Working at Bray Leino, the ad agency, we were invited to pitch for Brittany Ferries. The snag? Ferries are smelly, slow and pricey.
The insight I developed? The competition —low-cost airlines — might be cheaper, but they’re nasty jobsworths. They’ll punish you for:
• the weight of your luggage
• the size of your luggage
On the back of this work, and my creative executions, we won the pitch.
Market research
Creative concepting/copywriting
Campaign strategy