Darren Wright

Energy drinks sales were in decline. V Energy felt they were getting too niche, too functional. They wanted more mass appeal, for their energy to be more social and positive.

So we bought back and modernised their most loved asset. The bugs. And sent them into the world with Wham! as their soundtrack.

Role: ECD

Creatives: Nathan Moraza & Miguel Gadea

We pitched and won Boody

A sustainable underwear brand that are comfy for you and the planet too.

We made them the ‘Official Underwear of the Entire Planet’

And then asked Dr Jane Goodall incredibly politely to be the face of our brand

She said yes.

We made her a bespoke Boody Shawl

Role: ECD

Creatives: Roy Leibowitz & Chris Wilson

The BBL, a tournament saturated in sponsorship that costs millions.

So how do you stand out when you haven’t got the budgets of the big guns.

You hide your logo and only reveal it at the most dramatic moments of the game

In a sponsorship space that has never been done before and is perfect for an underarm deodorant.

Role: Joint ECD with Brendan Willenberg

Creative team: Rowan Foxcroft, James Beswick, Smaran Jworchan

With Run London entering it’s 6th year it was time for Nike to challenge runners in a new and exciting way.

For the first time Run London became a team event. The long standing rivalry between North and South London would finally get settled, over 10k.

Fastest team wins.

Role: Creative 

D&AD Yellow Pencil

How do you talk about the importance of electrolytes and hydration to an audience that doesn’t really care about it.  You don’t.  You build a building that lets them experience it.  A building that replicates the same conditions that England we’re facing in the World Cup.  Then you challenge people to come play in it.  Nothing teaches you quicker about the importance of hydration than playing in 32 degree heat with 76% humidity.

Role:  Creative Director

Launch TV & Content: Jonathan Rands & Alex Tizard

Cannes Silver Innovation Lion

Creative Circle Gold 

It was time to put Lucozade Energy back on the map. A re-launch that positioned Lucozade away from hangovers and illness to an energy drink that helped busy people find their flow. The TV showed the ordinary being done extraordinarily. Whilst the OOH established a new graphic look and feel for the brand, that gave instant cut through and made a hero of the bottle’s iconic shape.

Role:  Creative Director
Creative: Theo Bayani & Miguel Gonzalez. Jonathan Rands & Alex Tizard
Designer: George Goldsack

Eurobest Silver / Campaign Big Awards Silver / Drum Awards Gold / One Club Merit

2012, the year the Olympics came to London. A big year for all athletes, especially the British ones. So before Big Ben had the chance to chime in the new year, we asked Nike athletes to make a New Year’s resolution. And tell us how they we’re going to make it count in 2012. Inspiring their fans and grass root athletes to make pledges of their own.

Creative Director:  Darren Wright & Guy Featherstone

A film about love and mints

Role: Creative Director

Creative team: Ollie Beeston & James Beswick

Tourism Australia needed to attract a younger, more global audience, to visit the land down under and experience working holidays.

But with the world going through a particularly tough time, and every news channel obsessed with Brexit, Trump, economical crashes and mass unemployment.  Optimism, travel and fun we’re hardly at the forefront of people’s minds.

 So we created Aussie News Today, a news channel that counters all the bad news in young people’s feeds with up to the minute good news from Australia.

 The campaign was launched with famous Australian TV stars as our news reporters and soon grew as working holiday makers and young Australians submitted their own stories.

 Thousands of stories where broadcast across social channels in multiple languages to young people around the world.  Making Australia the good news capital of the world and the number one destination for young holiday makers.

Role: Creative Director

Lead creatives: Josh Aitken, Simon Koay, Vanessa Robinson

To bring to life Eclipse Mints brand platform ‘share a little more’ on Valentines day, we asked Australian couples to tell us how they met.

People loved sharing their stories and after listening to hundreds we picked our top 3 and invited them back to tell us more.

Little did they know they were actually writing their scripts to their very own Rom-coms.

With the help of International Comedy Director Adam Zwar, those scripts became films.

Those films were then shown at a very special Valentines screening for the couples

Whilst shorter Insta stories invited the rest of the world to see how real love stories happen every day and not just in the movies

Role: Creative Director

Creative team: Zander Williment & Willy Maitland.

We pitched. We won. We hula hooped.

Role:   Creative Director
Creative team:  Stevie Rowing-Parker & Emily Churches

More ridiculously cute kittens coming out of packs to successfully launch a new product range.  You got it.  But this time round we wanted to take the feeling of Sweeet beyond TV. So we created the iKitten App. An augmented reality, dress a cat in a hat, bit of fun.  

Role:  Creative Director
Creative team (TV):  Howard Green
iKitten created with Perry Nightingale and Grey Possible.

With the growth in popularity of five-a-side football, especially amongst younger players. Nike aimed to launch a range of apparel and boots into the market. ‘Show your 5’ was an integrated nationwide campaign.

We invited kids from all over the country to take part in a five a side tournament, highlighting their skills on the pitch by subverting CCTV cameras.

16,000 players took part in more than 200 tournaments over an 8 week period, with the final being broadcast live on YouTube.

Role: Creative

After winning the pitch for the Nokia Flagship stores. Nokia asked us to pitch to the Crown Estate for the sponsorship and creation of the Regent Street Christmas lights. We won.  The idea: a lighting installation that was responsive to the elements and the shoppers, a first for Regent Street and for Nokia.

Role:  Creative Director

D&AD Wooden Pencil

As a Liverpool fan with a man crush on Fernando Torres, I didn’t need a brief to write an ad about him. I just needed him to do something special. He obliged with a record 34 goals in one season, each one of them described here. 9 lines of copy, making up his shirt number 9. And counting…..

Copywriter: Darren Wright
Art director: Ben Everitt.

D&AD Wooden Pencil 

Creative team:  Darren Wright, Frank Ginger, Karen Jane

When it came to taking Lucozade global, the biggest challenge was getting the different markets to agree on what the product was for.  In Ireland it was an everyday energy drink, in Nigeria more for going out. Whilst other markets wanted something completely different. The solution, a customisable vignette ad that everyone could be happy with.

Role:  Creative Director
Creative Team: Ben Beale & Rory Forrest

Copywriter:  Darren Wright
Art director:  Lucy Collier

Copywriters: Darren Wright, Shay Reading
Art director: Lucy Collier, Chris Groom

D&AD Wooden Pencil

To celebrate England winning the 2003 Rugby World Cup in Australia, we created this tactical poster. Just to add a little bit of spice, we then beamed it onto Australian embassy in London.

When the team came home, we created this press ad that not only celebrated the men on the pitch, but everyone involved in helping to achieve this win.

Copywriter: Darren Wright
Art director: Lucy Collier

Creative team:  Darren Wright & Stuart Harkness

What better way to get rid of your old shoes than giving them to Nike so they could grind them up and turn them into new sports surfaces for impoverished communities.

Copywriter: Darren Wright
Art director: Lucy Collier

Creative team:  Darren Wright, Katie Harrison, Nils-Petter Lovgren

The World Cup 2011 marked a new chapter in English Rugby. A younger, faster more unpredictable team was named. Ready to head to the home of the All Blacks, wearing, all black! New Blood. New England.

Role:  Creative Director
Creative team:  Shay, Anders, Javier

D&AD Wooden Pencil

Two teams started the day thinking they were just taking part in a Nike boot trial. They fully believed that the camera crew were there to document the game for product design purposes. At half time we revealed the real reason they were there. To battle it out to win a place in Nike’s global search for the next big thing. The judge, England’s Rio Ferdinand.

Creative Directors: Darren Wright & Anders Stake
Creative team: Ben Everitt, Al Merry.

We took Welsh comedian Rhod Gilbert back to his homeland to explore all the great things Wales had to offer. The TVC drove people to Visit Wales website where they could watch the further adventures of Rhod as he continued his unpackaged holiday.

Copywriter: Darren Wright
Art director: Nicholla Longley

Role: Creative Director
Creative team: Thom Whitaker & Danielle Noel