The Work 2023 Contenders: Ogilvy Australia
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
Whitelion Youth: The Loudest Call
Whitelion showed Australia the scale of youth homelessness by making the country aware of something else that’s just as invisible as the young on our streets: the payphone.
It’s easy to ignore 46,000 homeless youth. It’s much harder to ignore 15,391 payphones ringing out at once.
By reaching all 15,391 payphones across Australia at the same time, one audio message raised $76,000 for Whitelion.
It’s easy to ignore 46,000 homeless youth. It’s hard to ignore 15,391 ringing payphones.
KFC Australia: Left-Handed Drumstick
KFC needed something innovative to get people on their new app. So, when we discovered that 11% of Australians were left-handed, we saw our opportunity to turn our iconic drumstick into something new. Enter, the Left-Handed Drumstick.
Media placements had a connection to the left side of life. Like Spotify ads using only the left speaker and a left-handed VO artist. Or Tinder where we encouraged users to eat left, even if they swipe right. The Left-Handed menu boosted app downloads by 54% with 100,000 new installs and items selling out in minutes.
KFC Australia: Degustation
Food critics will never say nice things about the quality of KFC. But who cares what food snobs think. Because now food influencers are the new food critics.
So KFC created a new type of restaurant just for them – a Social-first restaurant. A restaurant where every detail was designed specifically for their Social feeds. So it was almost impossible not to share their experience.
To make it happen we took KFC’s products, and with the help of a celebrity chef, created an 11-course degustation menu that looked as good as it tasted #nofilter.
ING Australia: Good Finds.Market
Good Finds. The buy-now, fast paced e-commerce experience is wreaking havoc on our planet.
As Australia’s most progressive bank, ING wondered what would happen if instead of feeding the wheel of commerce, what if we slowed it down a little? Could we find a more sustainable commerce model?
Good Finds is an experimental Digital marketplace that’s only open on Saturdays and features small sustainable Aussie businesses in a world that more resembles the slow-commerce landscape of a farmers market.
And it’s just the beginning.
AAMI (Suncorp): Fansurance
How AAMI insured the uninsurable – the happiness of every Aussie Rules Footy Fan. AAMI, Australia’s biggest insurance company, and major AFL sponsor, knows how much Aussies love footy. For many it’s like a religion. But where there’s passion, there’s also mishaps, which can spoil the experience. So, AAMI created a new kind of insurance. AAMI Fansurance insured fans against anything, literally anything, that got in the way of enjoying the game. Dropped pie, spilt beer, lost ticket, now you’re covered. Not an AAMI customer? No worries. Every single fan could instantly claim $100 for any off-field mishap via their mobile.
Cadbury Freddo: Look Outside Guide
Families spend less time out in nature than ever. Australian children spend an average of 2.5 hours a day on screens, with 71% spending under 1 a day hour outdoors.
To get families off screens and into nature, Cadbury Freddo created the Look Outside Guide. An activity book printed with UV ink that is only revealed when exposed to sunlight.
It features engaging, multi-sensory activities designed to reconnect children with the environment. Crafted by a First Nations illustrator and made with recycled stock and vegetable inks, this carbon neutral book is built around nature, to get kids back into it.
Cadbury Freddo: Look Out Beats
Kangaroos are responsible for 9/10 reported car accidents involving animals in Australia. There’s no alert system for roos. And roadside warning signs are ignored by drivers.
When kangaroos sense danger, they thump their paws on the ground. Freddo, a brand with a long-standing connection to wildlife conservation, harnessed this warning signal to create Look Out Beats. A music track that features the foot thump to protect roos and drivers.
We transformed warning signs with a motion sensor device that detects cars, triggering the song to deter kangaroos. It simultaneously plays on Spotify to warn drivers entering animal collision hotspots.
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 email@example.com.