Sarah Heavens

The brief: Launch EE and it's new TV product loudly and disruptively.

The work: The search is over. A through the line campaign positioning EE TV as a one search spot for entertainment amongst the overwhelming amount of content and streaming platforms. Our hero TV Playdate focuses on the chaos when mobs of kids arrive on doorsteps. Before EE TV calms the crowd.

The assets: 2x TV ads, ooh and contextual ooh around summer moments.

Awards:

Gold, British Arrows 2025

The team:

Senior Copywriter: Myself

Art Director: Neil Ritchie

ECD: Will John

CCO: Ben Mooge

The brief: OVO Energy wants to help people make greener choices when it comes to their energy. So the brief was to educate people that using energy at quieter times is not only cheaper, but more likely to be sourced from renewables vs fossil fuels.

The work: OVO Power Nap, voiced by actor James Norton. A meditative Alexa audio experience that uses live data from the National Grid to tell people and their appliances to wind down and take a power nap when the grid is busy and full of fossil fuels.

And Jame's soothing tones caused quite a stir in the press...

The assets: Radio, display and the skill itself which involved a user journey involving 30+ audio assets.

Awards:

Campaign Magazine: Audio Idea of the Year 2024. Campaign Media Awards: Best Use of Audio 2024

The team:

Senior Copywriter: myself

Art Director: Neil Ritchie

CD: Ali Dickinson

The brief: EE is known for phones, not broadband. We needed to show the power of EE Full Fibre to handle whatever summer throws at you.

The work: Broadband made for you. From moving, to gaming, to the 'great' British Summer... EE Broadband is there (even when the weather isn't...)

The assets: 3x TV adverts.

The team:

Copywriter and Creative: myself

Art director: Neil Ritchie

Creative Director: Ali Dickenson

The brief: Tackle the most dominant form of abuse in men’s football with fans. Homophobia.

The work: GAYVAR. Because homophobia should never go unchecked. We launched the tech that shouldn’t exist to check the hate that shouldn’t exist over one footballing weekend with our GAYVAR refs Tom Allen and Joe Cole.

The assets: Online video, OOH, reactive DOOH around key matches and stadiums, social content.

The team:

Copywriter: Myself

Art Director: Neil Ritchie

Creative Director: Ali Dickinson

Executive Creative Director: Will John

The brief: Talk to gamers about the power of EE’s 5G network in their own language.

The work: The Lossary. When you’re gaming on the UK’s best network for 5G, lag is no longer an excuse when you lose. So we made a whole book of 100 lag-free excuses for the 5G Gamer.

The assets: Physical Book, eBook and Social. With more to come…

The team:

Creative Director: Myself

Creative Team: Philip Gull and Helen Giles

Design Director: Kris Miklos

Executive Creative Director: Dan Treichel

EE “Home safe” took first prize in the brand category at the Ocean Digital Creative Competition 2022 sponsored by Campaign. The campaign addresses the safety of lone women at night using live travel data, AR and lighting technology to help them plan and track their journeys or get to safe spots.

Awards:

Winner: OOH Innovation, The Drum

Silver, Use of Data, Creative Circle Awards

Bronze, OOH, Creative Circle Awards

The team:

Copywriter: Myself

Art Director: Neil Ritchie

Junior Creative: Hemi Patel

Executive Creative Director: Will John

The brief: Hope United. A team BT and EE formed to fight online hate, and made up of some of the most influential footballers in the UK. First launched during the Men’s Euros in 2021, for 2022 we picked a new fight: tackling the sexist abuse female players (and women in general) face every day.

The work: #NotHerProblem. Because sexist hate starts with a man on a phone or a keyboard, men need to step up and help tackle it. (This campaign is ongoing, more coming soon…)

The assets: TV, digital, print, OOH and social

The results:

Campaign & ThinkBox TV Creativity Award

Ad of the Day, Campaign

Editor’s Pick, Ad Age

Ad of the Week, MAA

British Arrows Bronze for best TV. Shortlist for best best integrated and Impact Award.

Creative Circle Gold for best integrated campaign, Silver for best TV.

Normal bloke on Trent Alexander-Arnold’s Twitter: ‘This is FUCKING DOPE’

The team:

Lead Creative and Copywriter: Myself

Copywriter: Alex Kosterman

Art Director: Nathan Crawford

Creative Director: Will Brookwell

Executive Creative Director: Will John

The brief: Despite making history on the pitch, the Lionesses still received the same, predictable, vile sexist hate online during the Women’s Euros.

The work: Fixed it for you. We took real messages of hate, and fixed them, showing they don’t represent reality or how 99.9% of the nation feels about our incredible, winning team. We went live on the day of the final, then amended our creative to reference the Lionesses historic win.

The assets: Print, DOOH and social

The team:

Creative and Copywriter: Myself

Head of Art: Rodrigo Casteralli

Executive Creative Director: Will John

The brief: In a football world that doesn’t always make fans its top priority, so at the start of the 2022/23 Premiership Season BT Sport wanted to show it knew and valued fans like no-one else.

The work: Neymar signing for Newcastle? Brighton qualifying for Europe? Fans believe the wildest things in the start of the season. But what is genuine belief, and what is just a bit of banter? We collected, tested and celebrated these predictions and put them to the absolute, ultimate scientific test. With the help of a top neuroscience lab and an MRI scan…

The assets: Online Video, OOH and social

The team:

Senior Creative and Copywriter: Myself

Executive Design Director: Nathan Crawford

Executive Creative Director: Will John

The brief: Lockdown in the UK hit in the middle of Marie Curie’s biggest fundraising campaign - The Great Daffodil Appeal. They needed an emergency appeal to raise funds, as, unlike the NHS, their care for the terminal ill isn’t government funded.

The work: On hold. An ad created from client brief to playout in a week. Using stock imagery, a donated song (thank you Tom Odell) and a whole host of donated media.

In less than a month the campaign generated more than £1 million in donations.

The assets: TV, digital, print, OOH and social

The team:

Copywriters: myself, Ryan Price

Art Director: Maria Suarez Inclan

Executive Creative Director: Dan Treichel

The brief: Get people in the UK to talk about the D word. You know, that one thing that we really hate talking about. But as the UK’s largest terminal care charity (that’s not government funded) Marie Curie needed us all to understand that having conversations about death makes it easier for our loved ones.

The work: Whatever You Call It. A campaign about death, without saying… death. Instead using all the ridiculously wonderful and bizarre euphemism in a song. With some beautifully created visuals.

The assets: TV, digital, print, OOH and social

The result:

Ad of the Week, Campaign Magazine

D&AD 2020 shortlist

Oh and Holly and Phil showed the ad and discussed it on This Morning.

The team:

Copywriters: myself, Ryan Price

Art Director: Maria Suarez Inclan

Executive Creative Director: Dan Treichel

The brief: Target Samsung customers in a soft launch for EE’s new repair partnership with Samsung in three targeted locations.

The work: Undrop your phone. Using a nod to Samsung’s famous creative work to target any customer, not just EE customers.

The assets: OOH, digital and social assets.

The team:

Lead Creative: myself

Creative Director: Mark Campion

The brief: Create and establish a global creative platform for HSBC’s new small business brand Fusion. The brand’s USP being it supports customers in taking more control of both their business and personal life.

The work: Your life’s work. Because when you own a small business it’s not just work, it’s your life’s work.

The assets: A global toolkit including a series of TV and digital films, print and OOH assets using the a powerful powder visual .

The team:

Copywriter and Creative: myself

Art director and Creative: Kimberley Torrie

Creative Director: Mark Slack

Global CCO: Kate Stanners

The brief: Rebrand Jade, HSBC’s exclusive membership programme, to bring it inline with the new HSBC masterbrand, without losing its refined tone.

The work: A glimpse of Jade, utilising the HSBC hexagon to show members and potential members the world of discovery at the heart of Jade.

The assets: A global toolkit made up of print, brochures, DMs and business cards.

The team:

Copywriter and Creative: myself

Art Director and Creative: Kimberley Torrie

Executive Creative Director: Mark Norcutt

The brief: Re-brand GSK’s brand Oilatum, a skin cream for eczema, focusing on parents .

The work: In a world of happy smiling babies and pastel colours, we created key visuals with a cut-through tone of realism, authenticity and intimacy, which allowed the brand to punch above its weight. Coupling it with a brave claim: From day one.

The assets: Key visuals to be used as print and shopper assets.

The team:

Copywriter and Creative: Myself

Art Director and Creative: Kimberley Torrie

Creative Director: Lauren Dyer