BEN

JORDAN

CREATIVE PORTFOLIO

COPYWRITER

BRAND

STORYTELLER

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CREATIVE STRATEGIST

Moshi moshi,

I am a creative copywriter with a passion for brand storytelling. I have delivered creative campaigns for major blue chip companies to edgy start ups, adjusting tone of voice and style as necessary to capture your distinctive brand personality. I only achieve the best results for my clients.

I craft tight and creative copy. My pen is my katana - I wield it with the skill of an ancient samurai to a strict bushido code: I always finish the job, I write with honour and discipline and I cleave with a brilliant finish.

My sword is yours.

COLLECTABLE CAN CONCEPT

©GEMBA 2017

Client: Coca Cola

Campaign: Taste the Finals - AFL 2017

‘CALL OF FAME’

I DEVISED A CREATIVE CAMPAIGN FOR COCA COLA TO LEVERAGE THEIR SPONSORSHIP OF THE 2017 AFL & NRL GRAND FINALS. THIS IS A SERIES OF COLLECTABLE CANS FEATURING THE GREATEST, MOST LEGENDARY CALLS FROM FOOTY FINAL HISTORY.

IT CAPTURES THE SWELL OF FEELING FOR THAT MIRACLE MOMENT, WHEN THE MAGIC HAPPENED AND THE CROWD WENT WILD.

©GEMBA 2017

DIGITAL EXTENSION

FANS CAN SHAZAM THEIR CAN WITH MOBILE TO ACCESS DYNAMIC CONTENT, INCLUDING:

©GEMBA 2017

  • MEDIA CLIPS OF ORIGINAL COMMENTARY, OR ARTIST IMPRESSIONS WITH COMMENTARY AUDIO MASHUPS

  • FANS TO ‘DUBSMASH’ THEIR OWN SPORTS COMMENTARY CLIPS, VIDEO SELFIES THAT CAN BE SHARED ON SOCIAL MEDIA WITH #COKECALLOFFAME

  • FIRE UP DEBATE AROUND THE GREATEST CALLS OF AFL / NRL HISTORY, AND THE 5 GREATEST CALLS OF THE CURRENT SEASON

WATCHING FINALS FOOTY IS A RICH, SENSORY EXPERIENCE, AND THIS CONCEPT WAS ALL ABOUT STIMULATING THE SENSES.

THE SOUND OF THE GAME TRIGGERS NOSTALGIA FOR MAGIC FINALS MOMENTS, AND BUILDS EXCITEMENT FOR THE FINALS TO COME. IT’S AN IDEA EMBEDDED IN THE ‘HOME CONSUMPTION MOMENT’, WHERE FANS WATCH ON TV AND THE COMMENTARY MAKERS SUCH AN ENORMOUS IMPACT.

IT TAPS DIRECTLY INTO FOOTY FANS’ PASSION POINT AND CEMENTS THE ASSOCIATION BETWEEN COKE AND THE JOY OF THE FINALS. COKE ARE GIVING FANS A FLAVOUR OF THEIR FAVOURITE GAME WITH EACH CAN.

WHY COCA COLA LIKED THIS IDEA

Client: Visit Jersey

Sector: Tourism

Campaign: Rewrite website copy

Client: Visit Jersey

Sector: Tourism

Campaign: Rewrite website copy

I was engaged by The Observatory to rewrite a large section of the recently revamped ‘Visit Jersey’ website.

My task was to bring the old content in line with the new brand personality, channeling a tone of voice that is fresh, feminine, soothing and self assured.

I made use of creative imagery to reflect the new look and feel and capture the island story.

Client: Coles Supermarket (AUSTRALIA)

Sector: Retail

Campaign: Coles Product of the Year Award 2017

Discipline: Copywriting

Client: SEEK AUSTRALIA

Sector: RECRUITMENT

Campaign: ONBOARDING PACK FOR RECRUITERS

Discipline: COPYWRITING

Client: Coles (AUSTRALIA)

Sector: Retail

Campaign: New & Improved Comfy Tots nappies

Discipline: COPYWRITING

Client: Excel Recruitment

Sector: Recruitment

Campaign: Full rebrand with launch of contemporary mobile friendly website.

Objective: Introduce and implement digital marketing tools to reach tech savvy millennials. Drive number of on-boarding job candidates.

My role: Account lead, copywriter, marketing manager, media planner.

Disciplines: Social media management, digital marketing, PR, digital advertising

Client: Excel Recruitment

Sector: Recruitment

Campaign: Full rebrand with launch of contemporary mobile friendly website.

I project managed the launch of a mobile responsive website for clients and candidates to access latest jobs, news and discover more about Excel’s recruitment services. This aligned with the new brand identity and personality.

Client: Excel Recruitment

Sector: Recruitment

Campaign: Full rebrand with launch of contemporary mobile friendly website.

I managed and executed launch of a bespoke email system to maintain contact with clients and candidates via regular e-mailers with topical news content and hot jobs.

Client: Excel Recruitment

Sector: Recruitment

Campaign: Full rebrand with launch of contemporary mobile friendly website.

Social

I reskinned their social media pages in the new brand identity, and developed a fresh tone of voice that spoke to their experience and personal approach to recruitment.

Client: Excel Recruitment

Sector: Recruitment

Campaign: ‘Guess who’ advertising campaign

Rationale:

I devised a ‘Guess Who’ themed ad campaign concept for a leading Jersey recruitment agent.

The process of selecting the right candidate can be viewed as a lottery for prospective recruiters. Excel take the guesswork out of it to find the perfect candidate for you.

Rolled out in print magazines and online business news sites.

ANIMATED GIF:

Client: Excel Recruitment

Sector: Recruitment

Campaign: ‘Guess who’ advertising campaign

Publication:

Gallery magazine

I composed advertorial and devised advertising concept.

I organised professional photo shoot of board game and our designers applied graphics on the image.

Client: Standard Bank Offshore Group

Sector: Financial Services

Campaign: Standard Bank Events ‘Road Trip’ - An interactive online events calendar

I devised a ‘Road Trip’ concept to capture the sense of journey and excitement of being ‘on the road’ in South Africa, their cultural home. This tied in with Standard Bank’s global brand messaging and strapline - ‘Moving Forward’. Each event would be visualised as a destination or pit-stop on the map. The events calendar could be accessed by all staff and allow them to RSVP, discover more and be notified of future events .

Client: Standard Bank Offshore Group

Sector: Financial Services

Campaign: Standard Bank Events ‘Road Trip’ - An interactive online events calendar

The communications would have an ‘Americana’ look and feel, and guests would be notified of event updates via a bespoke email system built by our in-house web team. To further promote staff participation, I devised a ‘Loyalty Gas card’ to collect stamps for attending events.

Client: Standard Bank Offshore Group

Sector: Financial Services

Campaign: Standard Bank Events ‘Road Trip’ - An interactive online events calendar

I developed an internal email campaign to promote launch of the Events Road Trip. Each month staff would receive an EDM ‘Travel journal’ with photos and write-up on the events of the previous month and interactive competitions, i.e.: - ‘Favourite roadtrip tune’. I worked closely in collaboration with our Creative Director and web team to realise this campaign, and with senior tech specialists in Standard Bank.

Client: Greenhills Hotel

Sector: Hospitality

Campaign: Relaunch and rebrand of Greenhills Hotel

Objective: Create a new brand identity and personality to coincide with a major refurbishment of Greenhills Hotel. This would serve to alter the perception of the brand in the visitor market to attract a younger clientele with high disposable income (30 - 45)

Rationale: Seymour Hotel Group approached my agency to rebrand their newly refurbished hotel, Greenhills. I was the senior account lead on this project. The work included the creation of the 'Hare of Greenhills’ to illustrate the new vitality and character of the property, a new range of print to reflect the hand crafted country style and a creative ad campaign. In order to help create the brand, together with my Creative Director I researched the origins of the story of the Hare and its relationship with the Jersey countryside.

I had a large contribution to the new brand personality that spoke to a younger demographic. I managed and coordinated the launch of the new brand campaign in the local market .

Client: Greenhills Hotel

Sector: Hospitality

Campaign: Relaunch and rebrand of Greenhills Hotel

I worked closely with the client to manage and coordinate the production of new creative collateral including business stationery, menu items and Hotel signage.

Client: Greenhills Hotel

Sector: Hospitality

Campaign: Relaunch and rebrand of Greenhills Hotel

I generated media interest in the Hotel refresh, pitching at the significant investment in the tourism economy. I wrote media releases and generated coverage in key print and online news publications.

PR

Client: Greenhills Hotel

Sector: Hospitality

Campaign: Relaunch and rebrand of Greenhills Hotel

I developed a new tone of voice and crafted new website copy in line with the new identity: http://www.seymourhotels.com/greenhills-hotel/

WEB

Business Life

Magazine

November 2016 - Cover feature

Freelance work

‘Hail the rise of Generation Z’

https://issuu.com/businesslife.co/docs/bl47_web

Created in partnership with Chip and Dan Heath, authors of the bestselling book Made To Stick, this template advises users on how to build and deliver a memorable presentation of a new product, service, or idea.

BL Magazine -

Hail the Rise of Generation Z

https://issuu.com/businesslife.co/docs/bl47_web

Created in partnership with Chip and Dan Heath, authors of the bestselling book Made To Stick, this template advises users on how to build and deliver a memorable presentation of a new product, service, or idea.

BL Magazine -

Hail the Rise of Generation Z

https://issuu.com/businesslife.co/docs/bl47_web

Client: Möbius

Sector: Accountancy

Campaign: Brand naming and launch campaign

I conceived a brand name and strapline for a progressive new accountancy start up.

‘Möbius’ spoke to the flow and flux of modern business, and the beautiful geometric shape of the Mobius strip allowed our designers to create a contemporary brand identity to elevate them above their competitors.

The infinite flow represented the order and stability their financial controls would bring to their clients.

Client: Möbius

Sector: Accountancy

Campaign: Brand naming and launch campaign

The project allowed me the freedom to name the brand and therefore apply a fully cohesive approach.

I worked closely with the creative team to developed a logo design, full suite of business collateral and a mobile friendly website. I also helped Möbius launch in the local market, raising their online visibility through social media campaigns, blogging and traditional PR.

Client: The Mortgage Shop

Sector: Property

Campaign: ‘Monopoly’ themed advertising campaign

Rationale:

Monopoly themed campaign concept for Jersey based Mortgage provider. Rolled out in local press, social media and display advertising.

Client: The Mortgage Shop

Sector: Property

Campaign: Monopoly themed advertising campaign

Rationale:

Monopoly themed campaign concept for Jersey based Mortgage provider. Rolled out in local press, social media and display advertising.

Created in partnership with Chip and Dan Heath, authors of the bestselling book Made To Stick, this template advises users on how to build and deliver a memorable presentation of a new product, service, or idea.

Business Life

Magazine

July 2015

Freelance work

‘Seeing into the future - Virtual Reality’

https://issuu.com/businesslife.co/docs/bl40_v1_final_web

Created in partnership with Chip and Dan Heath, authors of the bestselling book Made To Stick, this template advises users on how to build and deliver a memorable presentation of a new product, service, or idea.

Business Life

Magazine

Mar 16

Freelance work

‘Seeing into the future - Virtual Reality’

https://issuu.com/businesslife.co/docs/bl40_v1_final_web

Selling your idea

Created in partnership with Chip and Dan Heath, authors of the bestselling book Made To Stick, this template advises users on how to build and deliver a memorable presentation of a new product, service, or idea.

Gallery

Magazine

Mar 16

Freelance work

http://www.gallery.je/im-a-hipster-and-thats-ok-confessional

Client: Betley Whitehorne Image

Sector: Creative

Campaign: 5 marketing senses

Rationale:

Creative campaign to highlight the integrated approach of a full service communications agency.

Each sense represents a different BWI service: PR, CSR, DIGITAL, CREATIVE, MARKETING

They are all integral bodily senses and when combined form a cohesive creative strategy.

Client: Betley Whitehorne Image

Sector: Creative

Campaign: 5 marketing senses

Client: UBS

Sector: Wealth Management

Campaign: UBS Jersey Regatta ‘Sailfie’ Social competition

Rationale:

I devised and executed a social campaign to engage young sailors and watersports enthusiasts in Jersey’s biggest community sailing event, on behalf of my client UBS who were event sponsors.

The ‘Sailfie’ concept invited participants to take photos of themselves on the water to win a Go Pro underwater camera.

Results:

45% increase in page likes (18 - 30 yrs)

2,950 sign ups

21,320 reach (2,554 organic)

Appendices and spec work

The best of the rest…!

Speculative work - ‘I Love NK’ integrated campaign: RATIONALE

‘I Love NK'

This playful destination marketing campaign is derived from Milton Glaser's famous slogan for NYC, and uses irony and humour to capture the dark fascination with North Korea for a potential visitor.

Kim Jong Un's administration plan to drive tourism to boost the economy, and so the campaign exploits a key pull factor for Western visitors - it's caricature dictator and Orwellian strangeness.

This would be executed in ambient media on billboards and London Underground adverts. Branded Merchandise would also play a key role - T shirts, baseball caps, badges and bumper stickers.


Speculative work - I Love NK’ integrated campaign: PRESS AD 1

Speculative work - I Love NK’ integrated campaign: PRESS AD 2

Speculative work - I Love NK’ integrated campaign: VARIOUS

Logotype

Merchandise

Speculative work - ‘Love Hertz’ advertising campaign: RATIONALE

'Love Hertz'

This speculative work was produced to highlight Hertz Hire car breakdown recovery services. Each advert is like a sympathy card to the driver, comparing the pain of a relationship break up to a mechanical break down. It aims to be wry, world weary and empathetic. We understand your pain, we've been there too, and that's why we know how to fix it. There is a sense of inevitability in things going wrong in life, but you're not alone, Love Hertz. The logotype also engenders brand loyalty.


Speculative work - ‘Love Hertz’ advertising campaign : PRESS AD

Speculative work - ‘Love Hertz’ advertising campaign: AMBIENT

Speculative work - ‘Love Hertz’ advertising campaign: FURTHER CONCEPTS

Speculative concepts

Client: Virgin Galactic

Campaign: One Small Step… (bringing space down to Earth)

(i) Digital skyscraper ad with Virgin rocket on take-off. Strapline:

Don't forget your toothbrush' Click button: One small step. Virgin

Logo.

(ii) PRINT: 'No Carbs before Mars.' A sexy red bikini in orbit of

planet. Asterix: *Go for your life. You'll weigh 60% less anyway

because of weaker gravity. Now the stars belong to everyone. Virgin Logo.

(iii) DIGITAL: 'FInd your hotdog legs.' Astronaut on space walk showing

his hotdog legs taking a selfie. Click Button: One small step. Virgin

Logo.

(iv) DIGITAL: 1,000 Mile high club. (Floating undergarments in space

(bikini, men's swimming shorts, clothes) as if they've been quickly

discarded before sex.

(v) PRINT: 'A room with a View.' A shot of a porthole inside shuttle

overlooking Planet Earth.

(v) PRINT: Space glove making peace 'V' sign for Virgin suspended in

space. Strapline: Now the stars belong to everyone. Virgin logo.

Speculative concepts

Client: Costa Coffee

Campaign: Justice Served

This campaign makes a playful nod to the common misspelling between a

coffee BARISTA and courtroom BARRISTER. Costa can borrow the perceived

qualities of a barrister - shrewdness, good judgement, credibility -

and align them with their brand and team members. It further puts 'on

trial' the lesser coffee shops with inferior services and products.

A barrister seeks justice, and so does a Barista, so the campaign

borrows legal terms and phrases to create a witty comparison.

Execution: This would make use of HQ photographic imagery. Combination

of Press ads / digital / menu collateral including coffee cups and

napkins.

Ad 1: 'Trial by jury'

A large dessert, ice cream or similar to share with several spoons in glass.

Each advert has same signature:

Justice served

#BytheBarista

Speculative concepts

Client: Costa Coffee

Campaign: Justice Served (2)

Ad 2: 'Verdict...not guilty.'

Decadent looking cake pictured

Only 159 KCal

Justice served

#BytheBarista

Ad 3: 'Judge ... Jury ... Executioner.' (Ambient media: London Underground)

A triple panel advert (triptych) with Barista being Judge (judging the

bean) Jury (Group studying the coffee) and Executioner (the final

flourish with chocolate sprinkles).

Justice served

#BytheBarista

Ad 4: 'The froth? You can't handle the froth!'

[Photographic shot of wild eyed barista serving frothy coffee]

Justice served

#BytheBarista

Speculative concepts

Client: Amazon Prime Air

Campaign: #SaidNoDroneEver’ (Common excuses for not delivering mail)

(i) DIGITAL: #SaidNoDroneEver

Animated digital ad visualised on the Amazon home page.

Sorry we missed you…. (Plain black)

#SaidNoDroneEver

Shot of drone delivering yellow package to guy on treadmill.

Final frame : Call to action: Amazon Prime Air click button 'Fly Prime Air'

Beware of dog

#SaidNoDroneEver

Shot of drone delivering package soaring over dog in front yard.

(iii) OUTDOOR ADVERTISING: This is where we can personalise the 3 x

drone fleets. Hermes (Home), Ariel (Business) and Sherman

(Secure). Each should have a different look / feel. Please produce an

advert with the 3 x characters in a row, each with different body kit.

Meet Hermes, Meet Ariel, Meet Sherman

Home Business Secure

Hermes has friendly look, Ariel feminine, Sherman bulky tank like.

(USE AMAZON SMILE TO PERSONALISE THE LOOK)

Speculative concepts

Client: Amazon Prime Air

Campaign: #SaidNoDroneEver’ (Common excuses for not delivering mail)

(iv) Social media: Mock up Facebook page for the Hermes character as

above. This would need cover photo and profile pic. Include example post:

So, who ordered pepperoni pizza? #Hermes #AmazonPrimeAir

(IMAGE DRONE DELIVERING PIZZA.)

You’ve been great,

thank you for listening.

E: benjaminjordan1986@gmail.com

T: 0432230368