1. GARRETH CARTER
Lead Campaign Concepts
Headline Copy & Creative Strategy

2. GARRETH
CARTER
I’m an integrated strategic creative that provides concepts for
campaigns through copy and activation platforms.
Wow, imagine if that’s how I introduced myself at parties?

3. GARRETH
CARTER
I’m an integrated strategic creative that provides concepts for
campaigns through copy and activation platforms.
Wow, imagine if that’s how I introduced myself at parties?

4. GARRETH
CARTER

5. GARRETH
CARTER
LET’S TALK ABOUT RUM

6. GARRETH
CARTER
BRIEF
Malibu wanted to increase its relevance to its core 18-24 year old
audience. They wanted a series of high profile experiential events
that toured the UK that could produce digital content and
excitement.
It had to emphasise the playful, vibrant Caribbean side of the
brand while highlighting its mixing versatility. The most head
scratching question was how to make it relevant to a student
market that were not connecting with the brand?

7. GARRETH
CARTER
WHAT I DID
Lead Creative. Headline copy.
Named the strategic activation platform.
Provided concepts for the event and content

8. GARRETH
CARTER
HOW I DID IT
I ran focus groups with students.
Worked with Music specialists to find relevant Caribbean trends.
Worked with a strategic planner and an art director.

9. GARRETH
CARTER
KEY CREATIVE STRATEGY
Take relevant assets local to the target market and
‘mash it up’ with the Caribbean assets that the brand could bring.

10. GARRETH
CARTER
THE ANSWER
The Malibu Mish Mash tour offered the chance for students to mash
up their lives with the Caribbean. In conjunction with Kiss Radio and
UK music act Example the event focused on ‘Mashing up’ local
current music styles with Caribbean flavours. Students could connect
digitally before and after the event and mash up their own tunes online
with a calypso app. Students were asked to bring mundane items
(e.g. toasters, laptops) for a Caribbean paint make over. And of course
Mashing up Malibu with different vibrant cocktails.

11. GARRETH
CARTER
MALIBU MISH MASH TOUR

12. GARRETH
CARTER

13. GARRETH
CARTER
MALIBU MISH MASH TOUR

14. GARRETH
CARTER
MALIBU MISH MASH TOUR

15. GARRETH
CARTER
MALIBU MISH MASH TOUR
MALIBU MISH MASH TOUR

16. GARRETH
CARTER
RESULTS
Over 70 venues toured in the UK. Supported by a print and digital
campaign, rolled out by over four different agencies. Directly
touched 90,000 consumers with the brand. Affinity scores
increased by 10%. 30,00 new followers were added to the
Facebook fans page
during the tour.

17. GARRETH
CARTER

18. GARRETH
CARTER
LET’S TALK ABOUT CARS

19. GARRETH
CARTER
BRIEF
Suzuki had no social presence in the UK. They wanted to use
their youth focused city car ‘The Suzuki Swift’ as a catalyst to
drive people to their soon to launch Facebook fans page. They
wanted an activation content piece which was fun, youthful,
showcased the new free spirited car and of course gained a
community of ‘likers’

20. GARRETH
CARTER
WHAT I DID
Lead Concepts. Activation platforms.
Script writing. Video direction.

21. GARRETH
CARTER
HOW I DID IT
Working with a production crew I devised a series of webisodes
first filming a test pilot to help the brand envisage it.
I then worked with a storyboard artist to map out the first
webisode.
I wrote the scripts and directed all three videos

22. GARRETH
CARTER
KEY CREATIVE STRATEGY
The Suzuki Swift offers drivers the freedom to make exciting
decisions on a whim and explore their city.

23. GARRETH
CARTER
THE ANSWER
Suzuki Swift Decisions was a series of three video webisodes. All
three focused on where life could take you if you rolled the dice. Using
a mixture of comedy, experiential and film making real people were
plucked on the day of filming and gave them the chance to make
‘socially activated’ decisions on a whim involving the car. This included
‘Swift Dating’ in the back of the car, a clothes show special where
fashionista’s held a ‘Swift Fashion show’ featuring celebrity stylist Gok
Wong, and even resulted in the car being air lifted by a helicopter… All
on a whim.

24. GARRETH
CARTER
SUZUKI SWIFT DECISIONS

25. GARRETH
CARTER

26. GARRETH
CARTER
SUZUKI SWIFT DECISIONS

27. GARRETH
CARTER
SUZUKI SWIFT DECISIONS
RESULTS
The videos received over 67k views in a two week period and
featured on over 40 high profile car blogs. The series drove people
to the Facebook fans page, helping generate over 10,000 likes in
a months.

28. GARRETH
CARTER

29. GARRETH
CARTER
LET’S TALK ABOUT SEXY LINGERIE

30. GARRETH
CARTER
BRIEF
I had a hurried phone call from the brand’s internal team two days
before a Christmas production deadline. The in house creative
team at Ann Summers had not cracked their Christmas in-store
advertising and digital content platform for their lingerie. They
needed a platform that communicated, like M&S and La Senza,
that Ann Summers sell great lingerie all year round. The
platform had to be adult, playful and able to spin off into all of their
Christmas content channels.

31. GARRETH
CARTER
WHAT I DID
Got my thinking cap on.
I had 6 hours to crack a creative strategy and activation
to hang their whole instore and Christmas content on.

32. GARRETH
CARTER
HOW I DID IT
I got the in house team to send me
over their Christmas photo shoot with
the current activation felt was not working.

33. GARRETH
CARTER
KEY CREATIVE STRATEGY
Lingerie isn’t just for Christmas

34. GARRETH
CARTER
THE ANSWER
Who Needs Mistletoe?
Says adults, says sexy, says you don’t need
to come in here just for Christmas.

35. GARRETH
CARTER
WHO NEEDS MISTLETOE…

36. GARRETH
CARTER
WHO NEEDS MISTLETOE…
RESULTS
Activation was rolled out in-store, on Pintrest, on twitter and on
their blog which gave a platform for rich content and discussion.
Lingerie sales went up by 7% on the previous year.

37. LET’S MEET TO DISCUSS MORE
I’m better in the flesh.
Write to me at garrethcarter@yahoo.com
or call me on 07733 297195