NICORETTE | ANTI-SMOKING

NICORETTE | ANTI-SMOKING

SURRENDER THE HABIT.

 

BBDO MALAYSIA, KUALA LUMPUR | AMBIENT | PRINT

OBJECTIVE | Nicorette's Nicotine Replacement Therapies double a quitter's chances of stopping smoking, but giving up successfully requires real willpower. The challenge was getting smokers to consider quitting for good - on a very tight budget.

IDEA | A cigarette made into a white flag of surrender by cutting the paper around the butt. They were simply placed in the sand of public ashtrays to look like a flagpole on a battlefield. 

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CONVERSE | CHUCK TAYLORS

CONVERSE | CHUCK TAYLORS

PAVEMENT OF POSSIBILITY.

 

MCCANN, MELBOURNE | ACTIVATION | OUTDOOR | SOCIAL

CHALLENGE | To celebrate 100 years of the iconic sneakers, Converse wanted to connect and engage Gen Z's in 3 key markets (Sydney, Mexico City and Cape Town). The goal was to extend the 'Forever Chuck' platform by creating content that could be used globally. Ultimately, it needed to have significant social reach.

INSIGHT | The world of Chucks is made of concrete - the street - and most people have left their mark on it in more ways than one. When you're young, the opportunity to write or leave a shoe print in wet cement can be irresistible. Perhaps because it will last forever, or maybe you just like being anti-establishment. In any case, the need to express individuality is always there. 

IDEA | Inspire a generation to see the pavement as a canvas for creative self-expression. In each city, notable street artists are invited to work their magic on slabs of wet cement. Half painting, half sculpture, the finished concrete pieces are then taken from the activation and used as outdoor and POS in Converse stores. It's all filmed for online content and amplified by social influencers daring Gen Z to get creative on the street.

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CONVERSE | CHUCK TAYLORS

CONVERSE | CHUCK TAYLORS

The aim was to start a social media movement that's tied to youth culture, encouraging users to see wet cement as a new platform for self-expression. Influencers would team up with Converse and take the lead, daring others to leave their own marks with shoe prints as personal signatures, to be photographed and posted with the hashtag #foreverchuck.

Gen Z customers could become creative brand advocates, whereby their markings on the pavement double as ads for Chucks that last for generations.        

      

ARNOTT'S | WAGON WHEELS

ARNOTT'S | WAGON WHEELS

THE BIG ONE'S BACK.

 

THE BRAND SHOP, SYDNEY | PRINT

Marking the return of the iconic big Wagon Wheel.

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WESTPAC | PERSONAL BANKING

WESTPAC | PERSONAL BANKING

VIP BANKING ON THE CORNER.

 

LAVENDER, SYDNEY | OUTDOOR

Posters in the CBD, promoting the opening of Westpac's newly renovated flagship branch on the corner of Market and Clarence Street.

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CENTRUM | MULTIVITAMINS

CENTRUM | MULTIVITAMINS

YOUR AURA CAN TELL.

 

WHYBIN\TBWA, SYDNEY | ACTIVATION | EXPERIENTIAL | DIGITAL

OBJECTIVE | Multivitamin advertising typically focuses on the physical benefits of optimal nutrition. Centrum wanted to look beyond the physical, to explore the link between body, mind and spirit - the very essence of holistic health. What could the metaphysical body tell us about ourselves?

INSIGHT | Human energy systems have layers of physical, mental and emotional elements that know exactly what they need for perfect health. Auras then express these truths by manifesting all colours of the spectrum at any given time, changing colour depending on the individual's wellbeing. Interestingly, electromagnetic photographic technology exists that allows for the imaging of the aura's dominant colours.

IDEA | The Aura Connect - encourage people to explore the human energy field by facilitating the photography of their aura. Part of the discovery would be learning to interpret the images, observing how physical wellbeing and optimal nutrition relate to one's mental and emotional health.

EXECUTION | Digital photo booths utilising aura imaging technology, placed in pharmacies first and foremost, but also in public spaces. People could seamlessly upload their aura images to smart devices and then to Centrum's microsite, which provides an interactive overview of the human energy field, as well as expert advice from holistic health professionals.

CENTRUM | MULTIVITAMINS

CENTRUM | MULTIVITAMINS

Microsite displaying aura photos in an interactive gallery. Images are highlighted upon rollover, as a brief interpretation appears. 

CENTRUM | MULTIVITAMINS

CENTRUM | MULTIVITAMINS

An interactive overview of the human energy field. Information appears upon rolling over each colour or chakra. A colour chart functions the same, offering a more detailed explanation. 

CENTRUM | MULTIVITAMINS

CENTRUM | MULTIVITAMINS

Private and public galleries of aura photos established on Instagram using the hashtag #youraura, prompting people to share their images and insights, or provide commentary.  

 

VISA | MICROPAYMENT

VISA | MICROPAYMENT

SKIP A FEW STEPS.

 

WHYBIN\TBWA, SYDNEY | PRINT

Visa took on PayPal with the launch of Payclick, delivering a straightforward micropayment processing system.

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VOLVO | NEW MODELS

VOLVO | NEW MODELS

WHICH ONE HAS YOUR NAME ON IT?

 

SAPIENTNITRO, SYDNEY | DM | DIGITAL

Leads Volvo customers to a personal microsite where they can explore the new range.

VOLVO | NEW MODELS

VOLVO | NEW MODELS

The personal URL appears under each sticker, surprising customers regardless of their choice.

VOLVO | NEW MODELS

VOLVO | NEW MODELS

A microsite featuring personalised plates on each car.

VOLVO | APRIL FOOLS' HOAX

VOLVO | APRIL FOOLS' HOAX

JOB ADS FOR HUMAN CRASH TEST DUMMIES.

 

SAPIENTNITRO, SYDNEY | PR

OBJECTIVE | Volvo wanted to lighten its image as a conservative carmaker by executing an April Fools' hoax, whilst reinforcing its reputation for world-class automotive safety. 

IDEA | On March 31st, Volvo job ads for human crash test dummies are placed in newspapers and posted on employment websites. Applicants have the opportunity to take part in a telephone interview on the morning of April 1st. These are recorded in a studio, then the best sound bites extracted to make a series of humorous radio ads. 

The next day, press ads highlight the April Fools' prank, drawing a connection between the willingness of people to apply and Volvo's pioneering of car safety. Applicants are thanked by receiving a free test weekend with any Volvo and entry into a draw to win it.

 

WWF  | CLIMATE CHANGE

WWF | CLIMATE CHANGE

THREATENS LIFE ON OUR PLANET.

 

BBDO MALAYSIA, KUALA LUMPUR | DIGITAL | AMBIENT | PRINT

OBJECTIVE | The World Wide Fund For Nature wanted to highlight the impact of climate change globally, compelling people to call for immediate action. 

IDEA | At the centre of the campaign are online films that explore how climate change will affect the planet's future, both if we don't act now, and if we do. Under each one, use by, expiry and best before dates roll backward and forward in sync with the visuals - suggesting that, ultimately, the outcome of climate change will be determined by our collective action.

WWF | CLIMATE CHANGE

WWF | CLIMATE CHANGE

Signs on popular beaches.

      

 

WWF | CLIMATE CHANGE

WWF | CLIMATE CHANGE

Stickers placed on postcards and travel brochures. Peeling them off reveals a message on the back.

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AGL | SMALL & MEDIUM BUSINESS

AGL | SMALL & MEDIUM BUSINESS

THE BOTTOM LINE.

 

MCCANN, MELBOURNE | OUTDOOR | DIGITAL

A national retail campaign highlighting AGL's energy plan discounts for small and medium-sized enterprises.

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AMDF | STAY IN BED DAY

AMDF | STAY IN BED DAY

STAY IN BED TO GET HER OUT.

 

WHYBIN\TBWA, SYDNEY | EXPERIENTIAL | DIGITAL | PRINT

The Australian Mitochondrial Disease Foundation needed to raise awareness and funds for the disease. Stay in Bed Day encouraged people to empathise with sufferers of the condition by staying in bed all day. They were prompted to share their experience in real time on Facebook and Twitter. Participants also uploaded content to a website which served as an online diary.

SABAI DESIGNS GALLERY | DELIVERY

SABAI DESIGNS GALLERY | DELIVERY

DELIVERING ARTIFACTS FROM ANOTHER PLACE AND TIME.

 

IN-HOUSE, SOUTHEAST ASIA | PRINT | DIGITAL | DM

Sabai Designs Gallery sources antique artifacts from Southeast Asian countries, including Thailand, Burma, Laos and Vietnam. They're sold internationally through an online gallery, with items meticulously packaged and sent to customers overseas.

 

SABAI DESIGNS GALLERY | DELIVERY

SABAI DESIGNS GALLERY | DELIVERY

Web banner leading to the gallery. Initiated by rollover, the artifact slowly appears, then a quick postage stamp and it's gone. Loops several times featuring items from different countries. 

SABAI DESIGNS GALLERY | DELIVERY

SABAI DESIGNS GALLERY | DELIVERY

Showcase of each collection sent to prospective international customers, including home collectors, interior decorators and antique enthusiasts. 

BRITISH COUNCIL | ENGLISH

BRITISH COUNCIL | ENGLISH

SORRY ABOUT OUR CANTONESE.

 

BBDO MALAYSIA, KUALA LUMPUR | ACTIVATION | AMBIENT

BACKGROUND | Giving non-english speakers a chance to learn English is a primary focus of the British Council in Malaysia. The goal was encouraging Chinese Malaysians to give English a go. The insight was that Brits who attempt to learn Cantonese often fail miserably, whereas Chinese Malaysians tend to pick up English quite easily.

IDEA | Fortune Cookies in Chinese restaurants, containing messages of good fortune with an unexpected twist. They're expressed poorly in broken Cantonese, designed to surprise a captive audience. Some words are missing or incorrect, although the sentiment is still clear. A line on the back explains it, affirming that the good fortune is learning English with British Council. 

COCHLEAR | YOUNG IMPLANTS

COCHLEAR | YOUNG IMPLANTS

HEAR LIKE YOU'VE NEVER HEARD BEFORE.

 

WHYBIN\TBWA, SYDNEY | PRINT

Cochlear are world leaders in providing implants for young children with severe hearing impairment. The campaign targets their parents. 

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SMART | FORTWO

SMART | FORTWO

ONLY NEED HALF THE SPACE.

 

BBDO MALAYSIA, KUALA LUMPUR | FILM

BACKGROUND | Finding a parking space in central KL can be difficult, as more locals are driving than ever before. Smart needed to demonstrate the relative ease of parking a fortwo in this environment, where conventional car spaces are scarce. On a small budget, how could they highlight the one benefit that would attract Malaysian drivers?

IDEA | Half a spot - using only half the TV, cinema, or YouTube screen space. Over 10 seconds, the Smart fortwo is driven in and out of frame to showcase its exterior, before being parked.

WRIGLEY | SKITTLES SOUR

WRIGLEY | SKITTLES SOUR

SOUR THE RAINBOW. 

 

BBDO MALAYSIA, KUALA LUMPUR | OUTDOOR | POS

Poster playing on Skittles rainbow mantra.