GLAD TO BE GREEN

THIS IS MORE THAN JUST A BIN LINER

The New Glad to be Green Bin Liners are made from 50% Ocean Bound Plastic in partnership with the global plastic recycling company OceanWorks. They were not only bin liners that helped get rid of your household rubbish but they also helped prevent rubbish from entering the ocean. The creative idea was backed up by a graphic representation of how much plastic each roll of garbage bags prevented from entering our oceans. The campaign was launched with a 30’ TVC and followed by OOH, Digital and Social assets as well as Instore POS.

GLAD TO BE GREEN COMPOSTABLE BAKE PAPER

With the continued goal to be more environmentally friendly Glad continues to develop better products that align with their purpose to put an end to irresponsible waste. By removing the chlorine and bleach in the New Glad to be Green Compostable Bake Paper, it can be safely returned to the earth and instead of thrown in the bin, it can go straight into the compost. It was this insight that gave rise to our idea and the line “To change the end we need to rethink the beginning.” In the creative execution we bring that idea to life by showing the moments of food preparation in reverse highlighting the point of our idea. A fully integrated campaign followed with regional TV, digital online films, OOH, In-store POS and social media all underpinned with the hashtag #ChangeTheOutcome to help drive the ongoing two way conversation with our customers.

GLAD

OUR STRENGTH WON’T LET YOU DOWN

Nothing is more frustrating than a product failing at the moment you need it work the most. Leaking reseal bags that allow the contents to spill inside your fridge or freezer is a well-known grudge amongst our core target consumers. The benefit of products that work as well as they say they do is that you can truly put their quality to the test. An in camera demonstration in the most unlikely of scenarios helped us visually show how strong the Double Lock Seal is on the Glad Reseal Bags.

OUR TIGHT CLING seal WON’T LET YOU DOWN

The better the seal, the fresher your food stays. A tight seal stops air from getting to the food reducing its shelf life and keeping food fresher for longer. It also prevents spills and leaks. To prove that Glad’s Cling Wrap quality is the best, we put it to the test and took it out of the kitchen… well, because everyone knows what cling on a salad looks like. So, we imagined the ultimate torture test for cling wrap – Water. Proving that Glad’s Cling Wrap clings tight and seals right.

OMO SCENTS

THE SCENT OF CLEAN

With the already established cleaning and stain removal power of OMO, a new product launch with the added benefit of soft floral scents gave way to a beautifully crafted idea. The scent of clean. The execution was brought to life by using multiple skills from unusual artisans.

Local milliner Wendy Scully created handmade flowers from beautiful vintage silks that were photographed for the print materials and for the point of sale and head office launch. Paper flowers were sculpted by Anastasia Ivanova that were used for the launch event to adorn the monster ends in retailers. Even the typeface was meticulously handmade and then photographed to represent thread. An amazing project that combined strategic thinking and beautiful design that led to an impactful and stand-out launch of a new premium product.

MENTOS

SAY YES TO FRESH

Mentos is all about colour, fun and fantastic flavour and with a new global Tag Line, “Say Yes to Fresh” the idea of positive thoughts was an easy decision to make. We say yes to the things you love, yes to dreams, me time and yes to shorter meetings for their latest on pack promo. There are a couple of factors that make an activation a winner. The first being the prize –understanding what people want and knowing what that perceived value looks like is a huge factor and adding personalisation, helps make that decision even easier.

From concept and design development to the manufacturing and personalisation in TPF Thinks state-of-the-art factory in Vietnam to packing, fulfilment and shipping to Australia, we said yes to it all. The public reacted with the same enthusiasm with over 42,000 entries, 76,000 visits to the promotional website and 5,000 prize winners with a 100% redemption rate. Who knew funky Mentos socks would be such a hit?

INVISIBLE ZINC

WE PERFECTED WHAT NATURE CREATED

How do you reposition a Zinc Sunscreen when the perception is that the product performs the same way as how it appears on cricketers’ noses? You treat it like a beauty brand and combine strong messaging that highlights Invisible Zinc’s natural benefits with strong beauty imagery that reflects the emotional benefit of being protected from the sun.

TIGER BEER

TIGER STREET FOOTBALL - RIO

Tiger Beer’s ongoing sponsorship and partnership with Street Football continues in this 2019 campaign. Tiger Street Football offers unknown street football talents a stage to uncage their passion and showcase their skills. We elevated the game this year by teaming up with international football legend and former Manchester United captain Rio Ferdinand.

Rio Ferdinand’s inspiring ‘uncaged’ story from the streets of Peckham truly embodies the Tiger beer spirit and sets the stage for a fully integrated campaign that will live online to offline and back again, giving the spotlight to Asia’s unsung street football heroes.

CAMPAIGN ROLL -OUT

After a series of local tournaments in Vietnam, Tiger Street Football will take to a specially-constructed football pitch in Ho Chi Minh. This is where the top local team will get to play against Ferdinand and four other international football legends in an epic five-a-side Grand Final tournament for the crown of Tiger Street Football 2019 Champion. Joining Ferdinand will be Didier Drogba, Park Ji-Sung, Portuguese legend Luis Figo and Brazilian star Roberto Carlos.

The campaign will continue uncaging unexpected possibilities for the Tiger Beer consumers in Asia through #HeyRio! A UGC series and FIVE Supply’s Exclusive Street Wear. Fans of Ferdinand across Asia can participate in ‘Hey Rio!’, a user-generated content series where they can challenge the legend himself through social media and get ready for the upcoming Tiger Street Football tournaments. Fans can also look forward to getting their hands on exclusive street wear created by renowned Singapore street artist Jahan Loh in collaboration with FIVE Supply, a popular fashion label founded by Ferdinand.

ROAR /RAW

Tiger Beer, Asia’s number one international premium beer launched a global community for unconventional talent called the Tiger Roar Collective. It is a platform where raw talents can seek out new opportunities through collaborations and unlock future unexpected possibilities.

The Collective marks the next wave in the brand’s commitment to championing emerging, raw talent and concludes a year of Uncaged Nights, where talent from around the world showcased their craft via different initiatives and events.

The Tiger Roar Collective was announced at Tiger Beer’s first global event in Seoul, South Korea, Tiger Roar, which took place on 9 November 2018.

The event brought together 16 of the raw Tiger talents from diverse fields such as dance, technology, fashion, art and food. Together, they put on a tantalising showcase of creativity, passion and unexpected possibilities for the world to see. On that night, attendees were able to immerse themselves in interactive installations, performances and activities, all encouraging them to unleash their own inner tiger and roar.

SHAREABILITY WAS KEY

Working closely with our PR partner and Key Opinion Leaders in Korea, we created a seamless channel of communication from the build up to the event, during the event and post the event.

Magnification of the event was key. Our goal was for it to be witnessed by a few, but experienced my thousands.

It was imperative that the messaging and visual language was consistent across all media touch points to generate the most amount of traction.

THE EXPERIENCE

Tiger Beer was not known in Seoul, and therefor close attention was paid to the magnification of all their brand assets. Building in the aspects of “Born from the Streets” - from the raw talent that performed, the Tiger Street walk with its specially designed neon signs, the Street Food Court, the bars and the Tiger Brand Ambassadors.

This was not just about beer. This was a total brand immersion.

design story

With so many different partners, digital aspects and media touch points, it was important that we created a solid design story that could be threaded through the entire event and translate online. From the first Teaser Film on YouTube, the social posts, talent posters and every step through the event, viewers were treated to the same look and feel.

LADBROKES

UP FOR THE CHALLENGE

In Australia online betting companies walk and talk a very similar path. They always show the punter placing a bet, winning or losing. To stand out in this very cluttered and creatively similar territory, we positioned Ladbrokes more as a top sports brand, than the traditional Aussie online betting company. 

We used the players, the sounds, the passion and energy of the sports the punters love to bet on, to drive the excitement and enhance the betting challenge. Driving this message home with a new brand line. Up for the challenge.

WHO WILL YOU BET AGAINST?

Print and Outdoor followed the same format of the Brand spot, utilising action packed shots of athletes performing their trade. Real life, gritty images captured the true essence of each and every sport, while a massive headline challenged the punters to place their bets.

ACRES

THE REAL TOOLS OF DESTRUCTION

Shark fin soup is a staple at most Chinese wedding dinners, which is why they are the leading cause of shark killings, but most people are not aware of how much destruction goes into catering for just one wedding.

In this film we drew attention to the real tools of destruction that are decimating shark populations - the wedding banquet spoons that shark fin soup is eaten with. On these lethal weapons, we hand painted the story of how human love has grim consequences for sharks. Each frame was painted on a single spoon, we then pieced it together in a stop-motion film.

The results showed that the country's major hotels reported a small decrease in the demand for shark fin soup, while three of the biggest supermarkets pledged to stop the sale of shark fin. The Shangri-La Group even took shark fin soup of their menu.

HARLEY DAVIDSON

It all started when…

The photographer we had been working with for many years was doing a road trip through the Karoo (a vast stretch of farming land in South Africa) which is pretty barren and has very little in the way of shops or petrol stations. The one exception to the rule is “Ronnies Sex Shop” - It’s far less than a sex shop, but more of a girly bar.

Imagine driving through this wasteland at break neck speed with nothing but trees and grass on either side, when suddenly there it is, a beacon of life, if you give it a touch of Harley Davidson attitude. Well we think those riders would need pretty good breaks. ABS breaks.

THE PERCEPTION OF A HARLEY RIDER

In South Africa Harley Davidson’s were mainly purchased by Doctors, Lawyers and businessmen, and not the beard wearing stereotypes from the movies. So our brand idea was to demonstrate the attitude of the Harley Rider through the reactions from fellow road users.

EVEN YOUR WRITING CAN HAVE ATTITUDE

I love the way that looking at your product can deliver some of the quirkiest ideas. A Harley Davidson Ballpoint pen on its side looks remarkably like a motorbike throttle.

FABER-CASTELL ACTIVATIONS

THE THANK YOU PROJECT

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It's a little known fact that Faber-Castell has been green since 1978. They currently recycle 88% of waste and a large number of their factories self-generate electricity. They also plant two million new trees a year, creating a zero carbon footprint. Regrettably, these environment success stories are unknown outside the company.

In a collaboration with renowned UK artist Tim Knowles, we created the first "Thank-you notes" from Trees.

We placed artists easels under each branch and fastened Faber-Castell pens to each of them. Like signatures, each drawing reveals something different about each tree as they sway in the breeze.

The final art work was exhibited in galleries and revealed in an outdoor campaign where people could engage with the "Thank you notes" through a short digital documentary that pinpointed their GPS coordinates and showed the trees at work.

manga makerS - PRINT AND OUTDOOR

​Manga meets the beauty world.

To highlight the benefits of the Faber-Castell Manga range, we created a print campaign that used similar wording to that used in cosmetic and beauty advertising. The same indulgent oversell of the benefit in the copy sits neatly next to the explicit renditions of beauty in the the true Manga form.

AMSTEL LAGER

RUSH

​Slow Brewed. Extra Matured. A line that speaks about this beers premium qualities through it's attention to detail and slow brewing process to create a truly brilliant beer. To highlight the benefit of this claim, we turned things on there heads and sped the world up a little. A classic tale of nothing great comes from rushing.

DOVE

DOVE INTENSE REPAIR

“Real Beauty”, Dove’s global positioning was a big problem in Asia. A global campaign had just bombed as Asian women don’t find freckles, fat rolls, older ladies and gaps in teeth to be very persuasive. To launch a regional hair care campaign across SEA we had to look at real beauty another way. In the ladies personalities. We still cast real woman (which means no models) but ensured we focused on their engaging personalities.

Meet “Angel”. A Filipino woman with a sassy attitude, and short hair!

AND THEN CAME “CARROTS”.

In the follow up campaign we pushed the “Real Beauty” aspect even more, casting a young lady with Orange hair. Her personality matched her hair colour, giving Dove a breakthrough attitude and tone of voice.

WE TOOK SASSY TO PRINT

We brought the “Real Beauty” aspect to life in print, allowing the women to demonstrate a little bit of their own personality and flare, while still showing beautiful silky hair.

AND ONTO SOCIAL MEDIA…

The World’s Smoothest Flick. An activation led initiative that delivered on social media. Consumers were invited to upload a video of them flicking their gorgeous hair. We took all those clips and spliced them together to create a seamless flick of beautiful hair. Each individual flick was posted on the consumers FaceBook page with a link to the “longest flick” film.

H&R BLOCK

FASCINATED BY NUMBERS

The premise or as you might call it, the truth is that most people find filling in tax returns confusing, complicated and even boring. But H&R Block’s staff thrive on its complexities – which means you don’t have to.
While the general population is often overwhelmed by the idea of tax, H&R Block consultants love it. They love numbers, the love how they work, how you can play with them, and more importantly how those numbers can actually benefit the public. You need to be fascinated by numbers to see the potential it allows.

INSTORE POSTERS

We loved how if you jumped into a H&R Block employees brain, and looked at the world, what a different world it would be. You don’t just see a Koala Bear, or the Universe… You see it in numbers.

It was a great way to take the most boring subject “Tax” and give it a little personality.

DOC MARTENS

It all started with a line…

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“Surprise him in a little black lacy number” - written by the master of writers Mr Dennis Hoines.

I was a junior Art Director who had just joined The Jupiter Drawing Room, and was desperate to get my career started. So I stole the brief off the desk of the Senior Art Director late one night, and got to work.

Dr Martens was launching in South Africa, but they did not want to be associated with the bovver boys from London, but wanted their boot to be aimed more mainstream.

Our idea was to create a campaign to show that the heavy duty man's working boot could also be worn as a fashion item by women, with all the attitude and sass of the Doc Martens brand.

A LIVING Outdoor EXPERIMENT

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Live outdoor sites were used to help further entrench that Doc Martens attitude. Sites were identified in the Johannesburg area and in week one the "Docs Kick Butt!" slogan and motif were introduced. The outdoor was a living canvas for students and members of the public to contribute to and help magnify our message.

This was a version of social media back in 1994.

HELLMANN’S MAYONNAISE

LET’S START WITH A DRIZZLE OF SALAD DRESSING

The launch of the New range of Hellmann’s Salad Dressings was a great opportunity to do something new and fresh. The thinking was, that if you had to visually show all those salads and then drizzle some salad dressing on top, they would pretty much look the all the same.

So why not deconstruct them. Not only does it show of the ingredients beautifully, but it also demonstrates that Hellmann’s truly loves their products and respects the produce they place them on.

This was an amazing shoot to be on. Slow and fidgety, but so rewarding as the totem poles of products rose. Shot after shot after shot, as we photographed each layer as we built the stacks.

AND MOVE ON TO THE REAL THING.

Unilever Food Solutions and Hellmann’s needed to talk to the customers. The chefs. But the product packs they were leaving behind were no longer having the desired effect. We convinced UFS to start a far better conversation with the chefs, by using chefs themselves. Stories from real chefs about real business challenges and successes were created.

Hellmann's Real Mayo is the real deal. Hellmann’s never saves the day, and are not the hero. The chef or owner is. What Hellmann’s does is help them create better tasting dishes and with that make more money.

We gave the sales guys a far better tool to start their sales pitch with. A genuine conversation with one of their own. Chefs talking to chefs.

SAFEGUARD

LIQUID HAND SOAP

Safeguards Liquid Hand Soap is clinically more effective than other hand soaps, so you don't need to wash your hands every time you touch something.

They way we demonstrated that, was with a basin that thinks it knows best.

DSTV

THE CHOICE IS YOURS

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With over 60 Channels of brilliant entertainment, DSTV was the only pay to air channel where you got such a wide choice of entertainment. As part of the on going brand campaign, we used the negative impact of not having a choice to highlight our unique benefit...Choice.

What if everyone was called John?

ARRANGED MARRIAGE

What if an traditional Indian arranged marriage could be turned on it's head, and the unlucky bride to be, ends up being the one with the power to choose and get what she wants.

PRINT WORK AND CAMPAIGNS

DIROL - DENTAL CHEWING GUM

JELLY CAMS - BELIEVE

A beautiful insight into a child’s mind, and the reality of life. Jelly Camera’s made for kids. How often has your child taken your camera or phone and gone of on a shooting spree? Plenty. Only for you to discover all these amazing pictures taken from their perspective. A lot of fun from a camera that allows children and parents into their wonderland.

5FM MUSIC RADIO - DRIVE TIME

To promote 5FM Music Radio’s Drive Time slots, a simple visual collision was used utilising well known road signs and popular music bands (at the time they were).

RBK VANISH - STAIN REMOVER

The line “Finds stains faster than you can” talks directly to the product benefit of Vanish Stain Remover. Enzymes in the detergent actually seek out the fatty properties within the stain. Using a very decorative pattern as the background, with a real stain on the fabric, brings the idea to life.

DINU ABSORBANT KITCHEN TOWELS - GRAPES

To demonstrate the absorbency of a kitchen towel, you need to show how much it moisture it can suck up. Does turning a grape into a raisin count?