To launch Heinz Pickle flavoured Ketchup to an Australian audience, we sent a human pickle into La Tomatina festival in Spain - a simple and memorable visual moment to celebrate the unique flavour profile.
The campaign launched on social media with hundreds of applicants vying for the role, with one lucky winner eventually donning the custom-made Pickle costume and traveling to Spain for the festival.
An earned first idea that created film, ooh and social content from one outrageous stunt.
What’s better than a holiday? Bragging about the holiday afterwards.
‘If You Seek Stories’ reminds Aussies that Aotearoa New Zealand is where you go to uncover stories you’ll share forever.
Directed by Mark Albiston of The SweetShop, the films feature one plucky Aussie, unpacking the twists and turns of her New Zealand story as she travels through different locations.
Each element of the campaign – film, OOH, digital, social – reveals more of her story, rewarding the viewer and encouraging them to seek their own story in Aotearoa New Zealand.
Shark week - Modibodi Anti leak period swimwear.
ModiBodi’s Anti-leak Period swimwear is a staggering piece of innovation, yet age old myths and misconceptions were preventing people from trying it.
Research told us 45% of women and menstruators still fear swimming on their periods, but it went deeper than just worrying about efficacy of the product.
Every time we posted about the product on ModiBodi’s social channels, we would get questions about sharks. We knew we had to tackle the issue head on.
We devised a unique product demonstration, one that both shut down the myth that sharks can detect period blood and packed meaning into our new brand platform Fear Not with one simple act.
Wearing only a Modibodi swimsuit Freediver and marine biologist Brinkley Davis put the leak proof period swimwear to the test by swimming with 5-meter tiger sharks whilst on her cycle. All captured by director Kyra Bartley of Finch.
We teased the during ‘Shark week’ before launching the campaign proper - as well as gaining global earned coverage the stunt also generated our film, OOH, social and native influencer assets.
Too good to waste - Heinz Tomato Ketchup
To bring to life the global Heinz brand platform ‘It has to be Heinz’ in an Australian context we needed to show the unique ways we engage with Tomato Ketchup down under. Australians slather sauce on pretty much anything, which means it tends to get on everything.
What happens when your Heinz Tomato Ketchup drops onto your power tools? Your baby’s head? Your mates’ shoulder?
You lick it off of course, because Heinz Tomato ketchup is too good to waste.
We brought the campaign to life across OOH, film and social with special bus and tram wraps thrown in for good measure.
R (Return) Plates - mycar Tyre & Auto
There’s never been so much discussion of our mental health. But there was one place where we weren’t talking about the psychological impact of an accident or incident. The road.
Few other automotive companies had considered the issue, so mycar Tyre & Auto - with their brand platform ‘people first’ - were perfectly positioned to lead the conversation.
R (Return) plates - a plate to recognise drivers returning to the road.
For the first time, drivers returning to the road could show others what was going on inside.
We launched with real stories from road trauma sufferers across paid social and mainstream media - interest was swift and within hours all major new networks across Australia were reporting the story.
Earned was supported by broadcast and online film, paid social, banners and radio, and all media lead to the mycar website where people could order their own R Plate.
QR codes on the plate connected drivers with links to psychological support services, making help available at any time and providing access to the science behind road trauma recovery.
Within 48 hours we had run out of plates, and started a conversation about how we treat those suffering with mental health issues on our roads, shifting perceptions and encouraging empathy towards other drivers.
Classify Consent - Consent Labs
Consent Labs, Australia’s leading consent experts, were working hard to educate the two-thirds of Australians who were never taught about consent.
But there was one space where all their progress was being undermined, and Australians were collectively spending 780,000,000 hours a year watching it.
So we launched #ClassifyConsent, a campaign for the world’s first classification (“C”) to call out lack of consent on screen.
The classification is simple. Just like a “violence” classification, it informs viewers if there’s “lack of consent” in content before they watch. But it’s also powerful - it turns entertainment into consent education, each time it’s used.
We launched by exposing the lack of consent in famous film scenes and shared the videos on TikTok. Our social posts went viral and the campaign was quickly picked up by global mainstream media. And with an earned reach of over 200 million, 71% of people now wanted an official “lack of consent” classification.
PLAY NZ - Tourism New Zealand
In 2020 as travel plummeted, online gaming increased by over 70%.
Tourism New Zealand decided to market the entire country like a game, inviting the world to PlayNZ.
A world-first interactive tourism experience, Play NZ showcased the country in a completely new way, keeping New Zealand top of mind for future travellers.
We launched with a live stream on Twitch, featuring the first ever ‘gamer walkthrough’ of a country.
During the live stream, Australian gaming heavyweight, Loserfruit, led thousands of followers on an hour-long journey that showcased the best bits of New Zealand. She “played” the country and interacted live with followers.
As well as using a prominent gaming influencer, we created teasers and trailer films, digital banners and in-app ads mimicking a real gaming launch.
We gave people the opportunity to dive deeper at every touchpoint, driving future travellers to the PLAY NZ immersive hub where they were met with 18x VR180° and 360° quest films, downloadables and characters from the film.
Gamers couldn’t get enough, with many asking when PLAY NZ would launch for real.
But most importantly, Intent to visit New Zealand post lockdown has increased +387%* and we maintained our #1 position as the preferred destination for Aussie travellers**.
Live & Breathe - Woolmark
Wool is the most sustainable and breathable fabric on the planet.
In this campaign we evoked the feeling that wool can give you, a living breathing fabric that has been somehow forgotten and replaced with plastic.
The film is set in the not too distant future, where plastic has taken over – instead of embracing natural fabrics, its people wear artificial, unbreathable clothing made from the coats of a strange new breed of synthetic sheep.
Frustrated with this stifling, fake world, the story's heroine seeks out the natural world hiding just beyond the smoggy horizon, rediscovering the majesty and power real Merino sheep and the beautiful wool they grow.
While the film seeks to remind us of the miracle fabric that was right under our noses all along, outdoor aims to capture the feeling wool gives you - encouraging viewers to Live and Breathe.
New Australia-land - Tourism New Zealand
It is well known that Australians and New Zealanders have a rich history underpinned by friendly rivalry. We argue over the oceanic origins of Crowded House and the champion thoroughbred, Phar Lap.
It seems that whenever a success story emerges from our Tasman waters, Australia is quick to lay claim to it. But how do you respond when Australia tries to claim your entire country? Well, that’s exactly the predicament New Zealand found itself in when Meat & Livestock Australia (MLA) launched its annual Australia Day ad proposing the unthinkable – that New Zealand and Australia merge to form one nation, ‘New Australia-Land’.
But while it became a trending topic online, we discovered that the Australians had forgotten one vital campaign asset — to register a website for newaustralialand.com.au.
We seized on the opportunity to respond and promptly registered the newaustralialand.com.au domain name. Within 48hrs we had turned newaustralialand.com.au into a hub of all the wonderful and unique things you could experience in this newly coined nation. But all was not what it seemed. Every single one of the experiences just so happened to be based on the ‘eastern island’, New Zealand. We completely left Australia off the map, so to speak. Oops.
With a budget of just $28k USD ($42k NZD) and only 48 hours up our sleeve, our response garnered significant news media interest and coverage, including segments across three major TV networks and headlines across national online news outlets.
The world has a problem. Technology has hijacked family dinner time.
So we decided to hijack it back, with the help of the Dolmio Pepper Hacker.
An ingenious piece of tech hidden inside a pepper mill - that with one twist shuts down TVs, WiFi and mobile devices, turning dinnertime with the family, back into family dinnertime.
Heinz Ketchup - Znieh Pen
When you love Heinz Ketchup it gets on everything. Including whatever you’re wearing. Unfortunately Ketchup is one of the hardest things to get out of clothing, so we had to do something for ketchup lovers.
Introducing the Znieh Pen, a stain removal pen that reverses Heinz Ketchup stains. So now when it has to be Heinz, it doesn’t have to be Heinz on your shirt.
We launched the pen in a big way across large format OOH endearing people to the Heinz brand and demonstrating the problem - when you drop Ketchup on your clothing, you drop profanities too.
A limited run of the pens were available via social media.
Made in 17 Hours - Toshiba Z20t Ultrabook
When your laptop has a 17 hour battery life and awesome 4K screen you want to be able to show it off.
So we challenged an artist to create an entire art exhibition using only the computer and its 17 hour battery life.
The catch? He had to make it all during his transit from Tokyo to Sydney.
Wasn’t Expecting That - Pepsi Max
Most Aussies don’t know that while Pepsi Max tastes great, it contains absolutely no sugar.
We were tasked with bringing these two benefits - that are often seen at odds with one another - to life in a brand platform.
Wasn’t Expecting That gave us an amazing leaping off point to create film and OOH home in which unexpected characters extolled the virtues of Pepsi Max.
Zombie Followers - Foxtel
Zombies follow people in huge numbers. So to promote season four of The Walking Dead on Foxtel we created a horde of zombies to follow people on Twitter.
Overnight people’s followers quadrupled. Naturally they freaked out.
The campaign was picked up by major news outlets and created a viral sensation on Twitter.
The imported ad - DHL
Importing goods from China to Australia is big business. How could we prove to Aussie businesses we could deliver faster than anyone else?
Simple. We imported an ad.
We placed an ad in the Shanghai Business Daily, then imported it to Australia sending it to our business targets. The ad clearly stated that they would have a copy in their hands three days from the date the newspaper was printed.
Karaoke - Apple and Optus
To announce free Apple Music on Optus plans we were charged with creating an eye catching film campaign that demonstrated both the power of Apple music and the Optus network.
To dramatise the idea of unleashing music across Australia we showed the journey of a little yellow karaoke ball breaking free from its screen and bouncing from scene to scene, bringing the music with it wherever it went.
Ads in the dark - WWF
We turned the lights out on some of New Zealand's favourite commercials as a reminder about Earth Hour.
The Spoiler Yourself Sale - Foxtel
We all know how tricky it is to stay up to date with the latest shows. You’re never far from accidentally stumbling into a conversation detailing the latest Walking Dead spoilers, or receiving unintelligible chat about the game from your group Whatsapp.
So we created the ‘Spoiler Yourself Sale’ a special sale so people could stay up to date with latest sport, movies and shows. Finally, a way to silence the spoilers.
