Mat Kramer is a creative copywriter, art director from London. Well...Bedford originally but London sounds cooler.
Our new Sainsbury's Valentine's Day spot celebrates UK romantics as they 'go all in' to pull together the perfect Valentine's surprise for their loved ones. After all, what's more romantic than making a proper effort and stepping out your comfort zone to do something unexpected for your sweetheart, whether that be commandeering the kitchen, decorating the lounge for date night or making a left field purchase for your partner of fifty years.
The campaign is spearheaded by a 30″ TVC, directed Chris Balmond, and includes a range of print which covers both Valentine's Day and Mother's Day.
The Honda Civic lives in a category where all the cars either look like a Golf or is a Golf. The Honda Civic however, looks very different.
This was an interesting project that began as a digital brief. So we came up with the idea for an augmented reality app, that would make a road from your words which the Civic would then drive on.
As we progressed into the project the brief changed slightly. They wanted something more traditional, that appealed to a male, ex-boy racer target market that want to stand out. Alas the app died, but it did leave us with a fresh idea. A road made from words. And from this seed came my first pan-European campaign ‘Where Different Takes You’, a typographic ode to taking a different path.
WHERE DIFFERENT TAKES YOU
48 Sheet OOH
6 Sheet OOH
Above is a screenshot from the app prototype that we built.
We we also created a second burst of OOH and adapted the TV to promote their new Sport Line Model. We took this opportunity to bring the print closer to the TV with a single projected word.
Arla has undergone a new look and feel which all of their sub-brands will sit under. Lactofree was the first piece of work to air from this.
With so many milk alternatives out there, dairy drinkers are in decline. It’s tough for dairy producers, especially if your milk product is aimed at people with a dairy intolerance.
Therefore Lactofree wanted to be thought of not as milk, but as a milk alternative, a lighter choice for people looking to ditch heavy dairy.
So, if you want a milk alternative, but like the taste of milk, Lactofree is for you. It’s easier to digest and it tastes like milk (because it is milk).
6 Sheet OOH
48 Sheet OOH
Bud Light wanted us to adapt the phenomenally successful ‘Banquet’ spot from the US, creating a new edit, end frame and print campaign for the UK market. Dilly Dilly! had spread through American culture like wildfire, but would it do the same in the UK?
Frankly, we weren’t sure. And neither were the public at first. But then, months after the campaign I was hearing it in bars across the UK and saw it scribbled on bog wall in Majorca.
Mum and Dad were so proud.
Bud Light - Banquet
6 Sheet OOH
It was received as well as we thought it would. Campaign gave it Turkey Of The Week and we were slammed on Twitter. Fun times.
Liam Gallagher tweets Dilly Dilly and everyone starts saying it. It just goes to show a strong print campaign and a cracking end frame really can change culture…
Three wanted us to launch their new rewards app Wuntu. This was a very hard working campaign with lots of offers, and different partners. We worked with Chris Bristow and Jack Sachs at Blink Ink to create a range of characters to represent each partner and made a fun film portraying the gang's assembly... a bit like 'The Avengers', but with food!
To create buzz around the campaign, we thought up a load of crazy PR worthy prizes that would feature on the app each week. Such as getting Barry Scott to clean your bathroom. Surprisingly Barry wasn't up for it so we settled for a self-defence lesson with Ross Kemp, and a gaming session at the IMAX instead.
I had no part in the making of the UNILAD video but thought it was pretty funny.
Wuntu Plane DOOH
Ross Kemp Takes On 'Britain's Hardest Man' | UNILAD
Finlandia Holiday Classics
Made from pure glacial spring water, FINLANDIA vodka has a unique and close relationship with the ice and snow of Finland which makes it the perfect choice for when you’re raising a seasonal toast with the people that matter the most.
Toasts are all about coming together, taking that thought we developed a Kaleidoscycle approach with Silent from Friends Electric that takes the viewer on a sensory journey through the visual landscapes and moody soundscapes of Finland.
Finlandia Holiday Classic 20"
Three Go Binge
Three wanted to continue riding the Go Binge wave of success by promoting a couple of massive shows coming out on Netflix, Stranger Things and Narcos. Two shows that would attract punters to stream on the go at no extra cost. This was chance to have bit of fun with the existing animation and make something new using editing, sound and grading.
GO BINGE NARCOS 15"
GO BINGE STRANGER THINGS 15"
Spurs have a swanky new stadium being built and in the last few years they've finished 4th, 3rd and now 2nd.
We thought the 2017 kit launch would look better on the side of building sites in Tottenham that are also 'on the way up'. The scaffolding helped us create a gritty in-progress feel.
Three, iPhone 7
Three wanted a campaign to persuade people to switch to Three when the iPhone 7 was launched, whilst positioning themselves as the network for great deals on data. We kicked off the campaign with big bold brand ads that positioned Three as the network for data. This was then followed by print and outdoor when the iPhone 7 was launched.
Metro Cover Wrap
Digital Escalator Panels
Liverpool Digital 96 sheet
Babbel is a language learning app. They asked for a print campaign that would tap into new years resolutions and encourage people to learn a language in a fun and cheeky way.
Orange Spring Campaign 2016
This was my final project for Orange. A 20-second animation that articulated the line 'Isn't change exciting?'. It showed Millidge and Doig relaxing in a hot tub, quite out of character for them. The hope was to pierce through the noise of other brands in the ad break. This was Orange's first ad that used the new brand colours and guidelines, which we helped adapt for Millidge and Doig.
Orange Spring 2016 TV
To accompany the campaign, we made a live wallpaper for Android that reacted to the time of day.
Orange Christmas Campaign 2015
Orange Romania was after a 360, Christmas campaign to sell their pay-as-you-go offer of double benefits when you top-up. We created four animations which ran from November 2015 - February 2016. This was also accompanied by an online web game and multiple press executions. The TV received over 5 million YouTube views and the game received over 1 million plays in a three month period. It was Orange Romania's most successful campaign of all time.
Act One Millidge
This ran for the first week of the campaign, bookending the commercial break as a teaser along with Doig's version.
Act One Doig
The second part of Act One ran for the first week of the campaign, bookending the commercial break as a teaser along with Millidge's version.
Act Two ran throughout November until Christmas day 2015. It saw Millidge and Doig reunited to the tune of 'Two of a Kind' by Bobby Darin and Johnny Mercer.
Act Three launched on Christmas day and looked back at their best moments together to the dulcet tones of Millidge singing 'Two of a Kind' in their fictional language.
Here's a little fan video of the game which launched alongside the TV ads. It encouraged people to pair up and get together at Christmas. The idea was to play along and keep up with Millidge and Doig as the tune got faster and faster.
After the success of the spring campaign, I worked on Orange Romania's summer campaign. The line was 'Get more than you expected', hence the massive sandcastle. (spoiler alert if you haven't watched it yet)
Orange Summer TV 2015
Orange Spring Campaign
Some years ago Tony Davidson and Kim Papworth, along with Smith and Foulkes created a couple of characters for Orange named Millidge and Doig.
The campaign lived for a few years until eventually they were axed.
Little did they know, Millidge and Doig had become the Romanian nations sweethearts. Due to popular demand on social media, Millidge and Doig were reborn.
The brief was to promote their spring 'pay as you go' offer.
Buy a bundle and Orange will donate a percentage to 'The Olympic Kids' foundation, a charity that supports young academics in Romania.
Orange Spring Campaign 2015
Nike wanted to promote their new 'Zoom' shoe range using We Transfer.
Rather than creating a boring, still, conventional ad, I created a game.
Tap the left and right arrow keys to test your finger speed and reach 'zoom' status. It was only live a week or so, so here's a little video of how it worked.
We Transfer Game
We were briefed by UKTV's Dave channel to promote their new show Taskmaster.
The show featured Greg Davies as the Taskmaster, setting ludicrous tasks to five comedians each week.
One of the tasks was to order a pizza without saying 'pizza' the size, or any of the ingredients. So it seemed obvious to us to set this task to the public, set up a phone line and give away free pizza, delivered in time to watch the show.
The phone line was a huge success.
The number was dialled 10,000 times in two hours.
With no paid media we managed to get over 1 million impressions in social and most importantly the sentiment was unbelievably positive.
Taskmaster Pizza Task
Here's a little video that explains the task and what it was all about.