The Work 2022 Contenders: Wunderman Thompson Australia

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…

KitKat: Have a Bite
Wunderman Thompson Australia
The internet has shared some strong reactions to the more questionable ways people eat KITKATs. After all, the ‘official’ ritual has always been to tear the pack, break off a finger, snap in half, and enjoy it right? 2021 was the year that KITKAT and Wunderman Thompson finally acknowledge the controversial debate. So they took to TikTok and Twitter to simply pose the question: Is it so wrong to just ‘have a bite?’

In the first 48 hours of launch the campaign gained national press including the leading TV morning show, had 4.3 million views organically across TikTok and Instagram, and caught the attention of some very passionate KitKat fans with 70k + votes in a heated twitter debate


United Nations Development Programme: The Birds & The Bees
Wunderman Thompson Australia
Traditionally a talk for parents to have with their kids, this version of ‘The Birds & The Bees’ isn’t a story about how life is made, but how life on Earth can be saved. In partnership with the UNDP, Wunderman Thompson created a book to encourage kids to give their parents ‘the talk’ about why we need to phase out fossil fuels. Because only if we all work together, can we save the birds, the bees and this place we call home.

The book garnered 17 million earned media impressions, and now has 915k readers and counting.

The Birds and The Bees is now available in multiple languages, as well as two audiobooks – one voiced by Game of Thrones star and UNDP Ambassador Nikolaj Coster-Waldau, and the second by Melanie Zanetti from the International Emmy-Winning kids’ show Bluey.


Anglicare WA: The Cold Campaign
Wunderman Thompson Australia
In 2021, 9000 West Australians were experiencing homelessness as winter approached. With demand for support services spiralling, Anglicare WA needed to raise funds to provide homeless accommodation before the cold set in. Unfortunately, with so many charities constantly vying for donations, and the sea of messaging that comes with it, the public had become accustomed to ignoring them. But, humans are also empathetic creatures. And biological makeup cannot be ignored so easily.

To create empathy, Wunderman Thompson used the science of ‘temperature contagion’ – a scientific phenomenon where people unknowingly cool their own body temperature by up to one degree when seeing or hearing someone suffering from the cold. They put the talent into a commercial freezer set at minus 11 degrees celsius, wearing nothing but a t-shirt and shorts, inducing mild hyperthermia. Then recorded the TV and radio spots, as well as behind the scenes and making of content, to create The Cold Campaign. In 3 weeks, the campaign raised more than $233,000, becoming Anglicare WA’s most successful Winter Appeal ever.



The deadline for Campaign Brief’s The Work 2022 is Monday May 2. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email