ROLE: Group Creative Director (Social/Amplification)

Christmas 2024. The moment Saatchi & Saatchi realised a festive ‘whodunnit’, that would change the shape of Christmas for Waitrose and open up a world opportunity to engage the nation in solving this delicious mystery.

With a format that dropped the AV in two parts, three weeks apart. I led the team in meticulously planning out the social and amplification creative that would keep speculation alive and create an unfair share of voice beyond the usual one-and-done campaign launch day.

From planting Easter Egg clues in the TVC, to a “Diary Room” (aka #lifegoals stocked Waitrose pantry), Detective Tapes from the main man himself, and creator amplification with Line of Duty’s stars, C4 Traitors and wannabe detective comedians. We blew up the conversation, and let the internet get busy to see who would solve the crime.