Meat & Livestock Australia wanted a spot that would sell beef's energy giving properties to women.
The brief led to a plum insight: the day is out to get you. It'll trip you up and knock you down. But with beef on your side, you'll always have the energy to bounce back.
P&O Cruises required a compelling launch idea for their two new ships. An exciting brief, but there were a few tricky constraints: the ships weren't available for a shoot, and the media and production budget was tight.
The only way to showcase the ships' environments was to recreate them. Film made the most sense, and then it was a matter of creating a story and finding a star.
Due to the nature of Mr Wilson's contract, I can't share this publicly. Contact me if you'd like the password. I'll buy you popcorn.
The follow-up to the ALDI Supermarket Switch campaign. We needed to create a campaign targeting the most resistant shoppers. So we went out and found the most hardcore anti-ALDI shoppers and subjected them to a series of shopping challenges. We produced 9 spots, as well as product-specific cut-downs.
Role: creative lead, copywriter
When you buy a winner, you'll feel like a winner. That's the thinking behind this campaign for ALDI's award-winning range.
The campaign ran across TV, print, social, and radio.
To make Australian’s remember to eat lamb on Australia Day, we made its spokesman forget it.
In an integrated campaign encompassing PR, social, TV and digital, we afflicted 'Lambassador' Sam Kekovich with Lambnesia, then had him spread the word about its only cure: lamb.
By going against expectations we breathed new life into a much-loved campaign, increasing sales by a record 48%.
P&O Cruises required a new brand platform to challenge negative perceptions. Simply put, a lot of people thought of their ships as floating retirement homes.
One great thing about cruising is that everything's taken care of. There's more freedom than your average holiday.
This thought led to a brand platform based around otherworldly freedom.
In addition to the brand spot, the campaign contains a mobile game that allowed people to create their own ship horn melody to be played onboard, and three interactive choose-your-own-adventures.
We convinced shoppers to give ALDI a go by having real sceptics put it to the test.
In 20 unscripted films, we challenged 3 ALDI lovers to try and convince the sceptic in their life through a series of challenges.
The campaign also included posters featuring real ALDI shoppers with comments they'd posted on Facebook and radio spots.
A little bird told me that this is the most successful campaign ALDI Australia's done thus far.
Role: creative lead, copywriter
Ferrero wanted a Kinder Surprise ad that ticked all the (research) boxes. They had a global template they wanted us to stick to. My tenacious ECDs demanded we do better, and we fought (in a good way!) for the client to get behind something a little more insightful and relatable.
6 months (and 3 mood films) later, this is what we ended up with. I'm proud of the result, all things considering.
Do you like writing eDMs? Me neither. I turned a Grinch of a brief into an opportunity to write and direct these goofy videos.
Role: copywriter, director
Conceptual art is a tough sell. It's contentious, and most people don't 'get' it. With this press campaign, we encouraged people to go to the show and make up their own minds. There's two reasons why this is in my book:
1. It was my first campaign, and I am a sentimental sort.
2. I love these portraits and how they came about. We set up a makeshift studio in the gallery's foyer and cast visitors as our subjects. It was inspiring to watch the photographer, Simon Harsent, coax thoughtful expressions out of each subject.
We shot 16 portraits and ran numerous combinations, keeping the campaign fresh for the life of the exhibition.