Minor safety ranks as one of the top reasons people distrust social media. But most people didn’t know TikTok already has a slew of safety features. So we thought: who better to explain that your child’s safety is in your own hands, than relatable influencer parents on TikTok with their own kids using the platform?
We created content featuring top influencer talent in North America to explain the safety features they use with their families, and quite literally showed how the power of those features were in your hands through an art direction that stepped out how to set it all up for your own family.
There are lots of dating apps for the LGBTQI+ community. But when you want something a little more serious as a queer person, you turn to Tinder. To celebrate its unique role in queer dating life, we threw The Big Tinder Wedding for couples from the community who swiped right on each other. It started with a successful outdoor activation during Pride, where engaged same-sex couples posed as real-life wedding cake toppers, atop the gayest cake ever. Those that proved they’d matched on Tinder became eligible for a free, OTT wedding, which became the basis of a YouTube reality series. With an influencer wedding planner as the host and squad of wedding experts, the series re-wrote the wedding day rules for a queer audience putting their own stamp on the ancient institution of marriage.
Spotify had an awareness problem for its Spotify Premium Duo offer. Made for couples living under one roof, we positioned getting Duo as the next step in your relationship; by getting couples to say ‘I Duo’.
We riffed on wedding themes and iconography, and used eye-catching, abstract couple animations to represent all Duo types to avoid getting stuck in a check-box exercise of couple types. The hero film was made for TV but with an eye for social, being easily cut down and chopped into thumb-stopping paid social spots. The campaign also translated well into OOH and print.
The McPickle. A single post that got the world talking about McDonald’s.
Our famous burgers are made from famous ingredients, so we decided to launch a brand-new burger with a single organic post on social – the McPickle. The only thing was…this burger didn’t exist. It was an April Fool’s joke, and one that quickly spread all over the world. But this didn’t stop people from hacking the McPickle, challenging each other to eat one and reviewing its pickle-tastic taste.
Awards
Bronze – Mobile - Content for user engagement - Cannes Lions 2019
Gold - Best use of Social Media - New York Festival AME 2020
Silver – PR - Use of Social in a PR Campaign - Spikes Asia 2019
Bronze – Mobile - Social for Mobile - Spikes Asia 2019
Bronze – PR - Food & Drink - Spikes Asia 2019
Honoree - Best Viral PR Campaign - Webby Awards 2020
Silver - PR - Caples Awards 2020
Shortlist - Mobile - Caples Awards 2020
Shortlist - Digital B to C - Caples Awards 2020
Highly Commended - PR-Led Content Creation - Mumbrella Comcon Awards 2020
How do you start an environmental movement with nothing but a dream, some musicians and a killer lighting set up? This is the problem Immersive (the production company that staged the London Olympic Opening Ceremony) brought to us. They were staging a charity concert series at Victoria Falls, with a world-record breaking projection light show and some famous music friends. But they had no brand, no message, and no platform to amplify it.
So we created ROARR from scratch: the brand name, the logo, the strategy, the lot. We were inspired by the power of Victoria Falls, re-creating its visceral power in both the name and logo design. We then developed a visual language inspired by the mark making of the local area. Finally, we brought it home with a platform that invited the world in with a rally cry to ROARR WITH US and give nature a voice. We then flooded the zone with entertainment content featuring the light show and musical acts, while literally and figuratively shining a light on local causes.
Amazon wanted more people shopping on Air Canada flights. Air Canada was happy to incentivise the behaviour by rewarding additional Aeroplan points, but they insisted there be a way to cap it. These two mega brands had been at a deadlock on how to proceed, until we said, “why not give a lump sum of points to just a few people and turn them into Aeroplan Millionaires?” With a green light and a round of high fives, we proceeded to create a 360 campaign across multiple Airport touchpoints,with a captivating animated video at its heart; played on every seat across every flight. The campaign was designed to instill a sense of wonder at all the places a million Aeroplan points could take you, if you were lucky enough to win the million with your in-flight Amazon purchase.
The campaign was so successful, in-flight shopping was up 27% within two weeks of the campaign rollout.
Doritos came to us with a brand position Bold Self Expression and a purpose: mental health. But they didn’t know how to connect the dots. With 1 in 4 young Aussies struggling with mental health and 70% not getting the help they need, we identified our enemy: mindlessly saying “I’m fine” when some asks how you are; regardless of what’s really on your mind. With the help of youth health organisation ReachOut, plus creators and artists, we made a campaign that dramatised the secret, inner monologue that goes on in our minds when someone asks how we are; a monologue we typically aren’t bold enough to express (Bold Self Expression, see what we did there?).
Vodafone is a challenger brand in Australia. A distant third to the Big Two in Aussie telecommunications.
To truly cut through, they needed to go out with something that was less Telco, and more… Hearco (sorry). Something that let customers know they were heard, and most importantly, in charge.
That’s how You Rule was born. A brand platform that was launched with a .30” TV spot, national OOH, full social, radio and in-store.
And all during the Covid-19 lockdown…
TikTok was facing an existential threat in the USA. Trust was at an all time low and the congressional hearing on TikTok data privacy was coming up. We needed a clever way to show the benefits of using TikTok to congress and the general public at large.
So we got local all-American small business owners to share their success stories with the platform. We showcased them and their businesses, and highlighted the hard business results that only using TikTok could deliver them. We then featured them on impossible-to-miss billboards between airports and town halls - the exact route congressmen and women took to work each day.
The small business owners were so thrilled, they created their own organic content free-of-charge, celebrating the campaign with us.
Bankwest wanted to go out strong with a brand spot that harnessed its challenger spirit.
So we convinced them to go against the sea of sameness in the banking category and position Bankwest as the ‘anti-bank’.
This spot helped the brand hit its five year KPIs in just one year.
To celebrate the release of the new Star Wars film, I created a proactive piece of print/social that instructed people on how to build their very own Death Star. Facebook followers loved the idea and even gave their own suggestion on how to stop the “Rebel Scum”. This Drum picked up on this piece of work, to read the article click here.
After the success of the initial Death Star piece, we were asked to come up with more concepts to start conversations around the release of the other upcoming Star Wars films.
The Sydney Gay and Lesbian Mardi Gras has a 50 year legacy of bringing the queer community together. But this year, when only 40 people were allowed on a single Float because of covid restrictions, we got TitkTok to invite thousands onto theirs. Our integrated social campaign became the headline act in the Mardi Gras parade.
McHappy Day comes around once every year and in the past, was famous for its celebrity drop in workers. But with a new strategic direction putting its own staff first, we wanted to reposition McHappy Day as a celebration of the people who work there every day. So we tuned it into a celebration of them, and
Macca’s had a problem, young Aussies thought we were a bunch of washed-up boomers (their words not ours), they didn’t care about the latest food promos, cinematic shots of falling lettuce or people taking bites out of fake burgers. So we found a way to start a conversation with fans and sprinkle some Macca’s magic in a place we knew they were hanging out, Instagram.
Introducing #Dailynuggets, We introduced a platform that got fans talking about Macca’s all year round with an Instagram post every day. We tapped into topics young Aussies loved and created tap-tastic content. In the first year, we had over 500 million impressions worldwide, the equivalent of over $12 million in media space, all without spending a single cent.
This world-first fund-raising tool was a proactive pitch we put to UNICEF.
It’s a custom-built web page that harnesses your computer’s processing power to mine cryptocurrency.
The Hope Page garnered global attention, appearing on Mashable, The Verge, and Forbes, as well as all major national media outlets in Australia.
It also won us a few pieces of metal at the Clio Awards and New York Festival.
The hugely popular Santa Clarita Diet was premiering Season 2 on Netflix in south-east Asia. They wanted to get their audience’s mouths watering with anticipation. So, to create some hype, we made a series of short cooking tutorials with a twist. Introducing Asian-cannibal fusion, a series of classic dishes with a twist. They are dead easy to make and extremely tasty… if you’re into that sort of thing.
Can you even imagine shopping in person these days? Well neither can SurfStitch.
To drive awareness of its easy to use website and quick delivery service, we created a uniquely insightful campaign, showing people they didn’t have to suffer the horrors of shopping any longer.
The Society is a post-apocalyptic Netflix Original Series, where a bunch of teens re-create a society of their own from scratch.
To promote the show, we created Cards Against The Society - an expansion on Cards Against Humanity - using plot points from the show to pose difficult teen-angsty questions, along with messed up answers.
Not only did we send the game out to influencers to create content with, but the cast also played the game on their press junket as well.
The end result: social content that was Grade A toilet humour. A perfect fit for the target audience.
It’s not just us humans who can benefit from a bit of home improvement. That’s why, for our Easter campaign, I thought we would improve the life of some rabbits by teaming up with the Rabbit Residence Rescue.
We took over existing social media channels to push followers to Periscope where they where able to watch ‘Wickes Wabbit Watch – The Hutch Improvement Programme’ the first episodic show ever to air on Periscope.
