Copify

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Brief

Online content agency Copify wanted a snappy summary of what the London 2012 Olympics left behind, both good and not so good.

Thoughts

The Olympics are renowned for leaving expensive, decaying stadiums in their wake. Is London any different?

Sample copy

Has a generation been inspired? Impossible to measure. Although it is true that London has had more success than Athens or Beijing turning theatres of dreams into useful amenities: the new Queen Elizabeth Olympic Park is proving popular, four of the sporting venues are now open to the public and West Ham FC will move into its new home, the converted main stadium, in 2016.

Pockets of East London have been transformed, and while political leaders hail this growth as essential for Britain to compete globally, lifelong residents priced out of their homes by regeneration tell a different story. They don’t want a legacy, they just want somewhere to live.

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British Red Cross

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Brief

A fundraising proposal to win backing from a Financial Times charity campaign. The theme was innovation – how the British Red Cross is using technology to reach more people in need.

Thoughts

The Red Cross is one of the most well-established charities in the world. So, people don’t always associate the organisation with innovation. But you’d be surprised. This proposal was about identifying and communicating how the Red Cross is leading the way with new types of humanitarian aid provision.

Sample copy

INNOVATING TO SAVE LIVES AROUND THE WORLD

Every year unpredictable disasters wreck lives and property around the world. Last year there were 296 natural disasters, affecting many millions, causing 21,250 fatalities and economic losses of USD192 billion.

Although earthquakes and hurricanes cannot be prevented, and climate change and rapid urbanisation are exacerbating vulnerability to disasters, together we can encourage Financial Times readers to invest in projects that are making a difference right now in endangered communities from Pakistan to the Philippines.

HOW WE ARE RESPONDING

Finding new ways to tackle humanitarian challenges is essential as demand for Red Cross services grows. Our aim is to reduce risks and improve community and individual resilience so people can better withstand and recover from natural disasters or personal emergencies. This approach makes economic sense:

For every £1 invested in reducing the risk of disasters, £4 is saved in emergency response and reconstruction.

The Red Cross is constantly exploring the potential of innovation and technology in its operations. We are using cash transfer systems to rebuild lives and economies in the wake of cataclysmic events;; controlling disease outbreaks using online mapping systems updated by digital volunteers; disseminating life-saving advice across large populations via SMS during emergencies; and putting first aid skills in millions of pockets with our award- winning mobile phone apps.

BRIDGING THE DIGITAL DIVIDE TOGETHER

Communication and information technologies can save lives and are as necessary as food and water in the aftermath of an emergency. But this technology is only helping a fraction of those most in need. The figures tell the story: a mere 31 per cent of people in low-income countries have access to the internet, compared to a massive 77 per cent in high-income countries. Welcome to the digital divide.

Bridging this divide is critical for the future of humanitarian action. But we can’t do it alone. By choosing the Red Cross as its next charity partner, the FT can give its readers the chance to invest in work that will close the gap and save lives around the world.

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Adidas Copywriting

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Brief

U-Dox, a creative agency, asked me to write a brand manifesto for a new Adidas training shoe – the ZX Flux ADV.

Thoughts

This project was about connecting the humble training shoe to something bigger – making a link to today’s fast-paced world and demonstrating how the shoe is an opportunity for self expression.

Sample copy

INFINITE POSSIBILITIES

Flux is about movement – the condition of the modern world. Information flows at light speed. Ideas are created and changed constantly. People are more connected than ever before. Tomorrow offers infinite possibilities. Waiting will leave you two steps behind. So why wait?

ZX Flux embraces this world. It says:

“Focus on your goals. Don’t just join the movement, start one.”

The ZX Flux allows unlimited choice for self expression within an iconic form. Clean, understated and extraordinarily versatile. The classic rebooted for the 21st Century. A powerful combination of innovation and design.The ZX Flux ADV builds on this pedigree: a cutting edge declaration of originality.

The Flux consumer is shaping the world we live in. They are the heartbeat of our cities: creative, adventurous, ambitious. Leading by example and influencing their peers. Passionate about music, sport and style.

Flux ADV represents for this energetic generation: the two-screeners, the cord-cutters, the ad-skippers.

Flux embodies a positive attitude. There is no end to what you can achieve. You don’t need permission. Take control and make the most of infinite possibilities.

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U-DOX

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Brief

U-Dox is a creative agency that creates cutting-edge campaigns for brands. They needed a new mission statement for their redesigned website.

Thoughts

Working with the guys at U-Dox, I helped to focus on their strongest USP and put it into words, namely their understanding of, and access to, underground youth movements.

Sample Content

U Dox screenshot - U-DOX

 

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JA Films Website Copywriting

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Ja Films 300x300 1 1fabd565209072600089ca8b37affa1c - JA Films Website Copywriting

Brief

I was hired to write the copy for this award-winning production company’s new website. JA Films specialises in music films, as well as feature documentaries and TV shows.

Thoughts

The challenge was to appeal to music industry decision makers and artists with copy that matched the panache of JA Films’ productions.

What the client said: >

Sample copy

There are not many places the Rolling Stones haven’t played. Until 25th March 2016, Cuba was one of them. On a hot night in Havana, half a million Cubans watched the legendary group become the biggest foreign rock band ever to play on their soil. Havana Moon captures the highly charged atmosphere of this extraordinary concert.

The Rolling Stones rocked the Cuban capital only five days after the first visit by a US President in over 80 years. Both events heralded the start of a new era for the country. In his speech to the world’s media, Barack Obama evens pays tribute to the band. The combination of hope plus rock and roll is an intoxicating one and the film, shot in 4K, captures the vigorous energy and excitement of the crowd.

As one concert goer remarked, “This is a moment I have been dreaming about. I have just witnessed the most important concert in Cuba in a long time.”

Havana Moon was premiered at a one night exclusive cinema event on 23rd September 2016 at more than 1,000 screens across Australia, Europe, Japan, Latin America and Russia.

Ja Films - JA Films Website Copywriting

Testimonial

Julie Jakobek, Managing Director – JA Films

While rebranding the company and designing a new website we were struggling to see the wood for the trees; our existing content was too wordy and longwinded. Olly distilled our ideas into concise, effective copy resulting in a clearer, more engaging website. His patient and personal approach helped us improve the way we communicate JA Films’ strengths, including our unique experience and roster of talent.

 

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