Disciplines: Content strategy, scriptwriting, video
Duration: 10 days
I helped The Clearing produce a series of videos to promote its new book, Wild Thinking.
Wild Thinking features 25 unconventional solutions to business challenges, from pioneering thinkers at global brands. I developed a content strategy to draw out particularly engaging themes from the book, and conducted piece-to-camera interviews with key contributors.
Read more about Wild Thinking on Kogan Page’s website…
Working closely with publisher Kogan Page, I then scripted a series of short-form videos. This included exclusive cuts for LinkedIn and Twitter, posing bonus questions from The Clearing’s ‘Wild Cards’ – the pack of 100 provocative questions that inspired the book.
Read more about Wild Cards on The Clearing’s website…
Here are three of the videos:
How mediocrity can be a great motivator
CMO John Allert discusses McLaren’s unapologetically uncompromising culture, and why a fear of mediocrity keeps the team sharp.
Why leading from the top is outdated
Former Dropbox PR chief Nick Morris shares his tried-and-trusted collaborative approach for engaging and inspiring a team.
What ‘brand purpose’ looks like in practice
CCO Juliet Slot explains how Ascot Race Course translates abstract brand values into meaningful everyday actions for its employees.
I helped Taxi Studio develop a content strategy for its award-winning Carlsberg rebrand.
The strategy focused on three core areas – the re-crafting of the mark and other brand assets; the holistic design and packaging system; and Carlsberg’s wider sustainability story, in which the rebrand plays a central role.
Working closely with Taxi’s in-house marketing and creative teams, I conducted piece-to-camera interviews in both Taxi’s Bristol studio and Carlsberg’s Copenhagen HQ, then scripted and edit-produced videos that have since formed part of many successful awards submissions.
The videos were accompanied by ghostwritten articles to tell the story in more detail. These became core case studies on the Taxi website, as well as attracting the attention of specialist publications such as The Dieline.
Part one: Crafted to Last
We’ve collaborated with Carlsberg on a major global rebrand, unifying its diverse markets with a simple yet versatile identity system that champions the principles of great Danish design.
Following extensive research into the brand’s 171-year heritage, Carlsberg’s famous brand elements have been carefully re-crafted for the first time in several years, striking the perfect balance between form and function...
At the heart of our global Carlsberg rebrand is a simple phrase: “In constant pursuit of better.” Drawn from the ‘Golden Words’ penned by Carlsberg founder JC Jacobsen, this pledge drives everything from the quality of the brew, to the company’s sustainability credentials, to how its brand is presented to the world.
With no holistic look and feel to tie the regional variants together, or clear set of rules to govern how different assets were used, the Carlsberg brand was presented inconsistently from market to market. Another challenge was to unify all expressions of it as part of a coherent, master brand-led system...