My philosophy on making ads: If it’s not a story worth telling your mates or your mum, don’t tell it.
McDonalds, fax-4-Kiwiburger
How do you relaunch an iconic burger to a new generation? You use technology they know nothing about, from a time they can't even remember 📠🍔 Introducing ‘Fax-4-Kiwiburger’, probably the first ever fax-to-win promo since 1991. Winner of two silvers for brand experience and interactive OOH at SPIKES Asia and Axis here in Aotearoa.
Puhoi Valley, ‘A little bit naughty’
Puhoi Valley flavoured milks and yoghurts are naughty little treats packed with delicious, indulgent flavours, that can’t help but make you feel a little bit naughty. To launch the products in New Zealand, we created a campaign that celebrates those equally little, defiant acts of naughtiness that we all indulge in from time to time. An ode to anyone who’s ever driven solo in the T2 lane.
Vogel’s Breadywear
Introducing: Vogel’s Breadywear. A stylish solution to bread distribution.
No longer do Kiwi expats have to go without their favourite breakfast food, or mourn the loss of precious baggage space.
Now you can bring your bread abroad easily, because they can’t weigh it if you wear it.
Expertly designed by VikkiFoggo and our friends at Vogels, to be the perfect combination of style, innovation and bits of bread- Breadywear is a travel wear line comprising of a Breaded Jacket and Neck Loaf, that comfortably let’s you bring your favourite breads, in your threads.
66 slices of it to be exact.
#WearTheBreads
Vogel’s Toastcards
Introducing Toastcards.
A postcard with a slice of home on the front, back and inside too.
Designed for the hungry Kiwi expat missing the taste of home.
By taste, we mean slice of real Vogel’s Very thin, and a slice of real news as unique as the land the bread was baked in.
And… it all fit within the 10mm depth limit for standard international letters, and postcards.
So you don’t have to pay heaps of bread to get your favorite bread.
Guess there really is no taste like home.
Coromandel Cure
"The Coromandel Cure" was a tourism campaign we created in partnership with Destination Hauraki Coromandel (DHC) in 2023, that uses real scientific research to demonstrate the stress-relieving benefits of visiting the Coromandel region. Proving that the Coromandel region really is good for your soul. The campaign highlights how a short trip to The Coromandel can significantly reduce stress and anxiety levels, improve sleep quality, and increase feelings of relaxation and restfulness. We proved this with a white paper created in partnership with Dr. Karen V. Fernandez (PhD), and prescription- based OOH, radio and social ads.
McDonald’s Breakfast
‘Breakfast Done Properly’
Breakfast, once considered the most important meal of the day, in recent times has become an afterthought, with over 50% of adults choosing to skip it. So, through McDonald’s iconic menu, we wanted to help the nation remember how good it feels to start the day with a properly satisfying breakfast. ‘Breakfast, done properly’ is the platform we conceived, that all McDonald’s Breakfast advertising in the UK will sit under going forward.
McDonald’s Breakfast: Breakfast Done Properly
Mass Mutual
‘Small acts of Mutuality’
Mass Mutual is the third largest insurance company in North America. For such a large company, we decided to think small…miniature to be exact. During the Kentucky Derby in South Carolina in the summer of 2018, we made the most of their branding partnership with the event, and created tiny billboards and vignettes dotted around the venue, since high net worth individuals use binoculars in the stands to get a closer look at the Derby. Read more about the success of the campaign here:
https://johannesleonardo.com/project/small-acts-of-mutuality
Vroom
Bezos family foundation:
Vroom healthcare installation in Mt.Sinai hospital in New York City.
We helped new parents turn everyday interactions into activities designed for early learning and development, during a time when children’s brains grow the fastest. We created signage spanning 6 different hospital units, with 70+ individual deliverables ranging from large scale elevator wraps to a booklet of activities that parents can do with children in the waiting room, to creating posters/decals for staff areas.
Adidas Originals
‘Your colour, Adi colour’
There’s something about the way colour makes you think specifically and sincerely about a particular time, feeling or place. Every colour tells a story about who we are, where we’ve been and how we feel. Playfully iconic, the timeless Adicolour apparel is reimagined in full rainbow spectrum for the ‘19 Fall/ Winter drop. ‘Your colour, Adicolour’ (written by yours truly) remains the official messaging for the Adicolour Adidas range.
Adidas Originals: Your Colour. Adi Colour.