Guy Moore

During my time in advertising I have gained a vast amount of knowledge and experience.

I have worked for some of the world's best agencies, Wieden & Kennedy, AMVBBDO, Leo Burnett and Simons Palmer Denton Clemmow Johnson to name but a few.

Working with all this exceptional talent has allowed me to develop into the tried and tested creative individual I am today.

For the last eleven years I have worked at Leo Burnett in London, with the last two years being focussed on Kellogg’s as their European Creative Director. I was responsible for a team of 60 employees, with 20 of them reporting directly to me.

Prior to Kellogg's I worked as Creative Director on McDonalds, Nike, Sony Playstation, General Motors, FIAT, Heinz, Blackberry, Learning & Skills Council, Miller Genuine Draft, Barclay’s and DFT.

By mixing my work across private and public sector accounts, I have been able to gain an insight and understanding into how different sectors view advertising and what their expectations are from an advertising agency.

I work across all advertising models, from print to digital to TV.

With this experience of creating multi-faceted campaigns I ensure maximum contact with the perfect end result, and client expectations are achieved.

Before looking after Kellogg's I was the Creative Director on McDonald's. This was an incredible opportunity as the restaurant was in decline and I was handed the task of

re-inventing the brand to be more democratic.

As Creative Director I won the most awards globally in the restaurant category with a commercial called 'Just Passing By'.

It has won gold and silver at The British Television Awards as well as Gold and Silver at Creative Circle, Gold at the New York Festival, two entries into D&AD and two Cannes Silvers and one Gold.

At Cannes it also picked up the very first Black Lion for Creative Effectiveness. Well it did increase their sales by 500%.

I've attached the commercial as well as a few award winning posters that accompanied it.

The following body of work is for The Department of Transport for Drink Driving.

This subject is without a doubt one of the most difficult challenges I've ever faced. For years most drink drive advertising was ineffectual so I had to find different ways to talk to the perpetrator. The following pieces of work are an example of what I did.

Not only did they have an impact and reduce the amount of deaths on the road, they also went on to win an incredible 77 awards, 22 of which were personally.

This viral message had 11 million downloads in the space of 48hours which was amazing.

‘Talk about “shock value”… incredible anti-drunk-driving film/stunt,’ wrote @SueSpaight on Twitter.

‘This. Is. Messed. Up. And that’s a good thing,’ added @alainulises.

@cazeriney agreed, saying the video sent ‘a very powerful message to people’.

Being in charge of Kellogg's across Europe was challenging.

I looked after all their fifteen brands with their many trans-creations and lifestyles that are different across each country.

It was good fun though, and one of my most recent achievements is the latest in the Crunchy Nut 'The trouble is they taste too good' campaign.

Well how do you raise the bar on a campaign strategy that relies on the sound of the crunch to get our perpetrators into trouble? A silent movie of course!

Guy Moore

International Creative Director

Still on the subject of McDonald's

the next piece of work is for Happy Meals.

I've always been fascinated by children's fixation with boxes which is why this commercial came about.

'What is it with kids and boxes?'

I've also attached a couple of print ads

that ran at the same time as the telly.

The next commercial is considered to be one of the best Drink Drive commercials ever done, because it didn't rely on gore or shock tactics to make its point. On the contrary, it crept up on you and left you thinking...hard.

The following pieces of work are all still for drink driving, but very different mediums to try and catch our audiences at as many touch points as possible.

Everything from changing the signs on the gents toilets, stickers on toilet mirrors, an ambient idea inside cinemas, and finally creating a giant empty pint glass that trapped a drink driver (this hit the National News).

I feel it's necessary to include a

selection of print ads that I always feel simply demonstrate my ability to condense a message into a few words without all the trickery of film.

They have all won awards in different shows, everything from Silvers at D&AD and Campaign Posters to

New York Golds, Andy's, Cannes etc.

Another TV commercial, this time a personal favourite for me during my time working with the COI.

The one thing I strive to achieve in all my work is an insight, a touch point that resonates with the audience.

Well this came from my heart, because I'd experienced precisely this problem in person during my time at school trying to learn maths (or more precisely algebra).

Thank you

I couldn’t possibly show you some of my work without including Nike.

I wrote and created one of the best commercials of the 20th Century. Not my words, but the feelings of the general public as it came in at number 13 on the list.

It not only made me proud as punch, it also made Nike into the biggest sponsor and suppliers to the beautiful game.

Before this commercial went out, they were severely lagging behind Umbro, Reebok and Adidas.

I’ve also added a couple of print ads that featured Robbie Fowler and gained me a silver D&AD pencil for the most outstanding art direction