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.

Hard to remember a time when Film4 wasn’t free, but it was once a subscription only service. When they decided they were going to make it free to the UK, it was the 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 otherwise. The campaign was a resounding success and everyone in the UK knew that films on Film4 were now totally free.

Zingy—the brand character I created and star of EDF's revitalisation strategy—, here pictured in a print ad. Zingy was successful in creating an emotional bond between EDF and its consumers, and proved to be extremely popular not only with adult consumers, but with children, too.

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