Dan Cullen-Shute

The Beautiful Problem

How do you behave as an aggregator for an incredibly high-value and high-interest category? How do you promote transparency in a sector which thrives on opacity (without pissing them off)? And how do you help one of the country’s fastest growing companies develop a brand that both takes them into the mainstream and defends them from the almost inevitable horde of copycats?

Dan Cullen-Shute
The Beautiful Problem
Dan Cullen-Shute

Intelligent Misbehaviour

Simple, by taming the car market. And by doing so in a way that gave the clarity of an aggregator ad but could tonally sit comfortably next to a luxury car ad. 

Dan Cullen-Shute
Intelligent Misbehaviour
Dan Cullen-Shute

Cultural Impact

The ad created a splash when it aired on Boxing Day and received wide coverage from industry publications as well generating significant engagement on Twitter and YouTube. Early signs show significant uplift in high-quality traffic to the site. 

Dan Cullen-Shute
Cultural Impact