JIM SEATH

Galaxy Chocolate: Audrey Hepburn

Galaxy had a problem, Cadburys were out selling them, as Galaxy was seen as an out of date brand and currently running an ad that was way past it’s sell by date.

The decision was made to revive the old endline that people still remembered and had love for... “Why have cotton when you can have silk” this not only had a superior tone to it but also a timeless quality, this assisted in leading the creative.

A rather ambitious idea was hatched, which was to bring back to life Hollywood’s greatest starlets with the help of Danny Kleinman and Framestore with new cutting edge techniques and as yet untested.

The idea was to produce a timeless ad, which would appeal to young and old alike and become a modern day classic.

After a year of research and after contacting Audrey Hepburn's sons, finally we got the green light and production began.

The launch of the Chauffeur spot couldn't have gone any better, sales jumped and the buzz online was incredible, it simply went beyond all expectations. It also picked up a graphite pencil at D&AD.

Vodafone

Most of the campaign materials were shot on location at this summer’s historic South African tour. The campaign celebrates the interdependency behind the Irish rugby team – from the players and coaches, via IRFU and its partners, to the diverse fan base across the island of Ireland. This theme of interdependency will be a cornerstone of #TeamOfUs – now, and in the years to come.

Doddle Black Friday

Doddle is a delivery company, where you can get your online parcels sent to, so you can avoid those frustrating, "Sorry, we missed you" cards. We launched this ad to tie in with the start of the Christmas shopping madness and Black Friday hell, for maximum impact online.

Tourism Australia

In 2013 I went to Shanghai for a week to joint lead the Global Pitch for Tourism Australia, through BBDO.

The research that we had conducted in 15 of Australia’s key tourism markets showed that ‘great food, wine, and local cuisine’ is a major factor influencing holiday decision, ranking third ahead of world class beauty and natural environments. The research also showed that for people who have never visited Australia, only 26 percent associate the destination with a good food and wine offering. However, for those who have visited, Australia is ranked second across the 15 major markets for its food and wine experiences (60 per cent), behind France and ahead of Italy. More importantly though, for visitors from China, USA, France, India, Indonesia, Malaysia, the UK and South Korea, Australia is ranked as the number one destination for food and wine.

Armed with this very useful strategic insight, an idea was born that everyone in the DDBO think tank agreed with, to position Australia as the world’s greatest restaurant, or rather ‘Restaurant Australia.’

Since the launch of ‘Restaurant Australia’ in May 2014, spending on food and wine in Australia has grown by $886 million (or 21 per cent).

Act on CO2

The government decided that they had a responsibility to educate the British public how severe the Global Warming issue really was. Whilst working with the planners on the brief it became evident that the best strategy to get people to listen was to make them think about their children’s future.

EDF ENERGY

Heinz

Heinz was loosing a lot of sales due to people cutting costs by buying supermarket own brands. They had to do something to halt this dramatic loss of sales. Heinz hadn’t done a brand campaign for many years and all their marketing budgets are split for individual Heinz products.

A plan was hatched to bring all the separate marketing teams together, the heads of Soup, Ketchup, Beans, Spaghetti and Salad cream specifically. These individual brands were loosing the most from consumers buying supermarket own brands.

I presented the line “It has to be Heinz” and immediately they realised that this was the solution to their problems. The campaign that was created reminded people of the role Heinz products play in their lives. Other than the TV ad, Radio played a heavy role in reminding the UK why they buy Heinz in charming seasonal specific ads. (Please look in the radio section).

Film4

Hard to remember a time when Film4 wasn’t free, but it was once only a subscription only service. They decided they were going to make it free to the UK, so really it was best brief ever. Not only that, the director I chose was Kevin Spacey who conveniently gave us fantastic access to a lot of talent that simply wouldn’t be affordable normally.

The campaign was a resounding success and everyone in the UK now knew that films on Film4 were now totally free.

Channel4

The GetawaY

LastMINUTE.COM

Scratch Cards

Nick Broomfield's Ghost Documentary

World Cup Sun

My first 2 years at TBWA I mainly worked on the Sun, Scottish Sun and the News of the World. In that time I made over 30 TV ads. Some great ads too that I’m very proud of. The World Cup was about to start in Japan and the Sun wanted a campaign for it. With a tight budget and even tighter timings a plan was hatched to do a tie-in with the well-known TV show called Banzai.

Every script, situation, actor, graphic, sound effect, grade and post had to get approved by the Banzai team. Despite this mountain of approval all the ads came out the other end exactly as I’d hoped.

McCain Oven Chips