IDEAS THAT
SHOULD
PROBABLY
HAVE A BRIEF.

Guinness has turned waiting into part of the experience. The long pour is not an inconvenience. It is a ritual.

England’s World Cup journey carries the same emotional tension. Tournament after tournament, generation after generation, supporters have waited for the moment when it might finally come home.

The best things are worth waiting for.

HISTORY IN THE MAKING connects the settling pint with England’s progress through the 2026 tournament. The glass becomes a visual measure of the journey, changing as the tournament progresses.

One BIG IDEA works across outdoor, digital, social, stadiums, transport and merchandise.

Concept, strategy, creative direction, copywriting and design by Mip Phillips. Visual production with Talk To MIP™.

A judgement-led outdoor campaign built on one decision: stop trying to out-image the outdoors.

The billboard becomes a transparent frame. The world itself is the creative. The words do the work.

The outdoors does not need to be advertised. It needs to be respected.

GO PLAY breaks out of the top right, while a green strip inside the bottom reads “Grab life by the” – completed by the Millets logo.

A simple idea that uses the environment rather than competing with it.

What if Oreo launched a yo-yo that feels as playful as the biscuit tastes?

Twist, spin, repeat. Same brand world, completely different format.

Turning a biscuit into a toy.

OREO-YO is designed for social sharing and user-generated content. It keeps the brand in people’s hands, not just their cupboards.

A simple product truth becomes a playful experience worth sharing.

How do you make an 1869 classic feel fresh to Gen Z?

With attitude, irony and self-aware humour. This speculative campaign reimagines Heinz Baked Beans as a cultural icon rather than a cupboard relic.

Same beans. New attitude.

Bright colour palettes, meme-ready headlines and minimalist pack shots turn the everyday tin into a design statement.

Outdoor, social and limited-edition merchandise concepts bring baked beans into a new visual world. Nostalgia becomes something to remix.

What if every coffee-shop purchase could help save a life at sea?

The RNLI Doughnut imagines a simple product with a powerful purpose: each doughnut sold contributes towards lifesaving work.

Every doughnut makes a difference.

One bite. One donation. One more opportunity to support the people who save lives.

This is purpose marketing built around behaviour rather than a badge. Creativity that could both sell and support a worthwhile cause.

Durex is famous for one thing: protection.

So what if the brand offered another kind of protection? This speculative concept reimagines Durex as a motorcycle clothing brand.

Because accidents happen.

It’s cheeky, irreverent and grounded in a recognisable brand truth. A crossover that stretches the meaning of protection.

Take something a brand already stands for and apply it somewhere unexpected. That’s where memorable creative leaps can happen.

How do you make people care about beans? You don’t whisper about health. You shout about taste.

This campaign reframes Bold Beans from pantry filler to lifestyle fuel, using confident, colourful storytelling.

Because bland doesn’t belong in your cupboard.

Across billboard, social and digital concepts, Bold Beans takes the attitude of a fashion brand.

Bold colour. Irreverent copy. Crave-worthy imagery. The aim is to make an everyday ingredient feel like something people genuinely want to talk about.

When somebody moves into a new home, they are full of plans for the future and ready to explore.

This concept connects that emotional moment to a brand built on discovery. A premium National Trust keyring comes attached to their new house keys.

Your new key unlocks more than your front door.

A discreet QR code links to a personalised welcome page showing nearby places to visit, with a potential joining offer.

By partnering with estate agents and moving-home brands, the National Trust could become part of an exciting new chapter.

Sometimes it’s the small ideas that could make the biggest difference.

This concept imagines a simple hanging tag inside a car, branded in Michelin blue and yellow.

Your Drive Deserves Michelin.

“Engineered for grip, built for control.” The tag includes space for the owner’s name and a QR code for a proposed offer on their next tyres.

James Dimmock, Commercial Communications Manager at Michelin, commented on the idea on LinkedIn and tagged Michelin’s Head of Fleet.

It illustrates how the right message, in the right place, at the right moment can turn a tiny object into a branded opportunity.

What if the Springboks extended their influence beyond the pitch?

A speculative family of brand extensions exploring fitness, lifestyle and fan culture.

Raise a glass to greatness.

Bok Brew imagines a limited-edition beer for fans. Bok Fit creates a high-performance training range. Bok Snacks becomes a match-day companion.

Every concept draws on pride, belief and the shared emotional connection surrounding South African rugby.

When a sports team becomes a cultural brand, the possibilities go far beyond merchandise.

New Year’s Eve in Cape Town. Fireworks over the bay. In a sea of loud celebrations, one brand chooses understatement.

A single billboard. Pure black. Elegant serif typography. A message that doesn’t need to shout.

A new year deserves a classic.

The concept draws on Constantia’s heritage and sense of place, using restraint to communicate quiet confidence.

Sometimes the most powerful creative idea doesn’t compete for noise. It creates a pause.

What if Nike turned wear and tear into a badge of honour?

This speculative campaign imagines old trainers collected, remade and reborn as new limited-edition runs.

Run. Ruin. Recycle.

Outdoor, digital and retail concepts celebrate scuffs, dirt and miles as proof of performance rather than flaws to hide.

Returned trainers could become part of a circular product story, connecting passion for running with a more sustainable future.

What is worn is what is earned.

A Valentine’s campaign concept for artisanal bakery Good In Bread, built around its existing line, “Treat yourself to extraordinary.”

The idea celebrates self-love and indulgence. Sometimes the most romantic thing you can do is buy a loaf for one.

The Flour of Love. Treat yourself to extraordinary.

Hand-crafted typography, soft tones and playful confidence transform sourdough into something worth falling in love with.

Even small brands can own big moments with the right idea.

A 5am thought. What if chocolate brands launched haute couture lines?

Snickers, Twix, Dairy Milk and Crunchie step onto the runway in an imagined collaboration between confectionery and fashion.

Less ready-to-wear. More ready-to-melt.

AI-generated imagery transforms familiar wrappers into extravagant silhouettes, textures and colour palettes.

It’s surreal, decadent and wonderfully ridiculous. A demonstration of creativity and AI working together to explore a provocative what-if.

What if Nurofen entered the audio market?

This tongue-in-cheek concept imagines a Bluetooth speaker shaped like the brand’s recognisable capsule.

Loud enough to give an aspirin a headache.

Health branding meets minimalist consumer technology in a parody of unnecessary brand extensions.

It’s satire with a strategy. Just because a brand can enter another category doesn’t mean that it should.

What if the world’s most creative toy brand and one of its most recognisable furniture brands joined forces?

LEGO x IKEA imagines a modular furniture collaboration that lets you build, rebuild and personalise your home in the spirit of play.

Because home should be fun to build.

Modular pieces clip together like LEGO bricks, combining Scandinavian simplicity with childhood imagination.

Both brands celebrate creativity, problem-solving and hands-on design. When play meets purpose, interiors become an experience rather than just a collection of objects.

A concept created to honour two centuries of Braille, one of humanity’s most important communication inventions.

A minimalist print execution that lets silence, texture and meaning do the talking.

Celebrating 200 years of Braille. The power of touch.

The concept uses tactile contrast and embossed Braille lettering as its central visual language.

Creativity isn’t only visual. Some of the most meaningful ideas are experienced through other senses.

True innovation isn’t always loud. Sometimes it is felt.