GENEVIEVE HOEY

With over 1 million trees cut down every day to make toilet paper, it was time to empower the true change makers - the bums. UNCRAP THE WORLD is a global platform and launch campaign for eco-friendly TP brand Who Gives A Crap. It’s a call to arms to bums to stand up, then sit down and change the world.

Director Stef Hunt, Exit Films
Creatives: Genevieve Hoey, Alex Antoniou, Vanessa Witter, Vanessa Morrish
Editor: Leila Gaabi, The Editors
Sound: Otis Studios
Music:
Choir Supervision: Otis Studios
Designer: 72 & WGAC internal creative
Stills: WGAC internal creative
Role: Creative Lead

Kids need role models. But not old white men wearing ties or clueless celebs. This global campaign for H&M KIDS proved the real role models kids need are in the mirror. We celebrated kids already making a change, to inspire and recruit new kids by offering them the H&M Kids platform plus funding for their grassroots activism.

Our launch documentary features activist kids from around the world sharing their disappointment in grownups and their drive to create change, and was accepted into the Tribeca Film Festival.

Director: Bryan Buckley, Hungry Man
Illustrator: Molly Fairhurst
Agency: Alto New York
CCO: Hannes Ciatti
EP: Matt Bonin
Strategy: Tara Fray
Creatives: Lars Jorgensen, Martin Ginsborg, Jenny Bahn, Fil Noguiera, Genevieve Hoey
Design: Porto Rocha
Role: Executive Creative Director, Writer

NYC was hit hard the COVID pandemic, 1,200 deaths per day at its peak. Montefiore Einstein Hospital in the Bronx was the epicentre. It was too dangerous to gather to in support of the nurses and doctors on the frontline, so we created a ticker-tape campaign to recognize their bravery.

Every time a COVID-19 patient was released from Montefiore Einstein, “Empire State of Mind” played on their PA system. Videos of patients being released to the song went viral. After seeing the real-life role their song had at Montefiore, Alicia Keys and Jay-Z approved its use in a commercial for the first time ever.

Our Tristan Eaton mural became a place of pilgrimage for healthcare workers, and a global symbol of New York’s resilience. Following our campaign, prominent US leaders called for a ticker-tape parade. Inspired, Alicia Keys played a surprise concert honoring Montefiore Einstein’s nurses that aired live on Good Morning America.

Agency: ALTO NY
Creatives: Pierre Janneau, Dan Kroger, Fil Nogueira
CCO: Hannes Ciatti
EP: Matt Bonin
Artwork: Tristan Eaton
Music: Alicia Keys, Jay Z
Supervision: Walker
Role: Executive Creative Director

For the global relaunch of the famed Converse One Star to a new Gen Z audience, we revived another youth classic - Public Access TV. Converse Public Access episodes were co-created with Miley Cyrus and Maisie Williams and featured Millie Bobbie Brown, Syd the Kid, Rapper Amine, Amandla Sternberg and a myriad of diverse influencers with Gen Z hot takes on activism, gender, inclusion, bullying, sustainability and more. The Converse fashion in each show was shoppable on social, taking One Star to a new legion of fans.

Director: Andrew Barchilon, Prettybird
Creatives: Will Perkins, Justin Fly, Miley Cyrus, Maisie Williams
Stills: Tyler Mitchell
Role: Executive Creative Director

For decades, Aussies have been overfeeding their dogs awful food. And now nearly 50% all dogs are obese and die before their time. ilume is an Australian dog food/tech startup that allows dog owners to track their dog’s activity data and feed them the right amount of healthy food .

Our idea was to reframe the dog command ‘stay’ from being ‘stay there’ to ‘stay longer.’ Now, we just needed the right person to film it.

Audaciously, we pitched Tobias Fouracre, lead animator for Wes Anderson and Tim Burton on Corpse Bride, Fantastic Mr Fox, Frankenweenie and animation supervisor on Isle of Dogs, and four time Oscar nominee.

He said yes.

The film’s soundtrack was scored by Emmy award winning composer Keith Kenniff. The campaign also included outdoor posters to truth tell about the dog food industry, that drove dog owners to the iLume website to sign up for a free trial.

We crashed their site. Job done.

INTEGRATED US PRODUCT LAUNCH

It’s insane. In the US there are 26 states that don’t teach sex ed. Leaving these mostly BIPOC teens to learn sex ed from each other, or worse, the internet.

Together with Planned Parenthood we launched an innovative sex ed chatbot called Roo, equipped to answer every teen’s burning sex ed questions with an online series called Roo High School, to get the chatbot in the sweaty hands of those teens in need.

Roo High School series covered masturbation, gender identity, consent and puberty, with Roo as the hero. Roo has now answered more than a million questions - three-quarters from BIPOC communities.

My Role: Executive Creative Director
Creatives: Katie Yoder, Katie Edmondson
Director: Alice Mathias, Gifted Youth

This is the first brand ad EVER in Australia to use conversational Indigenous language, thanks to Australia’s first Yolngu rapper Baker Boy and Google. It’s about overcoming shame in community, the audience is Indigenous kids, but also, all of Australia to get us on the same page with our black history. This ad and the documentary were collaborative every step of the way - First Nations people in front of, behind camera and in the writer’s room. It’s epic. Sundar Pichai, CEO of Google shared it himself. My kids bloody love it too.

Launching Paspaley’s new WILD collection and modernise Australia’s oldest and most prestigious luxury brand for a new audience. Interesting fact, our drone was taken by a crocodile while we were shooting in The Kimberley. The price of fashion.

Director: Adam Kiers, Playground Films
DOP: Boris Vymenets
Second Unit: Brayden Harry
EP: Whitney Hawthorn
Stills: Jake Terrey
Music: Niniola X GuiltyBeatz
Creatives: Genevieve Hoey, Luke Martin
Role: Creative Lead

GLOBAL SOCIAL PROJECT / ACTIVATION / PRODUCT

To prove the new MINI Coupe was the most adventurous MINI ever made, we offered fans the ride of their lives.

Together with VICE we created a very unsafe travel show ALL THE WRONG PLACES, and via social invited 5 fans to ride shotgun with us.

We sent people to hang with yakuza truck drivers in Japan, experience altitude sickness with the drug-infused scissor dancers of the Andes, dive into the underground Soweto music scene, eat wild moose with micronation leaders of Sweden, and discover the origins of voodoo in Jamaica - all from the passenger seat of the new MINI Coupe.

My Role: Creative Director, Writer
Creatives: Salvatore Gullifa, Thomas Jullien
Director: VICE

BRANDING PRO / RETAIL DESIGN / UX

Alongside the global Nike Retail Team, and many other talented people, we kicked off the retail brand strategy and user experience for the first Nike House Of Innovation flagship retail store on 5th Avenue New York.

The idea was to create an innovative mobile-first Nike retail experience. The Nike App became the in-hand guide to unlock the store, seamlessly blending the online and offline, and customising the retail experiences and offers to each member’s preferences.

This Flagship store become the model for the for the other House of Innovation stores in Shanghai and Paris.

Executive Creative Director: Una Walsh, Experience
Experience Strategy Director: Shaun Harris
Design Directors: Gus Cook, Tal Cohen
My Role: Executive Creative Director, Brand

PRODUCT LAUNCH / ACTIVATION / SOCIAL

Facing stiff U.S. competition, Booking.com had to find culturally resonant ways to win the market. From The Shining to Psycho, accommodations have played a key role in the cinematic history of horror. Stay If You Dare was a service we created that offered the bravest Booking.com bookers haunted rooms in iconic hotels during Halloween.

The legendary Akiko Stehrenberger created a film launch poster for each terrifying stay. We even shot our film in a haunted hotel in San Francisco. Spoooky.

Agency: Wieden + Kennedy Amsterdam
ECDS: Eric Quennoy, Mark Bernath
EP: Elissa Singstock
Illustrator: Akiko Stehrenberger
Design: Joe Burrin, Malia Killings
Creatives: Zach Watkins, Craig Williams, Genevieve Hoey
My Role. Creative Director

GLOBAL BRAND CSR PLATFORM / PRODUCT

The home of the Corona brand, the beach, is facing great danger. An estimated 8 million metric tons of plastic waste enter the oceans each year. We pitched Corona a radical idea. Together with Parley for the Oceans, Corona would commit to protecting 100 islands from plastic pollution, by 2020.

On International Recycling Day 2017, Corona and Parley for the Oceans announced their Clean Waves partnership to protect islands in Mexico, Maldives, Australia, Chile, Italy and Dominican Republic.

The partnership launched with a 3-minute film featuring Parley ambassadors Chris Hemsworth and Diego Luna. We also made sunglasses from recycled ocean plastic, to support the cause.

I left Amsterdam for NY as the team shot this spot. On amazing islands. .

My Role: Creative Director
Creative Director: Alvaro Sotomayor
Creatives: Jeff Lam, Alex Bow, David Neevel
Partner: Parley For The Oceans

It’s important for this generation, and for the ones to come, to authentically elevate female narratives in sport.

In this film we told the story of a granddaughter using Google products to reconnect with her Nan, who has dementia, through their shared love of AFLW ( Women’s Australian Rules Football). We created this film in close consultation with Dementia Australia.

-Voted B&T Magazine & Mumbrella Campaign of the Year 2022
-Brand Advocacy lift +11% and Net Impact to Society +16%
-Highest performing Google campaign globally
-This film is now used by the AFL as the best in class case study for sponsorship activation when briefing other sponsors.

Agency 72andSunny
Director: Kyra Bartley, Finch
DOP: James Brown
Vocals: Amy Jordan
Music: Otis Studios
ECD: Luke Martin
Producer:
Creatives: Genevieve Hoey, Andy Flemming
Role: Creative Lead

The new DuPont is focused on making positive change not in the future, but today. To relaunch the brand, we created the most innovative campaign possible, showing everything DuPont are working on right now, from growing food in space, to fighting the effects of climate change, and clean energy.

This hyper-dynamic film launched on the New York Times, combined data from the viewer’s location, time of day, plus live news headlines to make 22,464,000 dynamic film permutations - each film unique to the viewer.

We streamed live footage into the film of a prosthetic hand being 3D printed using DuPont materials — making this film the world’s longest live-streamed commercial on record.

Director: John Hillcoat, Serial Pictures
Music: Atticus Ross
Tech Leads: Imposium
EP: Jon Drawbaugh
Agency: R/GA NYC
CCO: Tiffany Rolfe, Rich Ting
Creatives: Lars Jorgensen, Ryan O’Keefe, Colin Kim, Chiunghui Chiu, Chris Liu, Grace Taylor, James Dick
Executive Creative Director, Experience: Erin Lynch
My Role: Executive Creative Director

In Fall 2020, the pandemic came back in New York with a vengeance. Throughout spring that year, every evening at 7pm, New Yorkers had clapped, cheered and banged pots in support of the healthcare workers fighting to save lives. But by late November, New York had stopped celebrating the people saving our city.

Together with the Orchestra of the Bronx and New Yorkers, we brought back the 7pm celebration in a visual poem spread across the city. The campaign featured a citywide rooftop symphony, a Times Square art installation and concluded with a special State Of Gratitude concert at Radio City Music Hall with Natalie Merchant and Mary J. Blige.

Director: Henry-Alex Rubin, Smuggler
Agency: ALTO NY
EP: Matt Bonin
Strategy: Tara Fray
Mural: Tristan Eaton
Orchestra: Orchestra of The Bronx
CCO: Hannes Ciatti
Creatives: Lars Jorgensen, Caleb Jensen, Fil Noguiera,
My role: Executive Creative Director

LATE NIGHT TV SHOW / APP REDESIGN

In the US, period information and tracking is available to those who can afford healthcare, and only created for cisgender women planning to get pregnant.

The Spot On period tracking app from Planned Parenthood delivers free and trusted tools and non-gendered information for BIPOC, transgender and non-binary people with periods.

We redesigned the Spot On app experience. Then with SNL comedian Sasheer Zamata and BIPOC and non-binary influencers, we created a late night comedy tv show, Spot On, for a real talk about periods, birth control and more - for every body.

Why a late night TV show? Because research showed thats when menstrual symptoms really kick in.

Since its launch Spot On has been downloaded over 2 million times. Spot On won a 2017 Fast Company Innovation by Design Award, and was selected as a Gold Honoree for Best Mobile App in the ninth annual Shorty Awards.

Agency: R/GA New York
Director: Sade Clacken Joseph, Prettybird
Creatives: Zoe Lyle, Jess, Katie Edmondson, Katie Yoder, Chiuhung Chui
Executive Creative Director, Experience: Erin Lynch
My Role: Executive Creative Director, Brand

Booking.com is all about delivering you the delight of being right in your choice of accommodation. Because of our scale, we have power to find you the very specific things you need to find to make our vacation awesome, be it tiny soaps, plush carpet or incredibly powerful hairdryers.

Directors: Traktor
Agency: Wieden + Kennedy Amsterdam
ECDS: Mark Bernath, Eric Quennoy
Producer: Elissa Singstock
Creative Directors: Zach Watkins, Genevieve HOey
Creatives: Kia Heinnen, Zoe Hawkins, Ebba Hult, Riccardo Rachiello
Directors: Traktor
My role: Creative Director

Ongoing work making the state of the art Google Pixel phones human and relevant to modern human Australians.

Creation of a platform ALL CREATURES WELCOME launch and negotiated ongoing sponsorship of Sydney Gay & Lesbian Mardi Gras

BRAND PROJECT RUSSIA, EMEA, AFRICA

How could we relaunch the Camay brand in three wildly different markets with just one campaign? Get ridiculously, OTT Frenchy-chic. Because no matter where you’re from, everyone wants to get their French lady-scent on.

Then, throw in an EMEA challenge where we couldn’t show skin or be in a bathroom - this whole project was like solving a creative rubix cube.

However, inspired by the 60s Ye Ye music scene in Paris, we wrote our own songs and away we went.

Agency: Wieden + Kennedy AMS
Director: AB/CD/CD, La Pac Paris
Production: Partizan
Creatives: Jordi Luna, Jake Barnes, Mohammad Dia
My Role: Creative Director, Writer