Rebranding Moonpig & Campaigns
As Lead Copywriter I was a key player in the in-house creative team that delivered a complete rebrand of Moonpig to combat its gimmicky, low-quality market perception.
For me this included redefining our brand position, logo, tone of voice guidelines, and re-writing our website, apps, brand assets and packaging.
It won us a D&AD Pencil Award, a Transform Silver Award, made it into the Creative Review Annual 2018 and into Design Week’s Top 10 Logos of 2017.
Take a scroll...
You can also find my Moonpig campaign work beneath the rebrand content…
“At the very start of the project, I remember seeing a document that Phil had put together to get his role at Moonpig. I was blown away. Nothing I had seen before then had come close to so brilliantly defining the personality of what this brand could be, highlighting it’s reason to exist, and enlightening the opportunity that lay before us.
His continued support throughout, and dogged determination to get it right, all whilst juggling multiple campaigns was impressive. It was clear that he understands brand, and can do that most difficult of things; make customers believe that you differentiate in a sea of sameness.
No wonder they hired him – you should too.”
“Phil Dudman is an exceptionally talented, award winning, strategic copywriter with experience spanning journalism, digital content for brands and above-the-line advertising.
Exhibiting a wealth of multi-channel experience for some of London’s most well known brands and agencies, Phil is a known maverick at building reliable teams for branded content that inspires action.
Phil is a keen and diligent lead with excellent insight, inherent strategic knowledge and presentation skills that exemplify his clever, innovative thinking.”
“A fantastic, creative copywriter with a deep understanding of strategic brand expression, he exhibits a desire and determination to get things right across every facet of his work. He can build and lead a team that creates compelling, characterful — and above all effective — work, up against tight deadlines and hectic schedules.
Enthusiastic, passionate but never precious - he was a vital member of the creative team. And along with his wit and good humour made sure that the whole process was a lot of fun.
You should definitely give him a call…”
Moonpig campaign work
Moonpig ‘Merrier Together’ Christmas 2018
There are many ways you can care and feel connected to the people you love the most, physically or metaphorically. However we choose to be together, this togetherness makes us happier. And that, was the sentiment behind out 2018 Christmas campaign, whether dialling up the emotion behind all our personal connections, or simply celebrating how a great card and gift work best together - especially with 20% off.
We also spared a thought for the poor people at Royal Mail who get a little over loaded at this time of year… and the day is saved by the radio script voice over from Diane Morgan who lets us know that Moonpig cares about our beloved posties too.
Stills by Grace Gelder | Moving image by Alexander Davis | Styled by PC Williams | Copywriting by Phil Dudman | Art Direction by Gemma Dowler
Moonpig Mother's Day Campaign, 2018
‘There’s More for Mum at Moonpig’. This simple line expressed the surprisingly wide range of gifts and flowers Moonpig had to offer and how a personalised card can mean so much more.
Making the most of our rebranded, bold visual identity, this Mother’s Day campaign helped Moonpig achieve its two biggest trading days ever and one hour when we were making £43 a second. Thanks Mum!
“Drink it all down…”
After some last-minute product pulling with production costs and location already set, myself and Creative Director James Turner rewrote this script at the eleventh hour to dig ourselves out of a hole…
“Phil Dudman is an exceptionally talented, award winning, strategic copywriter with experience spanning journalism, digital content for brands and above-the-line advertising. Exhibiting a wealth of multi-channel experience for some of London’s most well known brands and agencies, Phil is a known maverick at building reliable teams for branded content that inspires action.
Phil is a keen and diligent lead with excellent insight, inherent strategic knowledge and presentation skills that exemplify his clever, innovative thinking.”
Moonpig Proud Of You Campaign
To coincide with the UK celebrations for Pride, I led the development and delivery of Moonpig’s ‘Proud of You’ campaign.
This was new territory for Moonpig with a focus on inclusivity through a ground-breaking UGC card design competition to increase our card range for the LGBTQ+ community. It showcased the potential for more interactive, purpose-driven campaigns aimed at raising brand consideration in targeted markets and showing Moonpig genuinely cares about our customer’s causes and the wider cultural moments they want to celebrate.
As part of the campaign we partnered with Vauxhall's Above The Stag Theatre, an award-winning theatre with a focus on producing LGBTQ+ themed work, joining them for the Pride in London parade on their open top bus, which was epic.
The competition was judged by a select panel, including:
Geoffrey Sanderson – Moonpig Design Director
Asifa Lahore – a transactivist whose agenda is to raise awareness of LGBTQ+ community issues
Sarah Jane Moon – a fine artist who specialises in portraiture and figurative painting – included in the 2016 Pride Power List which celebrates the achievements of notable LGBTQ+ people
Jack Bowman – Marketing Manager at Above The Stag, an LGBTQ+ Theatre Charity
The Prize? An all expenses paid visit to our head office to work with the Moonpig design studio and publish their winning card idea.
Our amazing campaign imagery was taken by the brilliant portrait photographer Alison Romanczuk.
