COPYWRITER | ART DIRECTOR | CONTENT CREATOR

Brief: Create a print campaign highlighting Baby Softs unique selling proposition, that it is superior toilet paper with supreme softness and absorption.

Insight: Everyone uses toilet paper but they all have different reasons guiding their purchase decisions.

Solution: How do you describe it? Copy driven print ads showcasing how Baby Soft can work for everyone no matter who you are and what you prioritise when buying toilet paper.

Problem: South Africa has been battling the negative and isolating effects Covid-19 has had on our communities. Community morale is low and South Africans feel isolated and alone.

Insights: People being isolated during lockdown and unable to about their usual activities made them moody. There has been an increase in hunger within the informal work sector.

Solution: An emotionally honest digital cookbook with a series of basic recipes that relieve feelings of anxiety, frustration and depression through cooking. Each recipe makes use of principles similar to therapeutic art. All the proceeds go to feeding those in need.

Brief: Create a 30-sec TVC and an accompanying double-page spread for Mrs H.S. Ball’s Chakalaka Chutney.

Target Market: Men and women who grew up with Mrs Ball’s Chutney and enjoy family time and follow celebrities online. They like life to be spicy. Be it food, movies or soapies they’re not afraid to spill the tea on what’s happening.

Insight: People enjoy getting two South African flavours in one.

Solution: Chakalaka and Chutney and two iconic and world renowned flavours. When you mix these two iconic flavours you get a brand new

Project Collaborators: Casey-May Lewis and Erin Folb

Brief: Create an interactive campaign to market Corks sneakers to a broader audience.

Insight: People enjoy sharing stories, these stories are often stories of resilience.

Solution: #inmyshoes. Cork material is incredibly resilient just like people. The campaign builds relationships with a broader audience by encouraging them to share their stories of resilience with Corks. The sneakers showcase the resilience of cork material and the stories showcase the resilience of people. The stories were then printed onto the inner soles of Corks sneakers becoming symbols of shared resilience and a way to connect people allowing them to take a walk in someone else’s shoes.

Brief: Write a radio campaign informing people that The Labia doors open again and convince them the experience of going to the Labia beats watching a movie at home.

Insight: Distractions and interruptions can ruin a movie and there are plenty of them at home.

Solution: Not quite a movie moment. When an important scene in a movie is interrupted you end up missing something important and the scene just doesn’t make sense. The campaign captures the effect interruptions can have by using classic and famous movie scenes.