During the rise of the Meterosexual a few years back we launched a helpline that Australian men could call whenever they questioned their masculinity. It offered advice on subjects such as diet, relationships and cars suggested hanging up if seeking information on drama or the arts.
Using multiple channels 1900-9-JIMBEAM spread like wildfire and became a cultural movement that generated 50,000 calls in just 8 weeks. Men who needed further help received a DM pack that included a letter addressing their issue and a set of stickers to place on offending items such as Celine Dion CD’s or skim milk.
1-900-9-JIMBEAM soon became vernacular amongst young men whilst selling5.4m additional cans, raising market share by 4.5% and giving a 70% ROI. The campaign went on to win a the Direct Grand Prix at Cannes and was directly responsible for starting the discussion about the need to an integrated campaign category.Advertising, Art Direction, Copywriting2012
A TVC for National Geographic Channel on Foxtel pay TV.Advertising, Art Direction, Copywriting2012
Not wishing to have a ‘stand and stare’ Mini display at the 2006 Sydney Motor Show we built an off-site Cop & Robbers chase setting that allowed consumers to experience the thrill and power of Mini’s legendary handling.
Professional drivers whipped consumers around a custom designed course in highly tuned ‘works’ Minis. In-car cameras captured their adrenalin rush and the footage was emailed to them. Afterwards customers were offered a test drive. For those who needed to calm down, an outdoor bar chill-out area offered the perfect setting.
Results included 1500 passengers, 70 on-the-spot test drives, 200 immediate dealer leads and numerous sales. Mini Chase also gained widespread media coverage including news and breakfast TV, newspapers, radio and marketing press as it broke many of the category conventions.Advertising, Copywriting, Art Direction2012
The Shepherd Centre is a deaf children’s charity.
Deaf people don’t hear silence, but in fact a distorted, disturbing cacophony of sounds. Based on that insight we produced a campaign to help ‘paint a picture’ of how severely deaf children experience the everyday things we take for granted.
As well as making TV and radio ads, we produced a CD with several tracks that replicate what the world sounds like to a deaf child. The CDs, with track lists, were placed in listening posts in Sanity Music stores where they sat alongside the latest releases. The packaging was designed to look like any other contemporary music CD cover to fit in with the music store environment.Advertising, Copywriting, Art Direction2012
To promote the value in buying a 700ml bottle of Jim Beam we created a sub brand called Jim Beam Financial. Guys who are smart with their money and take a long-term view of investments buy the larger bottle, thus making a blue chip investment.
Had budget permitted we would have been able to extend the campaign into a number of channels like turning closed bank branches into Jim Beam Financial bars (complete with buxom financial advisers), run Jim Beam investment seminars and give free financial advice at POS.Advertising, Art Direction, Copywriting2012
Based on the long running theme of help we created the line ‘We can’thelp but help’ for NRMA in NSW. Proving that NRMA employees go that bit further,the campaign extended from a television campaign into tactical print, ‘helpteams’ offering help when you least expect it, sponsorship of the traffic newsand crosswords and children’s toys in-store. ‘We can’t help but help’ became aguiding philosophy in the company. Unfortunately the campaign didn't get the investment it deserved and a change of marketing team soon saw a more conservative approach.Advertising, Art Direction, Copywriting2012
A firm of Lawyers who are so thorough, they apply their legal brain to every aspect of their life.Advertising, Copywriting, Art Direction2012
If a Jim Beam drinker won lotto he’d be very happy. If he won a millions cans of Jim Beam & Cola he would never have to work again. As a tactical campaign we asked the question “what would you do with a millions cans of Jim Beam?”.Advertising, Art Direction, Copywriting2012
The 2008 launch of Business Day online couldn't have come at a more turbulent time economic history. Using the line A lot can happen in a Business Day we literally demonstrate how things change in an instant in the volatile world of businessAdvertising, Art Direction, Copywriting2012
Insurance in Queensland was dominated by RACQ. To re-launch NRMA and to leverage their sponsorship of the Broncos NRL team we created a campaign that shifted consumer perceptions of NRMA as a NSW brand and put NRMA firmly on the QLD map.
Using the insight that people found the acronym hard to pronounce we re-positioned NRMA as NORMA. This became the springboard for a campaign that poked fun at the footballers, lifted sales by 40% and raised brand awareness by 60%.Advertising, Copywriting, Art Direction2012
Lynx Shower GelArt Direction, Copywriting2012
While a Naked (2006/7) we pitched and won part of the Telstra pre-paid youth market segment. We challenged the company as being somewhat out of touch with the youth market and presented ideas that we believed would have led to the youth market re-appraising their relationship with Telstra. Needless to say that despite winning the business they were reluctant to run the work.Advertising, Art Direction, Photography2012
This campaign started in the late 1990's.
We all know accountants are boring. And the more boring and numerically obsessed the better the accountant, surely. H&R Block staff are passionate about tax laws and get overexcited about maximum refunds. This campaign observed 3 H&R Block employees, Norm, Colin and Irene doing what they love.
(2000) Famous Norm
In the follow up campaign we took one of the H&R Block characters and positioned him as being famous for his tax knowledge.Advertising, Copywriting, Art Direction2012
This campaign goes back a few years but was an interesting recruitment campaign for IT professionals. Acknowledging that they often work using a language of their own the idea was to write the ads in HTML and Java code. This was a great way to pre-select the candidates. Within the code were key words and sentences about the benefits of working for AC.The hidden endline, in the code, was “see what most can’t.”Advertising, Art Direction, Copywriting2012
Sydney Opera House -'Housemates'
In March 2011, Sydney Opera House began the largest construction project since it was opened in 1973, which turned one of our busiest areas, The Forecourt, into a large-scale building site. We were asked to create an installation piece that engaged our community and turned the site hoardings into an inspirational and fascinating piece of art.
Considering that Sydney Opera House is Australia’s most famous ‘home’, we decided to look for ‘Housemates’ to share the best house in Australia for the next 6-9 months.
We placed real estate-style ads on property search sites and online flatmate finding sites. We also created a street campaign of ‘Housemate Wanted’ ads and fliers that were posted on telegraph poles and distributed in local cafés. They all advertised this prime waterfront address for zero dollars a week.
Interested parties were directed to a custom Facebook application that looked very much like a rental application form that allowed interested people to apply to become one of our Housemates. All they had to do was upload a photo of themselves, along with a testimonial devoted to The House.
In May 2011, our Housemates 'moved in’ and over 88 panels were plastered on the hoardings on the Forecourt of Sydney Opera House. They lived there until their lease expired in early 2012.
The giant Housemates wall made the most of the construction site, and created an interactive and inclusive talking point on the forecourt of Sydney Opera House. 31,883 people clicked on the ‘Housemates Wanted’ Facebook Ad, which was important in the context of creating awareness for the VAPS project and building community support for it. We had 1,200 Facebook fans apply to become Housemates, the Sydney Opera House gained over 4,000 new Facebook fans, and the campaign received PR coverage in local, national and trade press (online and offline).
Tourism Tasmania - 'The Tassie Afterglow'
In a crowded local tourism market Tourism Tasmania wanted a new approach to their 2012 spring campaign.
Based on the insight that the air is fresher and more invigorating in Tasmania, we created a cheeky and suggestive Mills & Boon style campaign showing the effect a short break might have on would-be visitors. Created with the team at Jim Jam Ideas in Sydney 'The Tassie Afterglow' print and digital campaign promoted specific itineraries based around Golf, Food & Wine, Heritage & Culture, and Touring. It became one of Tourism Tasmania's most successful tactical campaigns to date.Art Direction, Copywriting2013
In a crowded social media space engagement with Windows Live Hotmail and Messenger had been tapering off. The challenge was to build a real emotional connection with the audience, drive acquisition and re-activation with the products and make them ‘cool’ again.
Social networks can be faddish. However Hotmail and Messenger are still widely used and have withstood the test of time. They are therefore the place where you communicate with real friends.
Yours Truly is how you sign off to a close friend. This campaign gave people a sense of ownership over their message and reminded them that Hotmail and Messenger are, essentially, the letter writing of the digital age.
We brought to life the emotional connection of email and messaging, through personal, individual stories and juxtaposed them against the truth, power and scale of the world of email.Advertising, Copywriting2012
Leo Burnett - other print workAdvertising, Art Direction2012