NESTLE - TUMMYFISH

Parents know how difficult it is to get kids to choose water over sugary and fizzy drinks, which means their health is suffering. We developed a highly effective fun, interactive regional campaign that put a Tummyfish into childrens’ tummies, encouraging them to drink more water.

Children’s Illustrated Story Book, Interactive Mobile App
ROLE: Story Concept, Copywriter, Creative Director

CIP International Potato Center & NASA - Potatoes On Mars

Famine already affects 842 million people globally and food security is getting worse. The International Potato Center wanted to prove that potatoes are a super crop capable of growing anywhere which means they hold the key to reversing world hunger. An ‘out-of-this-world’ campaign proved their point beyond any measure of doubt, giving hope to future generations.

Product Innovation, 3D Design, Digital Live Stream, Social Media
ROLE: Copywriter

AL JAZEERA English - Putting Humanity Back Into The News

News networks in recent years have resorted to sensationalism, opinionated news anchors and selling the news as entertainment to keep ratings up. Al Jazeera English is a network that prides itself on covering news that really matters. We created their first ever global integrated campaign that positioned the brand and gave a voice to those that other networks often choose to ignore.

Short Film, Online Film Campaign, Press, Out of Home, Activations
ROLE: Concept, Copywriter, Creative Director

PepsiCo - Feel Good

As one of the largest beverage manufacturers on the planet, PepsiCo has prioritised its global sustainability agenda across its product range. Part of that is a concerted effort to put better recycling infrastructure in place and encourage recycling of its products. This campaign used humour to communicate that you really feel good when you do the right thing.

TV, Online Commercial, Digital, Social, Print, Outdoor
ROLE: Concept, Copywriter, Creative Director

Sawa Mninjah - Rescue Radio

In Lebanon, there are 200,000 foreign domestic workers, thousands of whom are very sadly, physically and sexually abused. Often they are locked up and prevented from leaving their employers' homes for months, making it impossible for charities to reach them. Our campaigns found a unique way in. We created radio ads in languages only the domestic workers could understand and played them on popular Lebanese stations. Disguised as typical ads, they broke into employers' homes, delivering our secret message of hope. The two campaigns helped save the lives of almost a dozen women.

Radio Campaigns
ROLE: Concept, Copywriter, Creative Director

The Economist - Join The Global Conversation

The Economist tasked us with expanding awareness, readership and increased subscriptions in a market they hadn’t previously focused on - the Middle East and Africa. We produced some eye-catching work in the classic red and white headline art direction, but they also asked us to develop something new that was still in keeping with the Economist brand. This fresh visual campaign was the result that helped anchor the brand and drive subscriptions across the region.

Print Campaign, Special Build Out of Home, Digital, Social, Ambient, Mobile Out of Home
ROLE: Concepts, Copywriter, Creative Director

Coca Cola Company (ARWA) - You Can’t Put A Price On Water

Water scarcity is a global issue but people still waste it as if it has no value. Arwa wanted to change that, so our campaign encouraged people to pay what they believed clean water was really worth. On average people paid nine times more for a bottle of Arwa, allowing us to donate 200,000 litres of clean water and install two permanent water filtration systems in Syrian refugee camps.

TV & Online Commercial, Digital, Social Media, Activation, Shopper Marketing
ROLE: Copywriter, Creative Director

United Nations Refugee Agency - Photoshop Battle For Good

The refugee crisis is getting worse every day and with media constantly showing pictures of derelict neighbourhoods, people have become de-sensitised to their plight, making it extremely difficult for aid organisations to raise funds. The annual UNHCR Winter Assistance campaign needed a way to overcome the apathy and reframe the portrayal of refugees in the media. We turned to Reddit.

Digital, Social
ROLE: Copywriter

Volkswagen - Small But Surprisingly Powerful

Volkswagen released the Scirroco, a compact car, with a much more powerful engine. This is the print and outdoor campaign we created as part of the successful launch.

Print, Outdoor
ROLE: Concept, Copywriter

World Wildlife Fund (WWF) - Ghosts

WWF are constantly trying to raise awareness of the fragility of our natural world. They briefed us to create a campaign to continue raising awareness and drive donations before it becomes too late for some species.

Print, Outdoor
ROLE: Concept, Copywriter, Creative Director

Coca Cola Company - Vitamin Water Labels

The Coca Cola Company in Atlanta commissioned a new series of labels for six flavours of its popular Vitamin Water brand, specifically for the Middle East and Africa market. The first time they had commissioned work outside the USA. These are some of the selected labels.

Packaging – On Pack Labels
ROLE: Copywriter, Creative Director

IKEA Restaurant - Assemble Your Meal

IKEA wanted to promote their in-store restaurant, famous for its Swedish meatballs, and increase footfall at a number of new stores across the region.We created a print and poster campaign that adapted the brand DNA of IKEA to convey our message, raise a smile and encourage visitors.


In-Store Poster, Outdoor
ROLE: Campaign Concept, Copywriter, Creative Director

Momentum Financial Services Group - Save-Thru-Spend

Momentum, a financial services, investment and insurance group created a product called Save-Thru-Spend, but it was a bit complex to explain, so we created an eye-catching long copy campaign that broke it down in simple, educational stories to ensure people saved more money.

Print Campaign
ROLE: Copywriter