https://lucydalecreative.cargo.site Lucy Dale Creative Copywriter Wed, 15 Oct 2025 09:25:32 +0000 https://lucydalecreative.cargo.site en https://lucydalecreative.cargo.site/Transport-For-London-INTERACTIVE-FILM Mon, 31 Aug 2015 17:41:38 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Transport-For-London-INTERACTIVE-FILM Brief: 9 out of 10 cases of unwanted sexual behaviour on London’s transport system was going unreported. Get more people to report. Idea: An interactive video where the viewer is put into the shoes of a victim of unwanted sexual behaviour. Each line of dialogue is inspired by thoughts and concerns of real victims. The campaign made international press and resulted in a 39% increase in reports. Non-interactive version: Re. <img width="1078" height="604" width_o="1078" height_o="604" data-src="https://freight.cargo.site/t/original/i/3709633f17f2793c892dcafcfc93114fe3056af9a43b18440875dafef9f93c3c/Screen-Shot-2015-08-31-at-18.51.31.png" data-mid="52318477" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/3709633f17f2793c892dcafcfc93114fe3056af9a43b18440875dafef9f93c3c/Screen-Shot-2015-08-31-at-18.51.31.png" /> In the interactive film, viewers could choose to report YES or NO at every stage of the incident, leading them to a different ending. But the message remained the same: you can report anything that makes you feel uncomfortable. This also lived on a special built Tumblr site, which housed additional information about how to report and gave reassurance to victims.<img width="863" height="474" width_o="863" height_o="474" data-src="https://freight.cargo.site/t/original/i/51633fa1487340b9a078f04a9e0b82198eab27113b9af81e6c64a01df091ce87/Screen-Shot-2015-08-31-at-19.28.12.png" data-mid="52318478" border="0" data-scale="100" src="https://freight.cargo.site/w/863/i/51633fa1487340b9a078f04a9e0b82198eab27113b9af81e6c64a01df091ce87/Screen-Shot-2015-08-31-at-19.28.12.png" /> International press coverage <img width="1286" height="1662" width_o="1286" height_o="1662" data-src="https://freight.cargo.site/t/original/i/15c34705b086f5ff8d15453c176f31486c5cd2a29666cb22b8cb548311b16a98/MEDIA-COVERAGE1.jpg" data-mid="52318479" border="0" data-scale="81" src="https://freight.cargo.site/w/1000/i/15c34705b086f5ff8d15453c176f31486c5cd2a29666cb22b8cb548311b16a98/MEDIA-COVERAGE1.jpg" /> https://lucydalecreative.cargo.site/Bumble-INTERNATIONAL-WOMENS-DAY Mon, 30 May 2022 14:23:20 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Bumble-INTERNATIONAL-WOMENS-DAY As we’ve seen with the infamous Pay Gap, gender inequalities are often invisible. Before they can be stamped out, they need to be exposed. With Bumble, we uncovered another sneaky gender inequality - namely the vastly different (and outdated) expectations put on women and men when it comes to dating.&nbsp;We coined it ‘The Romance Gap’ and launched an rallying cry on International Womens’ Day to everyone to #MakeRomanceEqual. https://lucydalecreative.cargo.site/MEXX-Fragrance Wed, 15 Oct 2025 09:25:32 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/MEXX-Fragrance Brief: Launch ‘Whenever Wherever’ - a versatile fragrance that fits multiple moods and occasions.&nbsp; Idea: Highlighting the versatility of the perfume with collages where the characters in each scenario overlap and synchronise, almost becoming one person.&nbsp; <img width="1500" height="4000" width_o="1500" height_o="4000" data-src="https://freight.cargo.site/t/original/i/b6473454ec2c98bebadbf7d05721dc53cc2edec87cf7176fabdcd415c0f81f8f/MEX_LN_J18_0001_WW_FEMALE_KV_1600x600.jpg" data-mid="239397580" border="0" data-scale="25" src="https://freight.cargo.site/w/1000/i/b6473454ec2c98bebadbf7d05721dc53cc2edec87cf7176fabdcd415c0f81f8f/MEX_LN_J18_0001_WW_FEMALE_KV_1600x600.jpg" />&nbsp; &nbsp;&nbsp;&nbsp; <img width="648" height="648" width_o="648" height_o="648" data-src="https://freight.cargo.site/t/original/i/c0dd743311fda37235fd4d76c179c7acd8543bbbd997d74d86a25792ad3e597c/Untitled-design-9.gif" data-mid="239397591" border="0" data-scale="29" src="https://freight.cargo.site/w/648/i/c0dd743311fda37235fd4d76c179c7acd8543bbbd997d74d86a25792ad3e597c/Untitled-design-9.gif" />&nbsp;&nbsp;<img width="2480" height="3508" width_o="2480" height_o="3508" data-src="https://freight.cargo.site/t/original/i/6a0c9b72f998380da365a9e08001d2437e49cb4cda80e43bb08f98ad7d9eaf4f/unnamed-2.jpg" data-mid="239397590" border="0" data-scale="40" src="https://freight.cargo.site/w/1000/i/6a0c9b72f998380da365a9e08001d2437e49cb4cda80e43bb08f98ad7d9eaf4f/unnamed-2.jpg" />&nbsp;&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; frameborder="0" webkitallowfullscreen="" mozallowfullscreen="" allowfullscreen="" style="width: 420.811px; height: 236.785px;" class="" data-scale="99"> https://lucydalecreative.cargo.site/Audi-Q3-Launch-China Wed, 30 Nov 2016 08:35:50 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Audi-Q3-Launch-China Brief: Launch the Q3, a compact SUV, to men and women age 25-35. <img width="1947" height="406" width_o="1947" height_o="406" data-src="https://freight.cargo.site/t/original/i/3eeb2accb160d9978c85b91bcd8a95cbae228c87f7620c380946fddbb6235337/awards.jpg" data-mid="52318475" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/3eeb2accb160d9978c85b91bcd8a95cbae228c87f7620c380946fddbb6235337/awards.jpg" /> Idea: In China, people in their late twenties get a lot of pressure to settle down and have kids. We flipped this negative into a positive by calling this age the 'sweet spot' of life, positioning the Q3 as the perfect tool to get out and make the most of these golden days. This campaign led to a +19% increase in sales. <img width="5000" height="6718" width_o="5000" height_o="6718" data-src="https://freight.cargo.site/t/original/i/90929592a5f1d4f37f983ddf1a36ffad53d35134ca7371e499d7ea26b8e3fba7/Q3-420x594WxH-ver-_5_o.jpg" data-mid="52318474" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/90929592a5f1d4f37f983ddf1a36ffad53d35134ca7371e499d7ea26b8e3fba7/Q3-420x594WxH-ver-_5_o.jpg" /> <img width="5000" height="6769" width_o="5000" height_o="6769" data-src="https://freight.cargo.site/t/original/i/7d2208317589dcbe965347f8ce37828643b7f81b716c30ca0b23e709e3d139bf/Q3-420x594WxH-ver-_2_o.jpg" data-mid="52318473" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/7d2208317589dcbe965347f8ce37828643b7f81b716c30ca0b23e709e3d139bf/Q3-420x594WxH-ver-_2_o.jpg" /> <img width="5000" height="6799" width_o="5000" height_o="6799" data-src="https://freight.cargo.site/t/original/i/b0c3e7f121e3e4dee3479afb4aa33e0ff7d4f91a2c45453e3a575c264c6a4fd4/Q3-420x594WxH-ver-_1_o.jpg" data-mid="52318472" border="0" src="https://freight.cargo.site/w/1000/i/b0c3e7f121e3e4dee3479afb4aa33e0ff7d4f91a2c45453e3a575c264c6a4fd4/Q3-420x594WxH-ver-_1_o.jpg" /> https://lucydalecreative.cargo.site/ASICSTIGER-Sneaker-Launch-SOCIAL Fri, 10 Aug 2018 13:55:49 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/ASICSTIGER-Sneaker-Launch-SOCIAL Brief: Introduce the remastered ’91 OG GELSAGA to a new sneaker loving audience. Idea: Relaunch GELSAGA as if it’s the main character in an epic early 90s video game, set in a rad 8-bit world. Campaign Overview/ Look &amp; Feel / Tagline <img width="1340" height="754" width_o="1340" height_o="754" data-src="https://freight.cargo.site/t/original/i/c0dea9f03f8b4c17e24143d01c8c8f67b21ed21ff9123d97f665a23faafc750b/FInal.png" data-mid="52318483" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/c0dea9f03f8b4c17e24143d01c8c8f67b21ed21ff9123d97f665a23faafc750b/FInal.png" /> Storyline: <img width="764" height="1368" width_o="764" height_o="1368" data-src="https://freight.cargo.site/t/original/i/2b9387c688f356ca5481915accc7177d4891a5d66e8134367683e7a575cf047c/Screenshot-2019-10-17-at-11.28.32.png" data-mid="52844482" border="0" data-scale="24" src="https://freight.cargo.site/w/764/i/2b9387c688f356ca5481915accc7177d4891a5d66e8134367683e7a575cf047c/Screenshot-2019-10-17-at-11.28.32.png" />&nbsp;&nbsp;<img width="768" height="1360" width_o="768" height_o="1360" data-src="https://freight.cargo.site/t/original/i/b2af34887571827f9d55c745dff57760eb637035b11113634b19dd526084f639/Screenshot-2019-10-17-at-11.29.01.png" data-mid="52844481" border="0" data-scale="24" src="https://freight.cargo.site/w/768/i/b2af34887571827f9d55c745dff57760eb637035b11113634b19dd526084f639/Screenshot-2019-10-17-at-11.29.01.png" />&nbsp; <img width="764" height="1364" width_o="764" height_o="1364" data-src="https://freight.cargo.site/t/original/i/e494bfac047f75ca661bcafb58e63b18bd2db794aa177d91036b5860e3fa2925/Screenshot-2019-10-17-at-11.29.29.png" data-mid="52844480" border="0" data-scale="24" src="https://freight.cargo.site/w/764/i/e494bfac047f75ca661bcafb58e63b18bd2db794aa177d91036b5860e3fa2925/Screenshot-2019-10-17-at-11.29.29.png" />&nbsp;&nbsp;<img width="762" height="1362" width_o="762" height_o="1362" data-src="https://freight.cargo.site/t/original/i/109225c7d8dfc36d1d9bb39966c55dca255766d795566b5121898a8dd208c2b1/Screenshot-2019-10-17-at-11.28.06.png" data-mid="52844483" border="0" data-scale="24" src="https://freight.cargo.site/w/762/i/109225c7d8dfc36d1d9bb39966c55dca255766d795566b5121898a8dd208c2b1/Screenshot-2019-10-17-at-11.28.06.png" /> We took the GELSAGA product relaunch story and turned it into a galactic adventure on IG. Users could click to see the next chapter, or to activate the GEL forcefield: On IG and FB we created product stories using the same cosmic tone of voice. <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/84bc695ba71ec7bf1efe81c4edf2a7924fcd59d06eec52db6badfc9f7497fd98/mockup1.jpg" data-mid="52790979" border="0" src="https://freight.cargo.site/w/1000/i/84bc695ba71ec7bf1efe81c4edf2a7924fcd59d06eec52db6badfc9f7497fd98/mockup1.jpg" /> <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/1e83b8d5016f13b00709fb7a874b87e7b8bdfd5844eae9f066052f7f24770aaf/mockup2psd.jpg" data-mid="52794578" border="0" src="https://freight.cargo.site/w/1000/i/1e83b8d5016f13b00709fb7a874b87e7b8bdfd5844eae9f066052f7f24770aaf/mockup2psd.jpg" /> &nbsp; &nbsp; https://lucydalecreative.cargo.site/Toni-Guy-Hair-Products-SOCIAL Tue, 14 Oct 2025 08:15:46 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Toni-Guy-Hair-Products-SOCIAL Brief: A social activation to inspire women to be more creative with their hairstyles. Idea: Project DE:CLONE. We inspired women to ‘declone’ their hairstyles with an online challenge during London Fashion Week. Stylist Phoebe Lettuce took inspiration from the bold new collections from Vivienne Westwood, Roksanda &amp; Ashley Williams to create her own look, and challenged those at home to do the same. <img width="851" height="315" width_o="851" height_o="315" data-src="https://freight.cargo.site/t/original/i/69ae34e029c4554615a839673906c7d5a708b289419fa66876b2c94e91b0cbc1/coverimage_noborder_upload.jpg" data-mid="239407565" border="0" data-scale="100" src="https://freight.cargo.site/w/851/i/69ae34e029c4554615a839673906c7d5a708b289419fa66876b2c94e91b0cbc1/coverimage_noborder_upload.jpg" /> VIVIENNE WESTWOOD DE:CLONE CHALLENGE &nbsp; &nbsp; &nbsp;&nbsp;<img width="754" height="962" width_o="754" height_o="962" data-src="https://freight.cargo.site/t/original/i/a9b4369806e5b41abaf353b433b39c10a496e0f18143f41781675270b20bd247/Screen-Shot-2016-08-15-at-7.56.18-PM.png" data-mid="239354465" border="0" data-scale="55" src="https://freight.cargo.site/w/754/i/a9b4369806e5b41abaf353b433b39c10a496e0f18143f41781675270b20bd247/Screen-Shot-2016-08-15-at-7.56.18-PM.png" />&nbsp; &nbsp;&nbsp; ASHLEY WILLIAMS DE:CLONE CHALLENGE <img width="762" height="1004" width_o="762" height_o="1004" data-src="https://freight.cargo.site/t/original/i/2f28d910dbc336d10e117b5ba24ed41c7acbbb52ef90ff0c33dd4b7506c988f6/Screen-Shot-2016-08-15-at-7.53.57-PM.png" data-mid="239354468" border="0" data-scale="66" src="https://freight.cargo.site/w/762/i/2f28d910dbc336d10e117b5ba24ed41c7acbbb52ef90ff0c33dd4b7506c988f6/Screen-Shot-2016-08-15-at-7.53.57-PM.png" /> ROKSANDA DE:CLONE CHALLENGE <img width="756" height="1012" width_o="756" height_o="1012" data-src="https://freight.cargo.site/t/original/i/be7b4a42f4fb9a87717106a5c43a49b05e3bfed8f65f4e5eba78cc86524dd6f7/Screen-Shot-2016-08-15-at-7.55.58-PM.png" data-mid="239354466" border="0" data-scale="64" src="https://freight.cargo.site/w/756/i/be7b4a42f4fb9a87717106a5c43a49b05e3bfed8f65f4e5eba78cc86524dd6f7/Screen-Shot-2016-08-15-at-7.55.58-PM.png" /> OTHER DE:CLONE CHALLENGES <img width="762" height="982" width_o="762" height_o="982" data-src="https://freight.cargo.site/t/original/i/74757a750dd789e787a7584043ce0390099d06edb8c9da4185a9234fae7322f8/Screen-Shot-2016-08-15-at-7.56.53-PM.png" data-mid="239354464" border="0" data-scale="46" src="https://freight.cargo.site/w/762/i/74757a750dd789e787a7584043ce0390099d06edb8c9da4185a9234fae7322f8/Screen-Shot-2016-08-15-at-7.56.53-PM.png" />&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;<img width="760" height="970" width_o="760" height_o="970" data-src="https://freight.cargo.site/t/original/i/210d2808856e28687dee883e4f8fd0fb8498fa7cc1e12795f03bcddb9832c46e/Screen-Shot-2016-08-15-at-7.57.20-PM.png" data-mid="239354463" border="0" data-scale="47" src="https://freight.cargo.site/w/760/i/210d2808856e28687dee883e4f8fd0fb8498fa7cc1e12795f03bcddb9832c46e/Screen-Shot-2016-08-15-at-7.57.20-PM.png" /> DE:CLONE LAUNCH FILM https://lucydalecreative.cargo.site/Hedone-festival Thu, 11 Jul 2024 19:49:53 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Hedone-festival Insight: Hedoné is a gathering where participants have profoundly moving experiences that are hard to explain in words. Idea: Hedoné participants are creative, artistic souls with wild imaginations, so rather than do an ordinary testimonial video, we asked people to describe Hedoné using only metaphors. https://lucydalecreative.cargo.site/Zalando-Man-Spring-Summer Wed, 09 Oct 2019 11:44:55 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Zalando-Man-Spring-Summer Brief: Launch the new Zalando Man Spring/Summer ‘19 collection to a GENZ audience, through useage occassions like office, date, beach. Idea: We ‘restyled’ masculinity, embracing all forms of male self-expression and inspiring guys to just be themselves. <img width="2124" height="1400" width_o="2124" height_o="1400" data-src="https://freight.cargo.site/t/original/i/20db3271f6f415e30dbccb115efde7385a3123cd4bc4573ed04f30352870f3be/Zalando1.jpg" data-mid="52325815" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/20db3271f6f415e30dbccb115efde7385a3123cd4bc4573ed04f30352870f3be/Zalando1.jpg" /> <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/83e965d1fb1d970d566dd920c3c19624b611dbcf6e8c88606db5ac9ad5b967a1/Zalando2.jpg" data-mid="52325816" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/83e965d1fb1d970d566dd920c3c19624b611dbcf6e8c88606db5ac9ad5b967a1/Zalando2.jpg" /> <img width="875" height="1199" width_o="875" height_o="1199" data-src="https://freight.cargo.site/t/original/i/d9de727b77ca10cdc7bb0ee5c548572d0e4984709535ee09f97d27042225f064/Zalando3.jpg" data-mid="52325817" border="0" data-scale="57" src="https://freight.cargo.site/w/875/i/d9de727b77ca10cdc7bb0ee5c548572d0e4984709535ee09f97d27042225f064/Zalando3.jpg" />&nbsp; &nbsp; &nbsp; <img width="1020" height="1400" width_o="1020" height_o="1400" data-src="https://freight.cargo.site/t/original/i/99ccab961d77d458e784c0b098952ff09043dc24970ad5609a7ac44bd5acec8b/ZalandoExtras2.jpg" data-mid="52326323" border="0" data-scale="36" src="https://freight.cargo.site/w/1000/i/99ccab961d77d458e784c0b098952ff09043dc24970ad5609a7ac44bd5acec8b/ZalandoExtras2.jpg" />&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; <img width="2124" height="1400" width_o="2124" height_o="1400" data-src="https://freight.cargo.site/t/original/i/cd2c9f13ebdaf5c16b3afcd2fa784ce721cde34afa0c8db4bdc6486da12653ed/Zalando5b.jpg" data-mid="144073952" border="0" src="https://freight.cargo.site/w/1000/i/cd2c9f13ebdaf5c16b3afcd2fa784ce721cde34afa0c8db4bdc6486da12653ed/Zalando5b.jpg" /> https://lucydalecreative.cargo.site/Harbin-White-Beer-Launch-China Mon, 13 Aug 2018 13:28:24 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Harbin-White-Beer-Launch-China Brief:&nbsp; White beer is still new and unknown in China. Introduce cloudy Harbin White Beer and its smooth taste to China. Idea: A Hollywood adventure style campaign imagining what could make white beer so cloudy. We even managed to get Sun Honglei - the bad boy Vinnie Jones of China - to star in it. Film - "Cloudcatchers" 'Movie poster' KV <img width="1191" height="1616" width_o="1191" height_o="1616" data-src="https://freight.cargo.site/t/original/i/a3d02537b443b8505e3e9769ddc5d930628aff03df57a6b868c305d4f20feace/HWB-V2_A2-Master--VER_0116B2.jpg" data-mid="52318484" border="0" data-scale="69" src="https://freight.cargo.site/w/1000/i/a3d02537b443b8505e3e9769ddc5d930628aff03df57a6b868c305d4f20feace/HWB-V2_A2-Master--VER_0116B2.jpg" /> <img width="1250" height="921" width_o="1250" height_o="921" data-src="https://freight.cargo.site/t/original/i/e5456d3214cd8dacd8468fa1781f46bfae0063eed7a4c20c778c5ac12311ce5a/HWB-V2_A2-Master--HOR_0116B2.jpg" data-mid="52318485" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/e5456d3214cd8dacd8468fa1781f46bfae0063eed7a4c20c778c5ac12311ce5a/HWB-V2_A2-Master--HOR_0116B2.jpg" /> https://lucydalecreative.cargo.site/Supernovas-Launch-BRAND-IDENTITY Mon, 06 May 2019 11:16:18 +0000 Lucy Dale Creative Copywriter https://lucydalecreative.cargo.site/Supernovas-Launch-BRAND-IDENTITY SUPERNOVAS is a new brand of sustainable products which reduces waste twice: its objects are manufactured from 100% recycled materials and once bought, can be swapped or returned, ensuring that they never become waste again. I co-developed the brand values, TOV &amp; manifesto as well as launch content. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6d4576ac6563164ce2a88aa6d83030ce3be4d9c14fbbe78b7f1350cf0568dac1/91583175_557583308490215_4018850705313432278_n.jpg" data-mid="93091680" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/6d4576ac6563164ce2a88aa6d83030ce3be4d9c14fbbe78b7f1350cf0568dac1/91583175_557583308490215_4018850705313432278_n.jpg" />&nbsp; &nbsp;<img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/deaf61e793f37c7bee49e06a180623d4b4efb6c4f10d8787932103183c92db87/94831976_236176741065739_6817157402973180077_n-copy.jpg" data-mid="93091678" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/deaf61e793f37c7bee49e06a180623d4b4efb6c4f10d8787932103183c92db87/94831976_236176741065739_6817157402973180077_n-copy.jpg" /> <img width="1940" height="974" width_o="1940" height_o="974" data-src="https://freight.cargo.site/t/original/i/a13ac4c7672061b407f500a3a8aa190dea2057749c279e0b6eebb157bcab82a7/Screenshot-2020-12-23-at-19.05.40.png" data-mid="92972626" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/a13ac4c7672061b407f500a3a8aa190dea2057749c279e0b6eebb157bcab82a7/Screenshot-2020-12-23-at-19.05.40.png" /> <img width="1080" height="1338" width_o="1080" height_o="1338" data-src="https://freight.cargo.site/t/original/i/5dda8bd74cb77a0cee0674e323ec246172d7b34494089e3c6a69e0d7d78115e0/106280118_194850978614393_714291898733565875_n.jpg" data-mid="93091802" border="0" data-scale="43" src="https://freight.cargo.site/w/1000/i/5dda8bd74cb77a0cee0674e323ec246172d7b34494089e3c6a69e0d7d78115e0/106280118_194850978614393_714291898733565875_n.jpg" />&nbsp; 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