The Work 2023 Contenders: Special Australia

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

Virgin Australia: Middle Seat Lottery
Special Australia
Virgin Australia’s new brand platform Bring On Wonderful announced the ambition to make flying uplifting for all.

To prove this was more than just words, we needed to demonstrate our intent with real change. So we ran directly at one of flying’s most universally understood pain points – the middle seat – to finally make it uplifting, too.

The Middle Seat Lottery is a first-of-its-kind innovation aimed at making every seat on our planes wonderful – even the ones in the middle. It turned every middle seat on every Virgin Australia plane into a lottery ticket, with a chance to win unique prizes.Turning every middle seat into a new media channel supported by TVC, Social, OOH, In-Flight Entertainment, seatback cards, announcements, eDMs and a customized in-app experience. Despite only running in Australia, it sparked global conversation.

The Work 2023 Contenders: Special Australia

Uber Eats: Get Almost Almost Anything – long Disclaimer
Special Australia
Uber Eats get almost, almost anything these days. That’s only a little bit less than anything. So, to make people aware of their impressive selection, the brand ran self-deprecating posters with long disclaimers that listed almost everything they don’t deliver.

These posters ran in train stations where commuters had plenty of time to familiarize themselves with the brand’s shortcomings. This was a good thing because they broke the classic ‘8 words on a poster’ rule by about 1578 words.


Pepsi: Pepsi-verse scanner
Special Australia
Pepsi has always been the alternative choice. So we turned every Pepsi logo, from those on trucks to those itty bitty ones on promotional pens, into a portal to an entire media channel filled with better alternatives. With a simple scan of the logo you entered a seemingly infinite world that included 40 films, 20 influencer contributions, 1000s of UGC posts, filters, AR experiences, rewards and stuff that doesn’t even have a name yet. The Pepsi-verse changed on every visit, becoming an always-on escape from the conventional, accessible through an existing asset only we could own: the Pepsi logo.


The deadline for Campaign Brief’s The Work 2023 is Monday May 8. 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