Thinkbox
Jules Chalkley is chief executive creative director at Ogilvy London and one of the UK’s most awarded creatives. He has led and created ground-breaking campaigns for the Mayor of London, Google, Sipsmith, IKEA, M&S, Land Rover and Virgin Atlantic, winning awards including D&AD, Cannes, Clio and One Show.
Chalkley oversaw the creative for the BBC’s coverage of the London 2012 Olympic Games, which reached an audience of 200 million worldwide and earned the jury prize at the Royal Television Society. Elements of the creative work were also integrated into the opening ceremony.
He has worked closely with the UK Government on behaviour-change campaigns, including the NHS Blood Donation programme’s ‘Missing Type’, which was named 'Campaign of the Decade' by the British media.
Chalkley has also contributed articles to leading industry platforms, written for the Guardian and spoken on BBC London. He regularly visits creative institutions to lecture.
Chalkley's choices
IKEA: Chuck Out Your Chintz
IKEA and St Luke’s challenged traditional British interiors with its 1996 “Chuck out your Chintz” campaign, encouraging people to ditch floral patterns, dark décor and heavy furnishings in favour of IKEA’s lighter, Scandinavian aesthetic. The campaign tapped into a broader sense of cultural change in Britain.
- Agency: St Luke's
- Creative team: Naresh Ramchandani, Dave Buonaguidi
- Client: IKEA
Anthropic: Keep thinking with Claude
Anthropic’s first major brand campaign, “Keep Thinking”, positions Claude as an AI designed to enhance human thinking rather than replace it. Created with Mother London, the campaign moves Claude beyond its developer and business audience, presenting it as a thinking partner for people looking to explore ideas, tackle complex challenges and push their thinking further.
- Agency: Mother London
- Creative team: Mother London
- Client: Anthropic
- Production company: Love Song Films
- Director: Daniel Wolfe
Fox Sports: The more hockey you watch the tougher you get
Fox Sports’ campaign encourages hockey fans not simply to watch a game, but to follow their local team throughout the season. The work uses humour to turn the idea of becoming a more committed fan into a physical transformation.
- Agency: Chiat/Day SF
- Creative team: Eric King, Chuck McBride
- Client: Fox Sports
- Production company: MJZ
- Director: Rocky Morton