Iain Hunter Portfolio

Peloton took the world by storm by bringing their interconnected fitness platform to the world - specifically Germany, UK and Australia.

But as much everybody loved the product, the tone of the comms were extremely ‘American’ - and missed the European and Australian audience.

I was briefed to help create a brand and tone refresh that would work across UK and Australian markets.

These are some of my favourite executions.

Peloton Presents was a campaign to show how the brand has influenced our member’s lives across the UK and German markets.

When Adam was diagnosed with bone cancer he created the Rave Shed to take back control of his life.

Angelique Kerber is an unlikely tennis legend. Smaller and slower than many of her rivals, she’s been written off many times in her career.

But Angela fell in love with tennis the first time she picked up a racket. And when you truly love what you do - anything is possible.

Many people in their later years begin to do less, wind down and then lose fulfilment. So we wanted to ask German grandmother and TikTok star Erika a simple question - What is the secret to a marvellous life?

A world first campaign that uses Twitter’s Hidden Replies functionality to highlight the danger of domestic abuse you can’t see.

Following the first lockdown, bars and pubs desperately needed to get customers back, but they also needed them to follow the new safety regulations.

Renowned mixologists, Monkey Shoulder whisky, created a hyper-localised campaign - featuring bespoke DOOH for bars and pubs across the UK - that let customers know they were open again, but also the new rules they needed to follow to keep everybody safe.

Tottenham Hotspur is more than a football club. It’s a multi-billion pound global business, with the most innovative and expensive stadium ever built.

As writer and CD of Dream Dare Do I had to excite potential new business partners with the possibilities, without losing the romance of the game.

Greenpeace’s 2020 Christmas campaign was designed to create protests against the giant supermarkets that stock industrially farmed meat - the number one destroyer of rain forests and the animals that live there.

But in a lockdown people can’t go out to protest. So instead we used an AR lens to give people a voice. Or to be specific, a ROAR!

One Football acquired Dugout to create the world’s largest digital football media business.

We were challenged to create a brand film for social channels to excite football fans with the thought that that nobody else can get you closer to the game: the players, the dressing rooms, the controversies, the cars, the life.

The first North London Derby with no fans present. And what’s football without fan rivalry!

So we created a Zoom of local home fans in Tottenham on Instagram and tagged #Arsenal before the match.

We Buy Any Home are the UK’s largest home buyer - and a real alternative to estate agents. They find their audience with low budget, hard working, daytime TV advertising.

But now WBAH needed widen the market and find new customers, which meant building their brand.

We created Mini Blockbusters - and gave day time telly ads the Hollywood treatment - which meant they could work equally effectively as direct TV ads or as evening brand ads.

Following a research study that showed how domestic violence increases when England compete in international football competitions, Solace wanted to raise attention to the issue during the World Cup.

But with no media and production budget they needed an idea that would find and grow its audience organically, and breakthrough the noise around one the the biggest events on the planet.

Mark Aspen, The Times Chief Sports Writer, was bringing out a book The Art of Sports Photography - without a media budget.

Twitter has long been the chosen medium for fans to voice their opinions. So we decided to find these tweeters and offer them fame in return for publicising Mark’s book.

Picsworth1000tweets.com is a website where we took five of Mark’s best photos and separated them into a grid of 1000 segments.

We used bots to track down a 1000 tweets that happened during each of five legendary sporting events and pulled them into each image. As you rolled over tweets appeared – reminding viewers what fans were talking about at the time. Viewers could like/reply/retweet, restarting conversations.

To launch we tweeted our tweeters thanking them for lending their wisdom to the campaign and a link to the website where they could purchase the book – over 95% re-tweeted.

The 10,000 print run sold out immediately, without any other advertising required

A press ad for the SKcin Charity - that highlighted the danger of ignoring the first signs of skin cancer.

It’s not always easy to get interesting content from footballers, outside of playing.

So to tap into their real personalities and create real branded content for this Monster energy drink and Saints partnership, we created a super-fuelled version of the game Would You Rather? and let our players imaginations go to work.

How do get the super wealthy to buy yet another sports car? You tell them that they haven’t got the skill to handle the exceptionally agile Lotus Evora 400.

And if they think otherwise, they’ll have to prove it.

Peugeot JAFF lets students and first jobbers can get their hands on a brand new car - where normally the insurance would make it impossible.

We created a social campaign that showed how a brand new car won't just make you feel good - it might actually change your life!

Bentley is a car that demands attention on the road. So they were understandably worried about how they’d do that on social channels.

We used Instagram Planebreakers to disrupt the entire page, YouTube Pre-rolls to tell the world’s fastest love story, Carousels to take viewers on a trip, Stories to help them swap models and Instant Experiences to create instant envy.

All to make Bentley as eyeball-grabbing on social as it is on the road.

Monkey Shoulder’s new Escapades campaign was aimed at people who’s lives were being overtaken by milestones - laborious DIY, relentless career progression and repetitive online dating. And were forgetting about having fun with mates and Monkey Shoulder.

Inspired by Instagram’s enfant terrible - Pablo Rochat - we took the ultimate visual symbolism of cliche life - hackneyed stock shots - and Monkeyed them up Pablo style.

Scotland has become a place for real political conversation and debate. To leverage this new passion for politics and discussion, Johnston Press were re-launching The Scotsman newspaper with a completely new look.

As CD and writer on the project I created Louder – a campaign that leveraged The Scotsman’s stock in trade - the written word- to create a call-to-arms which captured this new spirit of energy for debate in modern Scotland.

Against a backdrop of newspaper print sales falling by more than 8%, we increased The Scotsman’s print circulation by 1.4%. Unique online visitors increased by 4.9%.

A Lasting Power of Attorney is an essential document to create if you want your loved ones to have the ability to make decisions for you if you become incapacitated.

But people don’t want to think about these issues, so they don’t make them.

We created a content driven campaign that got people thinking about the positives - the family ties that bind, and that an LPA is just another way of staying closer to the the ones you love and trust.

NIVEA MEN were  launching new moisturiser Creme to male non-users.

We had to remind men that although you don't see the immediate visual benefits of moisturiser, you do feel better in your skin. And when you feel better you perform better.

To bring this to life we re-made Dostoyevsky’s The Double!

A safety campaign to warn pedestrians that Tottenham Court Road was now a two-way street.

The Trussell Trust sets up food banks across the UK. But they desperately needed to set up more.

We created The Trussell Can, which was stocked in delis across London. As people shopped for their weekend treats they simply had to add the Can to their basket - and every Can donated £3 at the till point to help open more food banks. Shoppers were also encouraged to purchase virtual cans online.

Nivea Men wanted male non-users to try their new moisturiser.

We know that sampling is the best way of converting guys - when you put it on you do feel the difference you can't see. But sampling doesn't give you the reach the brand needed.

To achieve both, and leverage Nivea men's football sponsorships, we created an event that showed guys exactly what it feels like when you're at the top of your game.  And created content that was seen by over 5 million viewers across Europe.

Hertz were seen as an out of touch, off-line brand. And too expensive compared to smaller, more agile competitors.

But Hertz have some great benefits, nobody knows about because they’re hidden away in the small print.

As writer and CD I created Reasons To Hertz - a social campaign that leveraged all Hertz’s benefits with a smart, snappy new tone of voice.

Nivea Men wanted to leverage their football sponsorships and bring their proposition of It Starts With You to life with male amateur football players.

We were challenged with creating an interactive digital experience that would get Nivea Men talked about.

With the help of football pundit Jamie Redknapp we enabled guys to critique their Sunday League team mates and tell them exactly where they were going wrong.

Our 'Reasons to Hertz' campaign highlights the little extras that separate Hertz from your standard hire car company.

Hertz will literally trial or experiment with anything that might make car journeys more pleasurable - so to highlight this we took on the biggest enemy of family holidays - the long hours of on-the-road boredom.

Nivea Men wanted to earn a place in men's conversations for their moisturiser. But many men aren't keen to discuss moisturisers in their social channels.

We re-positioned Nivea Men moisturiser as the ultimate Life Hack - the fast, no nonsense way to look and feel great.

We then created a host of other Life Hacks on social that gave men short cuts and tips to get around everyday problems.

To celebrate Hertz’s 100th birthday and launch their new range of prestige cars, we became the first brand to take the hire car market completely on to social media.

To book a car, all people needed to do was inspire us with what they’d do with a Maserati for 48 hours.

Then we started dropping off Maseratis - all over Europe.

An April Fools Day spoof to highlight Peugeot's reputation for personalisation.

We created a piece of tech that allows hire car customers to make the most of their write-off 'travel day' by finding something extraordinary on the way. Then a CRM campaign to inspire people to use it!

Urban Exposure are different to most property investors - they stay with their clients throughout the lifetime of the project, helping them manage the ups and downs.

To launch them we created a new positioning:

Deals That Stand The Test of Time

But to make a buzz in the sector, we knew we had to launch them differently.

Working with award-winning industrial artist Conrad Armstrong we decided to turn their newly designed logo into a piece of modern art - made from concrete. Something that would live at the heart of the business, literally standing the test of time.

We used Conrad’s story as a piece of content to show potential customers exactly what the Urban Exposure brand stands for.

Adobe Lightroom sounds like a serious editing tool that would turn off most amateur photographers. But it’s not - it’s simple to use and the results are amazing.

To show exactly how simple we created the Lightroom 60 second challenge - and challenged influencers across Europe to edit their photos in one minute.

Fans watched as their fave influencers made their best pics even better, and could then download Lightroom for themselves with a tap.