strategy
Anna Nowak
info@anna-nowak.com
17+ years of experience across NA & EMEA. Grounded in clinical psychology and cultural anthropology to simplify complexity, earn attention, and drive growth. Fully authorized to work in the U.S., Canada, and the EU.
shortlists & awards
Featured work
Gaming headaches were widespread but accepted as unavoidable, leaving Advil positioned only as a post-pain solution. The campaign applied neuroscience to identify the in-game triggers behind headaches and turned that insight into practical settings gamers could adjust themselves, positioning Advil as a proactive partner in healthier, higher-quality play.
80% of gamers preferred Advil Head Settings to default settings; Twitch engagement benchmarks were surpassed by 400%; awareness of Advil fighting gaming headaches grew by 51%; 110 earned articles; 5.3M earned impressions; 66M total impressionsAdvil
’Head settings’
Girls are heavily influenced by harmful beauty advice on social media, while parents underestimate how pervasive and personal that influence has become. The campaign made that impact visible by confronting parents with the same toxic messages their daughters see—through film, deepfake technology, and an immersive bedroom installation—prompting awareness and more informed conversations about social media and self-image.
3K consumers attended the #DetoxYourFeed installation; 550 pieces of UGC using the campaign hashtag; 100M earned impressions.Dove
#detoxyourfeed
How do you get people excited about a burger that’s been on the menu since 1968?
By messing with a classic and turning
a routine product update into a public debate, the campaign sparked nationwide discussion, scaled globally, and renewed relevance for McDonald's most iconic product.
700M impressions; Big Mac Bacon sales were 37% higher than forecast; Big Mac sales were 14% higher than forecast.YouTube masthead broke an engagement record with 32M interactions in one day. 47% recognition in TV ads. Inspired work in France, Mexico, Brazil, and Sweden.McDonald's
‘is it still a big mac?’
Sleep poverty was affecting thousands of children in Canada but remained largely invisible and abstract. The Sleepless Lamp made the issue tangible by translating real children’s sleep data into
a flickering lamp that physically demonstrated disrupted sleep, turning an unseen problem into an emotional, visible experience that drove awareness and support for concrete solutions.
108M campaign impressions; +200% increase in financial donations YoY; +26K sleep essentials donated (mattresses and Sleep Well Kits).ikea
’sleepless lamp’
work experience
selected clients
Food and Drink
PepsiCo
Mondelez
Hellmann’s
Campbell's
Knorr
McDonald’s
Diageo
Molson Coors
Dos Equis
LCBO
Finance
BMO Bank of Montreal
TD Bank
TD Insurance
Scotiabank
PayPal
H&R Block
KOHO
Automotive
Infiniti
Toyota
Energy
Enbridge
Retail
Unilever
Dove
IKEA
Amazon
Shell
BP
TJX
Tech
Samsung
Microsoft
Dropbox
Johnson & Johnson Med Tech
Health
GSK
Johnson & Johnson
Haleon
Novartis
Merck
Roche
Canadian Blood Services