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Pete Way
That is a real squirrel with a cupcake, and I'm a real senior creative director and content lead (ex WPP, PaddyPower and more recently Lucky Generals).
I have created brands, led rebrands, delivered amazing campaigns, experiences and content.
Plus I wrote (according to Mark Ritson) the...
"Greatest single piece of outdoor copy of all time...old school jaw-dropping copy at its very best!"
'The Story Lens' for Choko.
Real Brands, Real People, Real Life. Our (co-founder) 1st Story Lens campaign for jewellery brand Choko - shot on the streets of London with real participants.
'Adopt a Sporting Legend' for The Greyhound Board of Great Britain
A campaign using Rugby Legend and Celebrity Traitor Star, Joe Marler that helped promote ex-racing greyhound adoption by 37%.
'Reweaving Heritage' for Glenlivet
A 360 US campaign, partnering with Thomas Doherty & a community of tastemakers to reimagine the Glenlivet Tartan — inspiring originality in both style and flavor.
'Dazzle & Padel' for Persil
For summer '25, we launched Persil's new Wonder Wash in a day of bats, balls and influencers at Stormzy's Padel Social Club.
'Hunger Monster' for Aldi
Working alongside Marcus Rashford and Aldi (who had 10 million meals to donate over lockdown), we wanted people to understand what it felt like living with 'Hunger'.
'Mind, Body & Scroll' for Three Mobile
Created the first-ever Social Fitness Hub at the Outernet. This immersive pop-up, fronted by Olivia Attwood, featured a range of activities to help people feel more confident in communicating and building better relationships with their communities.
'A Unique Bond' for Boehringer Ingelheim
This Cannes Shortlisted film showed the special relationship between pets and patients, whilst changing the perception of 'Big Pharma'.
'#ExtraOrdinary' for Stephen Lawrence Day Foundation
This multi-channel campaign celebrated the life of Stephen Lawrence, an ordinary boy who tragically his lost life but who's extraordinary legacy continues to help others.
'Wild Guides' for The Sri Lankan Tourist Board
We created the ultimate travel guide to Sri Lanka hosted by its true inhabitants - it's wildlife!
'Salt n Vardy Crisps' for PaddyPower
We petitioned and led a social media campaign for Walkers to honour Leicester's Premiership top scorer with his own crisp flavour.
'Precious Moments' for Pfizer
Most parents of new borns have enough to do in the early months (making up bottles, wiping bottoms) - so getting them vaccinated leaves one less thing to worry about.
'Start Today' for Barclaycard
Carlton (a Northern Soul dancer) and Martin (an amputee England football player) tell their contactless stories for Barclaycard.
'Fast Track Cities' for Gilead +The United Nations
A 48 minute documentary film that tells the stories of Fast Track Cities programme and those affected by HIV and AIDS across the world.
'Alive' for Maserati
A post apocalyptic Frankenstein short for Maserati and Shell, showing how the GT was bought to life by a literal oil injection.
'Tabatha. The Asthma Chatbot' for Boehringer Ingelheim
I created Tabatha the first chatbot for global patient education ever developed by a pharmaceutical company.
'Big Tick' for Pfizer
All Ticks are annoying and sometimes a threat. Does making them bigger make them less easy to ignore?
'My Reading Journey' for Aldi
Thanks to Covid and Lockdown, 90% of UK kids’ reading levels were sadly below where they should be at the end of the 2022 school year - Aldi campaigned to reverse this with a free book giveaway supported by Marcus Rashford.
'New Balance Football Launch' for New Balance
Helped disrupt the football industry with this social and influencer launch, which included initiatives like the Blackout Squad.
'BI X Rebrand' for Boehringer Ingelheim
Led the re-brand of Boehringer Ingelheim's digital health and innovation arm.
'Sergio Speeds Up' For Puma
Massive Man Utd Fan Usain Bolt tries to slow down Sergio Aguero before the Manchester Derby.
'The Silence of the Nans' for Barclays
Pete + Bas, septuagenarian Grime stars, taking on the fraudsters on behalf Barclays older clientele.
'AllThingsHair' for Unilever
Creating over 70 pieces of content working for Unilever, writing and producing the content alongside the likes of Zoella and Tanya Burr.
'Quality at Heart' for Ferrero
We identified 3 key topic areas to drive Ferrero identify and corporate values - quality, portion size and details. The platform is still used today across all Ferrero messaging and advertising.
'In Your Hands' for Sanofi
This platform was initially used for Sanofi's meningitis campaign - it was later used by Sanofi's Consumer Healthcare arm.
'Something Hot For Cheltenham' - PaddyPower
We created an eye-catching campaign using John McCririck, Ruby Walsh and Paddy Power himself in various states of undress.
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