We decided to go boldly where no brand has been before – inside the womb. With #wombstories, we introduced our womb dwellers, the anthropomorphic inhabitants of our uteruses who sometimes work with us and sometimes against us. Instead of replicating the same templated perspective that has graced the pages of medical textbooks for decades, we reimagined the womb as a place full of emotion.

We then used this metaphorical visual language to create #Painstories a pain dictionary and tool to help those suffering from endometriosis recognise their pain and seek help quicker.Painstories creatives: Lauren Peters and Augustine Cerf.

Bloodnormal

From showing period blood for the first time to selling beautiful period underwear; from showing pain to acknowledging period sex; from getting a twelve-year-old comic writing positive period jokes to manufacturing pop-culture sized pad shaped lilos, Bloodnormal is a global campaign that has changed a category, changed a company and overturned media bans in several countries.

Leading the pitch and strategic reframe for Macmillan Cancer Support Charity as being both tough and tender. The Macmillan staff always do whatever it takes.

Creative team: Benjamin Polkinghorne & Scott Kelly

Creative Directors: Andy Clough, Richard Mc Grann

The Sapeurs are the "Society of Elegant Persons of the Congo", a group of extraordinary gentlemen who, with their dapper clothes and joi de vivre, bring hope and inspiration to their war-torn city of Brazzaville. 

The Trillion Dollar campaign is the story of how a brutally oppressed newspaper bought its survival with the worthless, hyper-inflated Zimbabwean money that had begun to run into the trillions.

The Trash Isles.

Ensuring the world's first country made out of trash, is it's last.

Creative Team: Michael Hughes & Dalatando Almeida

Design: Mario Kerkstra

for Plastic Oceans Foundation & Lad Bible

Nobody wants to order water in a pub.

People know it’s good for them, but they think it’s deeply uncool.

They’d much rather drink beer.

So, to encourage behaviour change and responsible drinking, we rebranded boring old tap water - as something people would actually want to order.

A brand new kind of Guinness.

Guinness Clear. Made from 100% H20.

We promoted it just like a genuine Guinness product.

With everything you’d expect from a Guinness launch.

All the reverence, all the beery clichés, all the high production values, all the familiar Guinness tropes.

Written by: Tim Riley

Director: Tom Kuntz

Producer: Miles Nathan

Creative Direction: Nicholas Hulley & Nadja Lossgott

The Purse

The launch film for Guinness’ sponsorship of the Six Nations Rugby Tournament, “The Purse” tells the true story of David and Gareth Rees and their unusual inheritance. As they travel from game to game watching rugby and drinking Guinness we understand what makes the Six Nations so special – it is unrivalled in sport for its combination of intense rivalries and fierce friendship.

 Creative: Tim Riley

Director: Tom Green

Producer: Nick Godden & Frankie Burwell Wright

This started life as a standard pack shot brief, ubiquitous to the beer market: show the liquid perfection of a pint.

We decided not to use an expert pack shot photographer, and we decided not to shoot the pint. Instead we went to one of the world’s most dangerous waves – Teahupoo, in Tahiti.  Here we recreated the iconic black and white Guinness ‘surge’ on an epic scale by going beneath Tahiti’s giant waves and capturing the moment the wave hits the reef, mimicking the raw power and beauty of a surging pint.

To do it, legendary surf photographer Brian Bielmann wedged himself between tons of pounding water and dark razor sharp reef and then – where few would be able to - held his nerve to compose shots that echo the black and white portrait of a pint of Guinness.

The photographs were for large format outdoor sites and were intended to capture every last epic detail of the liquid perfection of a surge and remind everyone about a unique beer that is truly “Made of More”.

Alzheimer’s Research: Born to survive

To help change the utter hopelessness people feel about Alzheimer’s we wanted to show that it was a disease and diseases can be cured. We wanted to inject a sense of grit and optimism into the debate, after all, humans are problem-solving animals born with a single instinct to survive.

Rugby has long been portrayed as a sport whose only attribute is dumb power. We've always thought this was unfair. With these four stories we hoped to show the inner qualities that are also needed to succeed in the game.

Anybody who has ever owned a cat knows our feline friends have a range of weapons to deploy when they want to turn on the charm. A trembling little meow, a tilt of the head, imploring saucer eyes, or in the case of this video, a penetrating stare while guiding you (with it’s nimble paws) through the classic “Hungry Eyes”. No matter how they mesmerise us, the result is always the same, Resistance is Futile.

Let’s face it. Cats have the upper paw. Sure we can pretend we’re in control, but everyone knows the real bosses walk on four legs not two. One flick of the charm switch and we’re putty in their paws. And when cats want Sheba, resistance is futile.

There are some things in life you just wouldn’t get between: a falling piano and the pavement, a lioness and her cubs, interns and the free food.

Getting between a lorry and a left turn is as much of a no-brainer as the others. It’s where a third of all cycling collisions happen.