PETE BROWN
Senior Conceptual
Copywriter
Hello. I'm a Senior Conceptual Copywriter based in London. For over 16 years, I've used words and ideas to capture people's attention for brands and products.
I've made people watch nothing but a rotating Whopper for Burger King, celebrated inspiring people who've brought the world closer together for Meta, asked what our trillions of searches say about us for Google, and inspired runners to beat their speed limit for Nike.
If you need help with words, I can write TV and radio ads, killer headlines, emails, social copy, manifestos, and TOV guides—and probably anything else you can think of.
✭ D&AD Cannes Lions • One Show • Webby Awards • New York Festival • London International Awards • BIMA
META: REELS
Meta shows advertisers how to supercharge their business results with Reels ads.
Meta’s Reels is an excellent way for brands to reach audiences - with billions of people now using the platform. However, they don’t always get the desired results as they don’t understand what works on the platform. So, we developed a campaign showing them how to turn poorly executed reels into awesome ones with the creative essentials. To make our ads feel authentically Reels, we worked with Reels creator Peter Quinn, who brought his quirky, fun and playful techniques to life and made our content feel native and unlike traditional ads, which don’t perform well on the platform.
Google’s most ambitious end of year review.
For 2014, Google wanted to make their annual end of year review their biggest and most ambitious yet. But rather than just reviewing the year, like every other brand, we asked what our trillions of searches say about us? Giving people a true insight into humanity and the story of that year in a new and engaging way.
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✭
D&AD: Wood Pencil - Branding
Cannes Lions:
• Shortlist - Copywriting
• Shortlist - Data Storytelling
The Webby Awards:
Nominee - Website
LIA: Bronze - Copy/Editorial
Shots: Bronze - Digital Campaign of the Year
BIMAS: Shortlist - Public life
GOOGLE: YEAR IN SEARCH
META: FLEX NAIJA
Meta and Nigerian Creators show how the metaverse is an opportunity to flex like never before.
Nigerians love to ‘flex’ - to show off one’s talents and assets. And in a country rich in culture and creators - many were excited by the metaverse and its potential. However, Nigeria doesn’t have Meta VR tech, so we needed to excite creators about the metaverse and the Meta tech they could use. So we collaborated with some of the biggest Nigerian creators to create #Flex Naija. An integrated campaign which inspired them to flex first in the metaverse, from a one-off mixed-reality event with AR-enhanced performances to posters, radio and on-platform ads.
Nike Speeding Tickets inspires runners to beat their speed limit.
To launch Nike’s Zoom trainer, their fastest and lightest shoe ever, we inspired runners to clock their quickest time by installing speed traps on running routes. Lasers measured people’s speed as they ran and displayed it on a screen before issuing them with a physical ticket as they crossed the finish line. Inspiring them to go again and go even faster.
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✭
D&AD, Wood Pencil
Cannes Lions,
• Shortlist, Copywriting
• Shortlist, Data Storytelling
Webby, Runner-Up
NIKE RUNNING
Microsoft celebrates families and the ingenious ways they use their products.
For their biggest ad of the year, Microsoft tasked us to create a global campaign to advertise the brand to families around the all-important Holiday season. The campaign was directed by US director Brian Buckley.
MICROSOFT
Domino’s admits their own cheesy bread falls short.
To promote their new Stuffed Cheesy Bread, Domino’s confronted the harsh reality that their own cheesy bread was lacking in the cheese department.
We also created a site where fans can send each other messages in cheese and a new font made entirely from cheese.
DOMINO'S PIZZA
Whopper Sacrifice challenged people to prove how much they loved the Whopper by just staring at it.
To see just how far people would go for a delicious, juicy Whopper, we created an interactive game on DirecTV. The rules were simple: stare at a rotating Whopper on your TV screen and win free Whoppers. And the longer viewers stared, the more Whoppers they’d win. To make sure they didn’t cheat, we placed random prompts to make sure they never took their eyes off the prize. In only four days, thousands of Americans stared for almost 600,000 minutes, and we gave away over 70,000 Whoppers.
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One Show,
• Branded Content, Games, Gold
• Branded Entertainment, Brand Channel, Silver
• Branded Entertainment, Merit
• Innovation, Merit
NY Festival, Finalist Certificate
London International Awards: Shortlist
BURGER KING
Lopez Lomong's story is unlike any other Olympic athlete.
Created with a major personal care brand, this film tells the story of Lopez Lomong and the arduous journey he faced on his way to becoming an Olympian. Battling past numerous barriers he never gave up and went on to represent the USA in both the 2008 and 2012 Olympics.
However, due to a change in brand strategy, this film was sadly never released as intended, but I'm really proud of it and it was great to work so closely with an Olympian and tell his story.
LOPEZ LOMONG
The Dorchester Collection pulls back the curtain to show how 'Perfection Just Happens'.
Working to their ‘Perfection Just Happens’ brand platform, the Dorchester Collection asked us to create a series of films that showed just how far their staff went into making sure every stay was perfect, whichever hotel their guests stayed in. To bring this to life, and in a compelling way, and show just how far the staff go, we followed different members of the team to create and script these films and give an insight into the world behind the hotel and show how much attention to detail goes in behind the scenes. The 360 campaign included these films which were shared across their website, cut downs for their social platforms and targeted banners.
THE DORCHESTER COLLECTION
Other bits and pieces
I can also write headlines and long-form copy for emails, websites and radio ads.
