Brief

A new AWS (Australian Warning System) was developed to help communities understand what they need to do to stay safe in response to emergencies. Our task was to develop a community education initiative for the new AWS, aimed at Victorian families, covering bushfires, floods, severe weather, extreme heat, and cyclone emergencies. With no budget for paid advertising, we needed to create engaging owned content to raise awareness and resonate with families.

solution

Get to know the signs underscores the simplicity of AWS, making it accessible to all ages. We leveraged storytelling and brought the signs to life as quirky characters, producing picture books of the signs in grown up situations.

In each story our characters face unfortunate weather events, putting plans and each other in danger. As they navigate the tricky scenarios, our characters get to know the personable warning signs, teaching them that staying safe is as easy as well…advice, watch and act, and emergency warning.  The campaign featured some of the greatest storytellers in Australia, Justine Clarke and Melanie Zanetti, who featured across social videos and radio.  To ensure our campaign spoke to as many Victorians as possible, we worked directly with our network of translators and community leaders to localise the stories and assets into five languages.

https://ausws.emergency.vic.gov.au/index.html

Credits
Senior Art Director : Nathan Barrow
Copywriter : Lauren Brown
Designer : Tina Tran
Illustratiors : Cam Suarez, Tina Tran
Animation : Ed Rocha
Motion Designers : Roberta Ramalho & Xiaohong Jiang
Sound : Adam Dixon-Galea
Director : John Sheedy

Brief

Although the airforce is seen as the most elite service within the defence force, applications to become a pilot have been steadily declining due to a number of reasons. One of the reasons being a general misconception that only those that come from privileged backgrounds are able to become pilots. Our brief was to demonstrate that anyone who applies themself can have a rewarding career in the airforce.

idea

Utilising the latest physical and neuro-science tech, we pitted one of Australia's best tennis players against some of the best pilots in the world in a battle of physical and cognitive stamina. We set out to uncover what makes someone the best at what they do to prove that making it as a pilot in the airforce comes down to skill and determination, not luck or privilege. The video was played in Rod Laver arena during the Australian Open, featured in broadcast on Channel 7 and ran across digital and social platforms throughout the tournament. 

Airforce Creative Team
Senior Art Director : Darragh O'Connell
Designer : Tim Hobday
Tech lead : Erik Hallander
Video Production : The Story Lab

Brief

We were briefed to raise awareness of Seek Profiles, a tool that helps employees who are searching for a job at various stages of their career. By creating a Seek Profile employees receive updates on the job market and enable employers to find them with the right opportunities. The campaign ran in two phases and our first task was to educate job seekers that there was a new way to show off their skills. During the second phase of the campaign our task was to demonstrate the benefits of Seek Profiles.

Solution

Show off your skills. We all like to think that our CV’s are unique, but after a quick bit of research we discovered that majority of Australians are using the same tired clichés to describe their strengths. Attention to detail, goal orientated, creative problem solver and self-motivated to name a few. To communicate that there are different ways to show of your skills, we imagined how you might demonstrate these skills through interpretative dance. As well as creating targeted videos, we also created a complex matrix of dynamic display ads to support the campaign. Our first campaign was a huge success and seen by more than 3/4 of Australia's working population, leading to us producing another round of content 3 months later.

Credits
Senior Art Director : Holly Langford
Senior Copywriter : Luke Falkland-Brown
Copywriter : Jenny Foster
Director : John Pace

BRIEF

Target small businesses with video content to promote Sensis as the expert in digital marketing solutions with business offerings including SEM, Mobile Optimisation, Yellow Pages listings and social media.

SOLUTION

Don't ask Susan. We created a character that represented the antithesis of Sensis. Susan was once the owner of a pumping marketing agency in the 90’s who thought “this internet thing is just a fad”. While she was once able to bluff her way through, it is now getting harder for her to hide the fact that she has fallen behind the times. We produced 7 videos in total that see Susan get more and more desperate to regain her former glory with the help of her assistant Michael.

Credits
Art Director : Lauren Moran
Copywriter : Fraser Nelson, John Pace
Director : John Pace

BRIEF

We were asked to tell the story of how the Dulux colour trends inspired leading Australian creatives to transform their space.

SOLUTION

We delved into the workspaces of the creators to gain insight into their process and how the color trends sparked inspiration. Recognising that some artists worked with tactile and non-visual mediums, we used music as a storytelling device. Collaborating with minimalist music artist Somni451, we crafted textured backing tracks that complemented each artist's story, adding depth to their narratives.

Credits
DOP : David Rusanow
Music : Somni451