Making a sales event stand out, by turning it invisible.

To launch Afterpay Day 2021 cut through to a tech-savvy millennial audience, we created exclusive drops and made them available right from the palm of people’s hands, through an immersive and shoppable AR experience.

First, we developed an integrated campaign across AUS & NZ encouraging shoppers to ‘Carte Diem’ and seize exclusive drops and deals during Afterpay Day.

Whilst mobile-led, the campaign also ran across TV, OOH, Digital and Social, with over 150 social and digital executions.

With 2.3 million partner referrals, 2.5 million views from influencer activity, 8.8 million views on TikTok and up 154% on target, we delivered a category-smashing conversion rate of 45% of people landing on a merchant website.

It’s 2am on a cold night-time shoot chatting to a client. “What if we could allow people to sit IN the car beside Risky during the TV spot stunt using VR? That’d be funny.” Client, “Could we link it to a promotion, where people spot the clue within the film to save 10%?” Me, “Sure, good idea.” Approved. With a nimble budget and fast footwork, we wrote up a script and built a set the following day to capture it.

Using google cardboard technology and YouTube, viewers could experience what it¹s like to sit inside Captain Risky¹s car as he performs one of his infamous stunts.

Our task was to launch the TK Maxx brand into Australia in 2017. 

Unlike the big fashion stores, TK Maxx‘s unique business model means they never have ‘sales.’ Instead they offer low prices on big brands everyday.

Whilst famous in the UK and USA, brand awareness in Australia was virtually zero. We needed to launch the brand in a cut throat market and quickly generate brand fame.

It was important to position TK Maxx in a way that was different from other fashion and retail brands, brought to life their brand promise whilst communicating that the iconic brands we offer are the real deal.

The Idea: TK Maxx make the seemingly improbable, possible. Can they deliver Big Brands at Small Prices? YES WAY. 

The campaign launched across multiple channels and has quickly established T.K.Maxx into the Australian market, with 43+ stores now rolled out. Whilst sales are confidential, the brand has smashed all targets with more stores to launch. The brand platform continues to build with always–on social content and calendared activity across multiple channels.

Deliverables: PR launch, TV, Social, Digital, TVC, Cinema, OOH, Radio, Print.

AWARD – Silver 30 sec TVC, single

AWARD – Bronze 30 sec TV, campaign

Growing up has its challenges, but also its rewards.

This TVC somehow died in a dimly lit research room. I can only conclude it was because the potato chips were stale.

A unique collaboration between Harley-Davidson and Marvel. Every Super Hero believes in something, what will you stand for?

Harley-Davidson believes that what you ride is a statement of who you are. But with rider perceptions conjuring up images of balding accountants and bearded bikie gangs, we needed to appeal to new generation of riders and demonstrate how customisation is all about freedom and self-expression. 

We created 27 Super Hero custom bikes through an epic collaboration with Marvel, each with a unique character trait. Social, content and PR drove the conversation and it all culminated at the Comic Con Festival where the bikes went on display. By merging digital and the real world, we introduced a new generation of riders to Harley-Davidson.

Winner – Webby Awards

Don't get it out when the vicar comes around.

The Harley-Davidson Genuine Parts & Accessories catalogue comes out every year. We needed to launch the 2016 Edition. So we created collateral with a difference: the official Harley-Davidson Tea Cup & Saucer. Kiln fired and hand-crafted, each ceramic piece inspired by classic tattoos.

One Show Merit – Design

The world of sports is saturated with betting brands for the lads. That’s why we took the action out of the pub, away from the yobs and aligned it with the insights, wisdoms and lingo of true sports fans. When you speak sports, there’s a good chance you can make it pay in all sorts of ways.

No cause for alarm - Human Testing has commenced on TED Platinum.

We were tasked to launch Toohey’s Extra Dry Platinum, yet for obvious reasons couldn’t mention its higher alcohol content. Starting out as a brief for a single bathroom poster, a visionary client helped us grow it into an integrated campaign utilising over 30 mediums. To this day it still seems incredible we were able to do it.

Cannes Lions Silver - Best New Product Launch, Direct

Cannes Lions Bronze - Direct Integrated 

AWARD – Won 7 Silver Pencils; Integrated, Direct and others.

Caples Gold

Echo Silvers

ADMA Silvers

In the largest Federal Government campaign of 2015 and to date, we were charged with educating Australians on the enormous economic and demographic challenges facing our country in the next forty years, outlined in the 2015 Intergenerational Report. 

Given the material’s significance and regardless of political persuasion, we knew this had to go way beyond a traditional ad campaign.

Enter ‘The Challenge of Change’ – a 15-minute online talk TED-style talk presented by Dr. Karl. 

It took the findings of the 150-page Intergenerational Report and condensed them into an approachable, compelling viewing format.

This talk was cut into 4 X 60 second commercials highlighting the report’s key challenges and inviting viewers to watch the talk in full and form their own view. 

This campaign breaks new ground in its structure and has ignited debate between government and the community about the future direction of our country. 

The Royal Life Saving Society needed to remind parents that just a moment’s distraction can have tragic consequences. Tapping into a popular internet meme, we created a mock web series, World’s Most Costly. Highly targeted films were seamlessly integrated into the sites and social feeds of parents and pool owners. 

Retail with a difference. Audi drivers don’t let an opportunity pass them by.

Where will the road take you?

Instagram approached us to showcase how creativity on a small budget can get big results.

Using data insights, different audience interests identified and ranked against an interest in motorcycle riding. The top-ranking themes of surfing, eating out and camping were selected and given to three Australian artists to celebrate the freedom of riding a Harley. 

Using carousel ads, each theme featured a horizontal illustration, split into five separate images. When swiped, the images connected to form a storyline.

On a budget of just 15k, the campaign reached 1.4 million consumers 18-35 across Australia & NZ, driving 8,365 website leads.

Showcased by Instagram Business Division at Cannes

AWARD – Design Merit

D&AD – In Book

Almost every rugby fan has dreamt of kicking the winning goal for their country. To leverage Heineken’s sponsorship of The Rugby World Cup, we developed an iPhone App that allowed fans to kick real penalty goals and conversions, live, as they happened. Using real time data streamed via Fox Sports, fans could take the same kick, from the same spot, in the same conditions as the players. To tap into the friendly rivalry that’s such a big part of being a rugby fan, people could kick for their country and play against their friends on facebook. Over 12.5 million kicks were taken during the tournament.