B2C Launch

I was approached by Twinkl - for their B2C app launch in the UK and US. They’re in the digital education space, with downloadable worksheets across all ages that bring play into learning.

They’ve had recent commercial success in the B2B space, but are fairly new at brand building.

To launch, I had a brainwave around making academics as ‘cool’ as sports. Turning the tables, so it feels genuinely aspirational for every kid to want to learn and be more switched on.

Making parents and teachers active partners (like coaches) who bring out the best in kids and help them shine.

For the art direction I borrowed heavily from sports advertising, using bold typeface and punchy copy.

The campaign was initially loved by the client but eventually they decided this was ‘too brave’ for them. I still love it as it’s a new way to look at learning.

As a former nerd, I think I’m allowed to fantasise how this campaign might have improved my street cred.

Role: Lead creative - strategy, art direction, copy

Super top-line TV