SHANNON & CO.

Our personal challenge:

How do you get young teenagers to be cautious about adopting binge drinking habits?

1. Create a campaign that resonates with teenagers before they reach the legal drinking age.

2. Build a campaign that lets them create their own logic to make better decisions.

The ‘BAD FRIEND’ campaign uses a simple pr\nemise; Saying no to drinking too much is like saying no to a bad friend.

We talk about behavioral change, but we need to stay linked to changes in behavior.

Knowing that social media friendship groups are now more important than ever before, the campaign communicates simply and honestly, to enable better decisions.

It also shifts some of the self-guilt and shame associated with over consumption.

If a friend had let them down in the past what did that feel like?

Would they be more wary of putting to much trust in that relationship, in the future?

Hopefully this campaign helps that answer to be ‘yes’ when it come to forming better drinking habits.

This campaign uses real images shot on smart phones for authenticity, but doesn’t lecture.

Designed like a modern meme, it speaks to young people in a visual language that they know.

Using targeted Facebook posts and ads, we were able to communicate personally and meaningfully to make a real impact.

In about a month we received over 3000 likes from 13 to 17yr olds, and that’s a pretty amazing for anti drinking campaign.

Bill posters/Social Media

Youtube/Social Media

November 2018 Stats Facebook

“Keno’s perception was that the brand was a bit tired and seen as an older person’s game.”

The new KENO ‘Let’s Play!’ campaign brought to life a new brand promise with a transformed identity. New media executions featured multiple messages that linked through to an exciting In-venue customer experience.

Featuring the worlds most downloaded song ‘I Gotta Feeling’ by The Black Eyed Peas, Shannon & Co has created an inclusive communication platform for the brand, that attracted new younger players without alienating older users.

A transformation of the brand and products, including the new Mega Millions game in 2018, saw Keno returning to growth for TabCorp.

Manager Marketing, Claire Murphy “This brand transformation and campaign really invited people to think about Keno differently, turning Keno into a talked about part of a fun night out. It engaged new and lapsed customers, all with the aim of long term growth.”

Creative Director, Ant Shannon, said: “Sociability is important to Keno. Our ‘Let’s Play!’ campaign was designed to show how Keno adds to the buzz of having a good time. We were able to capture this with memorable enthusiasm.”

ONLINE – https://keno.com.au/

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Keno Retail – New Mega Millions Campaign

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Years ago we shot an ad for Just Jeans that featured the legendary Jimmy Barnes.

It was shot in the classic video clip style of filming a band performing live unannounced and as word of the performance spreads, documenting the crowd build.

We originally wanted to use ‘River Deep’ as the song, but Michael Gudinski thankfully suggested ‘Higher & Higher’ as a better fit.

The shoot was done with multiple cameras in the Catani Gardens next to Luna Park in Melbourne and by the end of Barnsey’s set, it was packed out. 

Mushroom were so happy with the finished result they asked us to cut a longer version of the performance to use as a music video.

Later on if you came home after a big night out, you were sure to catch it still playing on Rage.

The launch of Kmart’s breakthrough new ad campaign.

How do you radically change the perception of a discount department store?

The how and the why, behind ‘Irresistibility’…

Making Kmart irresistible

Asia Pacific – Silver Effie Award 2015

Campaign Creative Direction & Creative Strategy.

In the age of Kindle and IPad, we did a series of postcards that highlighted the simple advantages of reading a paper book.

And… here’s the TVC we made for Holeproof Computer Socks, featuring the inimitable Donald Trump when he was in the hit TV show, The Apprentice. It was shot on his private jet at JFK airport.

We scripted ‘Very disappointing’ not knowing that later ‘very’ would become his most used word.

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‘My day with Donald Trump’ Interview with The SMH

https://www.smh.com.au/business/companies/donald-trump-charged-250k-for-holeproof-ad-heres-what-it-was-like-to-film-it-20160303-gn949l.html

The great Gough Whitlam, an inspirational Australian who took time out to ‘talk italian’ in our successful Leggos campaign.