WonderFULL
MAKE IT MATTER
Integrated Campaign Concept (Speculative)
Brief
As part of a second-stage interview for a Creative Director role at Nokamo, I was asked to respond to a live brief for their client, Whitworths. The task was to develop a campaign concept to attract modern family shoppers to Whitworths — encouraging them to switch from own-label snacks to a more nutritious and brand-led option.
While this wasn’t a commissioned project, the brief allowed me to demonstrate Pyramid’s creative thinking and campaign development process. From strategic insight to concept, tone, and rollout.
Approach
The campaign demonstrated a bold, ownable voice for the brand with storytelling that championed energy, momentum and meaning — helping Whitworths speak directly to a time-poor, health-conscious audience.
Creative applications included out-of-home mockups, social storytelling, and dynamic visual routes with punchy copy. It showed how the brand could be more culturally relevant and emotionally connective without losing its product truth.
Impact
Though speculative, the concept demonstrates Pyramid’s ability to develop integrated campaign thinking for commercially-led clients — from brief to brand to rollout.
It represents the kind of strategic storytelling and creative craft we bring to both real-world and proactive campaign briefs.
This is speculative work, shown here to demonstrate campaign thinking and creative direction. Including this work is part of our commitment to transparency — and a reflection of how Pyramid approaches every brief: with meaning, momentum and creative clarity.
