It's always important to grab your audience's attention when launching a fresh initiative with a little bit of drama. If your announcing a new approach or initiative you need to appear to be changing gear, stepping up.

A rich media takeover is a superb way to cause some disruption on the early days of a new campaign launch. For the launch of the eircom 'All together now' and the Fáilte Ireland "#This is Living' campaigns, I worked with the team in RMG and DDFH&B to create banners that demanded the viewers attention and introduced the campaign.

SuperValu's 'Good Food Karma' is all about the great moments that good food can create. We saw the role of the digital and social channels to be enablers to help people create their own moments. So we created a dynamic hub on supervalu.ie where people could exchange their food ideas, tips and recipes - engage interact and learn form each other.

To communicate the dynamic of the hub and the 'Good Food Karma' initiative we developed a takeover for independent.ie and dailymail.com home pages that invited viewers to play pot luck. The webpage collapsed as a red pot sided into the centre of their screen. Each time they clicked the pot they were 'served' a different clip from the range of content we created for the interactive ideas wall on the hub.

An effective communicator of the principal of the 'Good Food Karma' project, the banner whetted the appetite (sorry!) encouraging the viewer to click though, learn more and get immersed in the SuperValu brand experience. Visit the 'Good Food Karma' hub here.