Other work from Australia
I made many campaigns in my time as a copywriter in Australia. Here are a few more examples.
The Hyundai A-League
At an independent agency called Disciple we launched the new season of Australia's national football league. The brief was to position the sport as Australia's "summer game" and to generate excitement about the level of skill on display.
We came up with the 'moving targets' concept to demonstrate the players' incredible ball skills, and then worked with the Fox Sports in-house production company to produce the spot.
The Sunday Telegraph
The Sunday Tele is Australia’s biggest selling Sunday newspaper. Our brief was to cement this position and drive sales by showcasing the paper’s breadth of content.
The idea was to celebrate Sundays and the important role that the Sunday Telegraph has always played in them for Australians.
IKEA: Unipendence
IKEA had a very small budget with which to target students who were starting university for the first time.
We launched the Unipendence movement, which encouraged students to stand up for themselves and lead independent lives. With low-cost furniture from IKEA they were finally able to reject their parents' hand-me-downs and develop their own style.
We created special-build OOH ads with removable fliers that resembled home-made second-hand ads. These - along with banners and print ads - led students to the Unipendence Initiation Challenge page on Facebook, where they could win new IKEA furniture.
Guide Dogs NSW
Our brief was to communicate that Guide Dogs is about a lot more than just, well, guide dogs.
To show the range of services that Guide Dogs offer, we messed with that most holy of client artefacts, the logo.
