Ian Wallace has pioneered a unique approach to public relations and brand campaigns by leveraging his dream psychology expertise to create deeply resonant, emotionally powerful marketing experiences. His work with global brands including Honda, Lego, and Microsoft Xbox demonstrates how understanding the unconscious mind can transform brand narratives into movements that capture public imagination and drive meaningful engagement.
Ian's collaboration with Honda on their iconic "Power of Dreams" campaign brought psychological depth to one of the automotive industry's most ambitious brand initiatives. By applying his understanding of how dreams represent our deepest aspirations and untapped potential, Ian helped Honda articulate a brand message that transcended product features to speak directly to consumers' unconscious desires for freedom, achievement, and self-expression.
His contribution transformed Honda's tagline from a clever slogan into a psychological truth that resonated across cultures and demographics. Ian's insights into the symbolic language of dreams helped the campaign team understand how automotive aspirations mirror the achievement narratives that populate our nighttime visions, creating marketing communications that felt personally meaningful to millions of consumers worldwide.
For Lego, Ian designed and led an unprecedented research initiative: creating and analyzing a comprehensive survey of the dreams of 10,000 children from around the world. This groundbreaking project revealed universal patterns in childhood imagination while respecting cultural diversity, providing Lego with invaluable insights into how children process creativity, problem-solving, and play through their unconscious minds.
The survey results informed product development, marketing strategy, and brand positioning, helping Lego deepen its understanding of its core audience at the most fundamental psychological level. Ian's analysis revealed how children's dreams reflect their developmental needs, creative processes, and emotional growth - insights that reinforced Lego's mission to nurture imagination and learning through play. The campaign generated significant media coverage and established Lego as a brand genuinely committed to understanding childhood development.
Ian's most creatively ambitious PR campaign came through his work with Microsoft Xbox on a fully immersive dream experience titled "Power Your Dreams." This innovative project showcased Ian's versatility by combining his psychological expertise with his musical and narrative talents. Ian composed and performed the original musical themes that formed the sonic landscape of the experience, creating soundscapes that evoked the fluid, emotional quality of dream states.
Beyond the musical composition, Ian provided the guided visioning narrative voice-over that led participants through the immersive experience. His voice work demonstrated his skill as a storyteller and guide, creating a journey that felt both deeply personal and universally resonant. The campaign successfully positioned Xbox as a platform for imagination and possibility, connecting gaming experiences with the limitless creativity of the dreaming mind.
This multidisciplinary approach - combining psychology, music, and narrative performance - created a campaign experience that transcended traditional advertising to become a genuine artistic and therapeutic encounter, generating substantial media coverage and social media engagement.
What unifies Ian's PR work across these diverse campaigns is his fundamental understanding that effective brand communication speaks to unconscious desires and archetypal patterns. His approach helps brands move beyond surface-level messaging to create campaigns that resonate at a deeper psychological level, fostering genuine emotional connections between consumers and products.
Ian's PR campaigns are characterized by rigorous research, creative innovation, and measurable impact. Whether conducting global surveys, composing original music, or providing strategic psychological insight, he brings the same qualities that define his broadcasting and corporate work: empathy, accuracy, and authority, combined with an entertainer's understanding of how to captivate and engage audiences.
Ian's unique skill set allows him to create truly integrated campaigns that engage audiences across multiple sensory and emotional dimensions. His background in psychology provides strategic foundation, his broadcasting experience ensures compelling communication, his musical abilities add emotional resonance, and his understanding of narrative creates coherent, memorable brand stories.
This holistic approach has made Ian an invaluable partner for brands seeking to differentiate themselves through psychologically sophisticated, emotionally intelligent campaigns that inform, educate, and entertain while driving commercial objectives.
Ian Wallace is available for public relations consultancy, campaign development, creative direction, and multi-platform brand experiences. Whether you need psychological research to inform your brand strategy, immersive experiences that engage consumers emotionally, or expert voice and musical composition to bring your campaign to life, Ian offers a unique combination of skills that can transform your brand narrative.
Ready to harness the power of dreams for your next campaign? Connect with Ian to explore how dream psychology can elevate your brand communications and create lasting consumer connections.