Sportsbet tasked us to launch their new Android App. 4 years in the making, millions invested in it's 'backend' technology for faster, more powerful performance it was only natural that experts in performance enhancement would endorse it.
The campaign achieved a reach of 957 million people, 8.9 million in earned media and PR across 667 individual media outlets globally...we even did a cheeky little ambush on the 2017 Tour De France.
Good Different is the new brand platform we launched for Aldi Supermarkets June 2017. Good Different comes from the ethos of the brand, it's how they operate as a business and it's what separates them from other big supermarkets in Australia.
Soccer in Australia had reached saturation point with diehard football fans. For the 2016/17 A-League season we turned our attention to converting the 1 million soccer playing kids who still didn't support an Aussie team. You Gotta Have A Team was born.
We had all the A-League teams pitch to one kid. It was a journey that was packed with once in a life time experiences as Yoshi traveled 21,000 kilometers on a fact finding tour that would see astounding results for the A-League and lead to a television rights deal that was unprecedented for The A-League.
In 2017 it has been awarded at D&AD, One Show, Cannes and two Grand Clios & two Golds.
Dulux is one of the most innovative companies in the world, but people just think they make paint. In 2016 we launched the Future Proof campaign for Dulux and gave one of the world's most recognisable brand icons a voice for the first time. After all he's witnessed all the category leading innovations Dulux over 80+ years.
The Perfect Aussie Christmas campaign is in its 6th year now. It's becoming a bit of a seasonal event for Aldi to celebrate what Christmas means to Australian's in an entertaining way.
2016's Perfect Aussie Christmas campaign took a new twist as our cousins from Northern Hemisphere arrive to set us straight on a real Christmas. There's a bit of good natured fun poked at our conservative Northern cousins.
Further below see another favourite we've made for The Perfect Aussie Christmas - the story of Johan and his difficult return to his very traditional European village (2014)
This is a classic example of my favourite approach - put the product front and centre then sprinkle some magic so the message is sticky. The Like Like campaign is simple comparison retail that use every square inch of their 15 second format.
We gave P&O Cruises the mission to rid the world of earthlings.
Enter our 10-minute short starring Owen Wilson. It follows his awakening from Earthling to 'Cruiseling' in strange new environments inhabited by beautiful women. The film was divided into three chapters and turned out to be one of Facebooks most watched content series that year.
For Cadbury Boost Bars we had a tongue in cheek look at creative types pushing hard for fame in the online world. The 'Moreing' film was first, we got to create sculptures and blur the lines between what was real and what wasn't.
Then we made 'Meme, Myself & I'... a 10 minute mockumentary for MTV celebrating three Meme pioneers. For online content we got to learn a little more about these characters in 3 minutes pieces.
'Moreing' picked up a D&AD Yellow Pencil and other awards. And sales went up with no product placement.
We won the Tiger Beer account with the line Uncage. The campaigned aimed to liberate the mindset of young Asians who are trapped between the modern world and tradition. These first films starred real pioneers who had beat their own path to success against what society and family had expected of them. The Uncage campaign continues to break new ground a fews years on from it's release.
We were tasked with a change of direction for Australia's biggest beer VB which had been in steady decline for almost a decade. It's not a fancy beer or a showy beer, it's a beer with blue collar heritage that has a mass following for its straight up Aussie Lager taste and levelling appeal. So we launched a new line The Drinking Beer - because that's what it's for - with a film that celebrated an epic march to a pub shot in a small town with thousands of extras, four cameras and two helicopters. It's the greatest celebration of Australian culture and 'tribal' groups you could ever fit into two minutes. It won two yellow pencils at D&AD and a Cannes Gold.
In 2008, the gaps in student achievement remained startling. To effectively reach students, educators needed to connect with them in the same way that students connected with each other. and together with the New York City Board of Education, Droga5 identified that technology best provided that opportunity. Thus the “Million” program was developed and became a tool to help boost student engagement by providing kids with phones fueled entirely by participation and performance in school. Minutes were earned by success as measured by indicators like attendance, behavior, homework completion and grades.
To launch VB Raw Beer, the younger raw filtered version of it's older brother Victoria Bitter we bought a small raw warehouse. Turned it into a 'Speed Shop'. An art space. A hang out joint. We made content with social influencers and held parties there with the centre piece being the 'rawification' of a classic Porsche. It was all live streamed over a few months through a unique micro site that also housed even more content, invitations and of course a competition to win the raw Porsche when it was done.
Here's a sizzle real to give you a taste.
(still sourcing all the pics etc)
'You're Better On Beef' is the simple truth behind the king of meats. Our creative platform was designed to demonstrate the benefits of beef in TV and Poster; tactical, content and experiential media served as a utility to help the consumer understand the versatility of the many cuts available beyond the humble steak.
We even had our own radio talk back show as part of a fully integrated campaign that revolved around a beautiful beef rib known as The Beef Oracle. He was a fountain of knowledge around all things beef and appeared anywhere consumers need him. Oh mobile, desktop, radio, experiential and even morning television segments. We like to think of it as the only direct response campaign where the product taught you how to cook it self.
We've been selected twice to make short films for TEDx which is a great honour. This is the latest from the Sydney 2017 conference. The story is sweet, the message is tolerant and the execution beautiful. It was met with a lot of laughter and the odd snigger.
In 2016 WW introduced Black to take on the subject of sex and body confidence as part of our Live Bigger creative platform.
"Not all disrespectful behaviour leads to violence against women, but all violence against women stems from disrespectful behaviour." - Prime Minister Malcom Turnbull
In 2016 we started down the path of behavioural change in society with this powerful piece of work. Extensive research had shown that excusing the disrespectful behaviour of boys was leading to a violence epidemic against women later in life. This campaign has been acknowledged publicly as the most successful government campaign ever and achieved 53 million views in the first two weeks of launch.