The Work 2022 Contenders: BMF

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…

ALDI Australia: You Can’t Overcook Christmas
It’s easy to talk ourselves out of trying something a bit surprising at Christmas.
Something a bit new. A bit bonkers. It’s a big day. We don’t want to get it wrong, after all.

We decided it was up to ALDI to give everybody permission to swing big this year. The most overcooked campaign ever got Aussies to forget perfectionism and let loose. We enlisted the help of Darude and overcook his Standstorm anthem. Added as much neon, lasers, sherry, and fire as legally possible, then blasted this across every screen and airwave to set the mood.

You’ll never look at nan’s pudding the same way again.


The Sydney Morning Herald & The Age: Minds Wide Open
It’s nice to know what you know, but it’s more powerful to know what you don’t.

Journalism has never faced so many threats. From fringe media outlets, defamation action, and public expectation that news should be free; and too often we opt for news that confirms our beliefs rather than news that challenges our thinking for the better.

With this in mind, The Sydney Morning Herald & The Age needed a campaign that showed that fact-based journalism, diversity of opinion and fearless reporting is worth paying for. So in a time of rising closed mindedness, our new brand platform and campaign celebrated what our mastheads inspire every day: a more open mind. Offering balanced news in a category of bias.


Coca-Cola – Barista Bros: Catfish
‘Old’ Barista Bros wasn’t part of many iced coffee drinkers’ consideration sets. The brand felt too pretentious, and the product didn’t stack up from a flavour perspective either. We needed to stand out from the category and act in a way that got us noticed, got people talking about us, trying us and buying us.

How do you prove that the new taste of Barista Bros is more delicious? You ask an expert. And with 20x more tastebuds than humans, we rolled this idea out with an epic film featuring our finned friends, catfish disguised as a human on a quest to get their fix.

The campaign had epic results with increments in reach and smashed TV norms for recognition, engagement and persuasion.


The deadline for Campaign Brief’s The Work 2022 is Monday May 2. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email