Many women around the world are denied the right to make even the simplest choices for themselves. Tinder, an app that literally puts the power to choose in a woman's hands, felt like an ideal place to remind Australian women that not all women are so empowered.
The stunt was the first of its kind on Tinder, appearing in the Telegraph, Guardian and AdWeek, recognised with multiple industry awards in Australia and around the world, and listed in Grey Goose Vodka's 'Webby Fifty'.
Channels: Digital, Mobile, Social, Earned
People love sharing GIFs around the office. We thought, why not share them around the Christmas tree? EnterGIFwrap - the world's first interactive GIF-themed wrapping paper.
GIFwrap was nominated for a Webby Award in the 2014 'Best Use of Augmented Reality' category.
Channels: Digital, Mobile, Social
Samsung 'Emojis Alive'
Brand love... It's a tough one to crack. And Samsung wanted to generate it ahead of the launch of the Galaxy S7.
To do it, we found something people uniquely love about Galaxy phones - the super-kawaii manga-inspired Emojis available only on the Samsung Keyboard - and brought them to life through a partnership with Uber.
My personal favourite were the Poo Emoji meringues made by none other than Adriano Zumbo.
Channels: Experiential, Mobile, Social, Earned
KFC 'Tender Is The Moment'
Food is best shared - KFC's Original Recipe Tenders, however, are best kept all to yourself. So, when asked to launch Tenders to Aussie mums, we decided to give them a moment to themselves, with a Mills-&-Boon-style love story called 'Tender Is The Moment'.
In ‘Tender Is The Moment’, we follow the romp of one Sandra Sharpe, a tired middle-aged mother in need of some soft and tender. Printed and bound, 'Tender' was hand-delivered to key journos and influencers, along with a steamy surprise hidden inside.
If you're into that kinda thing, you can read the whole scandalous tale here.
Channels: Direct, Social, Earned
Print ad for Code/Interactive, a charity which teaches underprivelleged kids how to code. Finalist in 2015 'Creative For A Cause', presented by Advertising Age.
PayPal 'Self Made'
Freelancers pride themselves on their independence - precisely why easy-to-use PayPal is the perfect match for them. So rather than fight against this independent spirit, we literally used it - to create 'Self Made', an event platform made by freelancers, for freelancers.
Besides our identity, all parts of our inaugural event in Singapore were freelanced and crowdsourced - from collateral, social posts, topics, speakers and venues. 'Self Made' won Gold at the 2016 SABRE Awards for a Tech B2B campaign.
Channels: Social, Print, Earned, Experiential
Cannes Young Lions
Two ads made in one day, one year apart from one another, both for the Murdoch Childrens' Research Institute.
Finalist in the 2015 Cannes Young Lions Competition (film, cyber, print). Finalist in the 2014 Cannes Young Lions Competition (film).
The Mayor of London had a challenge - how to reassure the international community that London is still good in the wake of Brexit?
We gave our response an Aussie twist. As strict lockout laws have gutted Sydney's nightlife, London's nightlife thrives on - a major selling point for dispirited Sydneysiders. So, one Saturday night in Sydney we plastered once-iconic, now-closed bars and clubs with our message - #LondonIsOpen.
NIVEA Stand Firm
A mother is always there for her children. But what's less often seen is that, as mum ages, her children are increasingly there for her.
When Nivea wanted to launch their Q10 Firming Lotion to older women, we used this truth and partnered with artist Georgia Hill (and her mum, Judy) to talk about the unique care women need as they age.
Channels: Social, Video, Earned
IKEA Couples Therapy
IKEA brings families and couples together. But sadly, something as small as a disagreement over which colour cushion to get can tear them apart.
No more. With IKEA Couples Therapy, we bring in a psychologist to scour the showroom floor for bickering couples, squabbling spouses, and all-out shouting matches.
Our psychologist then sits hot-headed couples down on the nearest POANG armchair, before calmly assessing the pros and cons of their relationship, argument, and why those curtains will go horribly with the sofa.
Safely diffused, participating couples are given a discount for their time, along with a handy therapy guide in IKEA's trademark style.
Purina Poop Test
The dog food market is dominated by two names - Purina and Pedigree. Meaning the only way for either to grow, is to steal share off the other.
Meanwhile, dog owners are very loyal to their brand of dog food - unless it's making their dog unhealthy.
A little known way to find this out is by analysing your dog's shit. With that in mind, this spec idea suggests a way for Purina to come out on top.
Five Sentence Stories
I used to give this exercise to my students when I was an English tutor - one prompt, five sentences, go. Then I gave it to myself. More here.