Baileys
Agency: Ogilvy | Copywriter: Martha Monk | Art Director: Mary Sotiropoulos
CHALLENGE. Baileys wanted to own the autumn season beyond pumpkins, scarves and falling leaves.
INSIGHT. There is a fast-growing audience embracing modern witchcraft so we should step into the Halloween territory.
IDEA. “Baileys Book of Spells”. We created our season’s signature icon: an interactive book (mobile app/hardcover) to create enchanting treats this season. A mischievous new way to create moments of pleasure and playfulness.
[AR in retail, Seasonal Packaging, Cross-selling with books, spices & cosmetics category]
Spells won’t last forever.
The BBofS only comes alive during the autumn and then magically disappears at the end of the season with the full moon.
Start conjuring
Open the mobile app, share your mood or desire
Tap to answer fun Qs (occasion, favourite autumn colour, is it a full moon?)
Tap on your Baileys and shake your phone, the BBofS will make the mix happen
Indulgent treats will appear on your device… Chocolate love potion, Friends 4 ever cupcake spell, Spice wisdom cocktail…
“Book of Spells executional idea was strong and routed in the cultural space/behaviour.”
— Baileys Marketing Team Europe, Diageo.
“Great presentation skills from Martha. Liked the part that included a reading from ‘The Witches’. Was a great bit of presentation theatre.”
— Eileen Hanna Yague, Baileys Marketing Manager Europe, Diageo.
Baileys brief - part of CC
I was selected as one of the 30 Returners at Creative Comeback 2020. An intensive up-skilling boot camp by Creative Equals in partnership with D&AD and Diageo. I worked on the Baileys brief at Ogilvy London on a tight deadline.
Presentation Day was nerve-racking and exciting with so many inspiring ideas from people who looked like never had a career break.
