Written by Olly Davy on July 30, 2021. Posted in Casestudies

Redefining the BrewDog tone of voice

Brief

From new punk on the block to principled heavyweight. Thanks to BrewDog’s success, the much-loved beer brand outgrew its category and created an exciting new problem for itself. Namely, how a new, maturer BrewDog tone of voice should sound. I was brought in by Made Thought to help develop a new written personality for the brand. I love drinking BrewDog beers so writing words for the Scottish firm was a treat.

Thoughts

They smashed the system. Next they had to build a new one. As an established company, BrewDog wanted to reach out beyond its hardcore craft ale fanbase. The idea was to attract beer drinkers who might have been put off by the previous ‘burn it all down’ approach. I explored this theme with new copy for the BrewDog manifesto, packaging, and campaign ideas.

Result

My creative work fed into the new-look BrewDog you’ll have seen on supermarket shelves and billboard campaigns all over the country. I won’t claim I’m directly responsible (because I’m not) but BrewDog happens to be the UK’s fastest growing food and drinks brand. I like to think I did my bit.

What the client said

“Mother of Christ! That’s awesome.”

Nick Marshall, Senior Partner – Made Thought

BrewDog sample content

Ad concepts

Things not to say at a BrewDog bar

#1 “Have you got any ‘normal’ beer”?

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You have 8,000 taste buds.

Play to the crowd.

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You kids and your ‘flavour’

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A taste bud only lives for 10 days

Give it a good send-off

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Written by GreenPoolBall on October 26, 2018. Posted in Casestudies, Website Copywriting

The Great House — Web Copywriting & Tone of Voice Development

Brief

Without, a London-based design agency, were working on a full rebrand for a luxurious hotel that had recently changed hands and had a complete makeover. Without often call me when they need a copywriter and so they did when their client, The Great House in Sonning, was in need of whizzy words. The initial tone of voice development was done, but needed it to be expanded and applied consistently across the website and several brochures.

Thoughts

This project had many moving parts and needed experienced hands to keep things on track. Without have that experience. What’s so nice about working with them is that they get copy — its potential and its challenges. They act as the conduit between me and client, giving clear, constructive feedback and generally making the whole process work smoothly.

Result

The new copy conveys a sense of welcoming luxury. It gives you the feeling that you will be looked after, but also that you can relax in an unstuffy environment. The website is beautifully designed with an intuitive and user-friendly layout. The brochures pack in lots of information without being dense or dull. Overall, a great result.

The Great House sample content

Inspire Decisions

The Great House is in the village of Sonning-on-Thames, just over half an hour’s journey from London. The village was described by Jerome K. Jerome in his book Three Men in a Boat as “the most fairy-like little nook on the whole river”.

The hotel sits on the banks of the river, close to where the 18th Century Sonning Bridge joins the counties of Berkshire and Oxfordshire. You’ll find the atmosphere relaxed and the service friendly.

The hotel has recently been refurbished to a high standard. There are 49 elegant bedrooms and a customisable events space, The Great House Lodge, which is fully equipped and ideal for meetings, private dinners and celebrations

Screen Shot 2018 10 31 at 16.52.26 - The Great House — Web Copywriting & Tone of Voice Development

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Written by GreenPoolBall on October 26, 2018. Posted in Casestudies

Scriptwriting and Concept Development for PwC (via MerchantCantos)

Brief

MerchantCantos is a creative communications agency that I work with sporadically and PwC, a consultancy, is one of its biggest clients. I was hired for several days for corporate film scriptwriting: to develop the concept and script for PwC’s short film on the theme of disruption. Climate change, urbanisation, global power shifts and technological developments are all contributing to economic uncertainty. The brief was to highlight PwC’s position on disruption and make it clear why businesses must act.

Thoughts

The client wanted a script, and a film, that would make people sit up and take notice without terrifying them. There are startling predictions about what might happen in the future, but no one knows exactly what will occur. So the script is based on current trends and where they might lead. It uses punchy language that complements the fast-paced visuals featuring actors and stock footage.

Result

The script went through several drafts until it was just right. Once it was signed off the footage was shot. The result is an engaging and genuinely unsettling short film. The last line is a nod to one of my favourite rap albums — The Future is Now by Non Phixion. It’s funny where inspiration comes from.

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Written by GreenPoolBall on October 26, 2018. Posted in Casestudies

Konica Minolta — Print Ad Copywriting

Brief

Jack Morton—a global brand experience agency—is one of my favourite agency clients to work with. They always get cool gigs. This one was a US print advertising campaign for Konica Minolta. The Japanese technology company is 150 years old, but very much focused on the future and how tech will reshape the world of work. The aim of the campaign was to drive people to a new website.

Thoughts

The concept for the campaign was to celebrate individuals — the hardworking entrepreneurs who are the backbone of the economy. They wanted copy that spoke directly to the reader, focusing on the challenges and opportunities they face and linking those to the services Konica Minolta provides. The trick was to pack big ideas into the small space allowed by a print ad.

Result

The result was four beautiful ads printed in trade publications across the US. The categories—doers, makers, innovators and up-all-nighters—are distinct but complementary. As was the tone and style of the copy. I’ve included the surfboard dude below because I harbour (not-so) secret dreams of riding tubes in my downtime.

Konica Minolta sample content

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

Knock On

Brief

I was hired to write the promotional copy for this new online magazine.

Thoughts

Mainstream media can be depressing. The same stories are recycled across many outlets. There is a need for fresh, inspiring stories. The type that never make the front pages. My aim was to highlight that need and encourage contributions.

Sample copy

What does it mean to live in the UK in the 21st Century? Where might you turn for answers? The regurgitated parade of soul-crushing bleakness known as mainstream media? Perhaps not.

This new online magazine will share the stories of real people; far more inspiring than those on the front pages of newspapers. Because it’s not politicians that make our island nation great, and its certainly not our football team – it’s us.

We’re looking for writers and photographers to contribute thought-provoking words and images, and help us bring to light the lives of fascinating human beings.

If you have discovered an interesting aspect of UK culture, community, tradition or travel, and you would like to reach a curious audience, drop us a line today.

Knock-on: beyond the news.

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

Copify

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

British Red Cross

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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