Campaign Brief Creative Circle: What’s hot in May 2026?
Each month, Campaign Brief invites top creatives to choose one standout piece of Australian work made outside their own agency – a space to celebrate the fresh thinking, craft and homegrown creativity pushing the industry forward.
This month’s Creative Circle features Bastion Australia’s Simon Langley, Rasic and Partners’ Vanessa Zuppicich, Kerfuffle’s Hugh Gurney, SICKDOGWOLFMAN’s Siobhan Joffe, 2045’s Christopher McKee and AKQA Australia’s Katie Bird.
Simon Langley, Bastion
It’s rare these days to see OOH that really stops you and makes you think, makes you feel. This campaign is exactly that. By taking a symbol of love, stability and childhood growth in a caring family home, and placing it on the cold, lonely streets where homeless children are forced to grow up, creates a powerful and confronting contrast that’s impossible to ignore.
Client: We Are Mobilise; Agency: Droga5, part of Accenture Song; Media: Accenture Song; OOH Installation: Apparition Media; Muralist: Shaun Devenney; Photographer: Simon Harsent, Salt Moon Studios
Vanessa Zuppicich, Rasic and Partners
This spot caught my eye immediately. The record player and its live sound felt like a refreshing change in a landscape where so many commercials try to be loud to cut through. The reveal, seeing it playing on the roof of a Honda CR-V, was beautifully captured in a single shot. Well done to Kiku, the creatives and everyone involved.
Client: Honda Australia; Agency: Special; Director: Kiku Ohe; Production Company: Rabbit
Hugh Gurney, Kerfuffle
Telstra. Connect in more places.
Simple. Quiet. Charming.
A (probably unplanned but still) timely response to Vodafone’s campaign about covering 98 per cent of Australia. Cos, when you get to the top of that mountain in the two per-cent Vodafone don’t cover, you’ll probably want to text someone about it. Via space.
Onya etc.
Client: Telstra; Agency: Bear Meets Eagle On Fire; Partner Agency: +61; Director: Catherine Prowse; Production Company: Passion Animation
Siobhan Joffe, SICKDOGWOLFMAN
Aussies know the sun is not their friend. Yet, they continue to burn. The Sunburnt Car is an uncomfortable PSA that stops you in your tracks, reminiscent of the iconic ‘Meet Graham’. The skin-like leather interior makes my skin crawl… which is exactly the point. A loud representation of what we choose to ignore.
Client: mycar Tyre & Auto; Agency: TBWA\Eleven Australia; Director: Daniel Reisinger; Production: Bolt
Christopher McKee, 2045
Painting something as intimate as a child’s height chart on a street corner is a literal masterstroke. I felt an excruciating amount of jealousy upon first glance, the sort you seldom feel, but often yearn for. No shock tactics or over-explanation, just a beautifully simple idea that lands with outstanding clarity.
Client: We Are Mobilise; Agency: Droga5, part of Accenture Song; Media: Accenture Song; OOH Installation: Apparition Media; Muralist: Shaun Devenney; Photographer: Simon Harsent, Salt Moon Studios
Katie Bird, AKQA Australia
I am really enjoying the latest iteration of the ‘off season’ campaign by Tourism Tasmania. It’s smart, authentic, playful, and aspirational. I love the juxtaposition of the super-stylised film and print with the raw quirks that come through the playful copywriting — ‘cuter the devil you know’ being a personal favourite. It’s one of those campaigns I wish I’d done, and demonstrates yet again the strength of the platform ‘come down for air’.
Client: Tourism Tasmania; Agency: BMF Australia; Director: Kyra Bartley; Production Company: FINCH
VIEW PREVIOUS CREATIVE CIRCLES HERE
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