AMAZON | GREEN SPACE PROJECT

AMAZON | GREEN SPACE PROJECT

OUTDOOR | DIGITAL | FILM | PRESS

OBJECTIVE | Online shopping is inherently more environmentally friendly than traditional brick-and-mortar retailing. How could Amazon demonstrate this reality while paying tribute to the dated retail environments of decades past, many of which it drove to obsolescence?

IDEA | Green Space Project - a brand campaign and CSR initiative combined. Amazon would buy decrepit urban shopping centres and dead malls in the CBDs of cities at a relatively low cost. Then, instead of redeveloping the space for commercial or residential purposes, the buildings are demolished and the land turned into fresh green spaces, sorely missing in today's concrete jungles.

EXECUTION | Designs are offered by elite landscape architects, with the one's receiving the most likes being developed and put to a public vote. A 24-hour live stream allows people to watch the demolition in real time, as well as a rapid transformation of the land into something special. Short films dedicated to the fallen buildings would evoke a bit of nostalgia, along with plaques and obituaries paying tribute to their part in retail history.

AMAZON | GREEN SPACE PROJECT

AMAZON | GREEN SPACE PROJECT

Website featuring a 24-hour live stream of the event until completion, starting with the spectacle of a dynamite implosion.

AMAZON | GREEN SPACE PROJECT

AMAZON | GREEN SPACE PROJECT

Dedicated to each fallen building, the films would take a detailed tour through deserted malls and shopping centres in their final days. The last shot fades to white (signifying a death), then cuts to green space (symbolising a burial). Arcade Fire's song 'The Suburbs' provides the tone and emotion to compliment the visuals, featuring lyrics that fit perfectly - "All the buildings they built in the seventies finally fall, meant nothing at all".

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SOCIAL MEDIA | NARCISSISM

SOCIAL MEDIA | NARCISSISM

DIGITAL | MOBILE | SOCIAL

BACKGROUND | The recent phenomenon of social media has brought us the age of digital narcissism - a world of endless projection of self and unlimited opportunities to exhibit. Studies have shown that the extent to which people use it both reflects and amplifies their level of narcissism.

In the future, it's plausible that governments will attempt to regulate social media use by providing psychological health warnings, and beyond that, social networks may engage in self-regulation. Either way, how could this reality be checked and managed online?

IDEA | Algorithms built into platforms like Facebook, Twitter, Instagram and Snapchat, alerting users about their excessive activity. Alerts would warn those who overindulge in posts, updates, selfies, tweets, snaps, check-ins, followers and friends - helping people, especially young people, approach the overwhelming opportunities that social networks provide with a bit more balance and self-awareness.

EXECUTION | Social health warnings are received via mobile push notifications and desktop alerts. People are then prompted to take action, discovering a campaign showing how to diagnose and treat their behaviour. Data is fed into a website and app to provide a real-time overview of the population's social media use - displayed through animated stats and graphs - showing where activity strays from the norm, and when it becomes a social health condition.

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ABSOLUT VODKA | EXCHANGE

ABSOLUT VODKA | EXCHANGE

EXPERIENTIAL | DIGITAL | OUTDOOR | AMBIENT

BACKGROUND | Absolut’s experiential marketing involves commissioning artists to create Art Bars and curate club-like events around the world. Instead of only catering to crowds that are partial to artsy nightclub spectacles, Absolut could execute a global strategy that recognised the social lives of average Millennial vodka drinkers. Many of whom buy it by the bottle, mixing and consuming drinks with friends at home, or at parties.

IDEA | Absolut Exchange - a global experiential campaign that encourages people of the world's great cities to swap their social lives for a week, taking each others place in their respective circle of friends to create a new social mix. Participants are able to experience each others cities and cultures from a more intimate perspective than conventional travel allows, as they cease to be tourists - having locals as their friends.

EXECUTION | After having met all of the criteria, people are interviewed and assigned to the social groups in each other's cities. Then, with a bottle of duty free vodka in hand, as well as flights and accommodation paid for, they're simply directed to have as much fun as possible. They're also asked to document their experience and share everything on social media. Eventually, a series of documentary short films are cut from the participants recorded content.

ABSOLUT VODKA | EXCHANGE

ABSOLUT VODKA | EXCHANGE

Website featuring an interactive world map. Rolling over each city displays a short overview, and clicking leads to a virtual tour. When left idle, the cities dots randomly connect to each other, one at a time, eventually looking just like the packaging.

ABSOLUT VODKA | EXCHANGE

ABSOLUT VODKA | EXCHANGE

Origin pages where people nominate an exchange destination. They lead to the chosen city's page, via a short animated visual on the world map showing the journey's flight path and distance. 

ABSOLUT VODKA | EXCHANGE

ABSOLUT VODKA | EXCHANGE

Posters in each participating city, displaying possible social mixes as if they were a cocktail recipe.

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ABSOLUT VODKA | EXCHANGE

ABSOLUT VODKA | EXCHANGE

A giant replica of an Absolut bottle, containing names from participating countries. A hidden mechanism at the bottom creates a whirlpool, mixing them up as they swirl in vodka.

NIMBLE | NIGHTLIFE SUPPORT

NIMBLE | NIGHTLIFE SUPPORT

MOBILE | ACTIVATION | AMBIENT

OBJECTIVE | Nightlife venue attendance has declined in recent years, so higher prices are discouraging people from spending before their payday. How could Nimble extend their service beyond business hours to provide loans that cover the ever-increasing cost of a night out?

IDEA | Nimble Nightlife Support - a mobile lending platform that operates throughout the night, assisting those in need of immediate recreational funds, as well as the struggling night-time economy. It's promoted and activated via a series of glow-in-the-dark stickers, tactically placed in nightclubs, bars, casinos, strip clubs and music venues.

EXECUTION | Phosphorescent stickers containing QR codes that are scanned to access a Progressive Web App. Each sticker features lines tailored to where it's placed, along with the hashtag #ToNimbleOrNot - allowing people to engage with other potential borrowers, to help them decide whether or not the loan is warranted.

The service is only viable within a framework of 24/7 payment processing and ethical short-term lending regulation. It would need to be limited and positioned as a rare convenience, as opposed to a lifestyle.

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MINI | COOPER 5 DOOR

MINI | COOPER 5 DOOR

EXPERIENTIAL | POS

OBJECTIVE | The Cooper 5-door is Mini's most spacious car to date, offering greater interior accommodation than its predecessor. How could the carmaker demonstrate the spaciousness of its new model in the showroom, knowing that Mini customers not only don't expect it, but probably couldn't tell from first glance?

IDEA | An echo chamber created inside the Mini Cooper 5-door, using a hidden digital echo kit and microphone connected to the car's speakers. Activated after customers close the doors for an interior inspection or test drive, their voices echo unexpectedly, as if they are in a much bigger space. It's intended as a light-hearted demo, in keeping with Mini's sense of fun.

REDHEADS | MARDI GRAS

REDHEADS | MARDI GRAS

OUTDOOR | DESIGN

The connection came from finding a few curved matches in a pack of Redheads.

REDHEADS | MARDI GRAS

REDHEADS | MARDI GRAS

Special edition curved matches for Mardi Gras, perhaps marking its 40th anniversary.

PRIVACY INTERNATIONAL | SURVEILLANCE

PRIVACY INTERNATIONAL | SURVEILLANCE

DIGITAL | OUTDOOR

BACKGROUND | Privacy International is a UK based charity that defends and promotes the right to privacy, exposing the secret world of government surveillance. With changes to laws that give ASIO essentially unlimited powers to spy on the internet, Australia is now also in the spotlight. How could PI highlight the erosion of digital privacy from this level of mass surveillance?

IDEA | YouTube pre-roll ads that use real-time data to inform messaging. A program responds when people choose to Skip. The time it takes to skip initially is announced, then the time it takes to skip again, and so on.

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COLGATE | SIMPLY WHITE NIGHT

COLGATE | SIMPLY WHITE NIGHT

PRINT

Ad for a whitening gel that's applied to teeth before going to bed. It takes about two weeks to be effective.

AMNESTY INTERNATIONAL | REFUGEES

AMNESTY INTERNATIONAL | REFUGEES

OUTDOOR | PRINT

Amnesty International are appalled by the Australian Government's treatment of asylum seekers arriving by boat, opposing the way the issue is used politically to play on insecurities. The ad is based on alien invasion film posters of the '50s.