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One of Canada's largest dairy makers identified an opportunity to enter the lucrative gifting market with an online-only curated cheese emporium. The brief to me was to develop a unique, ownable name with sophistication and clarity of purpose at its core. Nibbl. was the result, and the brand has gone from strength to strength from day one. Agency: Jacknife Toronto

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Tongue-in-cheek branding for a Billions-esque new wine that is so good, it's basically a steal at its price point. Developed names and naming ideas during an exhaustive exploration that resulted in IMBZZL, a clever play on the visual look of stock ticker symbols. Wrote all packaging copy and developed varietal names across the range. Agency: Jacknife Toronto

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Goat dairy is big business. I worked with a leading Toronto brand design consultancy to overhaul the look, feel and TOV for one of Canada’s major players, including the creation of their new tag line ‘Honest To Goatness’ appearing on all packaging from 2019. Agency: Jacknife Toronto

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Foods from Spain is the umbrella brand for all Spanish food exports (fruit, wine, olive oil etc) and promotes the products of various producers’ associations. Our bold, minimalist approach was a dramatic departure from their typical smiley-people-happily-eating-oranges-while-giving-a-thumbs-up-to-the-camera style, winning multiple creative awards and appearing in both Creative Review and Lurzers Archive. Agency: Bray Leino Bristol, Photographer: Nick Meek

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As part of the UK Department of Health’s Smokefree anti-smoking campaign, we named, designed and implemented a series of retail shops for key locations throughout the country. Many previous NHS-badged attempts at creating engaging, approachable face-to-face hubs like this had failed to deliver, so the goal was to create places where smokers and their families could feel comfortable interacting with Smokefree advisors.

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Campaign for Lee, rolling out in Germany, France, the UK, Italy and Scandinavia with print, online and outdoor advertising as well as in-store and POS events. The idea behind the campaign is based upon the fact that nowadays, heritage and authenticity count more than “fast-fashion” labels; credibility, stability and truth matter. I helped the agency pitch for and win this account. Agency: Satisfaction, Brussels Photographer: Terry Richardson

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Simple little DM/poster idea for Lexus aftersales. You know, because they “Create Amazing” etc.

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MORGAN CUMMINS :: FREELANCE COPYWRITER

Versatile conceptual creative who gets the importance of big ideas, and knows how to use intelligent language and strategic insight to bring brand narratives to life. Advertising, brand development and naming, social content, video scripts, product descriptions, marketing copy-styling or editing, packaging, emails, whatever works for the task at hand - I can help you engage an audience, articulate something better, or just put more creative ideas on the table. Brief me! morgancummins@hotmail.com (+44) 07532256802

>>>CONNECT WITH ME ON LINKEDIN HERE<<<

: : AGENCIES I'VE COLLABORATED WITH : : Bloom, London Jacknife, Toronto Fuse Create, Toronto Mirum/JWT, Brussels

ICF Next/Mostra, Brussels

Cloudraker, Montreal

Ogilvy, Brussels

Satisfaction, Brussels

TBWA, Amsterdam

JWT, Amsterdam

One Method/Bensimon Byrne, Toronto

Bray Leino, Bristol

The Real Adventure, Bristol

Prophecy/EMO, Bristol

FutureBrand, Toronto/New York

Leo Burnett, Toronto

: : AWARDS + RECOGNITION : :

Lurzers Int'l Archive

Campaign Fresh Awards (UK)

Cream Awards (UK)

Roses Advertising Awards (UK)

Green Awards (UK)

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Legalisation of cannabis has dominated the headlines in 2018. No longer a shady proposition, sophisticated life-positive leisure & lifestyle positioned brands are entering the market and taking things in entirely new directions. I worked with a top brand development team to create new brand names and naming conventions for these exciting products. Agency: Undisclosed

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Chiquita Bananas "Kong" Bus/Tram Wrap - What do you do for the biggest global exporter of bananas? This! Bus wrap for a competition to win free media space with the Brussels public transportation authority. The rules required the idea to be for an existing client and had to make innovative use of a bus or tram as the media. Agency: Ogilvy Brussels

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For PwC’s new graduate recruitment campaign, I worked with the team at Gutzandglory (Belgium) to develop ‘Tenzing’, a chatbot that helps graduate students apply for roles at PwC. With this recruitment bot, each graduate gets a personal sherpa to assist them on their path to a top job. They can ask him questions about working and applying at PwC, get interview advice, find job events and win a tech trip to London.

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Five quirky videos promoting Green Week 2016 for the European Commission (1 of 5). This idea was based on the notion that not everyone knows what “going green” actually means, and this event is a great way to explore the subject. Covering yourself in green slime is not the best way to go green. But makes for some curiously engaging short videos! Creative agency: Mostra Brussels

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Postmodernism: Design In A Nutshell (6/6). Series of quirky short videos created to stimulate interest in The Open University. Over a million views!

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American Industrial Design: Design In A Nutshell (5/6). Series of quirky short videos created to stimulate interest in The Open University. Over a million views!

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Modernism: Design In A Nutshell (4/6). Series of quirky short videos created to stimulate interest in The Open University. Over a million views!

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Bauhaus: Design In A Nutshell (3/6). Series of quirky short videos created to stimulate interest in The Open University. Over a million views!

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Arts & Crafts: Design In A Nutshell (2/6). Series of quirky short videos created to stimulate interest in The Open University. Over a million views!