According to the 2022 World Economic Forum's Gender Gap Report, gender equality is still 132 years away. Which means we'll walk on mars, have microchips in our brains and hotels in space first. We showed this timeline in an unexpected way for a gender equality message: using the hyperbolic visuals of science fiction. The film animation was even created with AI, allowing the animation to render the live action figure to match the style of the environment.
This campaign was adapted by UN Women globally and has picked up the Webby Award for Equality: Diversity, Equity and Inclusion.
To launch Berlei’s new sport range, we created a hypnotic and arresting metaphor to demonstrate the impact of different sports on unsupported boobs. The resulting campaign not only drove sales, increased brand awareness and generated PR and a few awards:
Cannes 2019: Bronze - Film - TV/cinema Shortlist - Film - online film / Spikes Asia 2019: Gold - Film craft - Production design / AWARD 2019: Gold - Film - TV commercial 30 seconds / Gold - Film craft - best use of music / Gold - Film craft - Production Design / Silver - Design - Weird and wonderful / Silver - Social media - online film / Bronze - Film craft - Direction / Bronze - Branded entertainment / Webby's 2019: Runner up - Video: Fashion and lifestyle
Campaign, Case study and Making Of film below:
Judi, like many of her assessing team at NRMA Insurance, have helped Australians through a long list of floods, fires, even a freak earthquake.
Their tenure on the job is unrivalled in the category. Which brought us to our idea: They’ve been preparing their whole lives for the things we can never prepare for.
To give reverence to the assessor’s humanity, compassion and dedication, we told their stories in highly crafted film, long copy press, radio and outdoor. Turning these assessors from people you’ve probably never thought about, into people you can’t afford to be without.
The film was directed by Daniel Kaufmann at Anonymous Content and Finch, and the letterpress was produced by Matt Tilbury at Bondi Press.
“Bringing you closer” relaunched Qantas Frequent Flyer programme with a series of films that showed how Qantas is bringing regular Australians closer to their dream trip. Directed by Christopher Riggert
NRMA Insurance reminded Australians that Every Home is Worth Protecting by highlighting the plight of one of the most loved and most vulnerable Australians of all, the koala, whose home is under threat from land clearing.
At the centre of this provocative idea was an ongoing commitment from NRMA Insurance that for every new home insurance policy, they will plant a tree through its partnership with Conservation Volunteers Australia. The integrated campaign combined emotional film, outdoor, an educational website, PR campaign koala chat bot and on the ground activations giving people the chance to help.
As part of the campaign, NRMA Insurance was also the first Australian brand to sign up to the Lion’s Share, committing 0.5% of the overall campaign media budget to animal conservation.
Historically, bras haven’t been that kind to women, and neither has bra advertising.
To launch Berlei’s most comfortable bra yet, we named and branded the bra “Womankind” and launched it with a campaign that called out all the injustices boobs have suffered over time. Using real women (many of whom had anecdotes that were added into the script) the launch film was directed by Kim Gehrig and created by an all female team.
AWARDS: CLIO 2018 - Gold, Fashion & Beauty, Film / Silver, Fashion & Beauty, Integrated Campaign / Silver, Fashion & Beauty, Social Video / Bronze, Fashion & Beauty, Social Multi-platform Campaign Berlei Womankind AWARD 2018 - Bronze, Online Film / Bronze, TV Individual / Mumbrella 2018- Award for Insight Webbys 2018 - People's Choice - Best Launch
This retail brand platform we developed for IKEA Australia has been their most successful TV spot run in Australia to date. Created with the intention of helping Australians to find a happiness in the everyday, The Best Day is the Everyday reveals the hidden lives of everyday products, helping to showcase some of these affordable items in a memorable way.
Listed in the top ten SHOTS TV ads of 2017 and featured as Creativity Online's pick of the day, Editors Pick and also on David Reviews. Created with Jonny and Will of BlinkInc.
Australia is one of the most multicultural places on earth.
But turn on a TV down here, and you’d think the opposite were true. So, in a year when racial tensions, prejudice and discrimination were sweeping the globe, Meat and Livestock Australia showed Australians there’s more that unites us, than divides us.
For the very first time, a major brand reflected what Australia really looks like – including people of every race, religion, gender, age, ability, and sexual orientation in an historic moment in Australian media. The film also acknowledged our nation’s original inhabitants – something the Australian constitution still doesn’t to this day.
So far the film has been viewed 6 million + times and our message has been spread through Creativity Online, TIME Magazine, The Guardian, Mashable, AdWeek, Campaign Brief, Sydney Morning Herald, Pedestrian TV, Huffington Post and Modern Farmer, amongst others.
AWARDS -
#3 in the Top 10 Aussie Ads of the last 60 years by Think TV and B&T magazine / CLIO 2018 - Gold, Integrated Campaign / WEBBY’s 2017 - Honoree - Film & Video Scripted (Branded / AWARD 2018 - Silver - Film and Video
Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia. Etiam tincidunt tincidunt sapien, nec venenatis lectus euismod id. Proin lectus tortor, bibendum vitae tempus vitae, placerat at ex. Aliquam vitae lobortis erat, vitae hendrerit mauris. Suspendisse potenti. Nulla congue vel ligula ut semper.
At Christmas, IKEA wanted to remind parents the best presents don’t always come in a box. This heartwarming film showed no actual IKEA product but helped to communicate the brand’s mission of “Creating a better everyday life for the many people”
A series of miniature bite-size Cadbury pieces could only have been created in teeny teeny kitchens with teeny teeny oven mitts.
We followed this up with a colourful “fun factory” , being forced to leave our mini kitchens behind and move to a larger scale mini operation.
Directed by Lachlan Dickie and Christopher Hill
To launch Berlei’s range of discreet and comfortable bras, (they really are, I’m wearing one as I type this) our team re-named the range “UnderState.”
The launch campaign that playfully brought to life the all-too-familiar scenario when a loud or ill fitting bra does the talking for you.
UnderState has been Berlei’s biggest and most successful bra launch ever, doubling their sales targets, and after only 7 weeks had become the 3rd biggest franchise in the brand’s portfolio. Two in three women considered the campaign to be appealing.
I oversaw the Australian adaptation of global KISS MY AIRS work for Air Max Day, and the launch of the VapourMax, using local talent. Ruby Rose was shot in the US as part of the US campaign but featured here, we shot steeplechase athlete Gen Kay, NRL Player Dan Lacaze, and Sydney Swans AFL star Dan Hannebury. The resulting campaign ran as posters, projections and animated in store displays.
We launched the new Charles Perkins Centre for cross disciplinary research with a playful series of films that told stories about the unique insights that have resulted from the unexpected collaborations within the building.
To launch Penfolds Bin Series, we collaborated with artist Giles Revell to create a unique series of hand blown glass vine tendrils, each one representing the 11 different wines in the Bin Series, all descendents of the iconic Penfolds Grange.
Awarded GOLD Effie for Effectiveness - Effies Sept 2016
'Wellbeing' is a word bandied around to sell everything from yoga mats to bee pollen enemas, describing a vague health nirvana that for most busy people is unrealistic to reach.
Blackmores is a vitamin brand with over 80 years of research and knowledge, with the products and practical advice to help people feel a little better every day. But they were struggling to compete with the celebrity-endorsed messages of their competitors.
With the insight the best supplement is knowledge, we launched "Be a Well Being" in 2015, kicking off a nationwide campaign that educated Australians with useful advice delivered in a refreshingly pragmatic voice. 'Be a Well Being' helped people understand what their own body needed, and since it's beginnings has not only helped reach new audiences but transformed the business itself from the inside out.
We delivered our message in bold and colourful visual language that draws on the bottle labels across TV, print, OOH, digital, concept stores, events and partnerships.
The results have been staggering - Blackmores sales have gone through the roof, and their share price since we launched the campaign has risen 354%.