Copywriter Michelle Stewart

Copywriter Michelle Stewart


Sport, sport, sport

One of my tasks at Sky was to write e-newsletters showcasing its broad sports content to subscribers.

As a huge sports fan (and captain of my street football team, age 12) what’s not to love?

Nothing to lose

A free bet to increase William Hill’s football betting database.

Outdoor, press and banners dramatised ‘throwaway’ lines that resonate with bias football fans.

Setting personal allegiance and gender to one side, I became Conte for a day.

The Ultimate Fan

Sky’s passion for sport is in its DNA – just as the desire to play sport flows through a professional player’s veins.

This was the thinking behind 'It’s in our blood it’s in theirs too’ line. It was initially proposed for a Premier League promotion, and came to life later in a video promo for the British & Irish Lions Tour. It’s represented here as a poster.

#ASDA Sporting Chance

The hashtag links young people in the UK with free summer hols sporting opportunities.

ASDA wanted to do their bit to lower obesity levels in children, with vouchers in-store to exchange for sports activity.

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