Previous projects
CC & Dry — The Big Question
For over two centuries in Australia, beer has sat unchallenged on a pedestal. That is, until Canadian Club & Dry uttered five words Australians didn’t even know they were allowed to say: ‘I don’t like beer anymore’. (Credit: copywriter)
NRMA — Long Road
Contrasting with the finger-wagging and shock tactics of traditional Christmas road safety messages, a simple story and some gentle persuasion. (Credit: copywriter)
UBank — Real Estate Tips from the Terminally Ill
UBank was determined to challenge Australia’s hard-wired obsession with property ownership at all costs. To do this we sought advice from a group of people guaranteed to make us sit up and listen. (Credit: copywriter)
More recent stuff …
UBank — All I Need
A 45-minute TV show hosted by Andrew Daddo, and sponsored by UBank: a social experiment to see if we’d all be happier if we had, not more, but less. The show aired on Channel 7, and Foxtel's Lifestyle Home. Here’s the trailer. (Credit: copywriter)
IGA — Christmas
Shane Jacobson continues on his IGA shopping-trolley odyssey across suburban Australia, converting us all to the merits of shopping, independent. (Credit: copywriter)
Telstra — Be 'That' Business
Every small business wants to be ‘that’ business. A two-year, multi-channel creative platform for Telstra Business. (Credit: creative director)
Shoes of Prey — Store design
A concept for the first-ever physical store for Shoes of Prey, the celebrated customised shoe retailer (now, sadly, no more). The space, located in David Jones’ Sydney store, won Store Design of the Year at the World Retail Awards — beating off competition from a Puma concept store in Osaka and a Karl Lagerfeld flagship in Paris. The concept rolled out in Nordstrom stores across the US. (Credit: executive creative director)
The Guardian — campaign
The convention for newspaper advertising had been to focus everything on producing a big brand ad then, as an afterthought, dash out some quick and dirty ads for content. We flipped this on its head, focusing on great content advertising — that also built the brand. (Credit: copywriter/creative director)
Marmite — campaign
A campaign to celebrate 100 years of Marmite, and 100 years of its famously polarising taste. (Credit: copywriter)
Volkswagen — Surprisingly Ordinary Prices campaign
Described by the marketing director of Volkswagen UK as ‘the brief from hell'. He wanted a hard-nosed, results-driven, retail campaign that was also consistent with the famously understated Volkswagen tone of voice. (Credit: copywriter/art director)