Everything about Emporium Melbourne is reimagined, including the launch of their latest A/W15 campaign. In this body of work we watch a model transition in true Emporium Melbourne style, from the ordinary to the extraordinary, reimagining herself in each of the season’s latest trends.
In 2014, KIIS FM launched in Sydney, with the mammoth task of migrating Kyle and Jackie O's listeners with them. Off the back of that success, 2015 saw KIIS launching in Melbourne, and JOY creating two new spots to generate awareness for the new Melbourne teams, and do a little refresher for Sydney. Off the back of their well-earned rankings, the ads practically wrote themselves - everyone was KIISing - we just needed to capture it.
To position H&R Block Tax Accountants as the ultimate choice this tax season, we created a campaign reminding Australians that when it comes to getting more back this year, H&R Block don’t miss a thing. Each component of the campaign targets tax-payers with various executions of one visually engaging question: if you don’t see the guys at H&R Block, what might you miss this tax season?
How a race unleashed the power of an entire community
Nike wanted a deeper engagement with Australian female runners. We began by creating Nike SHE RUNS, a social-platform that united these women into one community. We then asked them about the obstacles they faced as runners. They told us they felt restricted in a way male runners weren’t. They were afraid to run alone at night. Together with the community, we decided to act. With Nike’s support, women banded together to form night run clubs across the country. Passionate runners fronted their own local recruitment campaigns. Women began sharing personal stories via She Runs, which were crafted into a short film featuring real runners. As the community grew, we took it one step further by launching Nike She Runs The Night, a 13km race that challenged women to defy the night, together.
To launch FARGO, the new 10 part television series based on the cult classic and Academy Award winning film, we wanted to create an extraordinary idea that reflected the show’s brutal themes.
Blood containing the DNA of a Fargo, North Dakotan resident was frozen to the same sub zero temperatures experienced in the American mid west city (-38F) to form the title of the show.
The inside of the JCDecaux panel was also frozen. We carved the interiors using ice picks, chainsaws, blowtorches, heated knives and hammers to create the coldest and bloodiest of campaigns.
Goodman Fielder established a breakthrough in the bread category with the introduction of Helga’s (Australia) and Freya's (New Zealand) Lower Carb bread.
To launch this new product trans-Tasman we collaborated with GoodOil Films and photographer Andreas Smetana to create a campaign that follows the journey of a baker leaving his bakehouse early one morning. With a freshly baked loaf of Lower Carb bread under his arm, the baker quickly finds himself surrounded by the local townsfolk. And what happens next sees him unsuspectingly run for his life as the entire town chases him down for a bite of his delicious new creation.
Receiving a delivery from the online fashion retailer The Iconic can be an extraordinary experience. We believe it has the ability to liberate the iconic you. That person inside yourself that you always knew you could be.
With the Iconic, we developed this new brand platform that will eventually go on to celebrate all things emerging within our culture.
For almost 40 years SBS has been the only television and radio service to provide a true reflection of Australia’s multicultural society. Over that time, the once tiny voice for a small minority has grown to reflect the majority of Australians everywhere. And in 2014, we were tasked with rebranding SBS from a service that doesn’t just tell cultural stories anymore, but encourages the whole country to ‘Join In’ and participate as one culture. Rather than just preach the idea, we wanted to demonstrate it. So we created a launch film using staff from SBS as the face and voice of our campaign.
We reimagined a fashion collection for Emporium Melbourne retailers. This experiential event involved customising 6 life-size 'Fantasy' dolls, styling them in the latest runway looks, wigs and make-up and then rigging them inside oversized 'Barbie' style boxes. The dolls were then revealed in a display case outside the Virgin Fashion festival at the Docklands. By hashtagging #emporiumreimagined coupled with a clever caption, people entered into a competition to win one of the dolls.
SBS Radio broadcasts news and information in 74 languages, enabling multicultural communities throughout Australia to feel at home here and to feel connected to wherever home may have been in the past.
We used light projection and an abstract soundscape to bring this feeling to life in a way that transcends language, inviting all to feel at home with SBS Radio.
For indigenous Australians storytelling is not just a means of communication, it's a finely tuned art. This poster campaign is a celebration of modern indigenous storytelling.
We captured a wide range of Indigenous Australian people either telling or being told a story. The result was a suite of beautifully captured moments, which we featured on-air, in press, outdoor and online to launch the first free-to-air indigenous TV channel to the Australian people.
To introduce Luke Nguyen's newest food adventure to Australians, we created type out of the freshest ingredients from Vietnam and France. We then fused them together to create a uniquely mouth-watering piece of communication.
is made from great produce to complement great produce.
This is what makes Helga’s so incredibly good. And to help relaunch
the brand, we created a campaign that demonstrates the care, attention
and time-honoured baking traditions that goes into each and every loaf.
Anyone can make a sandwich. But with great produce and a little creativity,
you can make a Helga’s sandwich. After all, it’s not just bread. It’s Helga’s.
On 22 February 2011, an earthquake devastated Christchurch, New Zealand. Leaving vacant 'gaps' where buildings once stood. As well as destroying homes, businesses and schools, the quake also ruined many football training grounds.
On the eve of the first All Whites match in Christchurch since the quake, we transformed one of these empty 'gaps' so the community could reclaim a piece of their city.
Ron de Jeremy - Launching a premium rum on a beer budget
Legendary porn star, Ron Jeremy, wanted to
launch his new rum in Australia. But with only 10 days and $0 to put on a
launch party, we were up against it. Our idea?
Get Sydneysiders to throw the launch party themselves and invite Ron along. The unusual request went viral and it wasn’t long before party invites, friend requests and some very naughty photos started pouring in. On one steamy night in March, Ron, his pussy wagon and hundreds of bottles of rum blazed through 7 house parties across the city. On top of attracting $300k of free media, flogging $1.94 million worth of product and making Australia the number 1 global market for Ron de Jeremy rum, we gave Sydney one really, really great night.
Every year, SBS Australia celebrates Lunar New Year celebrations, seeking to introduce an important Asian tradition to a broader audience.
In 2013, we helped effect an important shift. Rather than simply promote the holiday, SBS encouraged members of the Chinese, Vietnamese and Korean communities to invite their fellow Australians in.
We achieved this by re-imagining the red envelope, the traditional way to share good fortune during Lunar New Year.
We brought the experience online, building a digital hub through which red envelopes could be shared via email and through social networks.
Celebrities, community leaders and influential members of the media kicked-started the process, before SBS handed the reigns to communities across Australia.
When Kyle & Jackie O announced they were moving to the all new KIIS 1065 in Sydney we needed a way to announce their arrival in a big and bold way.
We invited the whole of Sydney to make the change, challenging competitor network 2day FM via an integrated TV, Outdoor, Digital and Social campaign.
Isabelle Vergnaud, an internationally renowned designer approached JOY to collaborate on the branding and stationery of her interior architectural company. The result is reflective of the unique and striking personality of ivergnaud, communicated through timeless typography and colour palette, and employing embellishments such as gold foiling and die-cutting.
We were tasked to strategically rebrand WSFM 101.7's breakfast show featuring Jonesy and Amanda for TV, print, outdoor and digital.
This pure gold campaign was the fresh, new result that helped broaden the listener network for the channel.
SBS - Seven billion stories and counting
SBS marked the recent population milestone with an emotive campaign celebrating the potential of stories and the diversity of human culture. It premiered on the day the world’s population reached 7 billion.
SBS - Changing a company’s DNA, not just their tagline
‘Seven Billion Stories & Counting…’ is an ongoing brand idea that has transformed SBS both internally and externally. It re-energised and re-focused staff as passionate ‘curators’ of the world’s most diverse stories. The broadcaster, once perceived as a silo for non-English speakers, is now embraced as a vibrant, multicultural network relevant to all Australians.
SBS Australia is the official broadcaster of the Tour de France. In addition to the regular coverage SBS wanted to celebrate the 100th edition of the Tour exclusively with their fans. Ultimately they wanted to give something back to the Australian cycling community.
We created TEN X TEN – collaboration between artist Bruce Doscher and Australia’s cycling community. The premise of the initiative was to create 100 limited edition posters commemorating 10 of the greatest moments in Le Tour history. Each poster was then sold in online stores and at auction events to raise money for the Amy Gillett foundation.
SBS - Australia. The Lucky Country*
*Lucky country applies to whites only. For over 70 years, The White Australia Policy was in place to keep non-white, non-British races out of Australia. Coloured immigrants subjected to racial discrimination, restrictions and deportation. Struggles continue today.
A TV campaign encouraging New Zealanders to celebrate whatever with the Original Kiwi Dip.
We created a unique design campaign for Invisalign to appeal to teens all across Australia. Real teen patients undergoing the teeth alignment treatment were featured in the photography and in testimonial videos.
SBS - Who do you think you are
A campaign for Who Do You Think You Are?, the show that uncovers the ancestors of famous celebrities
The value really adds up at the Subaru End of Financial Year sale.
SBS - Brilliant in any language coffee table book
SBS In-Language is a translation service. “Brilliant in any language” is a coffee table book and direct mail piece. We literally translated the word ‘Brilliant’ into forty different languages then used the aesthetic from each culture to create an engaging and memorable way to promote the service.
Force Your Way In
Socceroos v Japan, 12 June 2012. With World Cup qualification points at stake, we challenged Australia's best young footballers to step up and put pressure on every spot in the national squad. Four elite football challenges were set up outside the stadium on match night. Hundreds of players fought it out.
Only the 10 most determined and skillful made the cut.
With skill as their only currency, they forced their way inside the stadium onto the Socceroos bench. It was an unrivalled chance to experience international football at the coalface, next to the players they hope to one day eclipse.
How do you decide whether to vaccinate, or not? JABBED was a 90-minute documentary that aired to start a new conversation around vaccination.
We enlisted the help of renowned illustrator Noma Bar to execute a key visual to encapsulate this debate. This visual was then rolled out in press and digital prior to the documentary airing.
Been a bit naughty this year?
Thanks to eftpos it's not too late to get on the nice list this Christmas.
Every time you press CHQ or SAV you'll be helping eftpos donate up to $2,000,000 to to great charities.
Meadow Fresh 'Cool Our Schools' promotion helps primary and intermediate schools around New Zealand to share in over $500,000 in sports and art gear. People all over NZ are encouraged by our Hero Ned to collect stickers from specially marked Meadow Fresh milk and yoghurt for a chance to cool their schools.
Ebay - Giving buyers that brand new straight-out-of-the-box feeling
eBay is the market leader for second hand stuff but isn’t associated with new products. To launch their new products section, we gave buyers something they never expected from eBay: that brand new straight-out-of-the-box feeling courtesy of life-sized cardboard merchandise boxes spread throughout the city.
DFO - Making retail fashionable again
Direct Factory Outlets had become the bargain bin of fashion retailers. DFO desperately needed fashion credibility, especially among young shoppers more interested in updating their status than shopping. Our idea was to make a young group of friends the new faces of DFO. We Facebook-tagged them wearing DFO brands in their everyday lives and shared their late night yum chas, roof-top parties, love triangles and everything else across digital, TV, press and POS. DFO went from not even having a Facebook page to having a highly-targeted, highly-engaged social media presence.
Marina Bay Sands - Luxury awaits
We launched The Shoppes at Marina Bay Sands to the domestic and international markets with a campaign oozing luxury and sophistication.
It helped the retail complex become just as much of a premium tourism
draw card as the casino itself.
SBS - First Australians
First Australians chronicles the birth of contemporary Australia as never told before, from the perspective of its first people. First Australians explores what unfolds when the oldest living culture in the world is overrun by the world’s greatest empire.
'The power of people' was a campaign to relaunch News Limited Digital, Press & Newspaper magazines as a new brand - News Australia Sales.
Invisalign gives you the confidence to bare your brilliance in every area of your life.
But don't take our word for it; hear what real Invisalign patients have to say for themselves.
Featuring a unique formulation to make hair stronger, Tresemmé’s Split Remedy makes it easier to maintain long hair. Our challenge was to share this news with women who had switched-off from an endless bombardment of generic hair-care advertising.
So, rather than create a message, we built a service. Scissor Free Salon celebrates the creative potential of longer hair, showcasing the styles and techniques our research indicated Australian women were desperately hunting.
Developed for mobile, tablet and desktop, and accessible as an embedded social app, the salon and its community continue to grow.
We were tasked by Nike to do stills campaign for their global football directive MakeitCount by capturing heroic shots of local athletes. We shot a variety of players across the NRL, AFL and A-league codes and seeded these online and in OOH prior to and during football season.