We needed to get the Missing People's new emergency helpline inside everyone's phone. To do this we wrapped a social realist drama, bound for cinemas, around an interactive product demo that invited viewers to phone the ad to discover how the charity helps both the missing and those left behind. In turn, this prompted a text to save the charity's new number accompanied by the message "We hope you never need us."
The campaign worked across film, print, poster, internet cafes and radio. Trevor Beattie also gave it a roar of approval in Campaign. Thanks, Trevor.
Within three weeks of launch, more than 10,000 missing people used the service, while 26 long-term missing reconnected with their families.
The film was both “Pick of the Day” and “Pick of the Week” at Campaign Magazine and won a Silver Kinsale award, too.
Creative Team: Emma Castagno & Matt Tassell
CD: Nick Allsopp
Director: Ben Strebel
Photography: Thom Atkinson
B.Zero1 is the final chapter in our trilogy of films that explore different aspects of the Bulgari woman. Here, Zendaya plays a huntress determined to find a new beginning. Running toward the future, she orchestrates a triumph of light over dark.
Senior Creative: Emma Castagno
The first in a trilogy of films that explore the many sides of the Bulgari woman. In Serpenti, Zendaya plays a seductress who transforms when she puts on pieces from the collection.
Senior Creative: Emma Castagno
Director: Cara Stricker, Anonymous
Photography: David Sims
ASOS turn the walk of shame into the walk of pride this Christmas party season. Between the hours of 3 and 6 am ASOS will deliver a fresh outfit to any London postcode so you don’t have to walk home in someone else’s clothes.
Team: Emma Castagno & Matt Tassell
Bulgari pieces aren’t products they are artefacts. Telluric stones from the depths of the earth are harnessed by artisans to create pieces of jewellery that don’t just stand the test of time but transcend it: their beauty accumulates over time. A radical position in an era of transitory and superficial beauty. “Magnificence never ends” launched in May 2023.
Senior Creative: Emma Castagno
Director: Paolo Sorrentino
Photographer: David Sims
The second installment in our trilogy of films that explore the many facets of the Bulgari woman. This time, Anne plays a modern day diva whose free spirit finds expression one day in Rome.
Senior Creative: Emma Castagno
Director: Cara Stricker, Anonymous
Photographer: David Sims
Despite being the world’s number one jewellery brand, Pandora was also being lampooned on SNL for being a lazy and transactional gift. Our task was to change hearts and minds: to recast Pandora as a more meaningful present that would put our extensive array of charms at the top of every millennial’s wishlist. To do this, we celebrated the liberation that only happens inside a relationship; that once in a lifetime front row to someone else’s version of crazy. In other words, love makes no sense… unless you’re in love. A universal truth that could live in myriad ways across culture - with TV being a key asset that could be broken up in 6” social films, all to feature gifting and product. We worked with the wonderful Zak and team at Merman and sealed the deal with B side soul track that upped the emotional ante.
Senior Creative: Emma Castagno
Creative Director: Richard Walker
Director: Zak Emerson, Merman
To drive Tesco F&F quality scores, we went all out on glossy studio set ups and fancy models to create the “Vogue Effect.” The expressions were hoity toity and the clothes were tonal Insta cat nip. Oh, and the mighty Paul Wetherell shot the print. The campaign worked across TV, ident, poster, print, digital poster, in-store, banners and social.
ACD: Emma Castagno
Creative Director: Hannah Vere
Director: Jones
Photographer: Paul Wetherell
No one wakes up knowing all there is to know about sustainability. It’s big. It’s difficult. And we don’t have a clue about where to begin. Zalando wanted to turn this around and offer up not just a simpler way to discover sustainable fashion but to inspire and engage consumers with the front row quality of its eco offering too.
Taking the insight that change starts with one small step we developed the platform, “Small Steps. Big Impact.” We made it easier to shop sustainable fashion via inspirational edits, curatorial tools, know-how, hacks and how-to’s, so everyone can reach their style goals more sustainably this season and beyond.
Agency: Sunshine
Team: Emma Castagno + Luke Keeling
Photography: Benjamin Vnuk
Along with the curling range, we also needed to launch an innovative, high-end hair dryer, Aura. Not just any hair dryer, but a vastly superior hair accessory that whispered luxury bouffant hair; it had must-have written all over it. We dramatised the lengths women will go to chuck out their old dryer to make room for the Aura. The campaign worked across cinema, online, in salon, in-store, press and was supported by an exhibition in London that explored seminal moments in beauty.
Senior Art Director & Copywriter/Creative Director: Emma Castagno
Creative Director: Liz Gilmore
Director and Photographer: Damien and Leila De Blinkk
Print and online campaign launching Baileys Biscotti in France.
Art Director: Emma Castagno
CD: Michael Jacovides
Head of Art: Mark Reddy
Photography: Isabelle Bonjean.
To launch a new curling range for GHD, which promised to hold curls for a whopping 24 hours, we took the opportunity to bring back the spirit of the new religion positioning that had originally made the brand famous a decade earlier. Putting a head of curls through rigorous all-night party testing, where all sorts threaten to disrupt the sacred bounce, we irreverently prove GHD curls last as long as you do. The campaign worked across cinema, online, trade, in-store, and press, appearing in Vogue no less.
Director and Photographer: Damien and Leila De Blinkk
For the Guardian, we created a nostalgia bomb campaign for the forthcoming festival season that would speak to the muso loving heartstrings. Creating poetic and aspirational illustrative diary-style entries that look like beautiful posters, we captured a summer of music before it even happened. We also invited followers on Twitter to share their favourite memories (6,7,8) and rewarded them with bespoke artworks by Paula Castro. The Guardian loved Castro’s work so much they commissioned her to illustrate the Glastonbury Guide.
Illustrators: David Foldvari & Paula Castro
Creative Directors: David Kolbusz, Carl Broadhurst & Peter Reid
Team: Emma Castagno (Copywriter + Art director, Laura Osborne (Art Director) Sarah Watson (Copywriter)
For Barratt London, we created a campaign that put the locals centre stage across a series of editorial style brochures, press ads, hoardings and online banners. Crucially, helping build Barratt's community credentials across the city, putting them streets ahead of their competitors in the midst of a housing crisis. Working with photographers, Tomter and Dylan Collard, we created three launch campaigns involving more than 40 portraits in just two months.
Art Director/Creative Lead: Emma Castagno
Copywriter/Creative Lead: Tom Juneau
Photographer: Tomter
Barclays needed to show it was more a personable bank and what better way to do that than let you, the great British public, personalise your debit card with your favourite cat picture. We street cast couples, families and even dogs to create a glorious portrait of Britain in a celebratory campaign that worked across TV, digital escalator panels, online and press.
Director: Bob Harlow
How else to get punters to join Stella Artois at various live screening extravaganzas this Wimbledon than invite them with a non-stop video invitation that offers a little sip of the delights on offer? Shooting our first 1:1 video with the brilliant Tell No One, the campaign was supported with Instagram Stories, promoted posts across social as well as a media partnership with Vice. The campaign has gone on to be ABI’s best-in-class case study for social.
Copywriter: Emma Castagno
Art Director: Chris Rush
Director: Tell No One
Instead, we created a virtual members' club, Club Providjina, that we could promote. We wanted to talk Moscow's next generation of movers and shakers through a series of provocations to incite them to keep walking - and to sign up in droves. The campaign lived in glossy magazines and online. Damien De Blinkk shot these golden portraits.
Creative: Emma Castagno
Photography: Damien De Blinkk
For Tally Weijl we took the original spirit of our eponymous founder, that is self belief and chutzpah, and re-imagined it for today’s youth audience. Totally sexy was replaced with a playful, idiosyncratic spin on being our best selves - whatever that may be. #OwnIt
Agency: Virtue
Credits: Emma Castagno (Senior Copywriter - Concept, Creative Strategy) Ieva Blazeviciute (Art Director), Wren Graham (Copywriter)
To promote the launch of second series of Downton Abbey, we perform live trailers on the stage at the National Theatre.
Part stunt, the cast perform four scenes from the new series, tableau style, on the stage at the National Theatre before the billed production. Both dramatic and surprising, the scenes memorably evoke the show's writing and quality credentials.
Creative: Emma Castagno
A women's film platform that proposes to make only films that pass the Bechdel test. Radical.
Creative/Creative lead: Emma Castagno
