Written by GreenPoolBall on February 8, 2017. Posted in Creative Development

Bare Films Treatment Writing

Brief

This treatment was for an energy drink TV commercial for the Africa and Middle East market.

Thoughts

My aim was to capture the energy and excitement of various tribes’ activities, including petrol heads, in order to convey the high octane feel the director had in mind for the commercial.

Sample copy

…We open on an empty car park with the city skyline in the background. The sun is sinking towards the horizon. Floodlights illuminate the tarmac space. Our guy is the first to arrive. His ride is pimped. He has the kind of love for his car that causes strain in a relationship. It’s polished to perfection, the powerful engine purrs like a tiger, the chrome rims dazzle your eyes and the sound system has enough wattage to put holes in walls. Other cars arrive – also souped-up but none matching our hero’s – his motor stands alone. Competition is fierce among the petrol heads. Niceties aside, you play to win. You want your car to be the loudest, fastest, most tricked-out. Our man has it; there’s high octane fuel in his tank and a can of Power Horse on the dash.

Sample design

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Written by GreenPoolBall on February 8, 2017. Posted in Press Releases

The Flower Appreciation Society

Brief

A press release for a London-based florist.

Thoughts

There can’t be many, or any, other florists who grow their own flowers in London, so the Flower Appreciation, quite rightly, wanted to shout about it. Year of the English Garden was the topical hook.

Sample copy

Florists Harvest the First Blooms from their New Hackney Cutting Garden

This spring, London-based florist and authors The Flower Appreciation Society began harvesting blooms from their newly built flower cutting garden. The plot, just around the corner from their studio in Hackney, was constructed in winter 2015 and is now providing customers with beautiful tulips, narcissi and allium—locally grown with a low carbon footprint.

Realising the potential of a neglected back garden, the site now has raised flower beds crammed full of seedlings, plants and climbers, including: cosmos, ammi majus, malope, sweet peas, dahlias, orlaya grandiflora, clematis and jasmine. For the Flower Appreciation Society, growing their own has opened up a world of unusual varieties not readily available in the commercial flower industry.

“We’ve always loved using British-grown flowers,” said Ellie, co-founder of The Flower Appreciation Society, “We leapt at the chance to transform a small patch of land into our very own cutting garden. Limited space, unseasonal weather and contending with city wildlife are challenges we face. But reactions from customers when they hear their flowers were grown in Hackney have made it all worth it!”

2016 is Visit England’s Year of the English Garden and June 13th see’s the start of British Flower Week. The Flower Appreciation Society are celebrating these events with their first year of flower growing. Visit the The Flower Appreciation Society blog for photos of the garden and the blooms in all their glory.

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Written by GreenPoolBall on February 8, 2017. Posted in Press Releases

WRS & OG

Brief

A press release for a new book, In Dogs We Trust.

Thoughts

Photographers Ollie Grove and Will Robson-Scott needed to get the word out about their new book featuring dogs and their owners. Strong quotes really brought this press release to life.

Sample copy

New Photo Collection Reveals Bond Between Man and His Best Friend

In Dogs We Trust, a book of 101 colour photographs, reveals the special relationship between dogs and their owners on both sides of the Atlantic. Photographers Ollie Grove and Will Robson-Scott have spent years searching across the social spectrum to shoot intriguing characters and their beloved hounds in locations as diverse as Hackney, Hampstead, Venice Beach, Brooklyn and Queens.

The book includes intimate portraits of tattoo artists Bert Krak and Eli Quinters from Brooklyn with their pitbulls; Simon Callow in his panelled library with his boxers; Alfie Allen with his bull terrier; Martin Parr at home with his terrier and the artist Brian Donnelly, aka Kaws, in Brooklyn with his beagle Dotty. There are Crufts exhibitors relaxing behind the scenes, a pearly king and queen in Kent, seven huskies in Hertfordshire and many more.

‘Finding the dogs and their owners was a matter of word-of-mouth, or simply seeing someone on the street who caught our eye. It was a bonus if they were well known within their scene,’ says Robson-Scott.

‘There are plenty of books focusing on the human obsession with dogs,’ says Grove, ‘but the relationship is two-way and profound – this is what we wanted to capture.’

They were inspired by The Dog Album by Gary E Eichhorn and Scott B Jones, a book of portraits of American families and their dogs from the early 1900s.

‘It seemed only right to create a new collection for the 21st Century,’ says Grove. ‘Finding great subjects was hard but getting the dogs to face the camera could be teeth-grindingly frustrating.’ Ollie Grove is a portrait and fashion photographer whose work has been published widely in the national press. He also shoots high profile musicians and international advertising campaigns.

Will Robson-Scott is a photographer and film maker whose work includes documenting the nocturnal world of graffiti artists and the deadly Chicago rap scene.

They are both veterans behind the lens with more than thirty years combined experience.

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Written by GreenPoolBall on February 8, 2017. Posted in Press Releases

Huckle the Barber Press Release

Brief

Huckle the Barber needed a PR communication to fire off whenever they receive media enquiries.

Thoughts

Quality male grooming is not new in London so what makes Huckle the Barber special? It was my job to find out, through conversations with the boss and my own market research.

What the client said: >

Sample copy

New Barber Takes the Chore Out of Male Grooming

Huckle the Barber is a smart cut and shave barbershop in London. The first branch was opened on Old Street by owner Chris Ward in 2012 and the Lamb’s Conduit Street branch followed in January 2016. Huckle aims to fill a gap in the market by offering modern cuts with traditional service in a relaxed and comfortable environment.

Chris explains the Huckle ethos:

“We want to take the chore out of getting a haircut so it’s something men look forward to. Our clients build a trusting relationship with their Huckle barber; they know they’ll get a good cut every time so they can relax. I love it when a client tells me Huckle has ended their search for the right barber.”

All Huckle barbers are hired directly by Chris and have seven or more year’s experience. The lineup includes top session stylists who, when they’re not at Huckle, can be found styling celebrities’ hair or at fashion shows in London, New York, Paris and Milan.

The look of both branches (a collaboration with interior designer Laura Bracken) is inspired by a butcher’s shop; white ceramic London underground tiles and grooming products displayed on a meat counter. Clients sit in Takara Belmont barber’s chairs. Both branches have KEF sound systems and the Huckle playlists, updated each month, are available on Spotify.

Chris again:

“I want clients to feel well looked after, like they would in a member’s club. They know they’re getting the best but it’s enjoyable, not intimidating or stuffy.”

Each client receives a complimentary drink from a selection including: craft ale (on tap at Lamb’s Conduit Street), whisky (currently Japanese favourite Nikka From the Barrel), Hackney Darks Arts coffee and Bloody Marys on Saturdays. The Lamb’s Conduit Street branch holds a regular comedy night, Cut Throat Comedy, hosts bands for exclusive sessions and puts on occasional vinyl listening parties for clients and friends.

CHRIS WARD, FOUNDER & OWNER – HUCKLE THE BARBER

I needed content to engage with Huckle the Barber’s clients but I’m a barber, not a writer, and I’m pushed for time. Olly wrote quality marketing communications that cut through the fluff and weren’t too salesly. He got my brand straightaway and his copy hit the right tone.

He offered great advice and turned the work around with a professional and personable attitude. Hiring Olly is money well spent and I’d recommend him to any business. It’s the perfect solution for busy people who need copy: after briefing you can leave the job in his hands and you don’t have to worry – another box ticked.

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Written by GreenPoolBall on February 8, 2017. Posted in Sales Emails

Huckle the Barber Sales Email

Brief

Huckle the Barber wanted a light-hearted tone for their Christmas mail out to promote a local event and one of their unique selling points – great music playlists.

Thoughts

I had the pleasure of getting my hair cut at Huckle the Barber, which helped me understand their brand. The humorous tone fits well with the upmarket but laid back feel of the barbershops.

What the client said: >

Sample copy

Ho, ho, ho. Get your stockings out, Santa wants to empty his sack.

Whether you embrace Christmas with the slobbering enthusiasm of a sherry-fuelled granny, or collapse like a myotonic fainting goat at the mere mention of the word – no matter.

Shop local, live happy

One thing is past debate: the Lamb’s Conduit Christmas Shopping Evening and Raffle is simply the best thing happening this Thursday 1st December, from noon until 8 pm.

London’s finest community of shops and restaurants will be laying on food, fun and one-day only discounts.

And the raffle prizes? By the beard of Zeus they’re good. How does a £90 Huckle the Barber gift voucher sound?

Enter and win? Wahey! Free presents for your(self) loved ones. No luck? Rest easy in the knowledge that your coin is supporting Coram’s Field, a charity that runs an incredible seven acre park for children and young people in central London.

While we’re in the giving mood…

For Your Listening Pleasure

Part of our service is creating a pleasant relaxed atmosphere in each of our barbershops.

Good music is critical to this.

We spent serious coin on KEF systems so you can enjoy great tunes, how they’re meant to sound.

This playlist, also heard in store, is our gift to you. And here’s a link to Huckle barber Marshal Darling’s superb Radar Radio show.

You can tell your mates you “stumbled on these tracks while digging in the crates”. We won’t mind, and the delicious rhythms might help you digest that ill-advised fourth helping.

Happy holidays.

Chris Ward, Founder & Owner – HUCKLE THE BARBER

I needed content to engage with Huckle the Barber’s clients but I’m a barber, not a writer, and I’m pushed for time. Olly wrote quality marketing communications that cut through the fluff and weren’t too salesly. He got my brand straightaway and his copy hit the right tone.

He offered great advice and turned the work around with a professional and personable attitude. Hiring Olly is money well spent and I’d recommend him to any business. It’s the perfect solution for busy people who need copy: after briefing you can leave the job in his hands and you don’t have to worry – another box ticked.

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Written by GreenPoolBall on February 8, 2017. Posted in Sales Emails

Canababes Food Sales Email

Brief

A mail out to mark this catering company’s one year anniversary.

Thoughts

Canababes grew from using their home kitchen to needing commercial space amazingly quickly. They must be doing something right. They wanted to keep their clients and friends up to speed and give them a little something for free.

Sample copy

Are you planning an event where there will be hungry guests to feed? If you need a unique menu for your wedding, canapés for an intimate soirée, or a three course feast to treat your staff, the Canababes offer professional, competitively-priced catering tailored to your needs.

We cannot believe over a year has passed since we launched Canababes, but we’re thrilled to reveal a little of what we’ve been up to. And as a small thank you for supporting our foodie adventures, further down the page we’re serving up a delicious Canababes recipe to help make your own festive gathering the talk of the town.

We have been overwhelmed by the response to our venture and we’ve had the opportunity to cook at some wonderful events. From battling gale force winds while barbecuing perfectly pink lamb for ninety people at Trinity Buoy Wharf, and laying on an Indian-inspired vegetarian feast for a wedding in Hackney Wick, to whipping up a banquet for 120 at the Asylum, a beautiful candlelit chapel in Peckham, working in the tiniest of spaces behind a crumbling stone wall.

Smiling diners and happy customers tell us there is an appetite for Canababes’ fresh and tasty food and we think it’s only right that we should give something back to you: those who’ve helped us turn our dreams into reality. (LINK TO RECIPE).

Thanks for reading. We look forward to feeding you soon…

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Written by GreenPoolBall on February 8, 2017. Posted in Slogans and Straplines

Gtechniq

Brief

Gtechniq is a market-leading, hi-tech car care product. The brief was to create taglines and ad concepts that would set Gtechniq apart from its competitors and position it as the premium product in its class.

Thoughts

This was a fun project. I worked hard to identify interesting social truths about the car care sector, to connect this product to wider issues and tap into the emotions associated with looking after cars.

Sample Designs

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Written by GreenPoolBall on February 8, 2017. Posted in Slogans and Straplines

Growing Communities

Brief

Growing Communities run an organic vegetable scheme in Hackney, London ‘changing the world one carrot at a time’. They hired me to write snappy slogans for posters to help recruit new customers.

Thoughts

A five word limit is actually quite liberating: parameters within which you can be endlessly creative. Punning and alliteration came to the fore in these two examples.

What the client said: >

Sample Designs

Richenda Wilson, Marketing Coordinator – Growing Communities
Olly wrote copy for posters to persuade people to sign up to our local organic veg scheme. He went the extra mile and offered more ideas to extend and complement the original brief. I recommend Olly for his professionalism, sense of humour and the speed he turns work around.

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Written by GreenPoolBall on February 8, 2017. Posted in Slogans and Straplines

Canababes Food Slogan Writing

Project

Canababes are an East London catering outfit. They needed a sizzling slogan to complement their tasty offerings and adorn their new website.

Brief

It was a no-brainer. The personalities of Canababes’ founders Juge and Katie are what make the company shine (apart from the food of course). After I shared lots of ideas they settled on this neat slogan.

EVENT FOOD WITH PERSONALITY

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Written by GreenPoolBall on February 8, 2017. Posted in Blogs

Ikano Bank 02

Brief

This new bank wanted content to help start an online conversation around people’s relationship with money

Thoughts

This blog was focused on practical advice for those fundraising for a charity challenge

What the client said: >

Sample copy

What’s harder, running a marathon or fundraising for one?

Perhaps the latter. After a week of work and training, raising money is the last thing on your mind. But there are funds to be had. In 2014 the UK was ranked eighth (out of 130) on the World Giving Index and we gave £10.6 billion to good causes. Sponsorship was the third most popular way to give (after direct donations and donated items). Take a dose of Born to Run (the song AND the book) as inspiration, and digest these simple tips for fundraising glory.

1. Ask

The number one reason people give is because they were asked. Start with your family, friends and colleagues. Kicking things off with a few chunky pledges (the average in 2014 was £10) from your nearest and dearest will influence subsequent donor behaviour.

2. Make it personal

Tell your story. Why do you want to run the length of 400 football pitches? How are you finding the training? Why is the cause important to you? Be funny, be honest. Take people on your journey with regular updates.

3. Use technology

Digital platforms can help you reach more people than ever before. But reaching them isn’t enough. You need impact. Refer to the previous tip. Take time to make your page and posts unique to you. Videos and pictures are even more powerful than words.

4. Go offline

Charitable giving was around long before social media. Many older people are not online (only 15% of donors gave online in 2014) and the most popular method of donating is still cash (55% of donors used this method). Arrange to meet face to face: it’s much harder to say no in person!

5. Demonstrate impact

Donors are primarily supporting you but that doesn’t mean the cause is not important. Understanding exactly how a donation will help is a strong incentive to give. Also, think who in your circle shares an interest in the charity, then make a personal approach.

6. Bring people together

Put the fun back in fundraising (groan). Where there are good vibes the feeling of obligation is removed. Give your friends a great time in exchange for their donation by hosting a movie night or dinner party.

7. Strength in numbers

Marathon fundraising teams raise on average 10% more than individuals. Training and fundraising partners are good for morale.

8. Delegate

As race day approaches you’ll have your plate full so ask a family member to manage your fundraising for you. They can send and answer emails, and upload new photos and videos.

9. Say thanks

The post-race high will inevitably be followed by a low. But that’s no reason to forget your fundraising. Let everyone know how you got on and thank them for their support. Up to 20% of donations are made after the event so this is more than just politeness.

10. Get inspired

By Steve Chalke. In 2011 he entered the Guinness Book of Records with the highest amount ever raised by a single marathon runner: £2,330,159.38. It can be done.

Good luck.

Lucy Witt, Senior Consultant – Claremont Communications

We needed interesting content on people’s relationship with money for the new website of our client, Ikano Bank. Olly produced a set of high quality articles and really understood what we were trying to achieve – i.e. start an online conversation around everyday financial topics. The tone of his articles was spot on – approachable, jargon free and honest, with just the right amount of humour.

Olly provided a considered and professional service. He asked lots of questions upfront, which was reassuring because it meant he was taking time to understand the brief. His delivery was prompt and he helped to promote our website by sharing his articles across his own social media platforms. He’s a reliable supplier, no nonsense (he just gets it) and fun to work with.

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