FRASER NELSON


BRAND & CREATIVE DIRECTOR
WORKING GLOBALLY, BASED IN NAARM







CAMERA FOR AN ANALOG LIFE
THE LION’S SHARE
IMPERFECTIONISM
POLAROID 101
AHM THE SIMPLE BIT
CAPTURE REAL LIFE
THE INTERNET REMEMBERS
STICKY SEARCH-UATIONS
LITTLE BIG IDEA
RACV ASK ANYONE
BILLIE VS CHARLIE


ABOUT / AWARDS / REFERENCES









 

THE LION’S SHARE


Animals appear in ~20% of all ads. But while they help brands move billions of dollars in products, they’re disappearing in the real world. So why don’t we pay them usage like we do with human actors?

The Lion’s Share turns that imbalance into a funding model. Brands that feature animals in their ads pledge 0.5% of the associated media spend to a UN-backed fund, which distributes it to conservation projects worldwide.

Since 2018, Mars, The Economist, Gucci, Lacoste + more brands have pledged over $10M. Funding dozens of wildlife conservation efforts around the world. And The Lion’s Share is still raising money to this day.
Role: Senior Creative/Copywriter

In partnership with
The United Nations, David Attenborough, The Mars Family, Rob Galluzzo + Finch Production + many, many more.

Press coverage from CCN, Wired, NYT, BBC, The Guardian + others

Awards:  Cannes “Glass Lion” Sustainability Grand Prix, D&AD White Pencil, Mumbrella Award for Bravery, Mumbrella Award for Collaboration + others.

t