TVNZ, New Zealand's premier national broadcaster, evolved beyond traditional television with its streaming platform, TVNZ+. But unlike regular subscription-based services it competes with, such as Netflix, TVNZ+ offers its entire content library completely free of charge. Better yet, this free content is so entertaining, it’s difficult to keep your eyes off the screen. Building on this, we imagined a world where watching too much TVNZ+ could get you in situations that you were not quite expecting.
RESULTS
+52% Increase in Positive Sentiment
+66% Increase in "Light-Hearted" Association
+200% Increase in "Youthful" Association
RECOGNITION
GOLD - AWARD Award, Film Campaign
GOLD - AWARD Award, Film Individual
SILVER - Spikes Asia, Film, Campaign
SILVER - Spikes Asia, Online, Film Single ad ‘Wrong Ride’
SILVER - AWARD Award, Film Individual
BRONZE – One Show Asia, Television, Campaign
BRONZE – One Show Asia, Television, Single ad ‘Wrong Ride’
BRONZE - AWARD Award, TV Commercial Campaigns
MERIT x2 - One Show, Film
Shorlists x2 - CANNES LIONS, Film
Shortlists x2 - D&AD, Film
Shorlists x6 - One Show, Film
Shorlists x3 - Spikes Asia, Film
WINNER - BEST ADS - Wrong Ride
WINNER - BEST ADS - The Hit
WINNER - BEST ADS - Wooing Jeff
WINNER - The Drum - Ad of the Week
With thousands of disease-related charities competing for donations, how do you decide who to help? We confronted the public with 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 people to think and interact – proving that one donation to Garvan Institute’s genomics research, can actually help them all.
RESULTS
$19m donations in campaign period
+61% website traffic
87m impressions
$1.1m earned media value
RECOGNITION
GRAND PRIX – LIA, Pharma
GRAND PRIX – Asia Pacific Tambuli Effectiveness Awards
GOLD – LIA, Pharma
GOLD – Spikes Asia, Integrated
GOLD – AdFest, Effectiveness
GOLD – AdFest, Direct
SILVER – Spikes Asia, Interactive Design
SILVER – Spikes Asia, Direct
SILVER – One Show Asia, Interactive
SILVER – One Show Asia, Healthcare
SILVER – AdFest, Digital
SILVER – MAD STARS Interactive Non-profit
WOOD PENCIL – D&AD, Outdoor
BRONZE LION – Cannes Lions, Health & Wellness Integrated
BRONZE – One Show, Out Of Home
BRONZE – One Show Asia Print & OOH
BRONZE – One Show Asia Public Service & CSR
BRONZE – LIA, Integrated
BRONZE – Clio Health, Integrated
BRONZE – Adfest, Design Integrated
BRONZE – Adfest, Direct Online/digital
BRONZE – Adfest, Media Integrated
BRONZE – AWARD Awards, Health Awareness
CRYSTAL – MAD STARS, Direct
CRYSTAL – MAD STARS, Brand Experience & Activation
MERIT – One Show, Direct
MERIT – One Show Asia, Print & OOH Craft
SHORTLIST – Cannes Lions, Digital Design
SHORTLIST – Cannes Lions, Health & Wellness Direct
SHORTLIST – Cannes Lions, Health & Wellness Outdoor
SHORTLIST – Cannes Lions, Health & Wellness Film craft
WINNER – BestAds, Best Interactive
WINNER – BestAds, Best TV
WINNER – BestAds, Best Outdoor
We needed to transform the purchasing behaviour of New Zealanders who just weren’t adapting to Mastercard’s Tap & Go™ payment technology – despite years of advertising the advantages of speed, convenience and safety. An important behaviour change for Mastercard that would allow them to make money from the vendor with every tap.
So, we leveraged the one uniting hope of the nation in New Zealand – to bring their most loved All Blacks captain out of retirement and back to the rugby field one last time.
The idea was simple. 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, making tapping a town duty as locals across the nation competed for a chance to see and play their hero.
RESULTS
48% increase in Tap & Go™ profits via vendors
97% of New Zealanders reached via paid/earned media
48.3 million impressions
13 million taps
RECOGNITION
GOLD - New York Festivals, Events & Stunts
GOLD - Spikes, Use of Events
GOLD - ADFEST, Effectiveness of Campaign Success
WINNER (GOLD) - Webby Awards - Advertising & PR
SILVER - New York Festivals, Use of Data
SILVER - ADFEST, Best Use of Events
SILVER - ADFEST, Best Integrated Campaign
SILVER - Effie APAC, Social Media Marketing
SILVER - Effie APAC, E-Commerce
SILVER - Effie APAC, Financial services
BRONZE - ADFEST, Promo Experiential & Events
BRONZE - ADFEST, Best Integrated Campaign
BRONZE - Effie APAC, Sponsorship & Event Marketing
Certificates x5 - New York Festivals
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 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 – growing to over 200 supermarkets the following year.
RESULTS
2.4x increase in donations from previous year
1973% ROI
RECOGNITION
YELLOW PENCIL - D&AD, Use of Retail
GOLD - Effies APAC, Social Good
GOLD - Effies Australia, State Campaign
GOLD - Effies Australia, Not-For-Profit
GOLD - WARC Awards, Effective Innovation
GOLD - WARC Awards, Innovation Special Award
GOLD - WARC Media, Channel Integration
GOLD - ADFEST, Direct
GOLD - ADFEST, Design
GOLD - ADFEST, Media
GOLD - AD STARS, Direct
GOLD - AD STARS, Design
GOLD (GP) - PADC Skulls, Best in Show
GOLD - PADC Skulls, Creativity for Good
GOLD - PADC Skulls, Film & TV
GOLD - PADC Skulls, Out of home
GOLD - Good Design Awards, Brand & Identity
SILVER - CANNES LIONS, Design
SILVER - Clio Awards, Direct Marketing
SILVER - Clio Awards, Design
SILVER - New York Festivals, Positive World Impact
SILVER - Spikes Asia, PR - Not-for-profit
SILVER - Spikes Asia, Design - Environmental
SILVER - Spikes Asia, Direct - Not-for-profit
SILVER - Spikes Asia, Media - Not-for-profit
SILVER - ADFEST, Brand Experience & Engagement
SILVER - PADC Skulls, Brand design
SILVER - PADC Skulls, Creativity for Good in Design
BRONZE - CANNES LIONS, Direct
BRONZE - CANNES LIONS, Media
BRONZE - London International Awards, Non-Profit
BRONZE - London International Awards, Direct
BRONZE - Spikes Asia, Design - Promotional Item
BRONZE - Spikes Asia, Direct - Ambient Media
BRONZE - Spikes Asia, Media - Breakthrough on a Budget
BRONZE - ADFEST, Outdoor
BRONZE - AWARD Awards, Experiential Marketing
BRONZE - AWARD Awards, Charity
BRONZE - PADC Skulls, Brand Design
BRONZE - PADC Skulls, Communication craft
MERIT - One Show, Intellectual Property (Product)
MERIT - One Show - PR (Experiential)
Shortlist X5 - CANNES LIONS
Shortlist - Spikes Asia, Direct - Art Direction / Design
Shortlist - Spikes Asia, Media - Ambient Media
Finalist - ADFEST, Effectiveness
WINNER - WPP global Awards, Direct - Not-for-profit
WINNER - Best Ads, Experiential
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.
RESULTS
The campaign of 3 resulted in two record-breaking months of sales leading to Christmas with October and November up 22% and 15% respectively.
RECOGNITION
FINALIST – Australian Effies - Short Term Effects
WINNER – BestAds - TV
WINNER – BestAds - OOH
WINNER – The Work - Film, Campaign
In 2024, we launched Swaggle to the market as Australia’s happiest pet retailer. But before kicking off our main campaign in OOH and social, we created a PR stunt that caught everyone by surprise. Early one 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 to reveal Swaggle to the world.
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.
RESULTS
Reach 5.1m
Web Traffic +93%
ROI 265%
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. We took this staggering fact head-on and transformed Charles Sturt University’s zero-tolerance policy into a new university subject: Subject Zero.
Launching during O-Week (renamed “Zero Week”), Subject Zero was designed to have both an immediate and long-term impact. Initially launching as a series of core interactive lessons, the subject scaled to become a compulsory, accredited course for all residential students the following year – the first university subject with zero tolerance for failure.
RESULTS
Online attendance of 56947 students
21% increase in daily site visits to CSU.edu.au
Subject Zero became the most-enrolled subject the university’s history.
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
For the first time in history through COVID, the world’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 created a film telling the story of our national carrier slowly returning from the darkness of COVID, bringing the entire spirit of Australia with it.
RESULTS
107% uplift in domestic travel (beyond pre-Covid levels)
99% uplift in positive sentiment towards Qantas
Inspired by Rebel’s core ethos of ‘the transformative power of sport’, we created an emotionally-driven Christmas film to show how the gift of sport can actually change someone’s life. Our film follows the touching journey of a young boy working hard to buy his mother a meaningful gift from rebel, with the goal to lift her spirits through a tough time in her life. The integrated campaign was rolled out across cinema, online video, social, out-of-home and BVOD.
RESULTS
Top 25% of Christmas ads tested globally via Luma Ad Intelligence.
77% add+ impact success rating.
RECOGNITION
WINNER – BestAds - TV
WINNER – BestAds - OOH
WINNER – The Work - Film
Ever since Michael Jordan’s ‘Jumpman’ logo, it's been every baller’s dream to have their own player logo. So we gave our audience just that – the opportunity to make their very own logo and player edition shoe, just like the NBA stars.
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
900K+ views on YouTube for the promo film.
36% uplift in traffic to the Foot Locker House of Hoops website.
240M+ impressions.
RECOGNITION
SILVER – AdFest, Mobile Website
BRONZE – AdFest, Website: Best consumer website
WINNER – BestAds, Best Interactive
WINNER – The Work, Interactive
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 Australian Olympic Surfing 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 reached
(Streem Media Monitoring)
1 Olympic Medal
Australia’s first in surfing
60,000 year old
Story told globally
RECOGNITION
WINNER – BestAds, Best OOH
WINNER – The Work
Our challenge was to make Prospan, a clinically proven natural cough medicine, cut through the clutter of brands over winter – on a tiny budget. Data-led research identified that healthcare professionals and mums (primary 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 built the world’s first Cough Simulator to predict cold snaps, based on temperature variances from average annual temperatures in different regions. As soon as a cold snap was predicted in a region, our insightful creative was then served only to that area, reminding people to not ignore a cough. Saving dramatically on media costs that would have been wasted via broader reaching media channels.
RESULTS
54% increased click through rates
67% decrease in cost per click
27% increase in total unit sales – year on year
RECOGNITION
GRAND PRIX – London IPA Effectiveness, Tech Led Data - President's Prize
GRAND PRIX – WARC Awards, Best Use of Data
TOP CAMPAIGN – WARC Awards #33 globally
GOLD – Australian Effie Awards, Use of Data
SILVER – London IPA Effectiveness, Innovation
SILVER – Australian Effie Awards, Digitally Lead Ideas
BRONZE – APAC Effie Awards, Programmatic
BRONZE – APAC Effie Awards, Healthcare
BRONZE – Australian Effie Awards, Health & Wellbeing
BRONZE – Australian Effie Awards, Small Budget
Shortlist – CANNES LIONS, creative data
Finalist – APAC Effie Awards, Seasonal Marketing
Finalist – APAC Effie Awards, Small Budget
Finalist – Australian Effie Awards, Insight & Strategic Thinking
Finalist – Australian Effie Awards, Long Term Effects
WINNER – Best Ads, Interactive
Friskies has the highest palatability scores in its pet food category, so we knew cats loved the taste of it, but how could we prove this to owners who are bombarded with advertising telling them that every cat food is the tastiest? Easy, we let cats be the judge themselves.
We transformed every owner's smartphone touch screen 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 of all – their cats. This then allowed cats to review Friskies on their owner's social media via licks, not likes.
RESULTS
59% completion rate of reviews
42% Increase in engagement
97 second average licking time
RECOGNITION
BRONZE – ADFEST, Best Mobile Website
FINALIST – ADFEST, Best Use of Social
FINALIST – ADFEST, Best Use of Mobile
FINALIST – ADFEST, Best Use of UGC
'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 film demonstrates that it's all just the beginning, because with more internet speed, more fibre upgrades, and more regional support, Australia’s most-evolved nbn network is 'Made For More'.
RESULTS
54% positive sentiment (all-time high for nbn™)
7% negative sentiment (all-time low for nbn™)
Overall, ‘Made For More’ was the highest-performing campaign ever created by the nbn™
Amongst a barrage of pool brands shouting for attention over the summer months, we used data to shape an innovative summer campaign for Narellan Pools, attracting pool buyers with our creative executions – but only at their exact moment of purchase consideration.
RESULTS
23% increase in sales
30% reduction in media spend
54:1 ROI
Yes, that's a $54 return from every dollar spent!
RECOGNITION
GRAND PRIX – WARC Awards, Best Use of Data
GRAND PRIX – London IPA Effectiveness, Small Budget
GOLD – WARC Awards, Best Use of Data
GOLD – London IPA Effectiveness, Innovation
GOLD – Australian Effie Awards, Use of Data
GOLD – AIMES, Data & Analytics
GOLD – AIMES, Effectiveness
SILVER – Australian Effie Awards, Travel, Leisure and Media
SILVER – Australian Effie Awards, Digitally Led Ideas
SILVER – Australian Effie Awards, Insight & Strategic Thinking
SILVER – Australian Effie Awards, Return on Investment
SILVER – Australian Effie Awards, Other Consumer Goods
SILVER – AMES, Media Strategy
Finalist – CANNES LIONS, Creative Data
WINNER – Mumbrella Media Campaign of the Year
WINNER – AMI Awards, Consumer Research Insights
WINNER – AMI Awards, Marketing Data & Business Analytics
WINNER – AMI Awards, Consumer Acquisition Marketing
WINNER – AMI Awards, Marketing Communications B2C and B2B
WINNER – Media Federation Awards, Best Use of Data
WINNER – MSix Awards, Clever Data
WINNER – AdNews AOTY, Best Use of Data
WINNER – ADMA, Best Media Campaign
WINNER – ADMA, Data Analytics & Planning category
WINNER – ADMA, Data Strategy
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.
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 flick through past purchase prices for the surrounding area sourced in real-time via RP Data.
RESULTS
73% increase in Commbank loan inquiries
57% improvement in positive sentiment to CommBank
RECOGNITION
SILVER – CANNES LIONS, Mobile
SILVER – Australian Effie Awards, Financial Services
WINNER – AIMIA, Best Of The Best
WINNER – AIMIA, Mobile
WINNER – IAB, Mobile platform or App
WINNER – Australian Mobile Awards, Best in show
WINNER – Interactive Media Awards, Best in show
