With thousands of disease-related charities competing for donations, how do you decide who to help? We confronted the public with a range of life- threatening diseases, posing this exact question. Help the young mother with pancreatic cancer, or the musician with Parkinson's disease? The teacher with a kidney condition, or the student with immune disease? Each execution challenges you to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.

RESULTS

$19m donations in campaign period
+61% website traffic
87m impressions
$1.1m earned media value

AWARDS to date

GRAND PRIX – London International Awards, Pharma
GRAND PRIX – Asia Pacific Tambuli Effectiveness Awards
GOLD – London International Awards, Pharma
GOLD – Spikes Asia, Integrated
GOLD – AdFest, Effectiveness
GOLD – AdFest, Direct
SILVER – Spikes Asia, Design
SILVER – Spikes Asia, Direct
SILVER – One Show Asia, Interactive
SILVER – One Show Asia, Healthcare
SILVER – AdFest, Digital
SILVER – MAD STARS, Interactive NFP/Charity/Gov
WOOD PENCIL - D&AD, , Integrated, Outdoor
BRONZE LION – Cannes Lions, Health & Wellness, Integrated
BRONZE – One Show, Health & Wellness, Out Of Home
BRONZE – Clio Health, Integrated
BRONZE – London International Awards, Integrated
BRONZE – AWARD Award, Health Awareness
CRYSTAL – MAD STARS, Direct
CRYSTAL – MAD STARS, Brand Experience & Activation
MERIT – One Show, Direct
SHORTLIST – Cannes Lions, Design, Digital Design
SHORTLIST – Cannes Lions, Health & Wellness, Direct
SHORTLIST – Cannes Lions, Health & Wellness, Outdoor
SHORTLIST – Cannes Lions, Health & Wellness, Film craft
BestAds – Best Interactive WINNER
BestAds – Best TV WINNER
BestAds – Best Outdoor WINNER
Contagious – Campaign of the week

As the festive season drew near and buying presents was on everyone’s to-do list, we took a humorous approach to sustainability, dramatising that when you shop at Salvos Stores, you’ll buy a gift that means more ­– to your loved ones and the planet.

With over $921 million worth of gifts predicted to end up in landfills during Christmas, we landed our message that when you buy a gift from Salvos Stores, the far-reaching impact extends to the environment and community.

The campaign of 3 resulted in two record-breaking months of sales with October and November up 22% & 15% respectively.

RECOGNITION
FINALIST – Australian Effies - Short Term Effects
WINNER – BestAds - TV
WINNER – BestAds - OOH
WINNER – The Work - Film, Campaign

TVNZ+ launched their reimagined streaming brand to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Thousands of world-class movies, shows, documentaries, News and Current Affairs, and Live TV. The best part? It's completely free.

This campaign brings to life a dramatic twist on this amazing new offering. When you can't stop binge-watching your new favourite show on TVNZ+… it may be free, but it could still cost you.

AWARDS to date

GOLD - 2023 Award Award, Film Campaign
SILVER - 2023 Spikes Asia, Film, Campaign
SILVER - 2023 Spikes Asia, Online, Film Single ad ‘Wrong Ride’
SILVER x4 - 2023 Award Award, Film
BRONZE – 2022 One Show Asia, Television, Campaign
BRONZE – 2022 One Show Asia, Television, Single ad ‘Wrong Ride’
BRONZE x3 - 2023 Award Award, Film
MERIT x2 - One Show, Film
6x Shorlists - One Show, Film
2x Shorlists - 2023 Cannes Lions, Film
2x Shortlists - 2023 D&AD, Film
3x Shorlists - 2023 Spikes Asia, Film

RECENT FEATURES

BEST ADS x3 - Global Top Pick for TV
The Drum - Ad of the Week
Creative Review
Campaign Asia
Campaign Brief
Ad News
Mumbrella
B&T

Foodbank was dealing with a crisis. Federal funding for the charity was under threat while demand for food relief was at an all-time high – with many Western Australian children being the worst affected. To tackle this huge problem, we created a new cereal brand called Hungry Puffs. Inside the box was nothing, which is the same breakfast over 100,000 West Aussie kids wake up to every day. In the lead-up to Christmas, an integrated campaign helped promote our empty boxes of Hungry Puffs which were stocked in over 40 supermarkets across Western Australia. Grocery shoppers in cereal aisles normally looking to feed their own families were suddenly encouraged to support a much bigger issue, helping kids that go without breakfast every day. Each box of Hungry Puffs sold provided 10 children with their next meal.

AWARDS to date

2020 WARC Awards - Effective Innovation - Gold
2020 WARC Awards - Effective Innovation - Category Innovation Special Award
2019 D&AD - Use of Retail - Yellow Pencil
2019 Cannes Lions - Design - Silver Lion
2019 Cannes Lions - Direct - Bronze Lion
2019 Cannes Lions - Media - Bronze Lion
2019 Cannes Lions - 5 more shortlists
2019 Australian Effies - State Campaign - Gold
2019 Australian Effies - Not-For-Profit - Gold
2019 Clio Awards - Direct Marketing - Design - Silver Clio
2019 London International Awards - Non-Profit - Bronze
2019 London International Awards - Direct Marketing - Consumer - Bronze
2019 One Show - Intellectual Property (Product) - Merit
2019 One Show - PR (Experiential) - Merit
2019 Spikes Asia - PR - Not-for-profit - Silver Spike
2019 Spikes Asia - Design - Environmental - Silver Spike2019 Spikes Asia - Design - Promotional Item - Bronze Spike
2019 Spikes Asia - Direct - Not-for-profit - Silver Spike
2019 Spikes Asia - Direct - Ambient Media - Bronze Spike
2019 Spikes Asia - Media - Not-for-profit - Silver Spike
2019 Spikes Asia - Media - Breakthrough on a Budget - Bronze Spike
2019 Spikes Asia - Direct - Art Direction / Design - Shortlist
2019 Spikes Asia - Media - Ambient Media - Shortlist
2019 New York Festivals - Positive World Impact - 2nd Prize
2019 Good Design Awards - Branding and Identity - Winner
2019 AD STARS - Direct - Gold
2019 AD STARS - Design - Gold
2019 WPP global Awards - WPPed Cream Awards- Direct - Not-for-profit - Winner
2019 ADFEST - Direct - Gold Lotus
2019 ADFEST - Design - Gold Lotus
2019 ADFEST - Media - Gold Lotus
2019 ADFEST - Brand Experience & Engagement - Silver Lotus
2019 ADFEST - Outdoor - Bronze Lotus
2019 ADFEST - Effectiveness - Finalist
2019 AWARD Awards - Experiential Marketing - Bronze
2019 AWARD Awards - Charity - Bronze
2019 WARC Media Awards - Effective Channel Integration - Gold
2019 PADC Skulls - Best in Show - Winner (Gold)
2019 PADC Skulls - Creativity for Good - Gold
2019 PADC Skulls - Film & TV - Gold
2019 PADC Skulls - Out of home - Gold
2019 PADC Skulls - Brand design - Silver
2019 PADC Skulls - Creativity for Good in Design - Silver
2019 PADC Skulls - Brand Design - Bronze
2019 PADC Skulls - Communication craft - Bronze

PROBLEM
Despite years of advertising the convenience and safety using Mastercard Contactless payments, New Zealanders just weren’t adapting to Tap & Go™. Our brief was to transform the purchasing behavior of New Zealanders from a card-inserting, pin punching nation, to a country of proficient tappers.

SOLUTION
In New Zealand, Rugby Union is religion and the country’s former captain Richie McCaw, is a god. So we leveraged the one uniting hope of the nation­ – to bring Richie McCaw back to the field one last time. Quite simply, we asked New Zealanders to ‘tap’ their Mastercard, as their preferred payment method, with each tap becoming a greater chance for their hometown to take on Richie McCaw’s team in the ultimate game of touch rugby.

‘Tap For Your Town’ evoked a sense of home pride for New Zealanders, making tapping a town duty as locals across the nation competed for a chance to see and play their hero. The campaign has been supported via TV, outdoor and point of sale, along with digital and targeted social executions. Free media and PR produced the biggest boost with the campaign being talked about and spread throughout major press and TV shows.

AWARDS
Spikes - Use of Events - Silver
Webby Awards - Advertising & PR - Winner
New York Festivals - Events & Stunts - Gold
New York Festivals - Use of Data -Silver
New York Festivals - 5 certificates
ADFEST - Effectiveness of Campaign Success - Gold
ADFEST - Best Use of Events - Silver
ADFEST - Best Integrated Campaign - Silver
ADFEST - Promo Experiential & Events - Bronze
ADFEST - Promo Best Integrated Campaign - Bronze
Effie APAC - Social Media Marketing - Silver
Effie APAC - Financial services - Silver
Effie APAC - E-Commerce - Silver
Effie APAC - Sponsorship & Event Marketing - Bronze

Sport is more than just competitive games. It can transform lives through health, wellness, community and culture. As we articulated in Rebel’s Christmas campaign: sport is a gift.

Inspired by Rebel’s ethos – the transformative power of sport – we created an emotionally-driven campaign that follows the touching journey of a boy giving his mother a meaningful gift to lift her spirits.

The integrated campaign was rolled out across cinema, online video, social, out-of-home and BVOD. According to Luma Ad Intelligence, it was amongst the top 25% of Christmas ads tested globally and had a 77% add+ impact success rating.

RECOGNITION

WINNER – BestAds - TV
WINNER – BestAds - OOH
WINNER – The Work - Film

Swaggle is Australia’s newest pet retailer with a core ethos of ‘delivering pet happiness’. To launch amongst a campaign of playful pet stars in OOH and film social executions on Youtube, Instagram and TikTok we created a PR stunt that caught everyone by surprise.

On a normal Sunday morning at Rose Bay Beach, dogs and their owners were greeted by a gigantic, prehistoric looking bone that dogs excitedly sniffed out and dug up. As the dogs dug the bone, they revealed Swaggle to the world while discovering buried QR codes that lead to a range of Swaggle prizes to win.

It didn’t take long for word to spread about the Swaggle Hunt with Channel 7’s Sunrise dropping by to broadcast live along with appearances from celebrity vet Dr Katrina Warren and an array of influencers including ex-Bachelor star Jimmy Nicholson, wife Holly Kingston and of course their Border Collie, Billie. It was happiness all round as owners and their happy pups enjoyed a media spectacle while digging up some good times.

RECOGNITION

WINNER – BestAds - OOH
WINNER – The Work - OOH

The Australian Human Rights Commission reports that 1 in 5 Australian students experience sexual harassment or assault at university. In 2021, Charles Sturt University transformed their zero-tolerance policy into a new university subject: Subject Zero. Launching during O-Week (renamed “Zero Week”), a series of interactive tutorial posters turned student portraits into QR codes – educating and empowering 45,000 women and men to report sexual misconduct, start a confidential conversation with a specialist counsellor, be safe on campus, get consent from a sexual partner, and call out harassment.

Subject Zero was designed to have both an immediate and long-term impact. Initially launching as a series of core interactive lessons, the subject is being scaled via a compulsory lecture series for all residential students. Further lessons and new course content will all be added in the coming semesters. By 2023, passing Subject Zero will become compulsory to study at the university.

RESULTS

Subject Zero is the most-enrolled subject offered by the university – with every single student pre-enrolled into two Subject Zero eLearning modules: Consent Matters and Healthy Relationships.

Subject Zero already has an online attendance of 56,947, a figure that exceeds Charles Sturt’s current student numbers. Extending beyond the university to have an impact in the wider community, it has resulted in a 21% increase in daily site visits to csu.edu.au from the 2020 average.

Most importantly, Charles Sturt has now begun trialing official Subject Zero lectures, aiming to make them a compulsory, accredited course for all residential students by 2023 – the first university subject with zero tolerance for failure.

RECOGNITION

BRONZE – AWARD Awards - Equality
WINNER – BestAds - Best Ambient
WINNER – BestAds - Best Interactive
WINNER – The Work - Experiential + Immersive
WINNER – The Work - Out of home
WINNER – The Work - Direct

THE SPIRIT IS BACK

After the toughest year in aviation history, Qantas wanted to remind Australia of everything we love about flying. But with thousands of jobs lost, an entire fleet grounded and a whole nation feeling anxious about travel, this was not the time for just another Qantas ad.

For the first time in history, Australia’s spirit for travel was lost. So for the airline famously renown for ‘The Spirit of Australia’, it was time to bring it back.

Inspired by the lyrics of Randy Newman’s ‘Feels like home’ – beautifully interpreted by Indigenous artist Thelma Plum – we combined passenger videos, news footage and new content to tell the story of our national carrier slowly returning from the darkness of COVID, bringing the spirit of Australia with it.

RESULTS

107% domestic flying capacity (beyond pre-Covid levels)
99% positive researched sentiment

Ever since Jordan’s ‘Jumpman’ logo, it's been every baller’s dream to have their own logo. So we gave them just that – the opportunity to make their very own logo and player edition shoe, just like the NBA stars.

Introducing House of Hoops, Mark of Greatness.

At the heart of the idea is a mobile-first, interactive tool that allows young ballers to design and personalise their unique player logo in a few simple steps.

Fans were then encouraged to share their designs on social media, with the ultimate winner being plastered on billboards around the country in iconic NBA poses.

RESULTS

With minimal media budget, and some organic support from Foot Locker social, the campaign had generated:

900K+ views on YouTube for the promo film.

A 36% uplift in site traffic to the Foot Locker House of Hoops retail website.

Over 240M impressions

AWARDS to date

Silver – AdFest, Mobile Website
Bronze – AdFest, Website: Best consumer website

The binding spirit of Australia’s first-ever Olympic surfing team.

Surfing Australia needed a new identity to help galvanise the Australian surfing team and give them a competitive edge in their first-ever Olympic Games. Working in close consultation with indigenous communities, we developed The Irukandjis – a new name and design identity that not only galvanised the team but rallied the support of the country with a strong connection to indigenous Australia – leading the way with recognition and respect for Australia’s First Nations people.

Our design team collaborated with Indigenous artist, Jasmine Craciun, to curate a striking identity which incorporated her traditional line art designs, and our pattern of free-flowing Irukandji tentacles – to denote Australia’s most deadly jellyfish. The designs featured on Surfing Australia’s team uniforms, surfboards, jet skis, busses and more – even becoming an Irukandji celebration dance by the team at the Olympics – sparking conversation in the news and social media around the world.

The Irukandjis went on to become a winning mantra for the team as, against all odds, Owen Wright claimed Australia’s first-ever Olympic medal in surfing. A historic moment winning for Australia, and Australia’s First Nations People, as one.

RESULTS

+12.6 Million
Audience reach
(Streem Media Monitoring)

1 Olympic Medal
Australia’s first in surfing

60,000 year old
Story told globally

PROBLEM
Winter was coming, and along with it came the usual horde of cough remedies, vying for attention. Our challenge was to make Prospan, a clinically proven natural cough medicine, cut through the clutter of brands over winter – on a tiny budget. So instead of simply saying we were the best, like all our competitors were shouting, we needed to engage healthcare professionals and mums (the primary caregivers) with a completely original solution.

SOLUTION
Through analysing online search patterns and 3rd party data, we identified that healthcare professionals and mums (primary family caregivers) aren’t often compelled to treat a cough with medicine as they mistakingly believe that, in most instances, a child will recover from a cough over time. This led to our core creative idea of ‘don’t ignore a cough’.

Analysing data through Search, Social and Algorithms we then built the world’s first Cough Simulator to predict coughs, based on temperature variances from average temperatures in different regions of the country. As soon as coughs were predicted in a region, our insightful creative was served directly to that area, saving media costs for areas where coughs weren’t predicted.  

RESULTS
Click through rates increased 54%
Cost per click decreased 67%
Total unit sales increase 27% year on year.

AWARDS

2018 London IPA Effectiveness - Best Use of Tech Led Data - President's Prize
2018 London IPA Effectiveness - Silver
2017 WARC Awards - Best Use of Data - Grand Prix
2018 WARC Awards - Top Campaign - #33
2017 Cannes Lions - Creative Data - Shortlist
2017 Australian Effie Awards – Use of Data – Gold
2017 Australian Effie Awards - Digitally Lead Ideas - Silver
2017 Australian Effie Awards - Health & Wellbeing - Bronze
2017 Australian Effie Awards - Small Budget - Bronze
2017 Australian Effie Awards - Insight & Strategic Thinking - Finalist
2017 Australian Effie Awards - Long Term Effects - Finalist
2017 APAC Effie Awards - Programmatic - Bronze
2017 APAC Effie Awards - Healthcare - Bronze
2017 APAC Effie Awards - Seasonal Marketing - Finalist
2017 APAC Effie Awards - Small Budget - Finalist

PROBLEM
Frisks has the highest palatability scores in its category, so we knew cats loved the taste of Friskies, but how could we prove this to owners who are bombarded with advertising telling them that every cat food is the tastiest?

SOLUTION
We let cats be the judge themselves by transforming every owner's touch screen smartphone into an ultra-sensitive lick detector. We created a mobile site that could read the subtle details of a cat's tongue, giving a voice to the harshest critics owners knew – their cats. This then allowed cats to review Friskies on their owner's social media via licks, not likes.

AWARDS
2018 ADFEST - Best Mobile Website - Bronze
2018 ADFEST - Best Use of Social - Finalist
2018 ADFEST - Best Use of Mobile - Finalist
2018 ADFEST - Best Use of UGC - Finalist

'Made For More... What's that mean?' A simple question that launches us into a world of mind-blowing possibilities using the internet - from super-sports streaming to gamer teleportation to pixel-cow farming. This spot demonstrates that it's all just the beginning... because with more internet speed, more fibre upgrades, and more regional support, Australia’s newly-evolved nbn network is 'Made For More'.

RESULTS

‘Made For More’ is the highest-performing campaign ever created by the nbn™ – with an all-time high positive sentiment (54%) and an all-time low negative sentiment (7%).

Grand Prix – Best Use of Data
2016 WARC Awards

PROBLEM
Amongst a barrage of brands shouting for attention over the summertime pool buying rush, we challenged ourselves to shape an innovative summer campaign for Narellan Pools to attract pool buyers at their exact moment of purchase.

SOLUTION
First up, we crafted an astute digital and pre-roll campaign which honed in on that first ‘dive in’ moment of owning your very own pool. But to be truly innovative, we dived deep into data – to ensure the right people were engaging with our message, at exactly the right moment.

Through our intense interrogation of first-party and third-party data we unearthed a targeting nirvana. We identified a set of specific factors that acted as the tipping-point to a sale. We then hacked a complicated set of programmatic buying tools to turn them on, only when these specific conditions were met.

Our pinpoint data-driven campaign allowed maximised exposure of our insightful creative to exactly the right audience – and only at their tipping point of purchase consideration – delivering game-changing results.

RESULTS

We REDUCED Narellan Pools’ media spend by over 30%
At the same time, we INCREASED sales by 23%
Creating a record-breaking incremental ROI of 54:1
Yes, that's a $54 return from every dollar spent!      

AWARDS

2016 WARC Awards: Grand Prix – Best Use of Data

2016 WARC Awards: Gold – Best Use of Data

2016 IPA Effectiveness Awards: GOLD

2016 IPA Effectiveness Awards: Special prize for Best Small Budget 

2016 Australian Effie Awards: Gold in Use of Data

2016 Australian Effie Awards: Silver in Travel, Leisure and Media 

2016 Australian Effie Awards: Silver in Digitally Led Ideas

2016 Australian Effie Awards: Silver in Insight & Strategic Thinking

2016 Australian Effie Awards: Bronze in Return on Investment

2016 Australian Effie Awards: Finalist in Other Consumer Goods

2016 Cannes Lion: Finalist in Creative Data

2016 Mumbrella Awards: Media Campaign of the Year

2016 AMES: Gold in Data & Analytics

2016 AMES: Gold in Effectiveness

2016 AMES: Silver in Media Strategy

2016 AMI Awards: Nationals Winner of Consumer Research Insights

2016 AMI Awards: Regionals Winner in Marketing Data & Business Analytics

2016 AMI Awards: Regionals Winner in Consumer Acquisition Marketing

2016 AMI Awards: Finalist: Marketing Communications B2C and B2B

2015 Media Federation Awards: Winner in Best Use of Data category

2015 MSix Awards: Winner in Clever Data category 

2015 ADMA AC&E Awards: Finalist in Data Strategy category

2015 ADMA AC&E Awards: Finalist in Data Analytics & Planning category

2015 ADMA AC&E Awards: Highly Commended in Best Media Campaign category

2015 AdNews AOTY Awards: Highly Commended in Best Use of Data

PROBLEM
Knowing there was an ever-increasing amount of people using their smartphones to research the property market, our brief was to convert the device in every homebuyer’s hand, into a useful property guide tool – driving customers to take out a loan with the Commonwealth Bank.  

SOLUTION
Using augmented reality through a smartphone's camera – in conjunction with a smartphone’s accelerometer for movement – the Property Guide App allows users to scan a real-world property then instantly view its purchase history and past purchase prices for the surrounding area.

Almost 95 per cent of residential properties across Australia can be viewed through the app – all powered through RP Data. The app offers property buyers in-depth information in the form of helpful tools, full property details, past sales history, property hotspots, loan calculators, current listings and recent sales in the area.

RESULTS
Following the launch of the app, CBA loan inquiries rose dramatically. And with a goal to be number one in customer service, the Property Guide App helped reposition the Commonwealth Bank in a renewed positive light, providing homebuyers with the exact tool they needed when searching on the go.

AWARDS
2011 Cannes Lions - Best use of Mobile - Silver
2011 AIMIA - Best Of The Best - Winner
2011 AIMIA - Mobile - Winner
2011 IAB - Mobile platform or app - Winner
2012 Aust Mobile Awards - Winner
2011 Australian Effies - Financial Services - Silver
2012 Interactive Media Awards - ‘Best In Class’ banking