LEGO Brick the Rules. SOCIAL
Middle East/South Africa. Our office in Dubai asked for help with their LEGO cars pitch for the MENA and SA markets. I never had a LEGO when i was a kiddo, so i went to the shop and bought a bunch. It was an intense week, lots of work, I was supposed to sleep. But nah, decided to play instead. Spent the night putting cars together and also wrote a 200 slides deck about “Bricking” the Rules on the spot. I was just playing around, but hey, “Brick The Rules” won the pitch. Great things happen to those who play.
*Top 3 Best Films of 2020 Campaign Middle East
WITH: SOCIAL
Hong Kong/ Switzerland. WITH: is a book. The kind of book you can buy in fancy bookshops. It not only looks great on top of your coffee table, but also contains the artwork the creators enrolled in the project Connecting Spaces have developed through the years. This project was launched by the University of Arts in Zurich in collaboration with the School of Arts of Hong Kong, and matches artists from different worlds to partner and create together.
We produced both the book and the campaign through numerous Zoom calls between Hong Kong, Seattle, Barcelona, Singapore, and Zurich. We like to define it as Words and Pictures working together to summarise the Collaboration between Creators from different Disciplines and Cultures. But you can also call it "Da Book".
*Lürzer's Archive Cover Page
*Wood Pencil at DA&D
Cut the iCrap. EARNED MEDIA/PR
Global. We got a P&G briefing with lots of research and a “give us a billion-dollar idea” task.
P&G has already provided us with more than enough products to clean our houses, dogs, cars, etc. But do you know what isn’t clean at all? The internet. On average, we spend more than 52% of our time online, but no one is cleaning the online dirt. Shouldn’t the largest cleaning company in the world do something about this? I saw a massive opportunity right there for P&G to lead the way.
In a nutshell: I told a cleaning giant to clean up all their shitty banners out of the internet. And guess what, they actually did. At least for a couple of months, increasing sales and reach by 10% worldwide, saving up $200m. I was 6 months shy of that billion.
Gatecrash the World Cup. EARNED MEDIA/TV/SOCIAL/OOH
We couldn’t afford to pay football players. So we sponsored penniless fans.
*Silver Lion
Spain. The briefing here was: We have a scarf, could you think of something to make some noise around it during the World Cup?”.
We couldn’t sponsor the players as most other brands do, but we could sponsor the fans. Particularly the most famous supporter of the Spanish National Team, Manolo el del Bombo. We hired Manolo, a man who was broke and asked him to bless all the BK Scarves with his drumstick. We flew him to South Africa, all the way to the finals. We did with Manolo what most brands do with the most expensive football players in the world.
With 20 times less budget than McDonald’s, we were the most recognized sponsor of the National Team. We climbed to the top 5 brands most associated with the World Cup. The scarf today is a collector’s item.
Soccer King. STUNT/EARNED MEDIA
*Bronze at One Show
*Bronze Clio
*Gold at El Sol Festival
*Idea of the week on AdAge
Spain. Thousands of companies pay millions of dollars to put their logo on the outside of team jerseys. But has anybody ever used the inside?
Partnering with Getafe CF, a top Spanish league team, BK® was able to turn player celebrations into a unique branding opportunity. Now every time a Getafe player scores, the typical “pulling-shirt-over-head” move ends up being a surprise visit from the Burger King himself. This inside of the shirt media placement turned out to be one of the most talked about efforts of the year and made the King even more of a fan favorite.
Texican Burger. TV
USA. Somehow, one plus one equals two and a horse. And some riots too. My first campaign for Burger King in CP+B came smoothly but not without some noise. It got banned in just a couple days. The Mexican ambassador complained, the little persons complained, the cowboys complained, and some people who love horses also complained too. The burgers were sold out within a week.
Chicken Tendergrill Burger. TV
Netherlands/Spain. The King only likes the best of the best chickens, to set them on fire. These are just a couple of the many commercials we did in BK for Tendercrisp and Tendergrill in Europe. The King only likes the best of the best chickens. A Rubik genius and a Chessmaster.
The Budweiser E.D.M. Blaster ACTIVATION/SOCIAL/EARNED
Retail (Ongoing project).
This is a gun. Yes, a gun.
China. The Budweiser EDM Blaster shoots electronic music bursts using the latest on directional sound high-tech. Even if shot from a long distance, the person targeted is the only one listening to these bursts, and they come in really loud.
Bud is the main guy on the EDM scene in China. This device was created to set parties the Chinese Gov does not allow, to chase shy youngsters on the streets, wake people up on the subway by EDM Patrols, and, of course, to get some buzz with world-class DJs featuring it in their performances.
Along with the Blaster, we made a music video with this guy Tiesto and a entourage of EDM peeps. The whole concept was to portrait shy youngsters who stop being shy while touched by the music (and some beer too). The tune became a hit in China, plus raised a wide conversation on the RRSS about the stress young people has to go through while trying to be who they really are vs a traditional society ruled by old fashion values.https://www.youtube.com/watch?v=KSMec9cjJgY
Welcome to the Independent Republic of your Home. TV/OOH
*Bronze Lion (TV&FILM)
*Gold at El Sol Festival (TV&FILM)
*Silver Lion (OUTDOOR)
*Silver CDEC Award (OUTDOOR)
*Silver at El Sol Festival (OUTDOOR)
Spain. The independent Republic of Your Home is the brand concept for IKEA in Spain and the pathway of the global brand strategy to follow.
We asked 24 families to record themselves at home as the kickoff of the new IKEA brand strategy (Welcome to the Independent Republic of your Home). We just added a manifesto to the edit. This TV ad got a lot of buzz on every stage imaginable, from anonymous people on street parades to the press media covering the huge discussion at the Chamber of Ministers.
IKEA BRIC MAT. NEW MEDIA/ACTIVATION/EARNED
We turned more than 1.000.000 households into IKEA ads.
We commercialized the mat with the tagline "Welcome to the Independent Republic of my House", with more than 1 million sold to date. 1 out of every 48 households in Spain is an IKEA ad, right at the doorstep.
Best Media results ever. How cool is that?