|Allan McDonald|

Creative Director | Writer | Strategist

FOR MOBILE

 

On mobile, for campaign carousels, rotate to landscape. For videos, touch speaker icon to X before moving on. For radio reel, touch side arrows to proceed or return. For the Heyzine copy of my book, touch arrows to turn pages.

     

BRAND EXPERIENCE

About ME

About ME image

     I took a break from the formal ad sector to pursue a personal passion – founding and developing Heypapalegend Studios. Today, the business is extremely successful in the hands of my sons Myles, Ross and Callum.
     More recently, I took 4 months out to write a 144-page Complete SA Careers Guide book, commissioned by Bright Eyes Publishing, which is listed in 2 000 major retail stores. As a result, I was appointed (freelance) editor of Career Planet, an education-based NPO.
     Today, I take on freelance communications projects across all media.
 I am also busy publishing my first poetry/short story book, which is linked below.

ADVERTISING EXPERIENCE
Creative Director: J. Walter Thompson
Creative Director: TBWA Hunt Lascaris
Creative Director: Y&R
Founding Partner: The Gap        
 Founding Partner:  Heypapalegend Studios CT, JHB & Toronto




TESTIMONIAL

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Abdi Hussein (Whosane) International voice artist | Music Producer | Rapper | Talent Management

CLIENT: ST GEORGE'S CATHEDRAL

INTERNATIONAL APPEAL TO FUND A NEW ROOF Creative Direction, concept and copy.

This campaign included personal participation by the late Arch Tutu (RIP), Archbishop Thabo Makgoba and Dean of Cape Town, Michael Weever.
For this campaign, I created the concept of a roof/prayer mnemonic, reaching out to the international community to help generate funds to repair the cathedral's roof. The campaign was led by the late Arch Tutu (RIP).
I elected to present this Freelance case study as an example of my strategic and conceptual development skills through to writing every last word. Also, because it is very dear to me personally.
IT REACHED OUT TO, AND WAS ENGAGED BY, THE ARCH'S MANY GLOBAL FRIENDS - Local and international celebrities participated using the roof/prayer mnemonic.
THE CAMPAIGN ROOF/PRAYER HANDS MNEMONIC SOON BECAME VIRAL.
I elected to present this Freelance case study because it is very dear to me personally.

This campaign included personal participation by the late Arch Tutu (RIP), Archbishop Thabo Makgoba and Dean of Cape Town, Michael Weever.
For this campaign, I created the concept of a roof/prayer mnemonic, reaching out to the international community to help generate funds to repair the cathedral's roof. The campaign was led by the late Arch Tutu (RIP).
I elected to present this Freelance case study as an example of my strategic and conceptual development skills through to writing every last word. Also, because it is very dear to me personally.
IT REACHED OUT TO, AND WAS ENGAGED BY, THE ARCH'S MANY GLOBAL FRIENDS - Local and international celebrities participated using the roof/prayer mnemonic.
THE CAMPAIGN ROOF/PRAYER HANDS MNEMONIC SOON BECAME VIRAL.
I elected to present this Freelance case study because it is very dear to me personally.

THE LENTIN INSTITUTE

Concept development, writing & art direction.

CLIENT: SOLIETTE BEAUTY SPA

Employing a little humour in an environment that can often take itself a little too seriously.

KNYSNA HOMELESS ACTION GROUP

Click on thumbnail for full view

CLIENT: O'BRIEN RECRUITMENT

O'BRIEN RECRUITMENT AGENCY They took to the idea of employing a little humour too. 

CLIENT: SELF

A social media campaign doing the hardest work of all; selling yourself.

CLIENT: PAULANER BRAUHAUS

A campaign for one of the many Brewpub branches of Munich-based Paulaner Brewery.

CLIENT: AMERICAN SWISS

I thought I'd add these as an example of the many billboards I wrote for American Swiss.

Anti Kaolin mining ad

Concept, copy and art direction.

 author: sa careers guide  

I was commissioned by Bright Eyes Publishing to write
a 144 page Careers Guide book to appeal to learners,
school leavers, their parents and job seekers.

The book covers everything from study tips to
dietary advice for exam time, the science of psychometric profiling, as well as an overview of some 600 interesting careers.
Today, the book is listed in 2 000 leading
retailers.
As a direct result of writing this book, I was appointed
director, editor and chief content contributor for the NPO
www.careerplanet.co.za
I still fulfill these duties on a freelance basis.


 author: sa careers guide   image

RADIO

The Famous Grouse | Doritos | FNB "Steve" 

  •  

    FNB Song for Steve

    "Incoming"

  •  

    FNB Song for Steve

    "Outgoing"

  •  

    The Famous Grouse

    45' Radio "Spit it out"

  •  

    Famous Grouse

    45' Radio "Pavlov"

  •  

    Doritos

    60' Radio "Paul"

  •  

    Doritos

    60' Radio "Alice"

SAB MILLER LONDON: GLOBAL CLUB CONNECTIVITY

I wrote and directed this piece for SABMiller London & Quiptel Technology Group. Music by Heypapalegend.

 

 

Psyence Psilocybin mushrooms company

Psyence Psilocybin mushrooms company thumbnail
 
A video production I wrote and directed for Psyence, manufacturers of Psilocybin mushrooms,
as a global investment solicitation. (This version still in Pilot format, with watermarks.)

CONSOL GLASS

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Apologies for the poor quality, original went walkabout. But the concept comes across clearly.
PERSONAL WORK
I have just completed a book of poetry and short stories which will soon be published. Aside from the ad work, if you're needing editorial, fiction or lyric writing, I'd love you to take a look and, hopefully, enjoy.



CONTACT: Allan McDonald. +2772 4244481 allan@heypapalegend.com


 Selected work from the book follows on the next pages.

Crafted by heart. Untouhed by AI.

SAMPLE PAGES FROM SCATTER