Madeline Smith

Samsung had to grow its audience from ‘techy’ men and to appeal to the female market – so they decided to sponsor Netball.

Searching online it seems a good role model is hard to find. Iris positioned the netballers as the ‘positive choice’ role models and so the ‘#Rethink Role Models’ campaign was born. And the Australian Diamonds players, were the perfect ambassadors to bring this to life.

The campaign consists of 6 content films – one brand and 5 individual ambassadors’ stories – static and digital media, social media and search engine targeting to talk to women at all touchpoints.

With over 2 million views, the success stats on the campaign have been extraordinary and have had a huge impact across the community. My favourite being this article in Sprotette Magazine.  http://www.sportette.com.au/finally-commercial-women-sport-gets/

It's not only the punters who have been moved by this campaign, the work has picked up a swag of accolades including AWARD, Cannes, Spikes etc.

Love it when someone loves your work!

Up until now, vitamins have been a very generic category. Livvit is the first ‘personalised’ vitamin to launch in Australia. So we needed a develop a launch campaign to reflect their revolutionary spirit. We produced personalised labels, packaging, online brand videos, direct response videos and targeted social. Radical, right?

Stoneleigh Wines wanted people to understand the wild fermentation process used to create their premium Wild Valley range. Wild fermentation relies on the delicate balance of knowing when to leave nature to its own devices and when to harness it’s perfect creation. 

Introducing The Stoneleigh Project, an immersive gallery experience that takes consumers through the wild fermentation process. 'Comprised of flowing virtual rivers, ancient river stones, rays of sunlight and floating wild yeast bubbles. An installation inspired by nature’s wonder, each element plays a critical role in the formation of Stoneleigh Wild Valley wines. Featuring Susi Sie, mesmerising video projections inspired by Stoneleigh Wild Valley Pinot Noir delight the senses.'

Pushed out through social, using native, publishers, influencers and general public, with stills and films taken from the exhibition, The Stoneleigh Project had over 4,000 visitors during the 3 weeks it was open. It housed publisher events, private parties, launched a new publication, hosted private dinners and artists ‘happenings’ becoming the place to be seen for Melbournites. People got creative - playful and stunningly beautiful UGC generated thousands of pieces of sharable moments, all contributing to greater awareness of Stoneleigh’s Wild Valley Wines and their philosophy on wine making. I was the proud to CD this stunning and very successful installation.

Images c/o #stoneleighproject

TOURISM NORTHERN TERRITORY

TNT are in the unique position to offer the most opportunities to experience our indigenous culture first hand. Just as the country was opening up after COVID we launched the Culture Is Closer Than You Think campaign to encourage the domestic market to see and learn about 65,000 years of tradition by promoting the Aboriginal Owned and Operated tours. Off the back of this we have just shot for an upcoming global work.

TOURISM AUSTRALIA

Selling a country like Australia should be easy right? Not quite, with an escalating dollar Tourism Australia had to go after the the business market and position Australia as a prestige destination.  Between finding a unique setting for the much photographed Uluru, one of Sydney’s more dramatic storms while shooting on the Harbour and the grounding of Qantas on the day of travel, this was one of the more challenging shoots I have done. Thankfully the results were beautiful and campaign worked its pants off with a significant uplift in business travel to Australia.

Moccona Brand Platform

Following a successful pitch, we launched the new “me-time” brand platform for iconic coffee brand Moccona.

With the increasing demands of our over-scheduled lives and the lines between work and home continuously being blurred, a bit of time to yourself has become an indulgence. We created the Moccona's new 'me-time' brand platform to show that you can make a little "me-time" every time, you make a Moccona. The campaign included traditional media, social, digital and retail.

We were also tasked to refresh the brand visually, by making it more contemporary, while still retaining its European equity.

Moccona Decorative Jar

Leading up to the ‘me-time’ brand platform launch we created 6 decorative, collectable jars that began to establish the moment of ‘me-time’ that could be found in each cup of Moccona.

When Pernod Ricard wanted to launch their I AM GEORGE range of premium wine, they introduced us to the stories of George Wyndham and all that he overcame to become the father of Australian Shiraz. We were surpised that someone who had contributed so much to modern Australian culture was virtually unknown outside the wine industry. He had an inspiring story - and it deserved to be immortalised him through art.

Young Australian film makers are always on the hunt to tell authentic Australian stories so we teamed up with Brilliant Films and Georges own diary’s from the 1800’s, to bring his story to life. Five contemporary,  ‘cinematic portraits’ were created, to tell the story of an man who’s ‘boldness, wildness and intense relationship with the elements created a legacy’. 

We designed a campaign to engage with  young Australian audience. Firstly to use ambient media encourage UGC and generate intrigue around the elements he had to overcome. An Instagram a feed was curated with a visual anthology of his life that told snippets of his story along the way. The five short films were launched at a film premier ,online and cinema. Outdoor and ambient to get his story out there. At retail level, 30 second product ads, 10 second vertical videos and street posters were designed to drive to point of purchase. 

I AM GEORGE hopes to inspire stories to be told over a glass (or two) of wine.

For generations, Johnson&Johnson has been the brand that mums go to for their babies. To reinforce that support role with new mums today, we launched the ‘mum to mum project’.

Our social community were invited to upload their advice to new mums into a number of pre-designed tile templates to create a beautiful collage of heartfelt advice. This was also supported by a print and online campaign.

 The community judged the tiles and the best ‘tiles of wisdom’ were then made into beautiful muslin wraps and given to the Murdoch Children’s Research Institute for babies in need.

As CD on this project, I was 7 months pregnant with my first child when the brief came into the department. Needless to say, it was close to my heart.

Meet Mark, he’s here to let guys know that as much as they love their ‘dad bod’, it may not be the most healthy version of themselves. 

Government health messages can often be too serious and lack engagement. So the team at Society, created 4 content videos to follow Marks journey allowing us to deliver a serious message in a light hearted way. Say ‘See ya later toxic body fat’ and ‘hi’ to a more active, healthy lifestyle for you and all the family.

There was about to be a new player in the new fashion mag game. And marie claire wasn't going to take its arrival lying down.

They wanted to take to the streets and remind people that they were high on style and high on substance. We came up with a campaign that brought those two elements together seamlessly. If you weren't a marie claire reader, you wanted to be. If you were, you felt even better about it.

When Neutrogena – known and trusted as a high performing supermarket brand - wanted to launch into affordable prestige, they developed Hydroboost – it looks like a prestige product, feels and performs better than one and has less than half the price tag.

 As CD on this project I helped guide the team to the ‘Overachiever’ positioning that gave us a platform to go head to head with Hydroboost's competitor.

We convinced the client to put resources from a tight media budget into an unbranded, teaser phase and the campaign was launched in print and online and PR. The  product reveal followed shortly after and when Hydroboost hit the shelves, it didn’t last long.

McChicken - The Middle Child

Australia’s 2nd fave burger has always been overshadowed by siblings - older Big Mac and cute little Cheeseburger. As a freelance creative back in at DDB, the task was to develop a brand platform to awaken McChickens army of supporters and bring it into the spotlight. Welcome to the world McChicken - The Middle Child.

A viral campaign was created that put McChicken and Aussie middle kids in the spotlight, winning loads of PR and awards and making McChicken the cultural hero of middle children everywhere.

McDonalds Dinner Box Launch

Dinner time. When the whole family gets to sit around the Macca’s dinner box and share their burgers.

Much more than that though – they get to share their stories about their day.

In this launch campaign, we added a playful Macca’s twist by letting the viewers see just how truthful the stories were. 

McDonald's Food Print

For McDonald's, the food is everything. They are always looking for new and interesting ways to communicate their product offering from fun ways of heroing the fresh ingredients to more classic, visual stories about quality.

McDonald's Lunch

With new healthy food options added to the existing core menu, McDonald's Lunch Deals are the perfect food for any mood. Launched through TV, print and outdoor and online - where, using your webcam and a facial recognition software it would generate you're own emoticon depending on your mood. This was then be shared through various social media channels. These posts even allowed us to captured the mood of the nation.

McDonald's World Cup

There were a couple of ways Macca’s celebrated their sponsorship of the FIFA world Cup. Firstly to accommodate the night owls they opened more stores 24 hours than ever before. And then for the dorky collectors among us, they released a limited edition series of fancy Coke glasses. These two spots nightlight both those in a playful Maccas way.

Le Petit Rose

When AnalogFolk were asked to launch Jacobs Creek (french style) Rosé in the Australian market their answer was clear - 'Oui Please'. And so a delightfully 'Frenchy' campaign was born. As freelance CD I flitted in and out of this project which consisted of 3 branded content pieces product photography, cinemagraphs and any assets you could possibly want to post on social media saying how much 'J'adore Le Wine'. 

Prosecco Spritz

Low budget, quick turnaround social posts don't need to look that way!!

Wild Turkey

Who would’ve thought? Wild Turkey. Plus Honey. Equals an amazingly smooth tasting liqueur. American Honey. The perfect drink to kick off the fun phase of the night. Where the banter between the guys and the girls begins. You know, that time of the night when it all becomes a little more sexy. A little more raunchy. Where anything can happen.

So how do we show this? We get the people to bring to life our hero ingredients. Quite literally.

It’s time to put your party heads on folks. The night is but a pup. So let’s release the birds and the bees. And in doing so, let’s give American Honey the starring role in the good part of the night.

Taking the new packs to the fans

New, fun-sized Tim Tam treat packs were about to hit the streets – and we wanted to get them into the hands of the people who wanted them the most. So, we packed a huge bus full and took off around the country. But instead of just visiting all the major cities, our hundreds of thousands of fans literally told us where to go via social media. Essentially, our bus was driven by ‘Likes’.

Geo-targetted Facebook posts meant that fans in the area could literally lobby for the bus to come to their town.

The battle between the fans in different towns was intense. The buzz when the bus rolled down the main street was overwhelming. And the Tim Tam Treat Pack supply on-board ran out quicker than we could ever have imagined.

The fan-driven bus together with PR coverage around Australia meant that the launch of the new small packs was actually anything but small. In fact, by the end of the tour we’d picked up tens of thousands of extra Facebook fans. And the sales results followed suit.

Fans take the bus to their loved ones

As well as directing the bus with their ‘Likes’, fans could also get the bus to do a special delivery to their loved ones. A ‘hello to nan’. A ‘thanks for rescuing the kitten, firemen’. And a ‘Sorry I missed your wedding’ were some of the messages that the Tim Tam bus delivered to Aussie families.

On Valentine’s Day – we even made it possible for Tim Tam lovers to personalise a pack to send to their lovers. And yes, we did it before Coca Cola.

Fans on the TV

To support the launch, we also put a national call out to our fans to give them the chance to star in our National TVC. Again, competition was fierce because the Tim Tam is so loved. But the stars were chosen, and it was lights, camera, action.

Bonds is an iconic Aussie brand. We all grew up with it. It just makes us feel good. And a Bonds hoodie makes you feel good because it gives you your own space. Personal space.

We did an outdoor campaign, featuring six age groups – from baby to adult – enjoying their space in their own way.

Then came the TV. With a client wanting the product featured for the whole time, how do you squeeze in an idea? How do you get people to jus t feel good about it? We told the story of a 16 year old girl and her first foray into love. Exactly what she needs personal space for.

It’s a sweet, lovely story. And  2 weeks after it ran, very few hoodies were still on the shelf. Ahh, a sweet story indeed.

We got a brief telling us that the right bra can change your life, and that 2 out of 3 Aussie women were wearing the wrong one. We just simply didn’t believe it.

So we got fitted ourselves.  And the weird thing was, not only were we in the wrong bra, wrangling our boozies into the right one actually did make us feel fabulous.

So something different was needed. Something well beyond just a bra ad. We needed to take this message and demo to the women of Australia. And so a mobile fitting room in the form of a big red bus with with a bra on it was made and The Uplifting Tour of Australia began.

The demonstrations didn’t there.

For Sports Bras we sent 40 women on space hoppers to ‘beat the bounce’ for the 14km City2Surf. The non-bouncing boobs were a media and crowd favourite.

The battle to get the fast food dollar was in full swing – and to make sure they got a bigger slice of the market, Domino’s had been bunkered down, developing a new range of products. There were going to be fresher ingredients, and more variety. But of course, the Domino’s big heart, big fun spirit had to be central. They didn’t want to sound all zhuuzhy or fancy – even though they had more quality dishes on their menu.

In order to convince customers that Domino’s is committed to this fresh menu, we convinced Domino’s to release all their products at once, instead of drip-feeding a new product every month. And to overhaul everything – from TV, to packaging, uniforms – even on-hold messaging. The only thing they didn’t overhaul was launch date, and it was full-steam ahead on the total brand revamp in an 8 week period. Oh, with Christmas in between.

PlayStation

Sometimes it's impossible not to take you work home with you. This is exactly what happened when 'shouty ad guy' heard about the great PlayStation Hotpack deal, l he couldnt wait to tell the family. Instore POS was created to support this TVC.

Cup-A-Soup

Cup-A-Soup always does things with a bit of personality. So, when it came time of a campaign to get people to choose it as their afternoon snack, we decided to quite literally, bring that personality to life.

The main benefit of choosing Cup-a-Soup over something like a chocolate bar is that you don’t get the sugar highs and lows. You are always on your game. So much so, it’s like you have a Wingman 

3 Mobile

3 was a tricky telco. It wanted to go head to head with the big guys, but it doesn’t have the budget to do big brand ads like they do. Every ad needed to sell a product and the brand. 

So when it came to working out a long-term brand strategy, we thought the strongest way forward was to isolate the human behaviour that went with each product benefit. And because we never lost sight of what the real, genuine benefit was for each ad, it was a brand that people could relate to. People could laugh with. And more importantly, people liked.

Here's a couple of my faves.

Nissan

How do you get a small car on the shopping list of women in their early 20’s – when it’s not a cool brand and it’s not a cool car. In fact, the only thing the brief said about the car, was that because it’s probably a step up from what these women were driving at the moment – it’ll make them feel good when they drive.

Gee, thanks.

To have a bit of fun with it and to get people chatting about it, we decided to use someone who women recognise as someone who knows how to feel good. Really, really good. Enter Kim Cattrall. And enter young women into Nissan dealerships all over Australia wanting what she’s having.

Melbourne Arboretum - CD for strategic brand discovery and identity design

Lilac and Willow - Design and illustration

Flitterwig Trilogy - Award winning book cover design

Bürgen Gluten Free - Tasty gluten free bread is a myth! Not any more thanks to Bürgen. Concept and art direction

Sheridan - Moments In Time - instore stories

Stilo - Branding and site design

Cycle Seen - Concept and design

CIA - Design and illustration