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;…

“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…

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…

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. Click image to play. ‘My…

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?

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