JIM SEATH

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.

Galaxy had a problem, Cadburys were out selling them, as Galaxy was seen as an out of date brand and currently running an ad that was way past it’s sell by date.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

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.

Armed with this powerful angle the campaign was born. The year this ad went out it received the most complaints any government ad has ever received (202) and it was the most complained about ad that year, all of which were thrown out by the ASA incidentally. It just proved how powerful the ad actually was and how serious the situation of educating the UK really is.

In 2011, EDF Energy was in a tough place. The business was losing money and it had little differentiation from its rivals in a marketplace beset by consumer mistrust. It needed a new approach.

Up until that point, EDF had viewed marketing as a communications function that merely ‘coloured in’ a broader business strategy.

The client eventually embraced the notion of a ‘customer love’ brand strategy and bought into my idea of “Feel Better Energy” brand positioning, that not only informed its marketing comms, but the entirety of its business, from product and price, to promotion, place and people.

The star of its revitalisation strategy was the brand character I created called zingy. Zingy created an emotional bond between EDF and it’s consumers. Zingy not only proven popular with adult consumers (In June 2014, 80% of consumers recognised Zingy and 40% associated it with EDF), he even inspired children to build Zingy replicas in Minecraft!

More prosaically, when rivals were still losing business, Zingy and Feel Better Energy have helped EDF grow its market share and its once-declining customer base, by 13% at the same time achieve strong profitability. Not only that but at the marketing awards it won the grand prix at the marketing society excellence awards in 2015.