Stuff that does more than just make money. It has social impact too. What's important is that while it's for good, it's also for gain. Why? Because clever work gets good PR. And good PR makes money. So let me help you use your CSI budgets properly. Let me help you inspire your people. Let me help you find your passion. Let me help you talk about the good you're doing. Let's leave this world a better place than we entered it.
title. project 02
city. New york
size. mural painting 1000m x 200m
I was hired as a freelance writer for CNN, to interview and write about tech companies who are creating social change in Africa. 30+ hours of interviewing went into these 4 stories. This truly fed my soul.
Sugarbird Gin were told they had to change from glass to plastic bottles to reduce their environmental impact. We conceptualised and rolled out a campaign that helped people understand why and gave them the tools and education to create a better world too.
the street store
I co-founded the world's first rent-free, premises-free, free "pop-up clothing store" for the homeless, found on the street and stocked by donations. Since going open-source, nearly 1000 popped up globally, clothing 1+ million homeless people.
m&c saatchi abel
When Cape Town was hit by drought, we had to cut our agency’s H2O use. Toilet flushes can use 16L of clean water. But no one wants to be seen as “that guy” letting yellow mellow. We had to change the loo-taboo. That's how the Wee Wiser was born. A simple poster that saved 60 kilolitres of water in month.
before they're gone
One of the hardest things to deal with when your loved one has Dementia is the loneliness that comes when your friends and family stop visiting. We wanted to remind them that their support was so very important.
2 billion care
23 hectares of dryland is lost to desertification every day. We needed to get people to care about a space they've never heard of - so we caught their attention with something they do care about: women's rights.
Throughout Africa, the LGBT and Sex Worker communities are marginalised, mistreated and abused. While it's the norm, it's not the only way. To make people aware that there's another way to treat those around them, we had to show them that there are others who choose love over hate.
Free media space isn't useful if no one looks at it - and this can often happen in women's mags, especially if you're trying to get them to help a charity. Readers want to be entertained and to judge what they see - so we used this against them.
When people get Dementia, their loved ones tend to stop visiting them and spending time with them. We needed them to see that even though it's difficult, the sufferer needed their love and support. To do this, we created an app that showed them what it feels like to have Dementia.
Life can be tough. We all know that. But if we actively, purposefully try and focus on the good, we can try make a little bit easier. I created this online community to help people do just that.