Strategic projects and concepts in other industries

Context

This project was carried out as part of the international D&AD New Blood Awards, where participants work on real briefs from leading companies. I chose to work on the brief from Canal+, which challenged participants to develop a new way of experiencing entertainment—either through technology, design, or a new content format—that could redefine how audiences engage with entertainment.

Challenge

The challenge was to create a new entertainment experience that could differentiate Canal+ from its competitors, while maintaining the company’s challenger brand positioning and cultural identity.

Insight

Although streaming services offer high accessibility, they often lack the emotional and cultural depth found in shared experiences.

Strategy

The strategy was to reconnect digital entertainment with real-world cultural moments by making physical presence a gateway to exclusive content.

Solution: Canal+ Odyssey

A physical NFC-enabled bottle that unlocks exclusive Canal+ content when users attend live cultural events such as sports events, concerts, or festivals.

D&AD project for Canal+

Canal+ Odyssey: Presence Unlocks Culture

Lloyds Bank

Challenge

Increase registrations for Lloyds Bank Premier among affluent professionals in the UK. The target audience has a high income but also experiences constant pressure related to responsibility, decision-making, and lack of time.

Insight

For this audience, the core challenge is not a lack of money, but a lack of time and mental capacity. The banking category primarily focuses on functional benefits, resulting in low emotional differentiation. This creates an opportunity to position Lloyds Premier around the feeling of control over one’s time and life.

Strategy

Reposition Lloyds Premier from being a service that “simplifies finances” to one that gives customers back control over their time, priorities, and life structure.

Solution

The campaign is built on a clear problem–solution framework that visualizes the tension between success and increasing life complexity. Through concrete everyday scenarios, the communication demonstrates how Lloyds Premier takes over time-consuming and mentally demanding tasks related to finances, investments, and administration.

Life, on your terms

Visit Cardiff

Challenge

Attract a new audience, encourage longer stays, and position Cardiff as more than a seasonal and event-based destination.

Insight

There is strong interest in anime tourism. Wales has unique cultural and visual connections to films from Studio Ghibli, particularly Laputa: Castle in the Sky and Howl’s Moving Castle.

Strategy

The campaign positions Cardiff as the gateway to a Ghibli-inspired travel route, connecting visitors to locations such as Castell Coch, Caerphilly Castle, and the South Wales Valleys, framing Cardiff as the starting point of a narrative travel experience.

Solution

The campaign centers around The Ghibli Celebration Weekend at Cardiff Castle, which acts as the entry point to The Ghibli Trail. The trail is supported by a map that outlines the journey, functioning as a lead capture tool, where all campaign assets encourage the audience to download the map and continue the customer journey.

The Ghibli Trail

Challenge

The challenge is to increase subscription sign-ups for Who Gives A Crap by developing an effective media strategy.

Insight

The target audience is not driven by a single motivation, but by two distinct needs: sustainability and convenience. Long-term growth in subscription models is largely driven by retention and customer lifetime value, not just new customer acquisition.

Strategy

Focus on a holistic subscription lifecycle strategy. This involves building a cohesive customer journey that spans the full funnel: from awareness and consideration to conversion, retention, and advocacy. By aligning messaging and channels with the audience’s dual motivations, communication becomes more relevant and effective across every stage.

Solution

The campaign is developed as an integrated media strategy, with a focus on awareness through YouTube, LinkedIn, and outdoor advertising; consideration and conversion through a clear landing page and measurable touchpoints; and retention, loyalty, and advocacy through email flows, onboarding, and referral programs designed to increase engagement and customer lifetime value.

Who Gives A Crap

Welsh Rugby Union

Challenge

Make rugby more attractive and accessible to young women, and increase participation among girls aged 16–22 by developing a campaign that reduces barriers and motivates more women to get involved in the sport.

Insight

Research shows that the issue is driven by participation barriers. The most significant were low confidence, uncertainty about personal ability, and the perception that rugby is not a space where they belong. In addition, many lacked a clear understanding of how the process of joining a team works. Competing campaigns such as This Girl Can primarily focused on motivation and empowerment, but to a lesser extent demonstrated how these barriers could actually be addressed. This created a clear strategic gap.

Strategy

Use real stories from female rugby players to show that the barriers experienced by the target audience are common and manageable. By combining emotional storytelling with clear visualisation of the participation process, the campaign builds both motivation and a sense of capability.

Solution

The solution was a full-funnel animated campaign. Three female players shared their experiences with barriers such as mental health challenges, illness, and playing on male teams. By highlighting both their struggles and how they overcame them, the campaign demonstrates that the challenges women face in the sport are real but surmountable, while increasing the likelihood of participation.

Watch the animation videoes