand. The branded content series turned four reluctant sceptics into accidental influencers — redirecting thousands of conversations toward flight offers on a dedicated microsite.
Air New Zealand Branded Content Campaign Sizzle Reel I “Kiwi Sceptics - The Series”
Air New Zealand
Branded Content Campaign Episodes I “Kiwi Sceptics - Aussie Aussie Episode 1”
Air New Zealand
Branded Content Campaign Episodes I “Kiwi Sceptics - Bali Girl Episode 2”
Air New Zealand
Branded Content Campaign Episodes I “Kiwi Sceptics - Hipster Episode 4”
WCRS, London - ECD / Writer
Mobile Brand Launch Campaign
Nobody understood what 3G could do for them. So we stopped explaining and started demonstrating to the most receptive audience. The insight was perfectly timed: cool stuff happens in Asia six months before it hits the UK. We built an entire futuristic Asian-influenced world around that truth — strange, beautiful, completely unlike anything on British TV. "Jellyfish." "Cherry." "Tuperzik." Ads that 18-24 year olds embraced immediately and everyone older didn't understand at all. Which was exactly the strategy.
3 Hutchinson was the first brand to pioneer a different kind of behavior - now giving people the ability to play, share, text and listen to music on their phone. It became the most popular telecom brand in the UK among 18-24 year old students and young professionals, selling 3-4x more contracts and minutes over the next three years.
3 Hutchinson - TVC I "Cherry":60
3 Hutchinson - TVC I "Jellyfish":60
3 Hutchinson - TVC I "Tuperzik":60
The launch was supported by mobile branded content, mobile interstitials, TV, print, radio, OOH, POS and retail TV. Here are a couple examples.
3 Hutchinson - TVC I "Panda":20 Retail
3 Hutchinson - TVC I "Eel":20 Retail