Young viewers switch off when it comes to shock tactics and hard hitting Government messages. So we developed an integrated campaign that effectively hold a mirror up to young Victorians in denial about drug use. The concept prompts them to think not only about how quickly ice use can escalate towards addiction, but how their actions impact upon their own lives and the lives of loved ones around them.
The results were impressive given the illegal and private nature of drug abuse, with 75% of respondents who had seen the campaign, changing their opinion on the dangers of the drug. More than 1,000 people visited the Help Hub each day and the Drug Awareness Hotline receiving 600% increase in calls for assistance.
Bronze APAC Effies 2015
The job application that the applicants built themselves.
We mailed engineering and electronics students a challenge in the form of a cardboard box. Inside were all the parts needed to assemble a working radio - except the instructions. Students had to prove their problem solving skills, testing and soldering the components to complete the radio successfully. Only those who completed the task could then tune the receiver to Air Force FM - a dedicated radio station where a message was received from the Air Force commander.
Our DM pack directly tested the skills required for the role in an exciting and hands on way, and led to the most successful recruitment drive for talented and passionate students who desired to join the Defence Force.
New York festivals Grand Prix, D&AD, One Show, Clio Gold, Cannes Silver for Direct, and Cannes Bronze for Promo
'One day, nature will return the favour'
BlueEFFICIENCY is Mercedes-Benz’s holistic approach to eco-friendly motoring. The campaign consisted of print, TV and direct mail. Sales of Mercedes-Benz BlueEFFICIENCY vehicles rose 12% during the quarter the campaign ran.
D&AD in Book for Print, and One Show Finalist for TVC
To remind those who had recently test driven a BlueEFFICIENCY model of the vehicle’s eco-friendly attributes, a cheeky DM was sent to potential customers one week after their test drive
We set up camera outside the Mercedes-Benz showroom capturing customers behind the wheel, and a mock speeding infringement and photograph, detailing the date and time of their drive were received.
The letter stated due to the intervention of nature, the Singapore Road Traffic Authority conceded that the evidence was inconclusive, and the infringement was waived. The last line in the letter says this rare occurrence proves one thing: when you drive an eco-sensitive BlueEFFICIENCY model from Mercedes-Benz, nature will one day return the favour.
Eating a snack as full-on as a Peters Maxibon requires a superhuman effort. We celebrated this feat by giving young blokes the chance to win what every guy with a superhuman ability deserves - his very own action figure.
The campaign increased Maxibons Facebook page by more than 40,000 fans in just over 6 weeks. Winners could chose their own clothing and accessories, and each Maxibloke came in a personalised box with their name embalzoned on it ie. 'MaxiDave' and 'MaxiMatt'. Bragging rights for having your own action figure ensured the campaign was a success.
CSI: on AXN Cable TV
One of the running themes of popular TV show CSI is the use of UV light to find clues at murder scenes. Motion detectors in nightclub bathrooms and at bus stops were used to trip the lights and unveil guerilla murder scenes previously invisible to the naked eye.
Recognised at Cannes and The One Show
One Obsession - Virat Kohli
A 90 second webfim and campaign photography for print and outdoor, featuring 26 year old Indian Test Cricket Captain Virat Kohli as part of Oakley's new One Obsession/#Liveyours global platform.
'CandleHour' - Mobile App
CandleHour is a virtual candle used to support WWF’s Earth Hour. Lit by simply touching the wick, it behaves like a real candle, without burning carbon emissions. Geo-location lights up the co-ordinates of individual users across the globe, plotting their positions and creating a worldwide community of CandleHour users. Over the 24 hours of 26 March 2011, a total of 119,268 people installed and burned the virtual candle on their iPhone's for an average time of 3 minutes per session.
Able to run on airplane mode for the very energy conscious, the App was also a first for WWF in measuring individual participation during Earth Hour.
'Got the Message?
Young drivers are not only the most inexperienced on the road, they're also the biggest users of mobile phones when driving. In order to get their attention, we invented 'sneaky face' - the not so attractive face you pull taking a glimpse of your phone, when your eyes should be on more important things - like the road.
The headline driven campaign visually mimicked smart phone messages to reach drivers of all ages across print, outdoor, digital, cinema, radio, retail. Lenticular sneaky face postcards were also handed out at music festivals and an informative paralax-scrolling online hub was developed to engage and outline the full changes to the law.
Mercedes-Benz SLS AMG launch
The SLS AMG launched in Asia shortly after Europe. With everyone eagerly anticipating its arrival, we opened with the campaign line 'The SLS AMG has landed' and showed the car with its wings unfurled. The campaign was so successful, Singapore sold its allotment of 10 x S$900,000 SLS AMG's within the first 2 weeks.
Guinness & Co. 'The Pub for the People'
Guinness and Co. is a big brand play aimed at making every man’s dream of owning a pub a reality. Essentially a community of loyal Guinness drinkers, each pint purchased rewards the customer with one share of ownership in a purpose-built bar.
The rollout would see Guinness & Co. pubs to spring up across the globe as customer-owned franchises.
This non-traditional campaign employed Australian street artists and illustrators to wield their creativity on a blank pair of bowling kicks and RE:BOOT the Strike Bowling shoe. Artists designs were used publicise the campaign via social and outdoor media, driving fans to a Facebook App where they could design their own shoe.
The 10 Facebook finalists took centre stage at Melbourne, Sydney and Brisbane launch events in an eye-popping 3D projection-mapping installation. The winning design now features on all shoes in Strike Bowling venues across Australia.
The street artist/illustrator shoes were all auctioned on eBay, with the proceeds donated to the Reach Youth Foundation.
A collection of print campaigns for Mercedes-Benz, Nokia, Singtel, Standard Chartered and AXN Cable TV Channel
A selection of online films for Baron's Strong Beer, SONY PSP, Pedigree, and Singtel.
For young people trying to buy their first home, saving for a deposit can feel like it takes forever. Introducing HomeStart. The easiest way to gain finance and get into home ownership sooner.
A collection of short stories penned by bar-goers and published as beer mat booklets. Settle down with a Pint-Sized Read while you wait for your beer to settle. Collect them all.