Purpose & Seasonal Campaigns — Simon Jones-Mortensen

MATE x HAIRCUTS 4 HOMELESS

A haircut is a small thing, unless you've been invisible for a while.

For the holiday season, MATE wanted its good deeds to travel further than a seasonal discount. Together with Haircuts4Homeless we told the story of Tom Forde, a volunteer barber, and what twenty minutes in a chair gives back to someone living on the margins: Dignity, confidence, and the ordinary experience of being properly looked at.

A film about self-expression, perspective, and the privilege of being seen.

Move with purpose.

Campaign video

Tom

Trims and tales from the street

A little care goes a long way

Making human connection

The importance of being seen

DANCHURCHAID – DRESSED FOR THE DISASTER

A disaster fund has an awkward problem: It needs the money before there is anything to point at.

Donations have to arrive ahead of the emergency so help can move the moment it happens – but people give to what they can see. So we made the invisible part visible. A welcome folder walked donors through the fund's work before, during and after a crisis, turning a standing contribution into something concrete, urgent and real.

Give before it happens, so help is already there when it does.

The full package for donors

Prepared for street interviews

So much for so little

A surprising graph

Envelope and letter of gratitude

The empty canvas

Campaign video

MATE x COPENHAGEN PRIDE

We all start from the same frame.

For Copenhagen Pride, MATE celebrated the distance between that shared starting point and where each of us actually ends up. Every choice, every urge, every step and story bends the frame into something only one person could have made.

So the campaign handed it over: Make it personal, make it your own, show your colours.

A tribute to freedom, self-expression and perfectly imperfect identity.

Same frame. Unique expression.

Paint job

Yakub for MATE Chronicles

Colours are expression

Of the beholder

SANTA'S SECRET MATE

Santa has been running the same logistics operation for a very long time, on the same hardware.

For Christmas, we asked the obvious question nobody asks: What if he upgraded? We retired the sleigh and put him on something smoother, faster and electric – moving through the season the way the rest of the world is starting to.

Even legends deserve a better ride.

From A to anywhere.

That one busy day of the year

Getting around

MARIA CASINO – APRIL'S FOOL

When your competitor is state-backed and many times your size, you can't outspend them. You can make them laugh, though.

Briefed to have a little fun at the giant's expense, we built an April Fools' idea around an unexpected discovery: Maybe the dealers on the competitor's own floor had a favourite brand after all – and it wasn't the one they worked for.

A tactical idea with almost nothing behind it, punching several weight classes up.

Let the truth be told

Poking the bear

INTRODUCING THE MATE X

You don't introduce a predator. You let people hear it first.

For the MATE X we built a teaser campaign out of almost nothing: Dark, cinematic, flashes of the bike and never the whole animal. Subtle animal sounds moved underneath the edit. A panther growl set the register for a machine that was harder, faster and stronger than anything we'd made before.

It's coming for you.

The beauty is a beast

Roaring to go

Supreme agility

Adapted for the wild

A powerful friend