The Work 2022 Contenders: DDB Group Australia
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…
Volkswagen Group Australia: The Ad Break Championship – GTI Hijack
DDB Group Australia
In Australia, car brands are the second biggest advertisers on TV. So, to launch the new Golf GTI, we did something to make sure people saw ours – we hijacked the entire ad break and turned it into a live gaming platform. We purchased the first ad in prime-time ad breaks and, using a QR code, let people launch an in-browser racing game via their phones. Players raced live against everyone else watching, for the exact length of the ad break. This turned a 30-second commercial into a 3-minute brand experience and made sure our ad was the only one people watched.
Volkswagen Group Australia: Road Horrors
DDB Group Australia
From parallel parking to distracted pedestrians, research told us 79% of road users were scared of something on the road. So, to launch the Volkswagen Tiguan and its range of new safety features we created a suite of tongue-in-cheek horror film posters, dramatising real road fears and showing how the Tiguan’s tech can solve them. We worked with a leading feature film poster design to create an art direction that gave the illusion the posters were legitimate film art, but retained our brand style guidelines and fluency across the rest of the campaign.
McDonald’s Australia: TikTok Sting Remix
DDB Group Australia
To celebrate Macca’s 50th birthday in Australia we handed over the keys to our iconic jingle for the first time ever. We asked 6 TikTok creators to remix the jingle, without any rules, and release them as videos on TikTok. Not only were these hugely successful, but we also turned each remix into an audio bed for anyone to use on TikTok. This resulted in 22,000 Aussies creating their own organic content using our branded audio, giving us over 9,000 hours of Macca’s branded content and a 35% increase in brand recall.
Streets Ice Cream: O’ is Me
DDB Group Australia
To mark the occasion of Bubble O’ Bill landing on supermarket shelves for the first time in history; in 2021, the autobiography the world had been waiting for, finally arrived…
The true-ish story of the man, the myth, the ice cream – Bubble O’ Bill.
This candid re-telling of his 35 years, O’ is Me, spans five chapters and chronicles his humble ‘billginnings’, the inside story on his relationship with older sister Jill, and many other famous milestones thanks to his fans.
Complemented by hand-drawn illustrations and photographs from freezers past, Bill’s autobiography is the perfect companion to summer days with family and friends.
Coles: Coles Easter ‘The Picky Koala’
DDB Group Australia
Coles values all Australians. Even the furry ones. So, to announce Coles’ partnership with Aussie Ark, Coles created a children’s book telling the story of The Picky Little Koala. A koala on a mission to find the right gum leaves amongst increasing deforestation and the threat of bushfires. The charming story reached #1 on the Apple Book store and has helped raise valuable funds for preserving and expanding koala habitats and reforesting eucalyptus trees.
The entry deadline for Campaign Brief’s The Work 2022 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.