Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
XXXX: Postcodes of Origin
XXXX were losing their heartland to a competitor and needed to reconnect with Queenslanders. We leveraged their iconic sponsorship of the Maroons during the 2022 State of Origin series by sacrificing their logo on the jersey sleeve and replacing these with the postcodes of each player’s home town. The bold gesture reignited Queenslanders’ passion and reminded them that XXXX gives a XXXX about them.
QT Hotels: Curious Currencies
After two years of COVID lockdowns, QT hotels opened their doors to the worst economic downturn in over a century. With both the hotel and its guests strapped for cash, QT needed an idea that would help to generate buzz and bookings without costing them, or their clientele. In a promotion as unorthodox as the hotel itself, QT invited guests to pay for their stay using an item of personal value. Over 600 curious currencies were submitted, with payments ranging from baby teeth to taxidermy and even the real life preserved uterus of a transgender man.
Furphy: What the Truck!?
You’ve heard the story of the beer truck that crashes, spilling its load for opportunistic locals to then scramble over each other to steal. Well, we did it for real. by installing a 7.8 tonne beer-truck between two skyscrapers in in Sydney’s CBD. The Truck literally stopped commuters in their tracks, with images of the billboard-in-disguise going viral within hours.
Koala: Bed Sofa
We all know that Koala are innovators in the home furnishings world, well now that innovation has been taken to a whole new level. Introducing the world’s first Bed Sofa. A sofa Bed you mean? Nope. A bed so comfortable, that it folds into a sofa, which is also so comfortable. We launched this innovative new range by asking other ‘reputable’ furniture brands if they sold a Bed Sofa and could match Koala’s innovation.
Menulog: State of Origin
When Menulog would launched the new Katy Perry TVC in the first game of the State of Origin rugby series, unfortunately footy-loving fans didn’t like it so much and there was an immediate backlash on social media. Menulog couldn’t risk annoying viewers further by playing the Katy Perry ad in the remaining games so we would need to give them an alternative solution, but only had 2 weeks before the next game and had very little budget. So we created 3 films in this mini series, each featuring something we knew they’d love – iconic former rugby legend Wendell Sailor performing very mundane tasks. Annoying Katy Perry ad, no. Did someone say Big Del brushing his teeth? Yas!
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.