Rod Broomfield

Brief

On 1st July 2007 smoking was banned in pubs, clubs and restaurants across England. The brief was to raise awareness of efforts to create healthier environments, while encouraging further donations to Cancer Research.

Solution

Glass ashtrays, which would soon be redundant, were collected from these places in specially-designed door-drop bags and transformed into unique handmade flower vases by a master craftsman. We then auctioned the vases on eBay with all proceeds going to Cancer Research UK.

Results

The first vase sold for £86.00.We are continuing to auction the vases, and they are selling on average, for £77.00 a piece.

Awards: 

Cannes Lions Bronze. DMAs Bronze. Campaign Big Finalist.

Campaign Top 10 DM Campaigns  2008 Number 6. WPPED Cream Annual  

w/ Mark Davies

I first skated the South Bank back in the late 1970s. It's remained a mecca for London’s skateboarders ever since, almost 40 years.In 2013, it was in danger of being lost - replaced by a development of shops and restaurants.

Situated beside the Thames, it’s an area loved by Londoners and tourists out for a walk. The brief was to use this prime location to make people aware of the skatepark’s predicament and drive passing visitors to sign the petition.

Using old skateboard decks from actual South Bank skaters (broken in half in the skateboarding tradition), I created a skateboard graveyard, showing what would happen if the plans went ahead.

The graveyard was prominently positioned at the skatepark in view of the passing public, next to a table gathering signatures to a petition.The graveyard was shared widely across social channels and appeared on many photography, fashion, and youth culture sites.

Thankfully, due to a monumental effort by Long Live South Bank, the development was halted and the area is now listed.

Role: Creative/Creative Director

The story of how energy gets to your home might be close to the hearts of British Gas, but it's not something most people ever think about. Even an in-depth year of articles on the subject by The Guardian barely got a reaction from the British public. So we decided to do something a bit different.

Within the larger journey are hundreds of really interesting little facts. We made these facts the stars and brought them to life as images and vines. Working with illustrator Tom Gauld, we turned round 80 illustrations in a month to tell the epic story of Energy's Grand Journey step-by-step.

All images were shared on the British Gas social channels. They could also be shared from the brand content hub.

It became British Gas' most successful social campaign and was nominated for best use of illustration at the CMAs.

Role: Creative Director/Creative

British Gas do loads of genuinely important and interesting work across the UK. We worked together to tell these stories in ways that people would actually want to watch.
We recorded real apprentices' experiences and brought them to life using illustrator Åsa Lucander and animators, Aardman. Sarah's Story got over 90,000 views in the first week - completely unprecedented for this type of content.

Brief

When a woman uses new Dove nourishing body lotions, her skin feels and looks great and it shows in her body language. Our brief was to bring this idea to life in Facebook.

Solution

To demonstrate the confident body language resulting from Dove body lotions, we created a human video font where real women appear and form words as you type.

We then created a Facebook application so women could write, share and post short messages literally written in body language.

Awards: DMAs 2 Silvers.

Brief

On 1st July 2007 smoking was bannedin pubs, clubs and restaurants across England. The brief was to raise awareness of efforts to create healthier environments, While encouraging further donations to Cancer Research.

Solution

We created a national press and 48 sheet poster campaign that dramatised the healthy benefit that the smoking ban would bring to public places, by bringing the fresh air of the 'Great Outdoors', indoors.

Boots were looking for a new way to reach their customers at Christmas. A time when many struggle to find those special gifts for family and friends.

This kinetic eCRM campaign let people know that for even the most difficult present, Boots had a Boutique.

However stuck you are for ideas, you’ll find something in one of the six Boutiques. From vegan tanning oils, a Fitbit, or even the latest sex toy!

Drinkaware an alcohol awareness charity have a great unit calculator to let you know if you’re drinking too much.

Unfortunately the very people who could do with using it don’t realise they need to. Telling home drinkers 35 and over they’re binge-drinking would simply make them reject the message.

The key was to get them to self-identify by making them realise just how often they reach for the bottle.

Solution

People can always find an excuse for a drink. Each execution subtly juxtaposes excuses to demonstrate just how easy it is to find reasons to have a drink or three. The campaign included a site redesign, banners and a facebook competition. Users were encouraged to share their excuses to win a pair 'Excuses' Glasses. 

Each glass was etched with classic excuses, to make them think twice before having a drink. 

Awards: DMAs 2 Silvers & 1 Bronze

Creative Director/Creative

Managing brand perception on social channels is probably one of the hardest tasks for a brand like 

British Gas. Wilbur the penguin has become a real asset that allows British Gas to join customer conversations beyond the usual questions about the bill.

Besides the millions of views each of the films received, the content is making a positive impact on customer sentiment. Scrolling through the hundreds of facebook comments it's obvious that customers really do love Wilbur!

Convince budget holders of Local Education Authorities (LEAs) that Cisco Breakaway Schools programme can help them deliver better results with smaller budgets.

Solution

A scaled down school desk that emphasises the need for teachers to spend more time effectively in the classroom — allowing technology to alleviate the pressure of administration duties, much like businesses do.

The desk was produced by taking a real school desk to pieces and photographing every side, including the bottom complete with chewing gum! 

I distressed hundreds of rulers to go with the pencil sharpener and pencil in the box. Oh, and my daughter did the smudgy handwriting on the desk lid. 

Awards: DMAs Gold & Silver. London International Awards Finalist.

John Caples International Awards Bronze.Campaign Direct Finalist.

Role: Creative Director

Over the three years I've been Creative Director on British Gas we've produced a huge catalogue of hard working direct mail that balanced selling, with charming and playful formats.

We reinvigorated the DRTV with some amazing antics from Wilbur, making our ads more memorable

and significantly increasing customer leads. He could also be heard cawing away in many of our radio ads.

Role Creative Director/Creative

Can smart tech really save you time, money and energy? Make life easier? We gave three families the latest home tech, from robot vacuum cleaners to smart meters, and asked those very questions. Welcome to Smart Street. 

Working with ethnographic filmmaker Pinny Grylls, we captured a true picture of life with smart tech, warts and all over a 12 week period. We also edited over a hundred video diaries recorded by the families. All the films lived on a dedicated homepage on The Source, using edited highlights in social channels to drive traffic.

We watched as people fell in love with a vacuum cleaner, and we discovered what the family dog gets up to when left alone.

Award Campaign Annual 2016. Top 10 Customer Engagement Ads - No. 6

Brief

I first skated the South Bank back in the late 1970s. It's remained a mecca for London’s skateboarders ever since, almost 40 years.Then in 2013, the announcement of a £120m redevelopment plan put the future of this historic skate spot in jeopardy.

The South Bank has seen generations of skaters pass through it, how can we pull on their collective support?

Solution

I combined original 1970s South Bank skating photography, with present day images of skaters riding the same area. The images were produced as posters and postcards, sold online and from the table on the South Bank. Funds generated by sales played an important part in helping Long Live South Bank keep fighting the development. The images were also used in a book recording the struggle to save the area. After an 18 month battle, Long live South Bank succeeded in stopping the development.

Role: Creative Director

Brief

Shelter are looking to define the UK home standard,a set of guidelines that everyone should enjoy whatever their circumstances. To help them define the standard they created The Great Home Debate, an online questionnaire to gauge public opinion on many topics around the home. The brief was to drive people to the Great Home Debate using content on Facebook.

Solution

We filmed an experiential event in a Sheffield shopping centre, where people were asked to think of the one word that describes what home means to them and then write it down on a post-it note.

Viewers on Facebook watched as the public built a home out of their thoughts and feelings.

Brief

Build on a larger campaign for BT Text using direct mall to target 35 - 44 year olds with children and informing them on the simplicity of texting from mobiles directly to home phones.

Solution

Rather than send a long-winded letter we sent an extremely short message (mirroring a text message) encouraging the audience to see how simple this service was by trying it for themselves.

Results

A total 34.7% uplift in usage. 41% of customers used BT Text to stay in touch with friends and family. While texts sent by each user increased 18% during the campaign.

Award: DMAs Bronze

Role Creative Director

Not many people know that five British Gas engineers look after the 1,500 London street lamps still powered by natural gas – many of which survive from the Victorian era. Soon as we heard this story we knew it would make a great piece of content for the Source, our online content hub.

An edited version for Facebook has had over 3.4 million views, and achieved some of best customer sentiment scores British Gas had seen on social channels.

Role Creative

Brief

Everyone knows the link between alcohol and liver damage. But did you know that liver disease has no warning signs? Regularly drinking more than a medium glass of wine a day for women, or a pint and a half of beer for men, could put your health at risk without you realising. So how do we tell people this without alienating them?
Solution

Your liver is a poor communicator, you'll only find out it's unhappy when it's too late. But what if your liver 

could tell you exactly how it felt? Maybe people would think twice before opening the next bottle.

Meet Your Liver, a Twitter account where the liver tells you exactly what he's thinking, and it's not always nice.

Using search terms such as 'drunk' and 'hungover', Your Liver invites himself into Twitter conversations.

You can meet Your Liver here

Role: Creative

Problem

The objective aimed to use Wimbledon as a live case study to make the UK business community aware of the solution and drive consideration for IBM solutions.

IBM supply Wimbledon customers worldwide with results in five seconds.

Solution

The agency created an IBM plasma screen Wimbledon Scoreboard poster. which delivered live scores to a To highlight their presence at Wimbledon we built an electronic poster at Waterloo that showed the results from every court that were playing at that time and all that information was collected, processed and was on our billboard in just 5 little seconds. 

Results

The results exceeded expectations. The IBM landing page received over 140,000 visits. nearly a third more than anticipated.

Double the projected number of contact forms were downloaded.

Award: Campaign posters Finalist.