Advertising Agency: JWT Sydney, Australia
Executive Creative Directors: Andy DiLallo, Jay Benjamin
Art Directors / Copywriter: Andy DiLallo, Jay Benjamin
Group Account Director: Peter Bosilkovski
Published: June 2008
Advertising Agency: JWT Sydney, Australia
Executive Creative Directors: Andy DiLallo, Jay Benjamin
Art Directors / Copywriter: Andy DiLallo, Jay Benjamin
Group Account Director: Peter Bosilkovski
Published: June 2008
Advertising Agency: JWT Sydney, Australia
Executive Creative Directors: Andy DiLallo, Jay Benjamin
Art Directors / Copywriter: Andy DiLallo, Jay Benjamin
Group Account Director: Peter Bosilkovski
Published: June 2008
Advertising Agency: Clemenger BBDO Melbourne, Australia
Executive Creative Director: James McGrath
Creative Director: Ant Keogh
Creative: Tom Martin, Julian Schreiber
Agency Producer: Karolina Bozajkovska
Director: Tom Kuntz
Production Company: MJZ/Walkabout Films
Producer: Lizzy Nash
Editor: Jack Hutchings
The power of beauty.
Advertising Agency: JWT Sydney, Australia
Executive Creative Directors: Jay Benjamin, Andy Dilallo
Copywriters / Art Directors: Tom Hazledine, Paul Spelman
Photographer: Sean Izzard
Typographer / Designer: Jeffrey Oley
Retoucher: Pro-Colour Singapore
Brief:
The ‘Welcome Snoop’ campaign started with a brief to give MTV Networks Australia a local tone of voice. MTV is known for producing American TV shows; but MTV also produce a large percentage of Australian content. The challenge was to give MTV Networks Australia a personality relevant to its local audience and to create a campaign that would make the Australian audience active participants in the channel. The challenge was to do this in a way that was not traditional advertising. This was important given their young audience is largely cynical when it comes to brands ‘understanding’ them.
Solution:
In answer to the brief, the strategy was developed to put a controversial MTV icon into the Australian culture, and stir the pot. The icon was rapper, Snoop Dogg, and the creative vehicle would be his fight for Australian citizenship. This idea created a storm of controversy and PR for MTV Networks Australia. It also actively involved the audience in the MTV Australia brand and allowed them to have a voice in the fight for Snoop to gain Australian citizenship. The idea brought to life the prospect of Snoop moving to Australia and motivated the audience to fight his cause.
Results:
The Welcome Snoop campaign proved incredibly successful. Over 410,593 viewers were driven to the dedicated site at www.mtv.com.au/snoop alone – equating to 16.9% of the target market in Australia. It generated a total of 5,500,000 campaign interactions and created a hive of media attention around MTV Australia, activating a movement among the target audience to help MTV fight Snoop’s cause. The campaign elevated MTV brand awareness to its highest point in history. The free PR generated alone was worth hundreds of thousands of dollars and the idea attracted over 3X more MTV channel subscribers than the previous year.
Advertising Agency: LOWE SYDNEY, Australia
Creative Director: Dejan Rasic
Creatives: Dejan Rasic, Rebecca Carrasco, Howard Collinge
Director, Creative: Vanessa Zuppicich, MTV Networks Australia
Director, Marketing And Talent Relations: Colin Blake, MTV Networks Australia
Marketing Manager: Sam Coombes, MTV Networks Australia
Managing Director: Dave Sibley, MTV Networks Australia
Designer & Animator: Hillary Bunt, MTV Networks Australia
Director: Paul Middleditch, Plaza Film
Head Of Production: Darren Bailey
Producers: Lisa Cordukes, Charna Henry
Editor: Peter Whitmore, The Editors
Lowe & Rivet Editor: Kris Rees
Colourist: Ben Eagleton, Bean Colour
Website Production: Liquid Protocol
Talent Liason: India Bent, Happy Bash Communication
Photographer: Andreas Smetana, Andreas Smetana Photography
Producers: Rachael Henderson, Kristen Castree, Andreas Smetana Photography
Stylist: Suzanne King, Suzanna King
Retouching: Electric Art
Sound Design: Sound Reservoir
Producer: Peter Masterston, Plaza Films
Brief:
To Increase the awareness and also the number and quality of submissions for The British Council of Australia’s “Realise Your Dream” scholarship programme. This is an annual competition that rewards six artistic young Australians with a trip to the UK and a mentorship with the creative guru of their choice.
Solution:
We produced an integrated campaign based around the thought, ‘Determined to meet your hero?’ For young Australians simply getting to meet, let alone work with one of Britain’s creative leaders (like Stella McCartney or Damien Hirst) is potentially a life changing opportunity and a prize our target would do anything to win. We dramatised this passion by showing the extreme, possibly psychotic lengths some people will go to, to meet their hero. And, in turn, highlight how you do much better entering the British Council’s Realise Your Dream programme.
Results:
In 2007 The British Council campaign reached over 2,000 000 people across Australia. They received more submissions than ever. Over 20,204 unique visitors to the website became 875 officially registered entrants (up 12% on 2006). Perhaps more importantly, this year’s entries were of a far higher quality than previous years. The 6 lucky winners ranging from a rap artist to an indigenous art curator are already living and working in Britain.
Advertising Agency: M&C SAATCHI, Sydney, Australia
Executive Creative Director: Ben Welsh
Art Director: Michael Jones
Copywriters: Dave Shirlaw, Oliver Devaris
Agency Producer: Rod James
Designer: Michael Jones
Computer Artist: Rozanna Kulik
Interactive Director: Matt Cumming
Photographer: Adrian Cook, AD-Photography
Producer: Pete Masterton, Plaza Films
Director: Paul Middleditch, Plaza Films
Brief:
Encourage media buyers to book ad space during TV2’s Saturday night movie slot. This space had great audience numbers but an underwhelming level of interest from advertisers.
Solution:
We sent head TV buyers of key media agencies a rate card for the upcoming Saturday night movie, ‘Around the World in 80 Days’, inside a series of envelopes postmarked to show that the mailer itself had been around the world in 80 Days.
Results:
TV2’s sales team were flooded with positive feedback about the direct mail piece, and more importantly, it sparked sales enquires. Within weeks every available space during the next six months of Saturday night movies sold out, which amounts to over $5 million NZD of revenue for our client.
Advertising Agency: SAATCHI & SAATCHI NZ, Auckland, New Zealand
Executive Creative Director: Mike O’Sullivan
Creatives: Tim Howman, Bex Radford
General Manager: Sonya Berrigan
Group Account Director: Jillian Stanton
Design: The Craftshop
Brief:
Take Toyota Hilux’s brand promise “Unbreakable” to a new generation of consumers. Encourage these consumers to visit the showroom and/or arrange a test drive.
Solution:
Develop a screensaver, using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the “unbreakability” of the 2008 Hilux. Distribute this to a database of potential Hilux buyers, and encourage them to forward it onto their friends. This allowed users to click through and arrange a test drive at their local dealership.
Results:
Marked increase (above 60% in some areas) in Hilux enquiries reported by dealerships. Corresponding increase in actual test drives. Informal dealer feedback described the campaign as “compelling”, “entertaining”, “very engaging” and “really helps to reinforce that a Hilux is unbreakable”.
Advertising Agency: SAATCHI & SAATCHI NZ, Auckland, New Zealand
Executive Creative Director: Mike O`Sullivan
Creatives: Rob Beamish, Hilary Badger, Stephen De Wolf
Producer: Liz Knox
Account Director: Dominic Henshall
Interactive Creative Director: Aaron Dustin
Interactive Developer: Matthew Visser
Advertising Agency: M&C SAATCHI, Sydney, Australia
Executive Creative Director: Ben Welsh
Creative Directors: Oliver Devaris, Graham Johnson
Copywriter: Oliver Devaris
Art Director: Graham Johnson
Photographer: James Cant
Typographers: Lee Roberts, Graham Johnson, Justin Marando
Retouching: Rozanna Kulik
Advertising Agency: M&C SAATCHI, Sydney, Australia
Executive Creative Director: Ben Welsh
Creative Directors: Oliver Devaris, Graham Johnson
Copywriter: Oliver Devaris
Art Director: Graham Johnson
Photographer: James Cant
Typographers: Lee Roberts, Graham Johnson, Justin Marando
Retouching: Rozanna Kulik
Advertising Agency: M&C SAATCHI, Sydney, Australia
Executive Creative Director: Ben Welsh
Creative Directors: Oliver Devaris, Graham Johnson
Copywriter: Oliver Devaris
Art Director: Graham Johnson
Photographer: James Cant
Typographers: Lee Roberts, Graham Johnson, Justin Marando
Retouching: Rozanna Kulik
Brief:
The brief was to launch a new performance enhancing bread across Australia. The product: new Wonder Performance is a unique combination of complex carbs and iron for energy, as well as protein and amino acids for strength that gives teenagers the fuel to perform. Our objective was to appeal to the diverse audience of mums and teenage boys within a short period of time.
Solution:
Our solution stemmed from the fact that Wonder had had a ‘proven’ track record of transformational powers. We seeded the internet with three different unbranded mpegs of ducks that had unique powers: duck surfing, formation flying and escalator ducks. A unique website and phone number was set up to report on these ‘duck phenomena’. A TVC then broke the news that the ducks were performing this way because they shouldn’t be fed new Wonder Performance bread: it was good for teenagers but not for ducks. This news was posted on the website and in eDM to those who had registered.
Results:
The launch of the three mpegs went viral in the true sense of the word. To date there have been over 2.7 million views on YouTube, over half a million listings for ‘surfing duck’ on Google. The phenomenon was featured on the New York Times, Sky News and Daily Telegraph websites to name a few. Over 10,000 people have registered for a duck repellent ring tone or filed a duck report. In the first week of launch New Wonder Performance sold over A$1,000,000 worth of bread.
Advertising Agency: BMF, Sydney, Australia
Agency Producer: Whitney Hawthorn
Strategic Planner: Gerry Cyron
GAD: Vicky Norton
Account Director: Patrick Cahill
Account Manager: Esther Knox
Production Company: Flying Fish
Post Production: Perceptual Engineering/The House Of Curves
Director: Joe Leonie
Digital Planning Director: Aaron Michie
Creative Director, Interactive: Chris James
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Art Director: Paul Bruce
Copywriters: Cleve Cameron, Richard Morgan
Digital Art Director: Craig Bailey
Advertising Agency: de pasquale, Brisbane, Australia
Creatives: Bevan Lewis, Lars Vester
Published: June 2008
Don’t expect your food to look after itself.
Advertising Agency: DDB Sydney, Australia
Via: Kuteev
Don’t expect your food to look after itself.
Advertising Agency: DDB Sydney, Australia
Via: Kuteev
Don’t expect your food to look after itself.
Advertising Agency: DDB Sydney, Australia
Via: Kuteev
Stop. Sleep. Survive.
Advertising Agency: Saatchi & Saatchi, New Zealand
Executive Creative Director: Mike O’Sullivan
Art Director: Matt Swinburne
Copywriter: Helen Steemson
Illustrators: Terence Tsang, Dede Putra, Max Thompson
Graphic Designers: Nick Smith, Dan Liao
Via: elmaaltshift
Stop. Sleep. Survive.
Advertising Agency: Saatchi & Saatchi, New Zealand
Executive Creative Director: Mike O’Sullivan
Art Director: Matt Swinburne
Copywriter: Helen Steemson
Illustrators: Terence Tsang, Dede Putra, Max Thompson
Graphic Designers: Nick Smith, Dan Liao
Via: elmaaltshift
Stop. Sleep. Survive.
Advertising Agency: Saatchi & Saatchi, New Zealand
Executive Creative Director: Mike O’Sullivan
Art Director: Matt Swinburne
Copywriter: Helen Steemson
Illustrators: Terence Tsang, Dede Putra, Max Thompson
Graphic Designers: Nick Smith, Dan Liao
Via: elmaaltshift
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
