To give you a flavour of what I do, here are some of my favourite pieces of work.
BRAND | ENVIRONMENT
Developed from scratch over the course of 2 years, ZIP is Premier Inn's revolutionary new super budget hotel. Small on size and small on price, it fills a screaming need for low cost but reliable accomodation.
I lead its creative development from the very start encompassing everything from branding to comms to environments and even operations. There's not an inch of this amazing new brand that I haven't overseen.
It was amazing to be given such a unique opportunity to completely craft a consumer brand from end to end.
What's even better than videos of cute puppies or kittens? Cute puppies and kittens you can play with and send to your friends (digitally, at least). I took the new McVities Sweeet masterbrand campaign - essentially a collection of cute animals bursting from packs of biscuits - from TV to full integration with this huge body of work.
It not only involved developing a suite of highly inovative interactive digital ads but also a completely new responsive website and a range of shareable digital delights such as cat paw mouse pointer plugin and personalised snuggles you can send via Facebook or Twitter.
It was all so sweeet.
EXPERIENTIAL | ENVIRONMENT
Sometimes great creative opportunities are put on a plate for you. Other times you have to make them yourself. This was far more the latter. The Studio was given the brief of 'branding' a new walkway tunnel from Heathrow T4 to our new flagship hotel. The problem was it wasn't exactly the epitome of a Premier Inn welcome - 150m of white metal box on stilts with twists and turns that made it impossible to tell how long you had left to walk.
Our solution was to add helpful little snippets of welcome all along the walkway but also to bathe it in a kaleidoscope of colour using low-cost vinyl transfers over the semi-transparent panels of the walls.
The end effect was transformational and turned a dull walk into an energising experience.
DIGITAL PRODUCT | BRAND
When a client with huge potential lands on your desk you have to seize the opportunity - even if what you're being asked to do is pretty insignificant.
I initally picked up a few odd-job amends briefs for National Rail Enquiries' website having joined the agency just after an inital redesign. Those small amends quickly gave way to re-fining the whole site and developing not one but six shiny new platforms from mobile web to tablet apps to experimental Windows 8 apps. Over the course of 18 months, I completely changed the face of one of the UK's most used services.
It got to a point where they asked me to develop new brand guidleines for them as the digital brand was now leading everything else. It was my first taste of truly end-to-end experience and brand design and I loved every second of it.
EXPERIENCIAL | DIGITAL PRODUCT
To attract new business customers to sign up for a corporate account and use their hotels, Premier Inn regularly shows at Business Travel Show - the UK's largest b2b travel show.
Traditionally their stands would feature a mock-up room to give attendees a true feel for the product. Unfortunately the high costs of having enough space to do so became untenable. We we're challenged to come up with an alternative way to allow people to experience our rooms.
Our solution was to develop a full VR room and hotel experience for both Premier Inn and hub by Premier Inn. The appeal of the headsets was obvious - it was a real draw to anyone walking past. But the real impact came from people experiencing as they felt transported into the actual hotels and really explored/engaged with the product.
To help mark China's renminbi becoming the world's most traded currency we created a fully integrated campaign for HSBC. It covered everything from print and digital OOH, interactive banner advertising, digital platforms with rich video content storytelling to internal CRM comms and live data displays.
The main aim was to better highlight and distribute the huge wealth of insight on trading in Renminbi that HSBC held that just wasn't being found or utlised. Rather than completely rebuild the existing platforms they had - which would have cost hundreds of thousands of pounds and caused internal uproar - we simply found more effective ways to get relevant people to it. Targetted advertising, relevant engaging content and intuitive portals were our answer.
BRAND | INTEGRATED CAMPAIGN | DIGITAL PRODUCT | SOCIAL | PR
I've worked on so many projects for so many brands it's hard to show them all - so here's a collection of some of my other best bits of work from the past 15 years.
They include work for:
City of London
Sir Clive Woodward
© Dan Wilkinson 2019