H&R Block urges Aussies ‘Don’t wing it, Ka-ching it’ this EOFY in new campaign via The Works
With millions of Aussies set to miss out on potentially millions of deductions when completing their tax returns online, H&R Block is encouraging them to ‘Don’t wing it, Ka-ching it’ in an integrated campaign from The Works, part of Capgemini.
Drawing inspiration from the sometimes bizarre and offbeat Japanese game shows, the commercial sets out to dramatise how H&R Block can take away the stressful and often confusing process of completing your tax returns, while maximising deductions to ensure you get the maximum refund you are entitled to.
The fictitious ‘Wing It’ game show provides the backdrop for an unsuspecting taxpayer trying to complete his return on the government portal, at the same time as being confronted with a series of terrifying obstacles such as the ‘Deducti-balls’, ‘Adjusted net income’ and ‘Capital gains canon’.
The campaign includes a 30-second commercial with a 15-second cut down, radio, digital, OOH and an Instagram-based social game with media by PHD and PR from Candid Communications.
It takes years of training to become a tax expert – you can’t just ‘wing it’. That is why the team at H&R Block are passionately committed to help clients maximise their tax returns. With over 50 years of experience, they help clients with expert knowledge and personalised advice, supported by a range of service and product options tailored to suit your needs and budget.
Says Damian Pincus, creative partner at The Works: “This campaign is something of a departure to traditional tax advertising. We wanted to bring a sense of fun and excitement into the work and clearly show that while doing your own tax online is a tempting option, it’s not worth winging it and missing out on money you’re entitled to.”
Says Louise Cummins, marketing and digital innovations director at H&R Block: “Research shows a quarter of Aussies will make mistakes while doing their tax return online, and 60 percent feel unsure of the entitlements they can claim. It takes years of training to become a tax professional, so we shouldn’t play games and think we know better when it comes to doing our taxes.”
South Australian directing duo Dinosaur, creators of the SBS and Netflix global cult hit comedy show Danger, and production company Hooves collaborated with The Works on the commercial.
Play the Instagram lens game (for mobile only)
Client: H&R Block
Marketing and Digital Innovations Director: Louise Cummins
Managing Director: Brodie Dixon
Agency: The Works
Creative Partner: Damian Pincus
Creative Director: Guy Patrick, Nathan Bilton
Art Directors: James Gillespie, Nathan Moore
Copywriter: David Arns, Jermaine Rowe
Strategy: Caroline Ghatt
Managing Partner: Kristie Thistlethwaite
Creative Project Manager: Kirsty Judges
Agency Producer: Honae MacNeill
Media: PHD
Public Relations: Candid Communications
Production company: Hooves
Director: Dinosaur
Sound: Rumble Studios
19 Comments
This is lit but not in a good way.
H&R Block have done some ok work over the years. This most definitely sits at the bottom of the pile. Mainly due to a lack of idea.
I dunno, there’s a pretty clear idea in there no? I mean, it’s screaming at you.
There’s an idea, that much is clear, but perhaps you just don’t like it. Yes it’s cheesy, but the message is clear: DIY your tax and fall victim to the pitfalls- or use a tax agent to get the refund money you’re entitled to.
Lame.
Possibly could have been interesting but just comes off as obvious, trashy and cheesed out.
Amateur hour.
Cheesy and over the top is definitely what they were going for! Love it, something to make everyone smile this tax season.
but i’m into absurd stuff like this. Can i get my refund from the claim claim?
Like the edible cheese, there’s good cheese and bad cheese.
And this ain’t absurd, it’s obvious, as in boring.
This rules.
What’s the insight or link to the game show? Just because? Who needs an idea when you can just go full kooky.
…Don’t wing your tax. The game show is called wing it – seems pretty smack bang in the face to me.
This is hilarious, well done every at The Works
This is funny as hell.
Kudos to the agency + prod co for getting this wild stuff over the line.
VERY GOOD
This is fromage. Stinky as..
If this is cheese bring some crackers and wine.
Back to you EDMs people.
The good work was done years ago by another agency.
Nah sorry, not funny and not wild. Colloquial fluff, trying to hard to be goofy.
Some harsh criticisms here. This is good. Made me smile and rang true.