Hike & Seek

Problem:

Having become one of Gen Z’s favourite ‘sweet treats’, sales in classic British biscuits such as Bourbons or Custard Creams have sky-rocketed in recent years. Unfortunately, however, when it comes to which brands of biscuits they buy, these young adults often don’t think of the McVitie’s Tasties collection and instead automatically turn to supermarket own-brand versions.

Insight:

Research revealed that Gen Z was becoming increasingly interested in outdoor pursuits such as hiking, climbing, and camping. It also showed that these new adventurers were in desperate need of a way to easily transport, share, and enjoy their favourite biscuits when out doing these activities.

Solution:

So, I created a new version of Tasties called ‘Tasties Mini’ which took this delicious collection of biscuit classics and shrunk it! Transforming them into mini munchable treats that can be easily enjoyed and shared wherever you go – the perfect snack for biscuit-loving Gen Z adventurers.

Campaign Strategy:

Inspired by the success of Geocaching, the ‘Hide and Seek’ campaign was created as an exciting challenge to encourage Gen Z hiking enthusiasts to use geo-locating to follow a series of clues that would lead to a location where ‘A Stash’, i.e., a free packet of Tasties, is hidden. It would use humorous billboards to advertise the product, drive engagement through the activity, and position ‘Tasties Mini’ as one of the best ways to enjoy classic biscuits on the go.

CURRENT

Problem:

Whilst undergoing cancer treatment, female patients, especially those aged 40-50 years old, report a significant drop in mental well-being, self-esteem, and body image.

Insight:

Extensive research indicates four main causes for this negative impact on self-esteem, each contributing uniquely to the challenge faced by patients:

• Chemotherapy alters appearance, making women lose hair and experience atypical weight loss, both of which lead to a perceived loss of femininity and sense of self
• The medical equipment they wear for long periods constantly reminds them, and others, of their illness
• Due to society’s attitudes toward cancer, these women often feel shamed for their visible indicators of cancer treatment, as cancer is seen as taboo
• Most importantly, a change from being seen as a person to just a cancer patient

Solution:

To address this issue and change perceptions, I created ‘Current’—an experiential campaign inspired by the idea that a river is not defined by its environment but carves its own path. In the same way, a cancer patient is more than their diagnosis.

‘Current’ combines self-expression and luxury through a platform that empowers patients to design intricate, personal patterns and apply them to their otherwise impersonal hospital-white medical products and accessories, transforming them into uniquely tailored expressions of self.

POCKET CHANGE

Small Group Project with Ella Harpham-Salter

Problem:

University student mental health has been on a significant decline for the past two decades, to the point where over 60% of university students state that they experience high levels of stress, anxiety, or depression on a regular basis. This is because of the following reasons; Overworked from large quantities of coursework, becoming isolated from friends and family, and adopting unhealthy daily habits.

Insight:

• 45% of Gen Z use connecting with friends as a way to manage challenging feelings
• Nature can help improve thinking, reasoning, and other mental abilities
• Physical mail creates the opportunity to slow down and reconnect at a human pace
• Nearly 75% of Britons feel that writing letters and cards has a positive mental health benefit

Solution:

Pocket change is an innovative subscription service that revives the tradition of pen pals to help university students improve their mental health and stay connected to friends from home. Through weekly packs, the student and their ‘pen-ny pal’ exchange cards, curating their own deck of little mindfulness moments and messages.

Hope you enjoyed exploring my work! If you want to find out more about the stories behind these designs or any of my other work, please feel free to check out my portfolio or contact me here!