BRITA x Joanna Lumley – "Dear Joanna" Campaign (IRIS)

Building on the success of Joanna Lumley & BRITA’s social films, the Dear Joanna campaign saw Joanna return to her advisory role, encouraging people to confess their Single-Use Plastic Sins (SUPS) and make sustainable changes. We developed a multi-format content strategy, including photography by Mary McCartney, a mini-comedy series highlighting green issues and The Greening Good Guide, a resource for sustainable living.

My Role
- Led social and content strategy direction, collaborating with PR and the CD
- Developed on-shoot social capture recommendations for BTS content during the Mary McCartney shoot
- Social copywriting and directed the IRIS studio briefing for the Greening Good Guide
- Strategy and content direction for BRITA’s social channels, ensuring a complementary always-on approach covering key content pillars

The campaign was recognised as Campaign’s Ad of the Day, and Joanna’s video series achieved an avg. of 5-8% ER.