For 75 years Jeeps and their drivers have been connected by a truly emotional bond - The desire to escape the daily grind in search for new adventures off the beaten track.
That's what Jeeps are built for and that's where they belong.
These days however, most Jeeps are found on city streets, commuting between home, work, the kids’ school and sometimes maybe IKEA.
So just in time for the brand’s anniversary we wanted to remind our city-dwelling drivers of what owning a Jeep is really all about:
Introducing the Jeep Mud Mask.
The first mud mask for cars, and the saviour for all adventure-deprived City-Jeeps.
Adventure in a can, made from 100% real dirt.
Agency: Parasol Island
Role: Creative Direction, Campaign Strategy
Just before the start of the 2018/19 Formula E season, Audi Sport asked us to bring to life their “Own every second” claim with a film that gets fans excited about the upcoming season.
After spending some time with Audi team drivers Lucas Di Grassi and Daniel Abt, we realised that there aren’t actually that many seconds to truly own in your life, once you take away all the ones already tied up with other things…
Agency / Production: Parasol Island
Role: Creative Direction, Directing
The brief was to create a launch film for the new BMW 2-Series.
A feature-heavy piece of car-porn that was mainly going to be played in endless loops on car shows and showroom walls all around the world.
Utilising this traditionally less creative format in a new, unique way, we created a film that does what exactly what it is meant to do:
Never stop.
The result is a film about a meeting of two people that questions our perception of time and, of course, celebrates all the beautiful details and features you get to enjoy when you buy a new BMW 2-Series.
Agency: Parasol Island
Role: Concept, Copywriting
After the launch of the “We are on the move” campaign, VW We’s first service to go live was We Park, the brand’s cash-less, mobile parking app.
Utilising the “We are…” campaign platform, we casted some of Europe’s most talented street musicians to remind the people of Berlin, that their spare change could be put to much better use, than it does inside a parking meter.
While €5 sign-up vouchers were given out to anyone who gave a coin, we got the artists into a studio to collaborate on a track that became the soundtrack of the resulting case film, which was then spread via the brand’s and artists’ social channels.
A planned commercial release, with all proceeds going to the artists, unfortunately had to be stopped in the last minute due to contractual obligations of one of the participants.
Agency: Parasol Island
Role: Creative Direction, Directing, Campaign Strategy
Jeep approached us to generate some buzz around the launch of the new Jeep Renegade in Germany.
So in true Renegade spirit we decided to do things a little differently. Instead of a traditional launch campaign, we created the ultimate adventure and invited our fans to rise to the challenge.
To do so, we took a brand new Jeep Renegade and heli-dropped it over 1700km away, deep into the Romanian mountains. And left the keys in the ignition.
Then we simply started releasing the geo-coordinates and let the Jeep fans do what they do best – get out and get exploring.
Needless to say, they didn’t let us down:
After just 3 hours and 24 minutes the Renegade had been claimed. The campaign however earned tons of free media and publicity for the launch, and generated over 50.000 new leads and more than 500 pre-orders for the new Renegade.
Agency: Parasol Island
Role: Creative Direction
We all know the problem:
Out of fear of high phone bills we waste our vacation time looking for free Wi-Fi. To avoid this, German Telekom offers "Travel & Surf" –tailored data roaming passes at a fixed price.
An offer everybody should know about really.
And exactly that was the briefing.
With Jose’s Wi-Fi Dogs we created a campaign, that told a humorous “real-life” story about the lengths people go to in order to find a Wi-Fi spot in foreign countries.
We invented the Spaniard José and his "Wi-Fi Dogs": A charming rascal and businessman who has the perfect answer to tourist’s Wi-Fi worries:
Training his dogs to sniff out the nearest Wi-Fi spots.
The resulting mockumentary was supported by a full 360 campaign on all major channels and became one of Telekom’s most successful digital campaigns ever.
Agency: DDB Berlin
Role: Creative / AD
With a STIHL chainsaw or power tool, any job is easily done. Working closely with butter-sculpting world champion Tim Aspinall we created a rather simple print campaign that shows just that.
Agency: DDB NZ
Role: Art Direction & Concept
When the Corona pandemic hit the world in March 2020, everything stopped, and even the global sports community was forced into a standstill. No balls were rolling, no boards or bikes flying, and no records were being broken. Or at least not where anyone could see it happen.
So when we were asked to create a film to celebrate the return of Red Bull’s athletes to the public arena, we quickly realized that what was dubbed a “comeback” wasn’t actually a comeback at all. Because to come back, you had to disappear in the first place. And thanks to the relentless support of their fans, and their own ingenuity, Red Bull’s athletes had in actual fact never stopped doing what they do best.
When Vodafone Germany launched its budget prepaid brand SIMon Mobile, it came with infinitely charming racoon Simon as its brand testimonial. We were lucky enough to get involved right from the start and had the chance to deliver the concepts and copywriting behind Simon’s meteoric rise through the different ranks of television fame.
Starting off as a low-budget influencer, Simon has since added his own series of game shows to his resume and most recently made it to the big screen with an ongoing series of low-budget blockbuster interpretations.
When Volkswagen united all its current and future integrated mobility services under the VW We umbrella, we were task to come up with the new brand’s first digital image campaign.
In order to demonstrate that VW We’s services seamlessly slot into our everyday lives and allow us to experience a whole new form of mobility, we caught up with three inspiring “doers” and had a look how VW We helps them do what they do best.
The resulting films kicked off the still ongoing “We are on the move” campaign, that became not just a statement for VW We, but the entire Volkswagen brand on the verge of a new era in individual mobility.
Agency: Parasol Island
Role: Creative Direction, Directing, Campaign Strategy
April Fools’ 2016.
Adventure deprivation is a growing issue amongst urban Jeep drivers. They just don’t get out enough anymore. So just in time for the start of the silly season, we gave city-dwelling offroaders a little bit of hope.
At least for one day …
Jeep® Adventure Tires.
The first all-terrain tires with the terrain literally built into them.
A little April Fools’ hoax that had people calling Jeep dealers all around the world for pre-orders and quickly made it into the different Top April Fools’ campaigns lists of 2016.
Agency: Parasol Island
Role: Concept
From bike to beach to business, the new BMW 5-Series combines everything you need to not just talk, but actually live your work-life-balance with equal dedication.
Agency: Parasol Island
Role: Concept, Copywriting
BMW’s latest supercar is coming for you.
Are you ready?
Agency: Parasol Island
Role: Concept, Copywriting
In 2015 actor and “GQ Man of the Year” Elyas M’Barek was hired by Jeep Germany to give the brand a more stylish and urban perception. As the last instalment of the yearlong collaboration however, it was time to give city-boy Elyas a little taste of the world Jeep has always called home:
On a 5-day road trip through the iconic Moab Desert, we gave Elyas the chance to do discover another side of the brand and himself.
The resulting film and photo material was spread via Jeep’s and Elyas’ social channels, and turned into an exclusive supplement in GQ Germany’s next issue.
Agency: Parasol Island
Role: Creative Direction, Campaign Strategy
Women are generally their own harshest critics, not just when it comes to their looks, but also their self-judgement.
Bonprix’s mission however is to help women of all walks of life to discover and embrace their inner wow.
So for Mother’s Day, we first invited some mom’s and asked them how they judge their own performance as a mother. And as expected, they were pretty harsh on themselves.
Completely separately however, we also invited their children, asked them the exact same question, and then played the answers back to their mothers…
A beautiful experiment that made everyone from agency to client cry on set, and perfectly shows, that there is nothing more “wow” than true motherly love, no matter how much you judge yourself.
Agency: Parasol Island
Role: Creative Direction
For 75 years Jeeps and their drivers have been connected by a truly emotional bond - The desire to escape the daily grind in search for new adventures off the beaten track.
These days however, most Jeeps are found on city streets, commuting between home, work, the kids’ school and sometimes maybe IKEA.
To remind them where they, and their Jeeps belong, we created an emotional Online Film and TVC featuring brand ambassador Elyas M'Barek and the newly launched Jeep Renegade.
Agency: Parasol Island
Role: Creative Direction, Campaign Strategy
Brilliant Shine lets your blond shine brighter than ever before.
To help John Frieda get their new product range noticed on social media, and protect our customers’ eyes from the products’ powerful effects, we collaborated with Eyewear designer Andy Wolf to create a limited edition run of sunglasses in the new product’s pearl packaging colour.
Agency: Parasol Island
Role: Creative Direction, Campaign Strategy
Never put the wrong thing in again.
Awarded print campaign for Volkswagen’s misfuelling prevention system.
Agency: DDB Berlin
Role: Concept & Art Direction
Run faster. Play faster. Get the jersey faster.
A challenge where only the players that train really hard using the miCoach system, get the chance to take part in the German national training camp for the Euro 2012.
It´s not just about wearing the jersey, it’s about earning it.
Agency: TBWA Berlin
Role: Art Direction, Design
Several years as lead creative on the Audi New Zealand account.
Just a few of the many locally produced ads from that time.
Agency: bcg2/grey NZ
Role: Concept, Art Direction
Adidas loves all its athletes. From the big Champs and Grand Slams, to the unsung heroes of the village pitches and the everyday athletes fighting themselves to get up for that morning run every day.
To celebrate all of them, adidas wanted to let each one of them become a star.
People were invited to go to www.adidasgameface.com
and post their game faces on an endless virtual wall. A wall, on which every athlete is equally featured, no matter if no-name or big name.
On top of seeing their face side-by-side with the biggest names in sport, participants had the chance to win Champions League final tickets and, best of all, have their game face poster printed and displayed all over Germany, Switzerland and Austria, just like the rest of adidas’ stars of the game.
Agency: TBWA Berlin
Role: Art Direction, Head of Design, Interactive Design
You never know where an adventure will lead you. That's why when Jeep asked us to come up with a mobile interactive installation that they could use in their trade shows and special events, we created this. Instead of spinning the wheel with your hand the idea is that participant can give the wheel a spin by stepping on the gas pedal of a Jeep attached to the 'Adventure Generator'.
Agency: Parasol Island
Role: Creative Directors
Sexually transmitted diseases are on the rise among adolescents. So how does LSVD get its sexual safety message across to a target audience, that wants to have fun while having sex, and isn’t very receptive to doom and gloom scenarios?
By creating BANGTRIS.
An online game in which different sexual partners are literally “put together”, and players can win a year’s supply of condoms. A series of 21 ads advertised the site on- and offline, and introduced all the different characters and their preferences.
PLAY THE GAME BUT PLAY IT SAFE.
www.bangtris.com
Agency: MAYD
Role: Art Director & Illustrator
After a devastating earthquake hit Christchurch in September 2010, the New Zealand Restaurant Association wanted to help local restaurants get back on their feet.
In the lead-up to Christmas we asked businesses around the city to book their functions at a local restaurant and by doing so, literally help the restauranteurs of Christchurch "pick up the pieces".
Agency: hotfoot NZ
Role: Creative Director
Did you know that bi- and homosexual men aren´t allowed to donate blood in Germany?
No?
Neither did we.
That´s why we started "Bunt Spenden", a petition that aimed to kick off a public discussion to change the law.
buntspenden.de
Featured on:
The Daily Beast
Huffington Post
Süddeutsche Zeitung
Agency: DDB Berlin
Role: Concept & Art Direction
Australia and New Zealand have the highest skin cancer rate in the world. The key to beating the cancer or even better, not getting it in the first place, is regular monitoring and early detection of structural cell changes.
MoleMap offers exactly this, and we were asked to come up with an easy-to-produce, yet highly memorable TVC that clearly makes the point.
Agency: bcg2/grey NZ
Role: Concept, Art Direction, Directing
Everyone knows that a Jeep is the ultimate outdoor companion.
But in order to remind people that it’s also every bit as stylish and luxurious as it is rugged Jeep collaborated with GQ Man of the Year Elyas M'Barek, and tasked us to come up with the strategy an activities for this year-long partnership.
It kicked off with a one-of-a-kind calendar. A timeless piece of art, featuring carefully composed multi-picture still-life layouts. A perfect mix of beautifully abstract urban impressions, high-end car photography and brand ambassador gone model Elyas M’Barek.
Photographed by Amos Fricke, it was produced in strictly limited numbers, each one of them hand-signed and crafted to perfection. From the texture of the recycled paper, to the buffalo-leather packaging that doubles as a laptop case – every element has been carefully chosen to seamlessly bridge Jeep’s outdoor DNA with high end, urban style.
Agency: Parasol Island
Role: Creative Direction
Barmer GEK is one of the most comprehensive health insurers in Germany.
A fact that Barmer asked us to clearly communicate to their younger, digital audience.
As a response, we created the "For What Ever Happens" campaign that showed that for everything life throws at you, Barmer GEK offers the right kind of help. The campaign’s hero became an illustrated character named “Barmi” whose job it was to help make serious health topics more light hearted, memorable and easy to understand.
On the microsite users could shoot Barmi into the future with a slingshot, landing him in different situations in which Barmer insurance policies have you covered. The playful mechanic and charming character design made the campaign not only a huge success, but a German first for health insurance communication.
Agency: Parasol Island
Role: Creative Direction, Illustration
Integrated direct response campaign for the New Zealand Bakery of the Year competition, laying out the challenge in the most Kiwi way possible - the Maori Haka (war dance).
With a budget of a mere $15K the campaign utilised the build-up to the 2009 Rugby World Cup to become one of the most viewed clips on Youtube and spread our tiny Kiwi message message all around the world.
Agency: BKA/Leo Burnett NZ
Role: Creative / Director
VERO is New Zealand's leading general insurer. But because their policies are solely distributed through brokers and third party providers, most people don't know that VERO is the company behind settling all their claims.
The task was to create an iconic brand TVC that shows, that everything the people at VERO do is taking care of putting things right again, even though you might never know who they are.
Agency: big communications
Role: Head of Art
