Boyd Benkenstein Advertising Portfolio 2012

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ADVERTISING PORTFOLIO OVERVIEW 201 Boyd Benkenstein International Creative Director/Writer [email protected] +358 456763508

description

A concise version of 15 years of international advertising across 4 continents as a Creative Director/Copywriter

Transcript of Boyd Benkenstein Advertising Portfolio 2012

ADVERTISING PORTFOLIO OVERVIEW 2012

Boyd Benkenstein International Creative Director/Writer

[email protected] +358 456763508

PERSONAL DETAILS

SURNAME : Benkenstein

NAMES : Boyd Robert

RESIDENCE: Helsinki, Finland

FINNISH ID NUMBER: 140471-227W

NATIONALITY: South African (EU permanent residency)

MARRIED : Wife: Bernadett Bogányi

WIFE NATIONALITY: Finnish/Hungarian

CHILDREN : Sebastian (2009), Maximilian (2011) LANGUAGES: English, basic Hungarian/Finnish/Afrikaans

AVAILABILITY: Currently freelancing, availability negotiable

boyd benkenstein: International Creative Consultant /copywriter Alalinnake 1 B12, 02160, Espoo, Finland mobile: +358456763508, + 4521672398, [email protected]

Boyd is a Helsinki based, South African creative director/copywriter with 14 years of international experience and a few awards from across the globe – South Africa, South East Asia, Middle East & the Nordics. He has run a number of creative departments for most of the world’s global agencies, often from scratch, while enjoying the region's hottest fishing spots. Strong on management and strategy, his creative skills cover all media. He worked on numerous local and worldwide brands from consumer, retail and automotive to finance, industrial and

technical brands, executing campaigns in whatever format is best for the task. A vast portfolio is available to share as requested. Just email your request to [email protected]

Experience

Freelance Creative Consultant, Helsinki, Finland February 2012-present

Back on my own time to create a new venture focusing on global/Pan European work for all international business from Helsinki.

Copywriter, Kunde & Co, Copenhagen, Denmark May-December 2011

Some highlights was winning a global pitch for Vestas (Wind Turbines) and working Pan-European business for Solar (electrical wholesalers), Germanischer Lloyd, Nagel Group, Sidel (bottling machinery) and Grundfos Pumps.

Freelance Creative Consultant, Helsinki, Finland September 2010-May 2011

Boyd returned to Finland, with his family, in August 2010. He concentrated on international Finnish and global brand projects, working directly with clients or via their ad agencies. Clients worked on include Outotec, Ruuki, Finnair, ABB, Fiskars Drive Boats and Nissan.

Freelance Creative Director, TBWA Durban, South Africa Jan-May 2010

While on a 7 month sojourn in his homeland South Africa, Boyd took on a very successful project to reposition the entire SPAR supermarket brand in South Africa working with the TBWA Durban & Johannesburg offices.

Creative Director TBWA\North - Helsinki / Regional Creative Director Nissan Nordic Europe 2005-2009

In Boyd's last post (2005-2009) he was based in Helsinki as the Creative Director for Nissan Nordic Europe for TBWA. Here he created and oversaw the entire new Nissan Nordic Headquarters communications platform across the Nordics and Baltics via the TBWA network in the 7 countries. Nissan was one of the biggest advertising accounts across the Scandinavia. The scope of work included implementing all the ATL, BTL, web campaigns from Nissan Europe, plus creating the local Nordic ideas and the Nissan dealer network retail solutions with online marketing services. Plus also working closely with the European Nissan creative director at TBWA\G1, Paris. He also worked on global business for Nokia, Suunto, Hiab and Eltel.

Creative Director - Grey Direct, Malaysia; 2003-2004

Tiger Beer, Dunhill Tobacco & Commerce Life Insurance were my main account amidst a host of others. The highlight was winning Best of Show for the Tiger Beer Loyalty platform – Tiger FC – a football club for the passionate Malaysian football fans. It is still running as a major online platform today across 6 countries.

Creative Director – Wunderman, Team Y&R; Dubai 2001-2002

Ford, Landrover, Citibank & IBM were regional accounts, plus others. This includes a re-launch of the Ford brand in the Middle East.

Copywriter : OgilvyOne, Johannesburg, South Africa 1999-2001

IBM, Lotus, HTH Pool Chemicals, American Express, Jet, Audi.

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Copywriter: The Penny Black, The Jupiter Drawing Room, Johannesburg, South Africa 1997-1999

BMW, SAICA – South African Institute of Chartered Accountants, AIG, Rand Merchant Bank, Nedbank. BMW included launching the BTL campaign for the new BMW 3 series and creating the BMW South Africa loyalty program.

Awards 2 Gold Echo Awards, BMW/Saica 1999 3 Golds, 1 Silver, plus other DMA Assegai Awards South Africa 1999 1 Silver Echo, Best of Show plus Silver in DMA Malaysia 2007 for Tiger FC, Tiger Beer loyalty campaign 1 Silver, 2 Bronze Effie awards Finland for Nissan Qashqai launch

Automotive I have split my portfolio into automotive and non-automotive. In the last 5 years have naturally produced a massive amount of work for Nissan in establishing their Nordic/Baltic headquarters across 7 countries. My career has also involved a few other car brands, so I have put this category of work into one section.

You'll find a myriad of my other non-automotive work a bit further on. Feel free to look through it as you please.

Nissan TIIDA, Finland launch tvc, "Bike Race" Nissan TIIDA launched in Finland under the strategy "Make Yourself Comfortable". Our TVC ran at the time the

Tour de France was taking place, and featured an unusual cycling race. This was one great live stunt that the

stunt man Tung Bui pulled off. Live action no studio stuff!

See the ad here: http://www.youtube.com/watch?v=y0GpL6UHiyA

See the making of here: http://www.youtube.com/watch?v=uc4Br2pcWgg.

NISSAN COMMERCIAL VEHICLES, NORDIC: For every job there's a Nissan We took some of the familiar LCV uses and used the van to tell the story. From emergency plumbers, butchers and construction men.

One way to stand out from the crowd in the cluttered LCV work place. And push Nissan LCV's diversity and flexibility as an LCV player.

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NISSAN COMMERCIAL VEHICLES, NORDIC: For every job there's a Nissan We took some of the familiar LCV uses and used the van to tell the story. From emergency plumbers, butchers and construction men.

One way to stand out from the crowd in the cluttered LCV work place. And push Nissan LCV's diversity and flexibility as an LCV player.

BNH NORWAY

HELLO FUTURE DEALERSHIP LAUNCH

OVERVIEW:

BNH Norway's largest Nissan dealer decided to open a new

dealership in Oslo during the worst financial crisis times the auto

industry had ever seen.

Car Dealer's are usually fairly 'legendary' in their area. The

dealerships are situated in well known locations and opening up a

new one is a real local event. It was also a brave step. So we

decided to be bold about it.

SOLUTION

Our Hello Future concept was based on embracing the new BNH

dealership and the new future with the Nissan brand.

1.� Start with some teasing PR style advertorials

2.� Simultaneously with some intriguing ambient media

3.� Build up some positive hype through the dealers website

4.� More teasing web banners

5.� Direct mail to dealer database as well

6.� Add a little extra to the ordinary local dealership opening event.

This was one of the most successful dealer launches and the campaign was taken by Nissan Europe as a benchmark of brand vs dealer activity. It was also presented to the TBWA European creative network as a platform to create even better ideas for a European roll out.

SHOPPING MALL HELLO FUTURE, HELLO OSLO CUBES

CUBE RELEVANCE:

INSIDE THE BIG CUBE WE HAD A QASHQAI +2 THAT WAS VAGUELY VISIBLE FROM CLOSE UP. IF

YOU COULD GUESS WHAT CAR IT WAS – CLUES WERE ALSO ON THE WEB BNH OPENING EVENT

REGISTRATION PAGE – YOU COULD WIN IT FOR THE SUMMER.

IN THE SMALL CUBE WE HAD THE BNH DEALERSHIP NAME AND NISSAN LOGO IN A FLOURESCENT

WHITE LIGHT BOX.

SHOPPING MALL HELLO FUTURE, HELLO OSLO CUBES

OUTDOOR : VALKYRIE PLASS, OSLO

OUTDOOR : VALKYRIE PLASS, OSLO

HALF PAGE

TEASER AD:

WHO IN THEIR RIGHT MIND WOULD OPEN ONE OF THE BIGGEST CAR DEALERSHIPS

IN THE NORDICS IN TIMES LIKE THESE? WE ARE IN 14 DAYS. BIRGER N. HAUG AS

PR STYLE ADVERTORIALS IN LOCAL MEDIA 1ST ADVERTORIAL

HEADLINE: WHAT IN THE WORLD ARE ALL THESE BOXES DOING IN THE CENTRE?

THE ACTUAL AD IN THE PAPER

2ND ADVERTORIAL

HEADLINE: BIRGER N. HAUG REVEALS The marketing manager of BNH is interviewed about the grand opening and future with Nissan

FINAL LAUNCH AD

HEADLINE:

HELLO OSLO WELCOME TO THE OPENING

WEBSITE

FLOATING BOXES:

INTERACTIVE BOXES FLOATED ON THE BNH SITE, MOVING ACCORDING TO THE MOUSE OVER AND PROMPTING REGISTRATION TO THE OPENING EVENT

WEB CUBE

FLOATING BOXES:

AS A CLUE TO GUESSING THE CAR INSIDE THE CUBE WE RAN THE 60 SEC NISSAN CROSSOVER FILM ONLINE – INSIDE THE CUBE.

ARLANDA AIRPORT SWEDEN

We taped up the Navara as the 'Emotional Rescue' vehicle as a promotion of the most hardy Nissan 4x4. Use it to 'fight boredom anywhere' in and out of the city. It was placed with POS

containing postcards during the winter holiday period.

Postcards

Back

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AFTERSALES:

WHOLESALE COMMUNICATION

A campaign to increase the dealers

interest in the wholesaling of Genuine

Nissan parts. So this was a niche mailing

sent to the spare parts workshops. Since

we were competing for wall space with

the Perelli calendars etc. and we were

talking directly to workshop managers,

we'd had to give them an unconventional

reason to put a Nissan spare parts

calendar up on their wall.

Campaign elements: teaser, programme

guidebook, Spare parts calendar.

NISSAN SPARE PARTS CALENDAR IMAGERY

NISSAN SPARE PARTS CALENDAR IMAGERY

SPARE PARTS CALENDAR IMAGERY

SPARE PARTS CALENDAR IMAGERY

where-are-you?�

Where are you?

Nissan Nordic Europe �4x4 awareness campaign �

The challenge�We needed to bring the range of Nissan 4x4�s closer to everyday Nordic lifestyle,�to increase brand consideration by generating more online traffic through the Nissan Nordic Europe's national websites. �

The solution�Our solution was to literally put Nissan on the map�by connecting with everyday Nordic lifestyle. Letting consumers interact on a Google map based website called www.where-are-you.fi�(Sweden, Norway & Baltic's too!)�

We embraced the use of 'free media' and the viral affect of the new web 2.0 user generated content in an integrated campaign - including print, web banners and a campaign website. We wanted maximum impact beyond our budget!�

Campaign overview�

WEB BANNERS�

www.where-are-you.fi�

PRINT – NATIONAL PRESS / DEALER RETAIL�DEALER PRE-LAUNCH�

Increase traffic to Nissan Nordic Europe national 4x4 websites in 6 countries.�

INTERNAL LAUNCH�- ambient�- postcard invitation�

Campaign ran across Finland, Sweden, Norway, Estonia, Lithuania and Latvia.�

Print�National Press (left) and dealer retail ads (below)�

Nissan Dealer Pre-launch�Made in the same format as a road map you would have in your car, we sent this direct mail out to the dealers highlighting the concept and how they can get involved with their own personalized dealership photos as well.�

Website�

An opening sequence with our iconic pin dropping into our 'everyday' lifestyle imagery.�Natural Nordic settings were used throughout the campaign, rather than retouched 'marketing' images.�

Website�

As people uploaded their pics they appeared as little red pins at the location chosen. As you zoomed into the site and rolled over the pin, a small thumbnail of the image appeared, along with the scroll bar of images on the right hand side. So you could easily see the thousands of images that came pouring in!�

Website – additional content�Nissan Sports Adventure Events marked on the map� Nissan Dealer Locator�

Secret Spots videos�Arctic sushi : http://www.youtube.com/watch?v=40QRrLw-KGg�Snowboarding: http://www.youtube.com/watch?v=jQprszZD9h0&feature=related�Saltstraumen diving: http://www.youtube.com/watch?v=EXkbS6go3hA�

See more of the Nissan 4x4s�SSecret SSpots vidideos

presents

P.DIDDY BLACK PARTYR U INVITED?

Registration and more information at www. nissan-events.com/pdiddy

Registration is compulsory as places are limited.

QASHQAI CITY TOUR DATES IN FINLAND

27.2. Turku, Turun konserttihalli 12:00 - 14:0027.2. Turku, Turun konserttihalli 17:00 - 19:0028.2. Helsinki, Cafe Carusel 17:00 - 19:001.3. Helsinki, Cafe Carusel 12:00 - 14:001.3. Helsinki, Cafe Carusel 17:00 - 19:00

WIN EXCLUSIVE TICKETS TO THE P.DIDDY BLACK PARTY

BY PRE-TEST DRIVING THE NEW QASHQAI DURING THE QASHQAI CITY TOUR.

ALBU

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Helsinki 9.3.2007

To participate in the competition you need to be 20 years or older.

NISSAN QASHQAI, FINLAND LAUNCH,

PDIDDY BLACK PARTY This was one of the most celebrated launches of a new vehicle from Nissan in a long time. It was key to get people inside

the Qashqai and to connect with a totally new audience. The P.Diddy Black party run by our events partners Louder

certainly did both.

See the event footage here: http://www.youtube.com/watch?v=8xdOQSzAD2k

NISSAN QASHQAI URBAND CHALLENGE

Nissan Qashqai needed a phase II awareness burst after the launch.

Urband Challenge became the event where all the Nordic and Baltic

garage bands could compete online to win a real record deal from

Sony BMG. The bands registered their music while a local panel

selected the top bands who would play inside our Nissan Qashqai

'studio' glass container. This would be recorded live and posted on the

website to compete for the most online votes to win the record deal.

The logo

The website Print: Qashqai launch material was tagged with the Urband Challenge call to action

The band studios and Qashqais on site in the Kamppi centre in Finland. The

band played live in a soundproof glass cube. The music was played via a live fm

radio band through the sound systems of around 8 Qashqais parked there. The bands were recorded live and the videos posted on the Urband Challenge

website for consumers to vote for their winner.

NISSAN MICRA, DENMARK: Start your own street fashion. This was an ad for an online 'Design a

Micra campaign, featuring famous

Danish Artist Ann Hagen. Customers

could submit their designs and get them

customised on their Micra, plus some

other financial incentives.

NISSAN, NORDICS

BOOSTING NISSAN NAVARA

Nissan NAVARA needed some awareness

and test drive boost. It tows 3 tonnes, the

most beastly towing power in it's class so

we pushed that. With Navara you can tow

your Viking boat out for the weekend. Just

as easy as the other mortals are taking

their little yachts. That's the attitude!

NISSAN, NORDICS ,NISSAN NAVARA : TEST DRIVE DM PIECE

Nissan NAVARA needed some awareness and test drive boost. It tows 3 tonnes, the most beastly towing power in it's

class so we pushed that. With Navara you can tow your Viking boat out for the weekend. Just as easy as the other mortals

are taking their little yachts. That's the attitude!

A simple DM piece made extra large and long illustrated the towing power beautifully.

NISSAN, ESTONIA: CRAZY NIGHTS At the height of the recession things started to get crazy. Estonian dealers stayed open till 22:00 with incredible offers off the stock

in their showroom. It was first come first served with massive discounts. With deals like this you never knew what model you might

suddenly be driving home in.

Os nos autpat. Duisisiscil dolor sis alisci te feuisis augiam vel ea feuguerit dolent nonsequisl inis nissis ad eu feu feum non utat alit prat augue do od dio odip et vel utpatuer am verat. Incidui eugue mincinisl esse faccum zzrit at. Na faci bla feugait ilis ad et iriurem quis adionse vullandrem zzrit praesed tat lutat.s autpat. Duisisiscil dolor sis alisci te feuisis augiam vel ea feuguerit dolent nonsequisl inis nissis ad eu feu feum non utat alit prat augue do od dio

AS Auser AutoMustamäe tee 50,Tallinntel 659 3380

AS Fakto AutoLasnamäe keskusOsmussaare tee 10, Tallinntel 638 9200

OÜ Kalev HolzbergTallinna mnt 91a,Pärnutel 447 7300

OÜ Wiru AutoKreutzwaldi 5b,Rakveretel 329 5560

AS Fakto AutoMustamäe keskusTammsaare tee 53,Tallinntel 651 7410

AS AutospiritTuru 47,Tartutel 730 1991

Teenindusdiiler:OÜ Metra APAia 25, 93815 Kuressaaretel 453 9363

With crazy price deals like this you never know what Nissan model you could be be taking home.

NISSAN, DENMARK: Woman, know your car. Most woman run a mile or frantically call

on their mobile if anything from an oil or

tyre change needs to be done. But not in

Denmark. The dealers run a very

successful program called 'Woman, know

your car'. It's a ladies only event at the

dealership where they are trained how to

do all the 'greasy' bits on their car. This

was the recruitment master visual that

was used in DM, posters, press and the

web.

NISSAN QASHQAI Från 171 000 kr

Bilen på bilden är extrautrustad. Miljöklass 2005/2005 PM (Nissan QASHQAI 2.0 dCi 2005PM med partikelfilter). Bränsleförbrukning: Blandad körning från 5,2–8,4 l/100 km, CO2-utsläpp: 139–208 g/km. Med reservation för ändringar. Garantier: 3 års /100 000 km Nybilsgaranti, 3 års Vagnskadegaranti, 12 års Rostskyddsgaranti, 3 års/100 000 km Nissan Assistance. Priserna gäller tom 30/9 2008.

the way you move

NISSAN, NORDIC DEALER TACTICAL ADS: Dealer retail doesn't have to feature just a big red price. The Qashqai ad below says 'The car with 5 star Euro Ncap rating with 6 airbags and active head rests.

NISSAN SEASONS GREETINGS CARD, SWEDEN:

How does the tree get there? Every year a great card must be sent out

to clients. So we used the occasion to

call on test drives for Santa's big helper -

the Nissan King Cab, which is a real

legend in Sweden. Ho ho ho!

SANTA’S HARD WORKING BIG ELF.

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SEASONS GREETINGS FROM NISSAN SWEDEN!

• Luftkonditionering AC • Differentialspärr • CD-radio

• Eluppvärmda och elmanövrerbara yttre backspeglar

• Förar- och passagerarkrockkudde • Fyrhjulsdrift

• Dragkrok med bogseranordning • Flakinklädnad i aluminium*

FRÅN 183.120 KR EXKLUSIVE MOMS.

NISSAN ERBJUDER DET BREDASTEPICK UP UTBUDET I SVERIGE!Bilen på bilden kan vara extrautrustad. *Gäller ej för Single Cab. Garantier: 3 år / 100 000 km Nybilsgaranti,

6 års Rostskyddsgaranti, 3 år / 100 000 km Nissan Assistance. Med reservation för ändringar.

XMAS IS HERE, AND SO IS YOUR NISSAN NP300 PICK UP TEST DRIVE.

Choose your NP300 Pick Up test drive time and contact your local Nissan dealer.

NISSAN NORDIC XMAS CARD 2008 4x4 Rudolph We had just featured a morphing sequence of the Nissan 4x4 range turning into metallic spiders, snakes,

crocodiles. Rudolph the red nosed reindeer (a legend in the Nordics) featured as one of them in the annual

Xmas cards. Add a little extra to the ordinary!

Print stage 1 - teaser�

Teaser ad in a newspaper. Making people think. Guiding people to campaign site.�

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NISSAN QASHQAI +2 2009 DRAW-A-WAGON CAMPAIGN : http://www.piirrafarmari.fi/ In Finland people were having difficulty believing that the Qashqai+2 was a suitable alternative to a station wagon. It looks so compact and

stylish that surely it couldn't be one? In this dilemma lay the solution. We asked people to draw their stereotype of a wagon. And then showed

the Qashqai+2 as a viable comparison. The campaign flowed over print, online, web banners, dealer open weekends and some ambient.

The cursor changes to a pencil to draw with�

Text in Finnish: LATAA�

After clicking "UPLOAD" this image is shown �

for a little while before going to the campaign site�

Text in Finnish: Piirsitkö jotain tällaista?�

TEASER BANNERS DRAW-A-WAGON CAMPAIGN These ran at the same time as the print teasers. Following the same 'intriguing' concept and showing the new 'modern day' wagon in the form

of the Qashqai+2'. The drawer has the chance to upload their sketch to the 'Draw-a-wagon' gallery on the campaign microsite.

CAMPAIGN SITE DRAW-A-WAGON CAMPAIGN

http://www.piirrafarmari.fi/

After uploading the image the users are taken to the campaign site�

where they see their drawing…�

Users who don't come to the site via the banner draw their picture on the landing page �

On the site users have a �

wider selection of �

drawing tools:�

•� Pencil�

•� Fill/paint bucket�

•� Colours�

(red, white, black)�

…which then is replaced by QASHQAI+2�

Text in Finnish:�

QASHQAI+2 muuttaa kuvasi farmarista.�

CAMPAIGN SITE DRAW-A-WAGON CAMPAIGN

http://www.piirrafarmari.fi/

CAMPAIGN SITE DRAW-A-WAGON CAMPAIGN

http://www.piirrafarmari.fi/

Gallery of other users' drawings�

FINAL PRINT DRAW-A-WAGON CAMPAIGN THE HEADLINE SAYS : QASHQAI+2, CHANGE THE WAY YOU PICTURE A WAGON.

AMBIENT DRAW-A-WAGON CAMPAIGN Teasers parked in strategic locations around Helsinki.

TVC DRAW-A-WAGON CAMPAIGN A quick storyboard from sketch to reality! This was a 20 second ad to promote the Nissan dealers Open weekend.

Light music! Cursor draws a wagon! Music suddenly changes to!

Crossover film music!

VO: Nissan QASHQAI+2!

muuttaa kuvasi farmarista.!

VO: Tule itse katsomaan Nissan-!

viikonloppunäyttelyyn.Tänä viikonloppuna!

DIRECT MAIL DRAW-A-WAGON CAMPAIGN A simple direct mail with a real pen attached to it to reinforce the concept.Once you had drawn the reveal was inside. The modern day

station wagon – Nissan Qashqai+2.

DEALERSHIP COLLATERAL : CHILDREN'S DRAWING PADS DRAW-A-WAGON CAMPAIGN It's a perfect entertainer for the dealerships. Young kids visiting dealerships on an Open Weekend always need something to keep them

busy. Why not get them involved in our campaign too? They are the future!

BMW 3 SERIES TEST

DRIVE MAILING

BMW needed to sell more of the 320

and 323i model after the 3 series

launch.

We sent a direct mail to existing and

non-BMW owners. The invite was to

spend 3 hours test driving the 320 and

323i models against its competitors. The

direct mailing compared 3 hours at the

office vs 3 hours of sheer driving

pleasure with BMW. All the 328i stock

was sold and we even won a Gold

Echo Award as well!

BMW 3 SERIES TEST

DRIVE MAILING page 2

Front Back

LAND ROVER, MIDDLE EAST: Diplomat's brochure. All the embassies in the region were provided these Land Rover Foreign Policy brochures to attract expats to the adventurous, outdoor

Land Rover lifestyle.

LAND ROVER, MIDDLE EAST: Diplomat's brochure. All the embassies in the region were provided these Land Rover Foreign Policy brochures to attract expats to the adventurous, outdoor

Land Rover lifestyle.

Some non-automotive work

REFRESHING THE BRAND IN SOUTH AFRICA 2010/11

SPAR South Africa is being outgunned by the 'big boys' in the FMCG retail sector, namely Pick 'n Pay, Checkers & Shoprite by

up to 3-1 in media spend. Plus they're behind the pack in terms of branding with Checkers embarking on a massive new

campaign 'Don't change your lifestyle, change your supermarket' and Pick 'n Pay with a new rebranding and positioning

'inspired by you'. So SPAR needs to box smart, come out to play with the heavyweights and make impact. Without the

$pending power.

THE STATE OF PLAY

SPAR is a consumer centric, community-focused grocery brand that ensures you feel a sense of belonging by offering you a

unique “get what you want” shopping interaction due to the advantage of being owner managed.

SPAR'S COMPETITIVE EDGE

GAME PLAN

TBWA\DURBAN

Stick to the core strengths of SPAR. SPAR is the local grocer. Everyone's got one. But SPAR is more than a retailer, there is

a little magic about SPAR that it different. We must reflect this personal touch. It's a place where faces are familiar, where

friends meet and shop. We have a personality that we must build on beyond just shouting price. Start the conversation and

be part of the conversation with our consumers again.

GAME PLAN

SPAR become's MY SPAR. Everything we do is done with a fresh, humorous personality, showing SPAR in the lives of our

consumers. Everyone talks about MY SPAR, because they have one, they identify with it. MY SPAR comes to life with our

customers showing insights into their everyday lives where SPAR is always present. We show those everyday yet topical

moments in their lives with some magic beyond the product and price. Thanks to MY SPAR.

THE GAME BREAKER

GROCERY RETAIL IS ABOUT SHOUTING

SPAR MUST ENGAGE WITH SHOPPERS THE WAY NO ONE

'MY SPAR'.

VISION DISRUPTIONCONVENTION

TBWA\DURBAN

ABOUT SHOUTING LOUDEST WITH THE BEST & BIGGEST PRICES. BOMBARD THE MASSES AND THEY WILL COME.

TBWA\DURBAN

SHOPPERS THE WAY NO ONE ELSE CAN BY CONVERSING WITH THEM LIKE GROCERS USED TO CONVERSE WITH THEIR CUSTOMERS.

(EVERYONE'S HAS ONE – THEIR 'LOCAL‘ WHERE THEY FEEL LIKE A PART OF THE EXTENDED FAMILY.)

REMOVE THE DISTINCTION BETWEEN THE CUSTOMER AND THE STORE.

SPAR SOUTH AFRICA, 2010:

Re-branding the SPAR in South Africa

This was a freelance job while I was taking a sojourn in South Africa 2010. Together with the TBWA\Durban and Johannesburg teams, we set about

redefining SPAR. My SPAR is all about the owner managed community centric approach only SPAR can deliver. You can see all the brand and retail

TV campaigns as they are released on their Facebook page http://www.facebook.com/myspar#!/myspar?v=app_2392950137

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SPAR SOUTH AFRICA, 2010: Re-branding the SPAR supermarket chain in South Africa

Some of the 'My SPAR' brand ads, featuring real life stories how SPAR has really been actively involved in the local community.

These ads are written in a 'local lingo' style, the way the person would speak in South Africa.

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SPAR SOUTH AFRICA, 2010: Re-branding the SPAR supermarket chain in South Africa

Some of the 'My SPAR' brand ads, featuring real life stories how SPAR has really been actively involved in the local community.

These ads are written in a 'local lingo' style, the way the person would speak in South Africa.

These are guidelines for the product and price retail templates with a link to a 'My

SPAR' story featured on the bottom right, plus a call to action.

THE HERO

PRODUCT AND

PRICE:

we have one focus on

the main product with

a great offer and we

show it nice and big.

THE PRODUCTS:

All the products on

sale are shown here.

all 16 of them.

A TRUE STORY #12:

This is a picture of a

consumer and a short

description of a true My

SPAR story. We ask

people to share their

stories at myspar.co.za

THE LOGO

The new My SPAR logo

with a unique 'MY'

according to the ad is

introduced

THE HEADLINE:

This is a snappy retail

product and price

headline focused on

the offer. With some

light hearted price

focus. THE SUB-HEADLINE:

Whatever is mentioned in

the headline is continued

in the sub-header, quality,

value, price. Sell, sell,

sell!

THE SUB-H

A T

Th

co

THE CALL TO ACTION:

We ask people to vote for

their favourite stories at

myspar.co.za with the

chance to win a prize.

PRODUCT & PRICE DPS PRINT

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

We created the name and entire brand platform for this spin off from Nokia. Far away from the techie clutter usually associated with these products.

'There' was became the brand name of smart home security systems that allow you to control your home appliances or security remotely, from your

mobile phone. Here are just a few pages of the 'There' Brand guidelines written and created to bring the brand to life. http://therecorporation.com/

an introduction to the brand

here, and everywhere

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

hello Company backgroundWe come from Nokia. Our first ideas around Home Control Centre

date back to the beginning of 2007 - when a research around a

new potential business area for Nokia was started at the Nokia

Research Centre.

“It has been wonderful to see that the interest in the concept is real

and our vision is becoming true”, says Toni Sormunen, previously

the head of Nokia Smart Home program and now the CEO of

There Corporation.

There corporation was established as its own entity in May 2009

by the management team of Nokia Smart Home program to

commercialize the technology developed at Nokia. All the related

development, results, materials, deals and know-how have been

transferred from Nokia to There Corporation with a licensing deal

between the companies.

Our vision is to be the platform that makes life management

simpler and easier with the mobile phone as the centrepiece.

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

go manifestoMy home is where my phone is. I’m in control of home zones like

energy and security from wherever I am, as simple as utilising

my mobile calendar or music. welcome home.

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

welcome home tone of voiceWe keep it fresh and simple in a complex world. We are genuine

and precise, without being bossy or too familiar. Always happy

to welcome you home.

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

logotypeThis is crisp, classic and timeless. Simple and uncluttered, just as

we are - simplifying a ‘complicated’ world.

Created from Helvetica Neue 55 Roman, the subtly designed ‘t’

connects ‘Here’ to ‘There’.

The green dot is a reference to a ‘map’ location point. A core part of

the identity that shows you can be ‘here and there’ at the same time,

thanks to our state of the art technology.

PMS - 376CMYK - C50 M0 Y100 K0RBG - R140 G198 B63

PMS - BlackCMYK - C0 M0 Y0 K100RBG - R0 G0 B0

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

here, and everywhere

tag lineTo emphasize our remote capability. Shown here in position under

the logo and also with the logo as part of the tag line.

here, there and everywhere

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

Imagery 1

take meWe use outdoor and urban imagery to show our remote capability.

Images either outdoor or inside should give a strong feeling of space.

Add extra interest through use of varied viewpoint angle, architectural

detail or natural ambience.

The green ‘dot’ is used to represent where you might be when

connecting with home. The green ‘dot’ should not be used to

highlight a visible person, rather the green ‘dot’ is the person.

And make sure the green ‘dot’ is clearly visible.

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

be here and there

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

Imagery 2

alwaysShowing images at home need natural character to capture the

moment. Snap shots of real life, not happy smiley, staged or fake.

We want to add warmth and show the real reasons and benefits

of using There.

Use relevant images to the content. For example; if talking about

keeping your loved ones ‘safe and sound even when you’re not

around’, the image used should complement this.

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

Imagery 3

we’re allProduct photography should show a great looking home environment,

without being a showcase for ‘Footballers cribs’. Keep the imagery

with natural light and space.

The green ‘dots’ are used to show the location of the product device.

Position the ‘dots’ in relevant places and as clear as possible.

‘Dots’ can be numbered for reference to product descriptions.

Don’t forget the white space either.

1

2

3

THERE CORPORATION, GLOBAL GUIDELINES: Brand guidelines for a smart home energy solutions company

welcome home

TIGER BEER LOYALTY CAMPAIGN, MALAYSIA : TIGER FC LAUNCH AD Tiger FC is a Tiger Beer football fan club, that all Tiger Beer members join to enjoy the live English Premier League

football experience. Either in their favourite football bar or even at home. Beer discounts and the ultimate, live

viewing, football experience was used to grow the Tiger Beer fan base. Since the start in Malaysia in 2005 it is now

running as a massive online & offline experiential community across a few South East Asian countries. And it’s picked

up a few awards too! www.tigerfc.com.my

TIGER FC SEASON TICKET LAUNCH AD Introducing the Tiger FC Season ticket card in the press.

TIGER FC SEASON TICKET ADS Tiger FC Season ticket press ads, featuring the Tiger FC 'team' strip which was worn by loyal supporters in

during the big Premier League games at popular bars and Tiger FC events.

TIGER FC PROMOTIONAL ADS Tiger FC Season ticket press ads, featuring the Tiger FC 'team' strip which was worn by loyal supporter

in during the big Premier League games at popular bars and Tiger FC events. The ultimate prize was

to win a 'Home game' where you got the big game experience, complete with flat screens, Tiger Beer,

food and service for you and 30 of your mates at your own home!

The Tiger FC DM won the best of show in the 2005 Malaysian DMA awards, and a Silver at the 2005 International Echo Awards. The pack consisted of a very rough ‘written at a back room desk, while staining the pages with beer’ look with a tone of voice of

a rabid football chairman. His name was ‘The Punter’ and he’s full of statements like ‘Refs know the rules, but not the game’,

‘Play with your heart not your head’, ‘Winning isn’t part of the game, it is the game.’ All similar to the die hard attitude of the late

Bill Shankly - the great, charismatic Liverpool coach. A Member’s handbook explained all the benefits with a Tiger FC ‘Charter’

included, a Season Tickets to get more Tiger Beer, Match day cards to abuse the ref or order another beer - the blue substitute

card, and a data collection card [What’s your game?]. All with lots of humour and written for real lads to get down to the bar and

support their English Premier League team as Tiger FC members.

HIAB, FINLAND GLOBAL

GLOBAL BRAND POSITIONING

Hiab, a global player in the industrial hydraulics needed a new brand positioning and personality.

We decided to create the Hiab ‘Superman’ to show a warm, strong and helpful personality for the brand instead of the

usual array of product pics and a logo. We also thought up the pay off line ‘We do loads’ as a bold statement that Hiab

was THE player in the hydraulic load lifting business - built on their cranes reputation - and also that they do ‘loads’ as

in a lot more than just one thing.

So here is the series of brand images to be used across all material as needed.

HIAB

HIAB

HIAB

HIAB

HIAB

Thank you

Boyd Benkenstein

International Creative Director/Writer

[email protected] +358 456763508