︎

GAVIN CUMINE   ︎


Scottish creative director and writer. London based with 16 plus years making culturally sharp work for brands big and small, local and global. Currently @ Ramp. Past lives include BBH London, Wieden Kennedy London, Lucky Generals, Wonderhood, Beyond, Ultra, FCB London, The and Partnership, Anomaly, The Or, MullenLowe, Publicis, 101 London, WCRS and Adam and Eve. In house stints at Google Creative Lab, Nike and ITV Creative. Before advertising, a music journalist for The Times, The Independent and NME.



︎   gavin.cumine@googlemail.com
︎  NICE REFERENCE


NIKE: ‘LIKE A LIONESS”

Despite record-setting attendance and improved media coverage, women’s football still doesn’t get the attention or cred it deserves.
‘Like A Lioness’ is a platform that gives a voice to womens football. It's a call to action for young generations to own the future like a lioness.
It's an ambition to raise the bar and change the game like a lioness.

Role: Creative Director 
Creatives: Miriam Pick and Chae Seo
Director: Sophia Ray @ Academy 












Like A Lioness Merchandise





        


Rep Like A Lioness

London’s Nike Network helpedfuel the hype for our Like a Lioness merch.












            




                                                        
      


      



Like a Lioness x Tiktok

We worked with Tiktok content creators to fuel #LikeaLioness online through football and dance challenges. All to the soundtrack of Miss Banks Like a Lioness track 


                       
     
   
And we brought the Nike TikTok booth to community partner events, bringing the energy of Like a Lioness to the grassroots.

        



GRM Partnership
London’s female MC’s interpreted what it means to embody the Lioness mentality in 3 Daily Duppy episodes throughout the tournament.

This got crazy pick up online (even Stormzy regrammed!) which further helped us to embeding Like A Lioness into wider culture and music.  

   











Like a Lioness x Marketplace
Like A Lioness  NBY and Well collective sessions took place across in key LDN Nike stores bringing  members closer to the World Cup and the Like a Lioness mentality.



In partnership with the Nike Australia team, we took Like a Lioness Down Under and  offered people Like a Lioness customisation at the pop up Dream Arena store. Lionesses Leah Wiliamson and Jill Scott even dropped by.





Like a Lioness x Spotify

Our Nike Lioness picked their favourite tracks and we created the Like a Lioness playlist, giving fans their soundtrack to the World Cup, Like a Lioness style.






Like a Lioness x Premier League

We maximised exposure for Like a Lioness, leveraging the pitchside LED boards at the start of the Premier League season,further cementing Like a Lioness and awareness of the tournament.