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; […]Read more "Youth Binge Drinking"
“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 […]Read more "KENO – Let’s Play!"
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 […]Read more "The ad that became a music video"
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’… http://mumbrella.com.au/making-kmart-irresistible-177408 Asia Pacific – Silver Effie Award 2015 Campaign Creative Direction & Creative Strategy.Read more "Kmart – We make low prices irresistible"
In the age of Kindle and IPad, we did a series of postcards that highlighted the simple advantages of reading a paper book.Read more "The Paperback Bookstore"
And… here’s a TVC we made for Holeproof Computer Socks, featuring Donald Trump when he was in 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. Click image to play. ‘My day with Donald Trump’ Interview with […]Read more "Holeproof Computer Socks"
Creative Direction / Concept & Brand Strategy. The John West ‘Be Your Best’ campaign linked the core brand promise with the desire of consumers to be healthy and to be at their best. The cross platform campaign increased leadership sales and further reinforced John West as one of Australia’s favourite food brands. “…sitting amongst the […]Read more "John West – Be Your Best"
The WWF Mankind? campaign was designed to increase traffic to the WWF site, by raising awareness and making sure people felt that they would be welcomed into the great work WWF do. The campaign grabs attention through strong graphic imagery and by asking for the answer to the obvious question is mankind, unkind?Read more "WWF Mankind?"
The importance of strong brand identity. Virgin inflight magazine interview.Read more "Virgin Magazine – How do logos work their magic?"
The great Gough Whitlam, an inspirational Australian who took time out to ‘talk italian’ in our successful Leggos campaign.Read more "Leggos – Gough Whitlam"