To announce the return of VH1's Dating Naked, we celebrated nude love by shooting some very brave couples – straight and gay, young and old, svelte and full-figured – jumping in their bare skin at 1,000 frames per second. And for an added dose of nakedness, we launched the mostly-safe-for-work slow-motion film on National Nude Day. Obviously.
Love Is In The Air
BECAUSE NO REASON
Chambord, the French raspberry liqueur had a petite problem in the US. Nobody had heard of it. Our challenge: make it relevant to millennial mademoiselles.
Our idea: reposition Chambord not as an alcohol brand but as a lifestyle brand, one that adds meaning beyond the cocktail glass.
SIGNIFICANT SPACES Instead of emptying our pockets on big outdoor and television commercials, we focused on relevant spaces, tangoing with millennials favorite fashion, decor, and styling publications and blogs to create custom content, including our own DIY series on Refinery29.
MUTUAL BFFs Rather than mixologists, we used trusted style, fashion, and DIY icons and influencers to tell the Chambord story through their own lens.
REAL TALKS To connect with millennials in real time, we were always on the lookout for opportunities that allowed us to relevantly insert ourselves into key cultural moments and occasions.
EDUCATING THE MOUTHS To ensure Chambord wasn’t just loved for its attitude, and je ne sais quoi, but also for its flavor, recipes were seamlessly integrated throughout the campaign.
JOURNEY FROM THE SOURCE
To raise awareness of Finlandia Vodka's commitment to pure water, we created Journey From the Source, a four-part water adventure series hosted by National Geographic photographer, Cory Richards.
Episode 1 | Finland, Free Diving
Episode 2 | Virginia, Extreme Kayaking
Episode 3 | Florida, Shark Diving
Episode 4 | Colorado, River Surfing in the Rockies
The media, big business, and politicians band about terms like carbon offsets, trading emission schemes and degrees of warming until they lose all gravity. So we decided to express the seriousness of Climate Change in a different way by capturing the faces of the guys that really know what's going on – scientists.
Scared Scientists is a photographic series we created in collaboration with photographer Nick Bowers. The emotional approach sparked much debate and was featured on global news media sites from Iceland to the U.S including; The Huffington Post, The Atlantic, The Weather Channel and News.com. Photographically, it was also picked up by Taxi Design. Peta Pixel, and Lost at E Minor. Its also got its fair share of skeptics and supporters and has created a new discourse on climate change.
This is a spot we created to launch MasterCard's PayPass technology. Australians loved it and it was nominated for a People's Choice Award. However, so did the client, and it was exported to the US, UK, Canada, Europe and Asia.
Pirates | 60s TV & Cinema brand spot
Female empowerment has come along way but there is still a tonne of pressure on ladies to conform to a set of rules - particularly in the age of social media.
So, we created our own set of empowering memes, relevant to the current issues millennial mademoiselles face.
At the core of each meme, there was only one rule, "if you like it, do it".
Mount Franklin has been Australia’s favourite water for over a decade. However, worried they were becoming outdated, our brief was to create a TVC that repositioned them as a premium brand, heroed their Australian roots, and refreshed their image (mind the pun).
Fun Shower | TV & Cinema
Sydney is famous for three things; The Harbour Bridge, Bondi Beach and the Opera House. These big icons suck up all the fame causing people to miss out on they City’s smaller icons that are just as worthy.
So we gave Sydney's hidden gems their own tourism campaign, we called it Locally Famous.
OOH We gave billboards to our Locally Famous attractions.
DM Tourist maps and guidebooks directed people away from touristy areas and in to the suburbs.
AMBIENT Customised souvenirs and offers were available for purchase at our Locally Famous attractions and through the Locally Famous website.
WEBFILM The campaign even included a travel documentary series.
RESULTS During the launch phase, 83000 people signed up to receive Locally Famous notifications and 23000 purchased Locally Famous souvenirs. MasterCard has also decided to make Locally Famous a permanent platform.
MESSAGE IN A BOTTLE
Each year Mount Franklin Water turns their lids pink to raise awareness of the McGrath Breast Care Nurses. However, the message was getting lost in a sea of pink.
So we placed a personal message inside every Mount Franklin bottle that details the importance of the McGrath Nurses.
HOW IT WORKS We placed a celebrity video message that spoke of the work of the Nurses inside every bottle. We then invited people to open them via the bottle’s QR code. People were then prompted to share, donate, or create their own message.
RESULTS Within weeks over 113 000 people had opened their message and begun to create and share their own.
And over the course of the 12-week campaign, more than $252 000 was donated to the Foundation.
Even better was that Guy Sebastian, an Australian idol, was so inspired by the idea and response, he decided to cover the Police classic Message in a Bottle. Each Message in a Bottle download raised another $2.19 for the McGrath Foundation.
Message in a Bottle | Case Study
Finlandia Vodka was drowning in the US market. So, while other vodkas chose to tell intrinsic stories of provenance, or position themselves in the me-too, generic lifestyle, and fashion categories - we chose a different path, we created a cause #4PureWater.
We partnered with 1% For The Planet, promising to donate 1% of US profits to the organization. And on World Water Day, we rallied everyone to raise a glass #4PureWater in support of the cause, beginning with a film narrated by aquatic surf photographer Clark Little.
Finlandia Vodka #4PureWater
A targeted influencer program used big-name surfers, snowboarders, ocean photographers and other authentic water ambassadors to spread the message.
ANTIDOTE TO MEH
Glaceau Vitaminwater’s twenty-something audience saw no benefit in the drink’s ten vitamins and minerals. So we created a function for Glaceau Vitaminwater that Australian youth could actually relate to.
We began by eavesdropping on their social conversations and heard people say they were feeling #flat, #average, #meh. Clearly, modern life was taking its toll - so we dispensed an antidote.