Hi, I’m Ru! Welcome to my portfolio.
I’m a copywriter & poet with an affinity for the pokey, the provocative, and the progressive.
My work.
F*CK THAT 9-to-5.
Full-time freedom starts with Squarespace.
Client:
Squarespace
Task:
Come up with an integrated campaign that convinces first-time entrepreneurs that Squarespace can help them succeed, even if they don’t have it all figured out yet.
Background:
Valuing salary less than any other generation, almost 2/3 of Gen Z reported that they would rather work for themselves, quitting a job if it interfered with their work-life balance. But starting a business is hard. People think they need to have everything figured out before they even start, ending up unhappy and unfulfilled in their careers. It is a hurdle many never get over.
Luckily, Squarespace’s all-in-one platform has all of the tools to give them the confidence to make that leap and follow their dreams. They just need a nudge in the right direction.
Idea:
This integrated campaign targets workers at their most vulnerable—on their way to and from work—and encourages them to quit their jobs through Squarespace. After helping you build your website and business, Squarespace will send your boss your resignation letter and a link to your new website. The fun doesn’t stop there, though! We’ll hijack job search sites and project our pointed ads onto corporate buildings during office hours. You know, for those who need a little extra encouragement.
Manifesto
Executions
#1.
VO: Good morning, Britain. I'm not a real DJ, and this, is your morning news... [music intro] All in one platform, Squarespace has waged war on unfulfilling employment, stating "[bleep] that 9-to-5!". Reports of increased resignation rates are swarming around the country, with Squarespace providing extra support for those daring enough to follow their business dreams, even resigning on their behalf. [normal voice] Wait, is this true? Pass me my phone off the charger, mate. Cheers... Check your email. [voice change]. The rest of this ad had to be recorded by AI because our voice actor said [bleep] that 9-to-5 and used Squarespace to find full-time freedom. You can, too. Squarespace, [bleep] that 9-to-5.
Radio Spots
#2.
VO: Silly sausage, stuck in the rat race. You don't need a 9-to-5 when you have Squarespace. We'll help you build your own business and website, and we'll even help you quit. If you needed a sign to resign, this is it. Don't kill yourself for that job; you can be alive and thrive. Become your own boss with Squarespace and say [big bleep] that 9 to 5!
Impact:
The ballsy approach disrupts traditional work mindsets and empowers a new wave of entrepreneurs. We provocatively promote the idea that work can be fulfilling, flexible, and aligned with personal passions with Squarespace, contributing to the broader cultural conversation around self-fulfilment and the pursuit of one's dreams. The provocative, relatable messaging resonates with the target audience, building a strong brand affinity for Squarespace and generating social media buzz, increased engagement, and sales.
The Wharmer
Compassion has never tasted so good.
Client:
Burger King
Task:
Create a new product for Burger King and a headline-grabbing way to launch it.
Background:
In the last decade, Burger King has created some of the industry’s most iconic ad campaigns, making headlines, achieving online fame, and, most importantly, enacting social change. I wanted to create a product that provides more than a meal for some of Burger King’s most underrepresented customers: the homeless.
The homeless community often posts themselves outside of fast-food restaurants like Burger King, hoping for a warm gesture from a kind stranger.
Idea:
Introducing the Wharmer Meal, a meal designed to help the homeless in more ways than one. We’ll infuse Burger King’s polypropylene packaging with heavy-duty thermal insulation materials so that every touchpoint in the meal doubles as a heat source to keep the consumer and the meal warm when sleeping rough.
Customers buy a meal of their choice for themselves and one to donate to the homeless at a discounted price.
Manifesto
Impact:
Once again, Burger King sets a powerful example for brands to follow. By addressing the needs of the homeless community, we warm hands, hearts, and make a positive impact on the lives of those in need while engaging customers in a meaningful way. The Wharmer Meal is more than a meal; it’s a tangible symbol of compassion and solidarity with the homeless community.
Yours Defiantely.
Ding dong ditch just got serious.
Client:
Extinction Rebellion
Task:
Come up with an idea that inspires Black Gen Zers to join Extinction Rebellion.
Background:
Extinction Rebellion is a decentralised, international, and politically non-partisan movement using non-violent direct action and civil disobedience to persuade governments to act justly on the Climate and Ecological Emergency. But while their goals are important, Extinction Rebellion has been accused of being mostly White and middle-class and making little effort to include activists from Black and Brown communities, often being criticised for holding disruptive public demonstrations in these very communities, despite these communities suffering from the consequences of the climate crisis.
The sad reality is that black people are already living in the dystopian climate catastrophes that Extinction Rebellion thinks are future scenarios.
Idea:
So, let's take the consequences of the climate crisis straight to the doorsteps of those most responsible. Partnering with the black UK pop culture blog, The Shade Borough, we'll have Extinction Rebellion take the consequences of the climate crisis straight to those with the highest carbon footprint—white, affluent communities.
Each day, Shade Borough residents will vote to choose which consequence Extinction Rebellion will enact, with stunts being streamed on TSB and ER's social platforms. To facilitate educational content and conversations rooted in cultural context, Leah Thomas, environmentalist, author, and founder of Intersectional Environmentalist, will host the experiences to bridge the gap between Shade Borough residents and Extinction Rebellion Members.
Manifesto
Execution
Impact:
Changing the locations of Extinction Rebellion’s demonstrations challenges existing power structures and calls for accountability and systemic change.
The viral demonstrations gain national coverage, and by engaging Black Z in the Shade Borough, we spark conversations about the unequal impact of climate change and educate a generation on the interconnectedness of environmental issues, social justice, and racial inequality.
By recognising that Black communities are disproportionately affected by climate catastrophes, demonstrating their dedication towards inclusivity, and actively engaging, Extinction Rebellion highlights the urgent need for action, inspiring and empowering Black Gen Z to be part of the solution.
Tell The Truth, Shame the Devil.
Heavenly requests require earthly actions.
Client:
BetterHelp
Task:
Come up with a data-driven idea to bring the LIVE feature to life in a big way and get people using it.
Background:
Due to spiritual bypassing and religious coping, mental illness in the black community is often demonised or minimised as something you can “pray away”.
Idea:
Let's convert prayers into professional help. Any mention of a mental health symptom being demonised, whether online or in real life, is added to our innovative algorithm, which converts the "prayers" to minutes. These minutes are then donated to BetterHelp sessions for black churches and their communities.
Manifesto
Impact
BetterHelp breaks through barriers that have restricted the black community since colonisation. Honest conversations about the stigmas and consequences of spiritual bypassing between black churches and licenced therapists evolve into healthy communal practises and progressive support for those who need it.
Mooooove, man!
Get Tidal LIVE or get left.
Client:
Tidal
Task:
Come up with a data-driven idea to bring the Tidal Live feature to life in a big way and get people using it.
Background:
Music is a great travel companion. 73% of people surveyed reported that it improved their overall travel experience. Tidal already knows this with their 18 official road-trip playlists. Let's harness the power of data, music, and travel to create a unique ecosystem that uses the Tidal Live feature to drive us toward a greener future.
Idea:
By carefully tracking advanced algorithms and analytics, we'll reward Tidal LIVE listeners by converting their listens into currency for transportation on electric scooters and other eco-friendly transport options. It's all quite simple: the more you listen, the more you ride.
Manifesto
Impact:
All around the nation, Boris Bikes are bumping and e-scooters are singing. Tidal LIVE revolutionises listening by transforming music into tangible value, empowering users globally to save the planet through the power of listening to their favourite songs on Tidal LIVE.
Shut Up, Fam.
No-one wants to hear it.
Client:
BetterHelp
Task:
Come up with an innovative idea that makes it easier for members of the Black community to talk about their mental health, either with each other or a therapist.
Background:
Whether in the workplace or in their personal lives, black people often have to hold their tongue. We’ve all sat and replayed traumatic conversations over and over again, dreaming of the things we wish we would have said. This silence manifests itself in the issues addressed in therapy. But many don’t have the time or desire to go to therapy. Let’s give black people a safe space to express themselves immediately.
Idea:
We’ll capture our audience’s attention with a number of, frankly, rude visual ads. When they angrily look up who they need to cuss out at BetterHelp, they’ll be referred to our manifesto and the release of BetterVent, a voice memo app designed specifically for black individuals to express their emotions, thoughts, and experiences 24/7 with no judgement, no therapist, and no session needed.
Manifesto
Execution
BetterVent
Say it with your chest, no one’s listening.
Whenever something happens in an individual’s life, whether minuscule, massive, or mundane, BetterVent is there dedicated to allowing black people to vocalise whatever they want in a safe, healthy place. Users can “Vent” where they can say it with their entire chest, or in moments where they can't speak, “Bite” their tongue. Biting your tongue sets a reminder to vent later.
Vents are entirely confidential. However, safety is imperative, so red flags in user analytics will alert a licenced BetterHelp professional. Users can choose to share or keep Vents to themselves. As long as they get it off their chests, it doesn’t matter.
Impact:
The release of BetterVent empowers black people to amplify their voices, fostering a sense of community and support as well as a deeper understanding of mental well-being. BetterHelp boldly challenges societal norms and sparks dialogue about the need for inclusive places while providing an inclusive, accessible resource themselves.
Piece It Together
Build the change you want to see.
Client:
Lego
Task:
Come up with an innovative Out Of Home idea for LEGO VIP that uses the brand tone of voice in a way they haven’t done before to bring awareness to their new VIP programme.
Background:
Lego is a brand that has revolutionised the toy industry and captivated the hearts and minds of millions of people worldwide. But Lego’s importance goes beyond just being a popular toy; Lego is a cultural phenomenon. Despite inspiring countless movies, video games, and even theme parks, Lego has only ever shown ads featuring the finished model. What happened to their promise of the pride of creation?
Idea:
Around the world, we'll send Lego VIP members exclusive Lego pieces, a location, and an invitation to build a billboard made entirely of Lego. Each member is given unique, diverse, and multifaceted Lego pieces that play their own integral part in the structure, just as they do in the VIP programme.
Manifesto
Executions
Impact:
Marvellously standing tall against monotony, our build-a-boards dare the world to look at the world through a Lego VIP lens - colourful, connected, and creative.
We elevate the brand’s positioning as a champion of collaboration and creativity, highlighting the value placed on customer engagement, and sharing the experience of bringing imagination to life through Lego, driving an increase in VIP memberships.