The Work 2024 Contenders: Special

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Special’s Top 3…

Dylan Alcott Foundation: Shift 20 Initiative
Special
Almost 20% of Australians have some form of visible or non-visible disability. Yet, only 1% are represented in advertising, excluding over 4.5 million Australians – and not truly reflecting our society as a whole. So, together with the Dylan Alcott Foundation, we created the Shift 20 Initiative, a collective of major brands making the shift towards normalising disability representation and inclusion. To launch the initiative, we united 13 of Australia’s biggest brands and worked with them to re-shoot and change their most iconic ads, replacing existing talent with a person with disability. The altered spots took over major TV networks in a coordinated media-first roadblock, creating immediate inclusion on a mass scale never before seen in Australian advertising. By challenging brands to commit to being more inclusive, we’ve started the shift towards true representation.

Pepsi Max: Tastes OK
Special
The ‘Tastes OK’ campaign, is the latest iteration of the established Pepsi Max ‘Tastes Better’ brand platform, highlights a design flaw that’s been hiding in plain sight in the name of the brand’s biggest competitor, reminding Aussies that food tastes better with Pepsi Max.

Uber Eats: Get Almost Almost Anything
Special
The campaign explores the chaos that would ensue if Uber Eats was actually able to deliver anything. Reminding Australians that almost, almost anything is actually enough.

The deadline for Campaign Brief’s The Work 2024 is Friday May 3. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email ricki@campaignbrief.com.