Creative. Content. Writing. Will Farquhar Resume
The Cream
My best. So far...
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PROBLEM: At the time there was public resentment over paying the licence fee. The brief was to make the public proud of the BBC. RESULT: Perfect Day became a flagship for the brand, becoming a programme in its own right, while going to Number 1 in the charts for three weeks.
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PROBLEM: Distinguish Pepe Jeans from Levi’s. A brand often worn by our target audience's fathers RESULT: By owning a nihilistic view, where Levi’s values mean nothing, Levi’s sales dipped -2%, while Pepe’s soared by 11%+.
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PROBLEM: Distinguish Pepe Jeans from Levi’s. A brand often worn by our target audience's fathers RESULT: By owning a nihilistic view, where Levi’s values mean nothing, Levi’s sales dipped -2%, while Pepe’s soared by 11%+.
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THE PROBLEM: Adidas players will take on Nike at the World Cup. THE IDEA: New Predator boots + Marcel Desailly = Devastation. THE RESULT: Predator sales exceeded targets. Spot runs worldwide.
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THE PROBLEM: Make the shooting guard of the New York Knicks, a star. THE IDEA: John Starks (200 3-pointers in 1 season) had to make sacrifices. THE RESULT: John Starks stock rises.
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THE PROBLEM: Launch Adidas Adventure, a new category in sports shoes. THE IDEA: Challenge sports adventurers to push their minds and bodies. THE RESULT: Footlocker invite adidas to create in store installations.
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THE PROBLEM: Get the attention of a sports crazy nation. THE IDEA: Throw down the gauntlet to the Aussie sporting psyche. THE RESULT: Australian sports shops run out of Lions merchandising.
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THE PROBLEM: Get the attention of a sports crazy nation. THE IDEA: Throw down the gauntlet to the Aussie sporting psyche. THE RESULT: Australian sports shops run out of Lions merchandising.
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THE PROBLEM: Get the attention of a sports crazy nation. THE IDEA: Throw down the gauntlet to the Aussie sporting psyche. THE RESULT: Australian sports shops run out of Lions merchandising.
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THE PROBLEM: Get the attention of a sports crazy nation. THE IDEA: Throw down the gauntlet to the Aussie sporting psyche. THE RESULT: Australian sports shops run out of Lions merchandising.
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THE PROBLEM: Public resentment over paying the licence fee. THE IDEA: Make the public proud of the BBC. THE RESULT: Children’s programming regains importance.
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THE PROBLEM: Gain cut through in crowded tire market. THE IDEA: Own the road trip with Goodyear as essential part of story. THE RESULT: Goodyear saw a 6% rise in sales across the UK.
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THE PROBLEM: Gain cut through in crowded tire market. THE IDEA: Own the road trip with Goodyear as essential part of story. THE RESULT: Goodyear saw a 6% rise in sales across the UK.
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THE PROBLEM: Gain cut through in crowded tire market. THE IDEA: Own the road trip with Goodyear as essential part of story. THE RESULT: Goodyear saw a 6% rise in sales across the UK.
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‘THE PROBLEM: Gain cut through in crowded tire market. THE IDEA: Own the road trip with Goodyear as essential part of story. THE RESULT: Goodyear saw a 6% rise in sales across the UK.
Cream Archive
Still proud.
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THE PROBLEM: Does being with a building society really matter? THE IDEA: A building society member feels different to a bank customer. THE RESULT: Achieved a 5% growth in signing new members.
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THE PROBLEM: To get coffee drinkers to reassess Nescafe. Many thinking that instant coffee was the result of a chemical process THE IDEA: To show instant is sourced from a plant and is magically captured by Nescafe. THE RESULT: Sales of Nescafe recovered a 3.4% share against competitors.
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THE PROBLEM: Perceptions of instant is low quality with zero care. THE IDEA: For the first time talk about Nescafe’s expertise and standards. THE RESULT: Sales of Nescafe recovered a 3.4% share against competitors.
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THE PROBLEM: Perceptions of instant is low quality with zero care. THE IDEA: For the first time talk about Nescafe’s expertise and standards. THE RESULT: Sales of Nescafe recovered a 3.4% share against competitors.
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THE PROBLEM: Perceptions of instant is low quality with zero care. THE IDEA: For the first time talk about Nescafe’s expertise and standards. THE RESULT: Sales of Nescafe recovered a 3.4% share against competitors.
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THE PROBLEM: Show Nescafe’s coffee know-how on a 96 sheet poster. THE IDEA: Bring to life ‘We capture coffee at its brightest’. THE RESULT: Sales of Nescafe recovered a 3.4% share against competitors.
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THE PROBLEM: Perceptions of instant is low quality with zero care. THE IDEA: For the first time talk about Nescafe’s expertise and standards. THE RESULT: Sales of Nescafe recovered a 3.4% share against competitors.
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THE PROBLEM: The new Twenty-4 is made for the spirited modern woman. THE IDEA: A sexy story involving a woman, a man and a Twenty-4 watch, borrowing heavily from Stanley Kubrick. THE RESULT: Used as content in retailers, airports and Basel Watch Fair.
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THE PROBLEM: Perception of tennis is a ‘old school’ game, played in fuddy-duddy tennis clubs. THE IDEA: Throw the rulebook away, showcase adidas young stars. THE RESULT: Safin, Hingis and Kournikova become faces of tennis.
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THE PROBLEM: Unite the French behind the World Cup soccer team. THE IDEA: French players request to be ‘motivated’ by the French public. THE RESULT: ‘La Victoire est en nous’ is projected on the Arc de Triomphe.
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PROBLEM: How do you launch a bank in England with a Media/Advertising spend that's 1/5 of your competitors. RESULT: The work and especially this Giacometti inspired spot, grabbed attention and yelled there's a new player on the high street.
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PROBLEM: Make a bitter into a young man's tipple again. RESULT: Anticipating 'Peaky Blinders' by 30 years, as well as pushing Best Bitter sales towards that of trendy lagers.
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PROBLEM: The perception of GE in Australia was 'BLOODY YANKS!' In fact GE had helped build the country! RESULT: Using a touring installation and digital media, GE's Aussie credentials were highlighted, especially in health and industry. More a PR exercise than a campaign, Two Words For Tomorrow was a hit within the organisation.
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PROBLEM: Public resentment over paying the licence fee. THE IDEA: Make the public proud of the BBC by showcasing its nature programmes. RESULT: Like 'Perfect Day', ‘Curiosity’ runs as a programme in its own right.
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PROBLEM: Instant mash is convenient but with no perceived health benefits. In fact Smash mash potato is packed with Vitimin C. RESULT: Sales of Smash took a 4.8% upturn.
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PROBLEM: In a crowded lager market John Smith's needed to get to the front of the queue at the bar. PROBLEM: This spot placed perfectly in summer holiday season, hit the spot with cheeky chappies.
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PROBLEM: How to make a long established brand, top of mind again. RESULT. Suzy, her guitarist and bongo player were widely mimicked in school playground up and down the country. With kids even suggesting scenarios for future campaigns.
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Put John West on the menu of ‘healthy life style’ Australians. Using the iconic John West bear as a metaphor for healthy goals, milestones in health were reached.
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How do you get John West on the menu of ‘healthy life style’ people? The answer was to make the John West bear a metaphor for healthy goals. Simple really.
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Put John West on the menu of 'healthy lifestyle' people. How about a Running App that has built in motivation. Run too slow and an 800 pound bear sounds like it's right behind you!
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THE PROBLEM: The advertising charity NABS needs to raise money. THE IDEA: Misfortune can happen to anyone, even advertising luminaries. THE RESULT: The Big Bash is the best ever, donations roll in.
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THE PROBLEM: Announce Lloyds Bank is returning to high streets. THE IDEA: Using its symbol Lloyd is to become a high street bank again. THE RESULT: High interest in the Lloyds TSB current account.
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THE PROBLEM: People don’t know that the BBC is a great educator. THE IDEA: Thousands of Britons better themselves using the BBC. THE RESULT: Commissioning of educational programmes increases.
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THE PROBLEM: Launch a interactive Channel on a small budget. THE IDEA: All Knowledge is here. THE RESULT: A large viewer base across adults, children and educators.
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THE PROBLEM: Hyundai’s philosophy is unknown outside of Korea. THE IDEA: A philosophy worth considering when buying a car. THE RESULT: Test drives triple at Hyundai dealers.
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THE PROBLEM: An integrated campaign for a small, fun to drive, town car. THE IDEA: Bring the Atoz to the attention of a female demographic. THE IDEA: The full, integrated campaign overtook Hyundai’s sales targets.
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THE PROBLEM: Make the Hyundai F2 sex on wheels to male drivers. THE IDEA: Talk to male coupe considerers in the language of GQ and ID. THE RESULT: The F2 flew off Hyundai forecourts.
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THE PROBLEM: No one knows Mastercard sponsors the Champions League. THE IDEA: Mastercard’s place is on the terraces, witnessing history. THE RESULT: Unprompted awareness jumps 126%, while prompted trebles.
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THE PROBLEM: Accentuate Easyjet’s fun, risqué, no-frills persona. THE IDEA: Where else can Easyjet take passengers to have fun in. THE RESULT: The website, easyjet.com repeatedly crashes.
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THE PROBLEM: Launch the Guide, a pocket sized entertainment guide. THE IDEA: Announce the Guide is packed full of everything entertainment. THE RESULT: The Guide becomes as popular as the paper it comes with.
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PROBLEM: Get Cosifits noticed in a crowded, lucrative nappy market. RESULT: On a relatively tiny budget, the little 'Manneken Pis' boy became a firm favourite with Mums all over the country.
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Band Aid 'For Oohs Aahs and Ouches' Poster - Awarded
Kings of Content
Content is king. Long live content!
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Content is evolving. Evolve with it.
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Dead Good Content. Dead Easy.
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Lloyds Bank - Rebellion Beer. A sustainable business.
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Linkedin has become the dullest water-cooler conversation imaginable. Kings of Content have other ideas,
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Cuddly, Cute, Calculating. The Three Cs of Content as demonstrated by KOC!
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Donald Trump may be the first Social Media President but a King Of Content he is not. Covfefe?
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Hail to the power of imagery! BOOOOOOM!!!!
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Generation X had been totally ignored by the media worldwide. We wanted to give Generation X, a demographic of ex-punks and MTV watchers, a voice. The result is a Facebook page with over 56,000 followers and growing! https://integralcleaninggroup.com.au
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Content that gets avoided? Not guilty your honour.
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Boring verses engaging. A no brainer.
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Once you've noticed people laughing uncontrollably at their salad, it's difficult to unsee. But easy to avoid.
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Harsh but fair. Mirroring your competitors should never be a Content Strategy.
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Content Creators that truly understand how brands behave.
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DareZaWill Blog
The world as I see it.
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