R/GA hired me and my CD/AD partner on this project, Florence Buchanan, to help run the pitch for Unilever’s line of spray perfumes called Impulse. We worked closely with their digital CD and team.  I was invited to present our work in the pitch. R/GA got the business. As so often is the case, after the business was awarded to R/GA the client decided to start over on creative. The charge was the same - to launch/re-launch Impulse as the brand that stands for “spontaneous romance” in new and existing markets. The human truths that we worked with: men can't help but act on Impulse. Women hold the power to inspire men to make small romantic every day gestures (with the help of Impulse, of course).

R/GA hired me back to write the brand manifesto storybook shown here that helped direct the creative R/GA did for Impulse. R/GA designed it. 

CD/CW: Paula Dombrow, Agency: R/GA

To view entire brand book, click on VIEW BRAND BOOK PDF button.