Jonjo Rooney

Project: For Life In The Making
Client: West Brom Building Society
Creative Director: Pete Snell
Photography: Jonjo Rooney

As part of West Brom Building Society’s re-brand, there was an appetite to bring new imagery which separated them from the rest – capturing the every day people of West Brom, in every day locations to reflect every day milestones.

Authenticity was paramount to helping West Brom achieve this. We cast people from the area. Locals who are in and around West Brom every day; running their businesses, using their allotments, living their lives. We captured people of ages and ethnicities that reflect West Brom. Real people in real moments.

The client was also insistent on using a photographer who was from the Midlands region, who understood what the town means to people, could connect with them and capture them in a way that felt honest, authentic and empowering. And that was where I was brought in to execute the campaign.

Whether it’s the strength and attitude, resilience or humour, we wanted to capture real, human behaviours and traits shining through.

The photography has been used as part of the brand refresh for West Brom, and the multi-channel campaign will see the imagery landing wide reach and used across OOH, on the back of buses in the area, DOOH, in-store displays at their branches, as well as through social advertising such as Spotify canvas and companion banners.

Project: St. Hilda’s College Fundraising Campaign
Client: St. Hilda’s College | Oxford University
Art Director: Jonjo Rooney
Copywriter: Andrew Derlien

St Hilda’s is and always has been a challenger at Oxford University, paving the way for a different future – for its students and for wider society.

St. Hilda’s are a pioneering college, powered by you.

A university that can be seen as inaccessible and rooted in tradition, there are key differences that make the college more relevant than ever and stand out amongst the rest; St. Hilda’s are historically progressive, very open and celebrate their notion of looking at the world with a different perspective to others; creating space for everyone to not only learn, but thrive.

We were tasked with creating a campaign with am ambitious challenge to raise £25m for the college over a 5 year period.

Project: Barnardo's Christmas appeal
Client: Barnardo's
Art Director: Jonjo Rooney
Copywriter: Andrew Derlien

For children spending the festive season cold and hungry, Christmas feels like it’s for other children, not for them.

There are lots of charities focusing on child poverty during this period – we needed to cut through with a campaign that aligns to the Barnardo’s brand and is distinctive versus Barnardo’s competitor set.

We know the thought of a child feeling left out, cold and hungry at Christmas is incredibly motivating for our audience. So we created a campaign that would yield funds from supporters to help ensure no child goes hungry or cold this Christmas.

Project: WonderFull
Client: Nokamo / Whitworths
Art Directon and copywriting : Jonjo Rooney

Speculative pitch campaign concept to bring new family buyers who occasionally buy own label dried fruits, nuts and seeds into the Whitworth’s brand, by showing how Whitworth’s is a great source of nutrition.

Project: Crisis at Christmas integrated campaign 2024
Client: Crisis
Creative Director: Andy Powell
Art Director of photography: Jonjo Rooney

After delivering the award-winning ‘First Day’ campaign last year, this year’s campaign gives more Crisis members the platform to share their own stories, in their own words.

This winter, a quarter of a million households are facing the worst forms of homelessness. The ‘First Day’ Campaign shows the reality these households face and shows that Crisis is where someone’s story changes. It’s a launch pad to a new life, a life beyond homelessness.


No first day at Crisis is the same. That’s because Crisis understand that just as the circumstances that push someone into homelessness are unique, so are the ways to build someone’s life beyond homelessness.

That’s why this year’s campaign brings to life stories from more Crisis members, enabling them to share their lived experience of homelessness and how Crisis supported them and can help more people.

Having art directed the previous year’s creative which has been the launch pad to evolve the campaign over the coming years, my focus this year was to enhance and drive the photography. We felt it needed a push, could “work harder” and, critically, do even more to bring people in, and help resonate and connect them.

I knew I wanted a more candid, authentic and editorial feel to the imagery. Capturing shots that delivered the grittiness or being homeless but shot in a way that provided a strong sense of narrative and storytelling – giving more agency and resonance to the individuals whose stories we were telling.

Project: The age of possible
Client: The Children’s Society
Art Director: Jonjo Rooney
Copywriter: Bethany Smith

The UK’s Teenagers are facing a happiness recession and have the lowest life satisfaction in Europe (for 15 year olds). As the charity that stands for Teenagers, The Children’s Society need to raise £100m to fund a pioneering programme of 7x new youth centres and supporting services that turns the tide on Teen happiness.

Teenagers are neither fully adults or children. These are the most vulnerable and formative in-between years when any influence – good or bad – can direct a lifetime. Here’s one of the campaigns we pitched to the client, with the aim of saving the formative in-between years, which are under threat like never before.

Project: Euros 2024
Client: Crisis
Art Director: Jonjo Rooney
Copywriter: Andrew Derlien

As England prays for football to finally come home this summer, 300,000 people will just be hoping for a home to live in.
Come on England. We can do better.

A self-initiated project that capitalises on the opportunity to land a very important message cause, during a huge cultural sporting event that never fails too capture the attention and hearts of the nation.

Using traditional and famous England turns of phrase and visuals, we decided to challenge the expected with hard-hitting truths that will bring real cut-through to the campaign.

Project: Crisis at Christmas integrated campaign
Client: Crisis
Executive Creative Director: Bryn Attewell
Creative Director: Andy Powell
Art Director: Jonjo Rooney
Copywriter: Jason Mathaius


Crisis at Christmas is one of the UK’s largest and most loved Christmas fundraising appeals.

We used it to challenge the idea that homelessness is inevitable. We helped people tell their own stories of their “First Day” at Crisis, which was the start of their life beyond homelessness. The campaign ran across radio, press, digital, OOH and cold and warm DM campaigns, in addition to a partnership with Lloyds Bank.

People with lived experience of homelessness were at the heart of this campaign. We worked collaboratively with three people Crisis has supported – Michelle, David and Saleeha – to tell their own stories authentically across every channel. We used AI to turn their handwriting into a bespoke font for the campaign’s headline quotes. And in an industry-first, we used the Cyclops first-person camera to immerse the audience in the most visceral way possible.

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£17.2million raised across campaign with 99% of income raised through Individual Giving

Winner Best Fundraising Campaign at Purpose awards 2024

Winner Gold award for Social Purpose (Fundraising) at The Drum Awards 2024

"reinventing the nation's most iconic fundraising campaign" The Drum

Project: Forever Forward
Client: London Business School
Executive Creative Director: Bryn Attewell
Art Director and photography: Jonjo Rooney
Director: Dominic O’Riordan

London Business School is transforming the world through business. LBS is not a school that stands still. It has always been at the forefront, transforming business and the wider world. This is what propels us forward, on to bigger challenges each year – from future proofing the NHS to creating a green economy. We can invite alumni to keep us moving forward for years to come, by ensuring our students, our research and our school are always ahead of the pack.

Forever Forward is a fundraising campaign about never standing still. A progressive approach to innovation and how business can help change the world. The only way to achieve this is by staying ahead of everyone else. We created an integrated multi-channel advertising campaign including film, digital and print medium.

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Currently raised £82.9m of £200m target at second year of five year campaign

Project: PCUK brand idea and identity
Client: Pancreatic Cancer UK
Executive Creative Director: Bryn Attewell
Associate Creative Directors: Pete Snell & Isobel Boyce
Photography Art Directon: Jonjo Rooney

For too long, pancreatic cancer has been left behind, overlooked and underfunded.In the UK, it receives just 3% of the total cancer research budget. As a result, it’s still too difficult to diagnose, too tough to treat, and has the lowest survival rate of all common cancers.

When you experience pancreatic cancer, hope is hard. It’s often all you have. But the reality is that people need much more. They need tangible actions and innovations – things that Pancreatic Cancer UK can give them.

This truth led to our brand idea: More than hope.

To sit alongside the key brand principles of the re-brand, I worked closely with the Associate Creative Directors to help drive the vision, execution and photography output. We creative bold, powerful and emopiove portraits of people with lived experiences of pancreatic cancer to help drive an authentic and bold look and feel.

Project: More than a moggy integrated campaign
Client: Cats Protection
Creative Director: Andy Powell
Art Director: Jonjo Rooney
Copywriter: Andrew Derlien

Moggies are classed as ordinary and unremarkable, but in fact they’re anything but.

Cats Protection launched an integrated Spring campaign based around championing the moggy. The objective is to raise awareness and engagement.

We wanted to produce a campaign that celebrated how ‘moggnificant’ these wonderful moggies are.

Project: Flag it for change
Client: Vodafone Foundation
Executive Creative Director: Bryn Attewell
Art Director: Jonjo Rooney
Director: Connor Pearce
Photography: Jonjo Rooney

We’re living in times where more young people are identifying as LGBTQ+ than ever before, but hate crimes against LGBTQ+ people are on the rise

64% of LGBTQ+ people had experienced anti-LGBT+ violence or abuse. 2 in 5 Trans people have experienced a hate crime or incident in the past 12 months. 35% of LGBTQ+ youth are considering taking their own lives because of bullying, discrimination, gender identity and mental health issues. 

Zoteria gives you the power to make sure no hate crime goes unreported.



We were tasked with creating a film to advertise the Zoteria app – and help drive education and awareness for what hate crime is and build trust around the importance of reporting.

Project: Join the JustGivers
Client: JustGiving
Executive Creative Director: Bryn Attewell
Art Director: Jonjo Rooney

Join The JustGivers features inspirational fundraisers who, during difficult times, have gone to extraordinary lengths to raise money for the causes they support. But despite the amazing things they’ve done, in reality they are no different to the rest of us. They are just people, JustGivers.

The campaign appeared across TV and was supported by a social campaign across YouTube, Facebook and Instagram. It centred around three amazing fundraising stories:

3 Dads Walking, who have raised over £1m for Papyrus, building crucial awareness in memory of their three daughters who lost their lives to suicide.

Paula Craig, who, after becoming paraplegic as a result of a bike accident, swam the channel for Aspire.

Manny Kang, founder of ‘Samosa Saturdays’ who tirelessly fundraises by selling Samosas every weekend for Dementia UK.

Project: Skills Upload Jr
Client: Vodafone Foundation
Executive Creative Director: Bryn Attewell
Art Director: Jonjo Rooney

Vodafone SkillsUpload Jr creates a world of digital opportunity for school children across Europe. The platform is an initiative that provides digital skills training for teachers and students, tools for use in schools, and access to teaching materials and lesson plans via online platforms, with the aim of promoting digital inclusion and closing the digital skills gap.

The impact of this technology shapes their lives, ensures no child gets left behind and ultimately leads to a better future.

The film focuses on a young child, “Isaac”, whose little world has been opened up into a big wide world of opportunities thanks to SkillsUpload Jr.

Project: See me
Client: RNIB
Executive Creative Director: Bryn Attewell
Associate Creative Director: Rosie Boon
Art Direction & Photography: Jonjo Rooney

We worked with RNIB to produce a campaign advertising their Cost of Giving product – centred around the powerful story of Perm.

”Still me” focuses on Perm, who received a sight loss diagnosis when she was 35 years old. Perm was in denial about her diagnosis at first - knowing that it might be a few years before the condition really started to change her life. Eventually, some years later, her sight began to deteriorate, and she was forced to give up driving. After losing such a key part of her independence, she hit rock bottom. Perm knew she needed to seek help when she realised the effect her depression was having on the rest of her family.

We created a film that tells Perm’s story – from those feelings she experienced after her diagnosis, when she wouldn’t leave the house, through to seeing her thriving today after receiving the much needed help and support from RNIB.

Project: If you love them, save them
Client: RSPB
Executive Creative Director: Bryn Attewell
Creative Director: Andy Powell
Art Director: Jonjo Rooney

BBC Wild Isles will put the plight of British species in the spotlight. RSPB need to turn this attention into donations that fund action. The mass extinction of British species are facing extinction is overwhelming, people don’t think they can stop it.

We pitched an advertising campaign that demonstrates that British species can be saved from extinction by funding habitats through RSPB.

Project: Breathing Breakthroughs legacy campaign
Client: Asthma and Lung UK
Creative Director: Andy Powell
Art Director: Jonjo Rooney
Copywriter: Jason Mathias

Research into lung health holds the power to improve lives of future generations. A gift in will will fund a future where every generation has hope for healthy lungs.

We created a legacy proposition and campaign that complements the new brand and will inspire existing supporters to leave a gift in their will.

Project: Christian Aid Week
Client: Christian Aid
Creative Director: Andy Powell
Art Director: Jonjo Rooney
Copywriter: Jason Mathias

In rural Zimbabwe, 7 in 10 women earn a living from farming. Crops feed the family and earn money to send kids to school. But the climate has changed. The sun is hotter and Zimbabwe can now go years without rain. The farms have dried up and don’t produce food like they used to. In the middle of this is Jessica, a 36 year old mum of six children, from 16 to 6 months old. She works as a farmer to support them all, but the crops aren’t growing anymore so the family goes to bed hungry and kids can’t go to school.

We balanced Jessica’s story against Janet, who, despite being in a nearby village, sees her crops flourish due to the drought resistant crops that she has been able to use across her farms. We created a campaign for Christian Aid Week 2022 to help Jessica grow food against the odds.

Project: National Dog Survey
Client: Dogs Trust
Associate Creative Director: Rosie Boon
Art Direction & Photography: Jonjo Rooney

Is your dog trying to tell you something? Dogs Trust created the biggest survey of dogs to better understand their needs.

We created a film and integrated campaign advertise the NDS to give a voice to those dogs and help improve dog welfare for tomorrow.

With a simple call-to-action of “Fill in the survey” the film follows our hero fury friend Bramble, as he tries various methods to help draw attention to the need to get owners and dog lovers to take notice of, and sign, the National Dog Survey.

Project: Sponsor our defences
Client: National Trust
Art Director: Jonjo Rooney

Planting trees. Preventing floods. Protecting wildlife. Preserving coastline. It’s all part of the National Trust’s role to defend our precious nature from harm.

Regular donations from NT supporters will help ensure vital conservation work is carried out across the country – day after day, season after season. So that whenever you want to enjoy nature, it’s ready.

Pitch campaign visuals to help National Trust reimagine their sponsorship platform

Project: Embrace Complexity
Client: London Business School
Executive Ceative Director: Bryn Attewell
Art Director: Jonjo Rooney

To succeed in finance, you need to embrace the complexity. LBS is as an elite place to learn, inviting sharp financial thinkers who are hungry for success.

Successful financial decisions rely on great business minds embracing financial complexity. Embrace financial complexity to gain more power.

We created a campaign that advertises and promotes LBS finance cluster courses.

Project: Pioneer Partners creative pitch
Client: CRUK
Creative Director: Bryn Attewell
Art Director: Jonjo Rooney
Copywriter: Karen Reed

1 in 2 people will get cancer in their lifetime. Despite advances in research, improvements in cancer outcomes are still unacceptably slow - cancer remains the biggest cause of death from disease in the UK.  Cancer is so complex that it is unlikely there will ever be a single cure

Produce an advertising philanthropy campaign that gets some of the UK's most wealthy and influential people to accelerate progress in cancer discoveries and treatments by committing extraordinary investments - starting in the £10,000s and up into the millions. 

We created Pioneer Partners. An exclusive club for philanthropists who help back and drive incredible scientific research, innovation and life-saving discoveries – for a future where no one fears cancer.

Pitch campaign for CRUK

Project: Stay Wild
Client: RSPB
Creative Director: Bryn Attewell
Art Director: Jonjo Rooney

Our UK nature is more brilliant than we realise – and is more under threat than we realise. WAs need to keep our isles wild to save UK species. A BBC show called Wild Isles partnered with Sir David Attenborough to produce a series of documentaries that reveals the beauty and surprise of our species and habitats across the UK.

Adcept designs to promote the need to protect the wild isles in the UK.

Project: Barnardo's Summer appeal
Client: Barnardo's
Creative Director: Andy Powell
Art Director: Jonjo Rooney
Copywriter: Andrew Derlien

During the school holidays, some children spend more time without adult supervision. This can lead to them being groomed into sexual abuse. This includes online child abuse, which has skyrocketed in recent years.

Specialist services, including therapeutic support for children and their families to help them recover from the trauma, prevent further harm, and look to the future.

We were tasked with creating a summer appeal campaign that creates awareness and raises funds for Barnardo’s, housing on the story of Becky who was a victim of online sexual abuse.

We used the universal language of emojis as the vehicle to help drive the powerful messaging throughout the campaign. Not only does this bring and emotive and unsettling look and feel which will create maximum impact and standout, but will also bring a more youthful feel to this newly branded campaign for Barnardo’s.

Project: Break Free
Client: The Children’s Society
Executive Creative Director: Bryn Attewell
Art Director: Jonjo Rooney

Every day, thousands of young people are being trapped by forced crime and sexual abuse. But with your support, our project workers can be there every step of the way to help them break free.

Shouldn’t every young person have a say in their future? For those trapped in a life of forced crime and sexual abuse, it can seem like there’s no hope. And at Christmas, when support systems temporarily shut down and isolation builds, many young people don’t see a way out. Together, we can help them break free.


We produced an advertising campaign to generate funds and awareness to help vulnerable children who are at risk of forced crime and sexual abuse at Christmas.

Project: One Year MBA
Client: London Business School
Executive Ceative Director: Bryn Attewell
Art Director: Jonjo Rooney
Copywriter: Pav Rao

MBAs are the flagship degree at LBS and next year the school is launching a new, one year MBA program. This is strategically important for the school, as it responds to the changing demands of the market.

In the fast-paced, competitive field of business, the leaders of the future know that the quicker they can build networks and expertise, the sooner they’ll reach the top of their career.

We produced a campaign to help students supercharge their career with the LBS One Year MBA course

Project: The Ultimate Test
Client: Pancreatic Cancer UK
Executive Creative Director: Bryn Attewell
Photography Art Directon: Jonjo Rooney

Pancreatic cancer has the highest mortality rate of any common cancer. However, a simple test to detect it earlier is within reach. With more time and more funding, it could save thousands of lives.

‘The Ultimate Test’ aligns the amazing efforts of marathon runners with the amazing work of Pancreatic Cancer UK’s researchers: the ultimate test to develop the ultimate test.

We needed to bring The Ultimate Test to life in the most honest and emotive way possible. So we put the lived experience of people affected by pancreatic cancer at the heart of the campaign. To sit alongside the launch film, I art directed and photographed the static imagery to be used to advertise the campaign,as well provide the first challenge event imagery for PCUK after their re-brand.

The main protagonist of the campaign is Graham who ran the London Marathon just hours after losing his father to the disease. In addition, we also captured Alisha and Shriya – two best friends who lost their grandmother to pancreatic cancer. And Blake, whose dad was there to cheer him on at last year’s marathon but has since died of the disease.

We produced a powerful integrated campaign raising awareness of Pancreatic Cancer UK, the Charity of the Year for the London Marathon 2025, the single-biggest fundraising event in the world.

I was tasked with helping with some of the storyboards for the film, as well as executing the imagery for the campaign with stills from the film, detailing emotive moments and portraits of some of the campaign protagonists, as well as active running shots.

Project: Grief Kind
Client: Sue Ryder
Executive Ceative Director: Bryn Attewell
Design layouts and photography retouch / grading: Jonjo Rooney

The death of a loved one is difficult at any time, but at Christmas, it can be much more painful and evident. As people gather together, an empty chair can seem even more empty. One less place set at the table, even more heartbreaking. The Empty Chair campaign ran across national newspapers in the lead-up to Christmas and across Facebook and Instagram.

Our team launched a TV advert following the hugely successful national Grief Kind campaign. My task was to retouch and grade all the imagery of the empty chairs to be used across the multi-platform campaign, as well as produce press ad layouts. The type-setting across the ads had to allow for the powerful empty chair to take prominence – to draw the audience in with intrigue and emotion.