I’ve been writing ads for over 20 years with my creative partner Matt Collier. Below is a selection of the work that has picked up lots of awards across all categories, and got a ton of PR.
Visit mattandwayne.co.uk for a deeper dive or just click on the images and it will take you directly there.
ADS
Lays
We worked with the artist anita and re-recorded her latest single using the power generated from lays potatoes. It got a us a World Record.
Unilever
Cleanipedia is Unilever's go-to cleaning hack website, but with very little awareness and relevance. We partnered with three real brands to 'hi-jack' their daytime ads, and turn them into Cleanipedia ads by night in an attention grabbing, rulebook hacking activation. A combination of outdoor, ambient stunt, TikTok social media influencers, and PR, saw this multi-media campaign win a Cannes Lion.
Tourism Australia
We worked with Kylie Minogue to create Mate Song, a 3 min epic that ran on Christmas day, right before the queens speech, it got a load of PR and a Graphite D&AD pencil among many other awards.
Rennie
When you get indigestion, what you've eaten can come back to haunt you. We partnered with hologram pioneers Holotronica to hit the streets of South West London and surprise some fast food fans on Halloween.
Natwest
We partnered with bowling firm BOLA and created a bowling machine that could replicate any ball ever bowled in test cricket. The resulting branded content idea uses a combination of groundbreaking technology and social media to help one of England’s sporting heroes bat against his own bowling. Freddie V Freddie
Drench
We create a hamster band for Drench. It got in every national newspaer and on news channels across the globe as well as picking up awards along the way
Airheads
We had some fun with the skip button functionality where the people in the ad could press it.
Jeep
We made a Super Bowl spot, our second. Shaggy did us the track.
Talk Talk
This animated spot, got us a shit ton of metal.
KITKAT
A commercial that ran during the one and only thirty second spot you get between overs in a live cricket broadcast.
Giving the appearance that you never left the live broadcast at all.
D&AD pencil and Cannes Lions winner.
Temptations
We made a music video for tempattions cat treats
BetMGM
In 2024, we used Jamie Foxx for the BETMGM campaign and in 2025 it was John Hamm’s turn.
Shell
We created a racing circuit from the best roads in the world and sent ferrairs F1 cars from over the years around it.
COCA-COLA
A 90 second film, and a whole lot more including OOH/Fan cans and social all celebrating the most diverse football league in the world.
RICH LIST
The campaign was recognised at many award shows, including D&AD where it received a yellow pencil for Best Poster Campaign, graphite for Best Individual Poster, and wood for Best Print Campaign.
SKITTLES
Some skittles ads that won a Cannes Lion for best campaign.
NHS
The NHS helps change patient's lives for the better every day.
It also provides life-changing careers to it's nursing staff.
We launched a new platform called 'We are life-changing careers', combining patient's original social media footage with recreated scenes, to bring their stories to life.
GHD
This digital first campaign used a range of relatable celebrities, ranging from the world of music, sitcoms and blockbuster movies, that could either give a mild 'Level 1 pep talk' (Debra Jo Rupp - softly spoken star of That '70s Show) to the opposite end of the scale, with an extreme 'Level 13 pep talk' (Danny Trejo - Hollywood actor and all round hard man.)
The campaign picked up a cannes lion in PR
STATE FARM
The State Farm Insurance jingle has been around since 1971.
Our job was to try and inject it with new meaning, and win the business from long time incumbent DDB.
Below is the campaign we created that won the account for US agency Highdive
SLIM JIM
Slim Jim have been around forever, with their iconic tag line 'Snap Into A Slim JIm' one of the iconic advertising end lines.
We were tasked with re-energising these much loved meat sticks, and making that end line have some modern day relevance. In a world where everyone's ready to snap, Slim Jim and a giant yellow fist come to the rescue.
McDONALDS
we created a campaign that features a way our audience communicate good times – emojis.
The posters ran on London’s most prominent billboard site – the digital screen at Piccadilly Circus.
Not only did it do a great job for the brand, it also went down well at The Campaign Big Awards, winning Gold for Best Poster Campaign of the year.
