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French and global campaigns
Along with French copywriting, I put together teams of foreign copywriters together and project manage global campaigns.
From the latest
Alexander McQueen for the NHS
During the Covid 19 lockdown, Alexander McQueen asked their Instagram community #McQueenCreators to sketch a dress from their A/W 2019 collection. I participated with an illustration (see left) and they shared some of our creations to be featured on billboards in London Piccadilly Circus, Milan and New York to thank the NHS and frontline workers around the world.
Jägermeister is a world-famous brand with a cult following. They collaborate with artists and DJs. A highly creative approach was needed and we provided German copywriting for a video VO, various headlines and banners. Creativity, a fast turn-around and reactivity were crucial to this client and we responded accordingly.
Children are naturally reluctant when it comes to brushing their teeth regularly. In order to help parents and encourage their children to brush their teeth correctly, Unilever has created a "magic" toothbrush, Signal Playbrush, under the French Signal toothpaste brand. It works along with an app on the telephone. Games, funny characters and rewards are part of a programme made to implement a routine.
I transcreated web content, social media posts, eCRM and the app into French.
The arts are central to Julius Bär's cultural sponsorship activities. They manifest their interest through partnerships with galleries, orchestras, film festivals throughout the world. They asked me to adapt captions in French for a film highlighting their commitments to the arts with the most prestigious art institutions in Europe and beyond.
LinkedIn plays a major role as a recruiter. However, it occupies a unique position as a network of professionals who use LinkedIn as a social media rather than a job board. LinkedIn wanted to launch a major campaign in France targeted at potential recruiters from small and medium companies. As a French creative lead, I created concepts and scripts tailored to the French market taking into account socio-economic factors, different from the US market in every way. My work was crucial in finding the right rationale, tone and people in order to generate scripts that were realistic and coherent to a French audience.
Photobox London - Paris
Photobox needed French input across all their departments. I created and transcreated copy for the French market and as a template for Southern Europe. ECRM, social media, website content, product naming, launch and copy, blog. The high volume of work demanded a quick turn around with launches of products and promotions happening simultaneously. I also provided a consultancy service, advising on the relevance of campaigns and products for markets in Europe, and SEO search terms. I also created a glossary for a more cohesive approach to French copywriting.
I also collaborated with Coolr their social media agency and created posts for Facebook, Twitter and Instagram.
Select Life - Hamburg
Weleda is a world-famous German beauty brand. It was created in the 20’s to promote a healthy lifestyle and natural products made from plants. The work involves press ads for the French market, concepts and taglines.
AWS Amazon Web Services
La Plage Studio London
Luxus Helsinki London
AWS is a digital arm of Amazon that offers cloud computing services. We transcreated healthcare eBooks and video subs in 4 languages with our team of foreign copywriters for key European markets.
I also created and transcreated French copy for campaigns promoting migration to AWS Cloud and their partners. Emails and social media posts.
Berocca – Bayer
Berocca wished to rehaul their French website and become the first source of information on fatigue in Google search. They asked Possible, Grey's digital and performance marketing agency in London to write SEO lifestyles articles. I created 7000 words content and articles helping Berocca achieving their objectives in France.
Cif - Cleanipedia- Flora - Skip
I created lifestyle articles between 500 and 1300 words for some of
Unilever's biggest brands. The articles were written for various blogs ranging from healthy eating, home decoration to barefoot running or cooking with children. They were created with maximum conversion-optimized copy and high clickability content in order to lead the readers to Unilever's own branded websites. such as Cif, Flora and Skip.
I transcreated straplines for a new product range launch under the Dove brand for women.
LIDA - VCCP London
LesFurets.com is the French version of comparethemarket.com. The Meerkats have their own French counterparts Hervé and François. The TV scripts are different but the humour has remained the same. The campaigns through VCCP for the French market include TV commercials and sponsoring.
Leagas Delaney - 180 Amsterdam
Adidas has been one of the most exciting and challenging international accounts we’ve ever been given to work on. We produced 500 projects in 30 languages in partnership with Leagas Delaney and 180 Amsterdam over 7 years. The language of Adidas campaigns reflects the ever-changing landscape of our urban lifestyles. They are greatly influential.
It has demanded constant high standards and unfaltering commmitment to creativity. The results were impactful and pertinent messages for an international audience who regards Adidas as a cult brand.
Habitat is the ever innovative design company for which we created posters, catalogues, product copy + PR for the French and German market. Original French copywriting from brief. Poster campaign for the French market.
Working in collaboration with James Dyson, we produced press ads, TV scripts, manuals and booklets in French, German and Turkish. A unique USP made those as inventive as Dyson products.
The video gaming industry is one of the most creatively demanding. We worked with EA/EA Sports (FIFA) on many projects, in print and radio, in up to 9 languages.
BBH - Grey London
Procter & Gamble, a huge, global company and world's biggest advertiser + Grey, an international advertising network of agencies throughout the world. But even these companies need the fast turn around of a small creative consultancy. I worked on a number of accounts, such as Hugo Boss, Pantene, Vicks and Wella, providing transcreation for their print and TV work.
Guinness Brewing Worldwide
Saatchi & Saatchi London Johannesburg
I worked 18 years on Guinness Brewing Worldwide pan-African business. I have produced posters, radio scripts, promotional material and manuals for French-speaking West Africa and Mauritius. I collaborated with GBW and a number of agencies in London and Africa, most notably Saatchi & Saatchi in London and Johannesburg.
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