Conceptual Ad Copy
My approach to direct ad copy is not to talk about the product but address the situation the viewer is looking at the ad in. Where are they, what are they feeling, how can we help them. I want to put myself in the customers shoes and appeal to their behavior with lightness.
Gousto Bus Stop Ad
For this campaign I wanted to turn the media placement into part of the joke.
“If you had one of these, you’d be home by now” speaks directly to commuters standing at a bus stop, probably hungry, tired and thinking about what they’re going to eat when they finally get home.
Rather than simply advertising Gousto, the copy uses the audience’s exact situation to make the product feel like the solution. Short, cheeky and designed to make sense precisely where you see it.
Cross & Blackwell Protein
Here I wanted to show that protein hit's can come in unexpected packaging. Hitting stores in autumn both "soup season" and "bulking season" come into trend.
This ad tapped into the growing protein-maxxing trend to catch shoppers at the point of purchase.
“A ‘protein shake’ you don’t have to pretend to like” reframes a familiar tin of soup through the language of fitness culture, highlighting its 14g of protein while giving shoppers another reason to choose it beyond the traditional soup occasion.
A product benefit, cultural observation and joke, designed to work right where the buying decision happens.