Brand & Social Impact Campaigns

see examples of ad campaigns further down

Strategies that build brand advocacy, through social impact

Building the financial literacy of 1M young people a year.

Facing a decline in trust and rising competition from neobanks, NatWest has a need to nurture relationships with future customers. Through MoneySense, the UK’s longest-running financial education programme, NatWest has supported millions of young people and families to navigate financial decision-making with confidence. I have led the creation of innovative learning experiences that taught young people aged 5 to 25 about money. AR money games, Digital Escape Rooms, a nationwide competition launched during COP26, business masterclasses, the work translated the NatWest brand, its values, and products into engaging, one-of-a-kind activations that connected with over 1m young people each year.

NATWEST MONEYSENSE

Making the tech industry accessible to all by bridging the digital skills gap.

Samsung solve for tomorrow

With a mission to drive social mobility and empower young innovators, Samsung’s Solve for Tomorrow program in the UK offers engaging, tech-driven learning experiences to students of all backgrounds. I worked with the Samsung global CSR team to address the unique needs of UK youth, launching two tailored programs for ages 11 to 25. Participants tackle real-world challenges, explore creativity through technology, and learn design thinking with guidance from industry experts and Samsung mentors. With over 350,000 educational experiences delivered, the initiative is transforming youth engagement with tech and improving perceptions of the Samsung brand and products.

Putting arts education back on the government agenda.

SKY ARTS ACCESS ALL ARTS WEEK

Amid a national decline in arts education, Sky Arts recognised the urgent need to reverse this "creativity crisis" and empower young minds through the arts. Over the past 4 years, we have transformed this ambition into a nationwide movement; Through Access All Arts, Sky Arts has already engaged over half a million young people, equipping them with free, diverse resources to explore creative forms such as music, poetry, and dance. By providing unique access to leading artists, partner organisations and high-quality activities, we achieved a 97% success rate in enhancing arts engagement. This also provided the Sky Policy Team with a compelling case to champion the importance of arts education and access to the arts in the UK.

NATWEST CAREERSENSE

With almost half of 16-24-year-olds concerned about their ability to secure a job and to succeed in the workplace, NatWest had the opportunity to connect with young people beyond financial education. We launched CareerSense, a programme that connects with 13-24-year-olds at scale by recognising that the needs of different ages and groups of young people aren’t the same. Working with schools, community partners and NatWest employees, we created a series of programmes and experiences targeting secondary schools students, young people Not in Employment, Education or Training as well as aspiring entrepreneurs.

Helping young people build employability skills and develop their future career.

Breaking the limits stopping young people to move however they want.

Peer pressure, stereotypes, self-confidence,... These barriers make physical activity daunting for young people, especially girls and those with disabilities.= To break these limits, I worked hand in hand with the Rexona global team, agency partners, and impact partners such as FIFA, UNICEF, and sports ambassadors to launch a unique program. It made physical education fun and accessible on the field while challenging stereotypes in the classroom. The result? Over 300,000 young people engaged in two years, boosted confidence among girls, and brand advocacy levels soared.

Rexona BREAKING LIMITS PROGRAMME

Getting UK households to Cheat On Meat.

Knorr ROOT FOR VEG

Knorr wanted to build on its “Cheat On Meat” brand campaign and encourage families to try and swap meat for veggies at least once in a while. But they were not the first ones to attempt the impossible... Root For Veg sparked kids’ curiosity with vegetables they had never tried or even heard of and encouraged them to grow them, cook them and spread the change around them, changing their perceptions of (and relationship with) veggies in the process. Working with an ex-Top Chef winner, we created the prorgamme from scratch, with a series of fun video resources and challenges for children and families to join the movement and “Cheat on Meat”. In its fist year, we reached over 250.000 children.

Advertising Campaigns

Strategies for campaigns that cut through the noise

Clément Brunson

Portfolio

Page

Ever thought about what Mr. Monopoly’s voice sounds like?

MONOPOLY VOICE BANKING

Hasbro wanted to capitalise on the rise of voice-enabled technology by creating a voice-activated version of Monopoly. The challenge? Engaging a younger audience who didn’t grow up with the game and felt no connection to Mr. Monopoly. We embraced the magical appeal of voice commands, familiar to kids from interacting with devices like Alexa, and reimagined Mr. Monopoly as a "generous uncle" with a larger-than-life personality. By bringing Mr. Monopoly out of the box and into the game as an integral character, we forged an emotional connection that made this iconic figure feel fresh, engaging, and relevant to a new generation.

Making running out of prescriptions “one less thing to worry about...”

ECHO BY LLOYDS PHARMACY

Playing on the insight that people with prescriptions constantly worry about running out of medication, we chose to break away from the feature-heavy approach typical in Healthtech advertising. Instead, we leaned into british humour and developed an episodic series featuring endearing characters - a couple, Barbara and Noah - where Noah’s forgetfulness (and general with Barbara’s prescriptions highlights the need for a solution. Enters ECHO. The integrated campaign delivered a response rate twice the Healthcare benchmark.

CENTREPOINT UK - CHRISTMAS CAMPAIGN

With Christmas around the corner, Centrepoint UK estimated that 22,000 young people would spend the day alone, homeless, and ignored. Yet, the UK Parliament was busy playing political games, choosing to ignore the real issues. With a general election approaching, the campaign drove people to a Centrepoint petition, calling on the next Government to prioritise youth homelessness and invest in prevention. It began with striking street art in London and Manchester, telling the stories of homeless youth in places where hard-to-reach youth audiences lived. A social and digital campaign amplified the message, driving awareness and action.

Telling the stories that need to be heard during the UK elections.

OTHER WORKS & EXPERIENCE

Connecting Employer Brands with the future workforce

Measuring Brand & Social Impact

Making co-creation with young people simple and authentic

As entire industries struggle to attract and retain young talent, there was an opportunity to tap into our youth expertise to help clients better connect with their future workforce. Working closely with the agency leadership team, I articulated a new product offering which immediately led to new business.

I worked with the Head of Strategy to create a robust but easy-to-use framework and methodology to better demonstrate ROI for brands while also measuring (and reporting on) meaningful shifts in attitudes and behaviors among target audiences.

Solving problems for young people works best when they’re part of the process... but budget and time constraints often get in the way. To address this, I worked with young people and research experts to develop a simple process, making it easy for colleagues to bring young people’s voice into every project.

clembrunson@gmail.com

Contact

www.linkedin.com/in/CLEMENT-BRUNSON