Liam Donnelly Copywriter

As copy lead on Sky Protect I launched the flagship Smart Home Insurance. Writing the product itself, including the app with smart tech functionality and customer support, through to the app store listings and welcome pack. The website, including a streamlined buyer journey. Then the launch comms. Literally hundreds of emails, from acquisition to CRM and technical updates, along with experiential, display and social ads. And some blockbuster copy guidelines.

While at Sky Creative, Europe's largest in-house agency, I also worked across the incredibly broad and diverse business. On entertainment that meant Sky TV channels, Sky Cinema, Sky Sports, NOW and the unique Sky Glass TV. I regularly worked on Sky Mobile and Sky Broadband including product development and propositions. My work on Sky masterbrand included retail, in-store, internal comms and B2B.

M&Ms wanted to get the UK as excited about Halloween as they are in the US, so we created the 'Can't Wait' campaign. I wrote a series of four online films along with social posts and worked with Snapchat to create a spooky filter. 

To promote the Pepsi Max Champions League promotion at KFC, I worked with the restaurant's PR agency to create some fun on-the-pitch content with the brands' A-list talent. This included scripting the main film and additional social cut downs and posts. A group of unsuspecting Man City fans got not one, but six Sergio Agueros. However, as soon as the skills challenges started, it soon became clear who the real Sergio was.  

Odell Beckham Junior is a world famous sports star. While famous for his skills and athleticism his celebration moves in the end zone are also legendary. So, with limited time with this world class talent on a UK visit, my content idea was something light hearted. Celebration lessons for top UK team London Warriors. We crashed their training session with an 'OBJ Celebration School', and an ice bucket of Pepsi Max. As with almost all my online content, the campaign included writing social posts.

When Ben's Original discovered that 1 in 4 British parents never cook with their kids, they asked us to create a dedicated YouTube family cooking channel. To launch the initiative, we created a film to raise awareness of the issue, directed by comedy and hidden camera specialist Chris Faith and produced through Fat Lemon.  In the provocative film we put a fictitious home on the market - without a kitchen. Our estate agent, played by Ben Fromet, shows real people around the property - comedically debating the need for a family cooking space in today's world. The channel content, also created through Fat Lemon with food specialist Jayne Hibbitt Smith, included studio recipe cooking shows featuring YouTube talent The Mini Band and B-Girls Terra & Eddie - hosted by DJ BBQ. Other educational content strands included 'out and about' films on location around the UK learning about ingredients and 'how to' demos with TV cook Lisa Faulkner. 

Over the last decade I've been increasingly doing more work in the healthcare and wellness areas. While I don't have a science degree, my technical copywriting skills and keen interest in the sector allow me to write consumer ads, HCP materials, websites and emails. I've also co-created a lot of content, using referenced base drafts from qualified writers. I can then apply my award-winning consumer communications experience to sugar coat the copy for maximum efficacy.

To promote Starbucks cut price lattes on Mondays, we thumbed the history books to discover all the other great things that have happened on the first day of the working week. The result was a charming stop frame motion TV ad created by Brand New School in New York created using only cups and materials found in Starbucks. The campaign also featured radio and hand crafted press and outdoor messaging.

The Starbucks Origin Espresso campaign was a story finding mission to Guatemala with award-winning photographer and film maker Josh Cole. The result was a stunning press and online content campaign where we literally stumbled across some of the stories, like the ripeness trompetta.

To promote BBC Earth's Being Human series of programmes about the planet's most dominant species, our idea was to use a spokesperson with a difference. It wasn't a person at all. Sophia has become the world's most famous A.I. Humanoid, and played the role of a jealous observer of humanity - something too many of us take for granted, perhaps. She was the perfect creative vehicle for the launch ads and trailers, which I scripted, and the PR and social which were executed by other agencies. This was a pitch winning idea for a BBC Worldwide series launch, not running in the UK.

An award-winning trade campaign to persuade media buyers and creative agencies that the broadsheet Telegraph is a better place for advertising impact than the newly compact Times. Included pub and cafe comms with a supersize your drink for free promotion. The fag packet had a personalised message for creative directors scrawled on the back and contained a real double page spread ad inside.

And a fantasy football campaign where I had the pleasure of becoming the ever critical voice of Alan Hansen. We goaded football anoraks to take on a pundit of his quality - in direct, digital and in-paper.

I worked with Flare Films and the Top Gear and Grand Tour director Phil Churchward to help broaden the appeal of the Mercedes-Benz range while maintaining a sense of quality. The key factors from my point of view were casting and format. We knew the Top Gear team would bring the production values for the films. So we worked with casting director Charlie Clare to find the right group of people and location. We planned the format points. Then we spent weeks on the road with our families getting their opinions, and capturing some stunning car photography and important detail shots to illustrate the range in real, everyday situations. Then it was off to Envy to shape the campaign and work out optimum edit lengths. The result was a YouTube channel with the entire core model range being showcased by real people, with the highest production values. I annotated all uploads in the campaign.

A selection of integrated, direct, digital and in-store campaigns from my time at CHI&Partners. This included launching Geek Squad and the AOL Broadband free laptops offer in the UK as well as promoting Android apps as a serious contender to the all-conquering iPhone and app store.

An in-store campaign to remind customers of the benefits of Big Yellow Self Storage. An online film explaining how Big Yellow works. And a pitchside ad with a starring role on the Rugby World Cup stage. I was also an integrated Creative Director on the Big Yellow account at CHI&Partners.

A celebration of what people across the UK really love about Christmas food - to go with the 'Christmas in a Day' brand film created by Academy Award Winning director Kevin MacDonald. We used real interviews to get genuine stories and soundbites - and combined them with beautiful filmic recreations by director Ed St Giles and The Sweet Shop. This style continued through to the print, which combined real insights about Christmas food with vibrant, reportage style shots of festive meals being enjoyed.

For a couple of years I was the lead writer for the Walkers social account - launching promotions, creating reactive posts with designers and vineographers and sharing TV assets on Twitter and Facebook. All with the playful Walkers tone of voice. 

A selection of TV, press and even a little fun experiential for the supermarket. I was particularly keen on the print campaign to help promote family cooking on Sundays and turn leftovers into delicious, home-cooked early weeknight meals.