Jay Gelardi

THE IDEA

To announce the exciting new prospect of Intel-powered tablets to the world in an interesting and shareable way, we collaborated with Australian musician and producer Flume, to create a piece of branded content that showcased the creative potential of 60 Intel-powered tablets.

The resultant collaboration led to ‘Intelligent Sounds’; a band of fully-functional tablet-powered sound and light instruments that were custom-made to perform Flume’s bespoke musical composition.

AWARDS

London International - Gold - TV/Cinema/Online Original Music
London International - Bronze - TV/Cinema/Online Production Design
CLIO Awards - Silver - Music Partnership
CLIO Awards - Bronze - Music Partnership
CLIO Awards - Bronze - Music Film
CLIO Awards - Bronze - Music Innovative Media
CLIO Awards - Shortlisted - Digital/Social
D&AD - Wood Pencil - Sound Design & Use of Music
Webby Awards - Honoree - Branded Content
Webby Awards - Honoree - Online Guerilla & Innovation
Webby Awards - Honoree - Branded Entertainment Short Form
One Show Interactive - Shortlisted - Sound Design
Spikes Asia - Silver - Film Craft Use of Music
Spikes Asia - Silver - Film Craft Art Direction
Spikes Asia - Bronze - Film Craft Production
AWARD - Silver - Branded Content
AWARD - Bronze - Creative Innovation
AWARD - Silver - Original Music
AWARD - Bronze - Online Film
AWARD - Finalist - Emerging Digital
AWARD - Finalist - Film Craft/Direction
Creativity - Pick of the Day
FWA - Site of the Day
Adfest - Bronze Lotus - Film Craft Sound Design
BE Awards - Gold - Best Branded Content Campaign
BE Awards - Silver - Best Entertainment
BE Awards - Shortlisted - Best Use Of Music

THE IDEA

In a world of over polished, scripted, canned content, Tout Part En Live Translated: Everything goes live/kicks off (on Twitch) was a 10 month, all media campaign focused entirely on the French market to drive awareness for the brand and promote the live, unscripted, unpredictable nature of the Twitch.

We created a campaign, compèred by legendary French comedian and film star Djimo, that was born of the internet and contributed to in-real-time by multiple streamers.

AWARDS

One Point Four 2022 - Best Animation

THE IDEA

To differentiate secondhand selling app letgo from its competition, we created The letgo Commercializer - the first and only way to create a million-dollar Hollywood commercial for someone's secondhand listing, without the inconvenience of spending a million dollars, and actually going to Hollywood.

To date almost 4 million unique commercials have been created and shared by letgo users.

AWARDS

One Show - Merit - Branded Entertainment / UGC
One Show - Shortlisted - Social / Innovation in Social Media
One Show - Shortlisted - Mobile / Utility
Cannes Lions - Shortlisted - Mobile, User Generated
New York Festivals - 2nd Place Award - Mobile
ADC Awards - Finalist - Interactive Film
Shorty Awards - Finalist - User Generated Content
Mashies - Finalist - Best Use of Mobile
IAB MIXX - Silver - Creative Ad Technology
Epica Awards - Shortlisted - Mobile Social Networks
New Media Awards - Winner - Best In Industry
DMN Awards - Honorable Mention - Consumer
Best in Biz Awards - Silver - Most Innovative

THE IDEA

Boost Mobile’s young audience lives their lives through their phones, and to them lock-in contracts and restrictions mean death. So we turned their battle for freedom, into a battle for mortality.

'STAY LIVING' is both a brand idea and a philosophy. To bring our ‘STAY LIVING’ philosophy to life, we didn’t want to hold a mirror up to reflect reality, we wanted to wrap it all up in a story that was entertaining and unconventional.

We created a series of provocative online zombie films where four kids use their Boost mobiles to stay connected and stave off the brain-dead corporate zombies they don’t want to become, and ultimately ‘STAY LIVING.’ With the popularity of the genre, the metaphor of Boost Mobile’s prepaid plans helping you to stand against a world of zombies just made sense. The campaign’s media heart was a YouTube channel where four short films lived. Censored versions for under-18’s and the squeamish were also produced.

BLOGGERS

Blogger outreach was used in a highly effective way to drive organic views and endorsement – we cast influential YouTube vloggers as zombies that featured in our content. This resulted in them sharing the content with their massive social followings.

FACEBOOK PROMO

We also ran a ‘CREATE THE BEST ZOMBIE SURVIVAL KIT’ Facebook promotion that encouraged people to watch the content by using props and wardrobe from the films as prizes.

PR

Key influencers and journalists received a post-apocalyptic ‘damaged’ Smartphone, activated on the Boost Mobile network that contained images, videos and further elements of the back-story.

AWARDS

Webby Awards - Honoree - Best use of Video
Webby Awards - Honoree - Branded Entertainment Scripted
Effie Awards - Silver - Digitally Led Ideas
Effie Awards - Silver - Other Services
Effie Awards - Bronze - Most Original Thinking
Effie Awards - Bronze - Return on Investment
BE Awards - Grand Prix (beating Dumb Ways to Die... wut?)
BE Awards - Gold - Best Storytelling (Fiction)
BE Awards - Gold - Best Brand Commission
BE Awards - Silver - Best Branded Content Campaign
MFA Awards - Grand Prix
MFA Awards - Winner - Best Strategic Launch
MFA Awards - Winner - IT & Consumer Durables
AWARD - Finalist - Integrated
AWARD - Finalist - Online Film
IAB Creative Showcase
Mumbrella Awards - Finalist - Content Marketing

THE IDEA

The brief was to encour­age the usage of Diageo’s spir­its when mak­ing homemade cock­tails. So we created a campaign featuring a set of limited edition prints that represented their signature cocktails in a unique graphic style.

The prints are a simplified, minimalistic approach at breaking down cocktails into ‘infographics’ via colored blocks, visualizing cocktail ingredients and their exact proportions.

The prints feature a visualized Vodka Martini, Cosmopolitan, Bloody Mary, Gin and Tonic, La Primavera, Agave Margarita, Manhattan and Tom Collins. They also feature the names of the cocktails in metallic ink as well as the spirit’s logos, highlighting Diageo brands such as Smirnoff, Ketel One Vodka, Johnny Walker and Tanqueray gin.

AWARDS

D&AD - Yellow Pencil - Art Direction Posters
D&AD - Wood Pencil - Graphic Design Posters
London International - Silver - Poster Art Direction Campaign
London International - Bronze - Design Campaign
CLIO - Silver - Design
One Show - Bronze Pencil - Poster Campaign
One Show Design - Merit - Poster Campaign
AWARD - Silver - Print Craft Art Direction
AWARD - Bronze - Poster Design
AGDA - Judges Choice Winner

THE IDEA

OAK drinkers had a problem; their beloved OAK was disappearing from convenience store fridges across the land, and the OAK Facebook wall was littered with fans complaining that they could no longer get a fix of their favorite OAK flavored milk.

Something needed to be done, but we needed to know where the demand for OAK was the highest, and more specifically which stores to get the sales team to target.

Reverse Robbers, dressed in latex ‘Sergeant John Henry’ masks to resemble the iconic character from the OAK TVCs, were sent in to forcibly stock the fridges of OAK-less convenience stores.

After launching the first Reverse Robbery and Manifesto video, fans were asked to join the fight by nominating their local store for a Reverse Robbery on Facebook. The Reverse Robbers then responded by hitting nominated stores as their reverse crime spree continued.

The fan data showed an entire state crying out for OAK, so we headed to Queensland and Reverse Robbed some more. The demand data was then passed back to OAK, and the sales team did the rest.

The fans appetite for more was insatiable and they started demanding we Reverse Rob their own fridges. So we took to the road again, this time Reverse Robbing them in their own homes.

AWARDS

Cannes Lions - Shortlisted - Branded Content, Experiential
Cannes Lions - Shortlisted - Direct, Soc Media
Cannes Lions - Shortlisted - Media, Stunt
London International - Finalist - Digital Social Media
CLIO Awards - Silver - Digital/Mobile
Facebook Studio Awards - Bronze
Webby Awards - Nominee - Reality
Webby Awards - Honoree - Best Use of Social Media
IAB Awards - Winner - Brand Loyalty & Retention
IAB Awards - Winner - Social Media Marketing
B&T Awards - Winner - Best Digital Campaign
B&T Awards - Highly Commended - Best Social Media
IAB Creative Showcase
Best Ads on TV - Best TV
AWARD - Bronze - Social Media
AWARD - Finalist - Digital Campaign Business to Business

THE IDEA

Twitch streamers in EMEA were feeling left out of what was a very US centric platform.

Capturing streamers doing their thing across five European markets, we produced a complete 360 campaign that celebrated their unique attributes and gave them the tools to promote themselves to a much wider audience.

Working hand-in-hand with the talent we gave each of our 14 streamers their own Twitch color pallet, 3D iconography, high profile OOH, social films and all-around great content to share with their communities.

THE IDEA

How does the Iced Coffee that Adds a Motor To Your Day make the  big decisions? By drag racing of course.

To kick things off we added a motor to the campaign – literally – by turning two billboards into high octane drag racing machines. We then followed this up by customizing four classic Australian muscle cars and racing  them down the quarter mile at Eastern Creek Dragway, to settle two age old debates – Guitar Solo vs. Drum Solo and Kung Fu vs. Sci-Fi.

The ICE BREAK Facebook fans were involved every step of the way helping to decide on the original themes, as well as all the key features and customizations of the cars. We then gave away all four muscle cars to ICE BREAK fans in an on-pack Facebook promo.

AWARDS

Webby Awards - Honoree - Promotions & Contests
IAB Awards - Winner - Branded Content
AWARD - Bronze - Interactive Film campaign

THE IDEA

Onyx Motorbikes is making waves in the electric bike market with their lightning-fast eBikes that can hit speeds of over 60 MPH. Their vintage cafe racer style RCR has become a big hit with customers, but Onyx wanted to keep their "cyber grit" SoCal image alive. So we created this 80s-inspired campaign that takes us back to the days of wearing sunglasses at night and cruising to the arcade on our BMX. By using a smart media approach, the campaign generated a 10x return on ad spend, boosting sales significantly.

THE IDEA

As part of our 'Live Life in the Know' launch campaign for home security tech startup Canary, we created this spot to run on TV, Cinema and Online.

The category is awash with scaremongery, so we thought we'd take a more playful approach, but still hit on the moments that should resonate with the typical Canary consumer. Tonally we wanted the feel of a calamitous 80s family movie, which hopefully also engenders a feeling of nostalgia among our audience.

So the simple brief to the director (Peter Atencio of Key and Peele fame) was to cram a whole John Hughes movie into 60 seconds. I think he did a pretty good job.

It was Ad of the Day on Adweek.

THE IDEA

We all know what a swearbox is; say a bad word, and put a coin in a tin, but what about all the filth that gets spouted everyday on Twitter? Well, that's where Swearbox comes in.

Simply log on to CharitySwearbox.com where the clever little app recognizes all of your recently tweeted swear words, and suggests a reasonable donation. Or, if you've been good and not sworn at all, you can let rip with a swear-filled tweet right there in the app and select from a list of charities and donate via Paypal.

Finally there's no need to hold back on Twitter, you can swear your filthy little face off, safe in the knowledge that it's all for a good curse. Fucking marvelous.

AWARDS

Webby Awards - Honoree- Charity Organization/Non-profit

THE IDEA

7FAM is one of the most iconic denim brands, and the first to create a truly premium pair of jeans. Unfortunately the brand had faded into a distant memory for their original audience and was not even in consideration for the younger gen Zers.

Shot on the streets of New York by renowned photographer Billy Kidd, the campaign aimed to cultivate a creative and all-encompassing platform that shines the spotlight on a myriad of artists, poets, musicians, designers, and creatives that represent creative self expression to a new younger audience.

For this new campaign, we enlisted 10 dynamic global icons to represent the collection, creating a diverse cast to represent the nature of mankind.

Icons included in the campaign include Matt Bomer, Cleo Wade, Luka Sabbat, Jon Boy, Orion Carloto, Mads Paige, Farouk James, Sarah Jane Adams, Gabrielle Richardson, and Emma Louise Connolly.

THE IDEA

The Meet the DJs campaign for Radio1 is an industry leading example of how an idea with a digital heart can grow beyond a place on the web.

The campaign started as a series of online films in which the specialist music DJs at Radio 1 shared their musical backgrounds and passions with their listeners. But as the drive to build the station´s specialist music credentials grew, so did the campaign. From online through to TV ads, radio, into press and eventually cinema.

The four minute cinema commercial used the theatre environment to its full potential. Imagine yourself in a theatre. The lights have just gone down and this ad is the first thing you see. Commanding the attention of the audience from the start we´re taken on a ride that builds from a stripped-down set in rehersals to an epic and uplifting cinematic climax. All the while, reiterating Radio 1’s commitment to musical diversity.

AWARDS

One Show Interactive - Merit
Webby Awards - Winner - Best Music Site
Campaign Digital Awards Winner - Media & Publications
IAB Creative Showcase Winner August
Campaign's Book of Lists - Top 10 Digital Ads
IMA Awards - Best Use of Video - Shortlist
Creativity Annual Awards - Winner
BIMA Shortlist - B2C - Content & Design Award
PROMAX Awards - Best Cross-Media Campaign - Finalist

THE IDEA

The Ultrabook is an entirely new category of thin, light and fast PC, created by Intel. But although Intel had defined the category, when manufacturers started to advertise their Ultrabooks, this attribution back to Intel was often omitted.

The main challenge was that Intel doesn’t actually make Ultrabooks, they make the processors that go inside them. With no specific model to sell, we needed to tap into what motivates people to choose an Ultrabook regardless of brand or model – the design.

Our theory was that once people saw an Ultrabook, they’d want one. So we turned the Ultrabook into an object of ultimate desire and conducted a series of social experiments that put this theory to the test. We called these experiments The Ultrabook Temptations.

STRATEGY AND EXECUTION

We devised six social experiments to be carried out across three different countries, to give us a very interesting insight into just what people are prepared to do to get their hands on an Ultrabook.

Each test was designed to draw participants out of their cultural comfort zone and observe a specific human quality. Specific locations were selected to ensure the behaviors we provoked were unexpected and therefore more interesting to watch. Only those who shrugged off their inhibitions and displayed enough of the required characteristic were rewarded with a new Ultrabook.

Each experiment became its own video, with six videos created in total, each showing how powerful, daring, determined, excited, persuasive or persistent people would be in order to get their hands on an Ultrabook.

AWARDS

Spikes - Gold - Outdoor
Spikes - Bronze - Digital
ADMA - Silver - Creative Online Broadcast Video
ADMA - Bronze - Effectiveness Information Technology
IAB Creative Showcase
Intel Marketing Innovation Award - Winner - Earned Media
Webby Awards - Honoree - Branded Entertainment Short Form
The Work Annual - Cyber
IAB Awards - Finalist - New Product Launch

THE IDEA

When Civic Nation came to Phenomenon they told us that when people host a 'voting party' (literally any kind of social gathering where people #VoteTogether), voter turnout goes up by 6%, which can make all the difference.

They asked for a lighthearted film to bring the idea of hosting a voting party to life. We knew that this film would primarily live on social and needed to cut through, so we gave them just the opposite...

I did a little interview with AdForum that explains how it all came together.

THE IDEA

As a digital in-store installation to support The Ikea Great Indoors Awards campaign, celebrating wintertime laziness, we created talking pillows.

We wanted to target customers while they were actually being lazy in Ikea, so we installed custom-made pressure-sensitive sound chips into the pillows on all of the beds in the bed section. When the unwitting customer lay down they activated the sound chips which directed them to a Facebook app where they could win great Ikea winter products.

AWARDS

Webby Awards - Honoree - Online Guerilla & Innovation
IAB Creative Showcase

THE IDEA

To showcase the start of the new Spooks [code 9] series on BBC3, we wanted to give people a taste of what it takes to be a spy in the brave new world. Facespooks does just that by allowing them to take part in their own mini Spooks mission. I was the lead creative on the project and also directed the shoot.

Using the very latest face-mapping technology, users could upload a photo and then watch as they risk all for Queen and country, making choices that would determine the outcome of their mission and the fate of their friends and colleagues.

Once the mission is complete, a unique video was generated for each user, for them to share or embed however they like. To date to site has had in excess of 50,000 visitors and created over 10,000 unique videos.

AWARDS

Cannes Lions - Shortlisted - Cyber, Consumer
Webby Awards - Honoree - Viral Marketing
Creative Circle - Best Viral Marketing - In The Book
Campaign Big Awards - Media & Entertainment - Finalist
IAB Creative Showcase - 1st runner up

IDEA

To highlight the benefits of the new Intel Ultrabook™ Convertible, the ultimate laptop and tablet in one, we appealed to people’s creative sides by asking them to submit a dream two-in-one product idea of their own. Then we made the best one for real.

SOLUTION

We created a simple Facebook app that enabled people to suggest two things they wanted combined into one awesome product. Each suggestion instantly became a customised graphic, which was uploaded to our gallery along with the entrant’s reason for wanting it.

The best entries were sketched up by our ‘imagineers’ as a blueprint and posted to our Facebook and Twitter followers.

By sharing their entry, people went into the running to win an Ultrabook™ Convertible.

After 10,000 submissions over four weeks, we selected a winner. And that’s how the Boombox Bike came to be; an uncompromising daily commute with a completely integrated, high-quality sound system – our winner’s ultimate convertible inspired by the original, Intel Ultrabook™ Convertible.

AWARDS

IAB Creative Showcase