Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…
Matilda Bay: Rejected Ales
To launch Matilda Bay’s perfect Original Ale, we released the 27 almost perfect brews that were rejected on the way to making it. Rejected Ales. The best beers you were never meant to taste. The beers were distributed in bottle stores around the country alongside the Original Ale and promoted through an outdoor campaign, consisting of adshells, street posters and fridges, where the cans themselves became media sites. Each execution told the stories of rejection that led to the final product; rounding errors, divine intervention, and all.
Discover the arduous yet rewarding journey at MatildaBay.com/RejectedAles
Belong: Book of Limbo
Australian telco Belong saw the iPhone 13 announcement as a chance to earn buzz and get SIMs into phones. So we solved a problem everyone experiences when they set up a new one. Phone limbo. That sudden moment of disconnection while all your data transfers over. The Book of Limbo is the first offline online wormhole, designed to keep you entertained while stranded between phones. It channels the internet into 120 pages of original art about whale poop, queen conspiracies and more – ending with a 80GB SIM to help you explore real, internet wormholes when your phone lights up again.
Belong: Love Song To The Internet
Lately, the internet has gotten a bad rap. Truth is, it’s a wonderful, wormholey place. From streaming hours of random content to joining forums about things that taste like blue, it’s where everyone belongs, no matter what you’re into. As a carbon neutral telco that’s all about inclusivity, Belong felt compelled to join the conversation. So, we wrote a 2-minute love song to the internet, then ran it at full length in radio spots across every major market in Australia to remind the nation of their true feelings for the web.
Belong: It Feels Good To Belong
Belong is Australia’s first carbon neutral mobile and internet provider. As the name suggests, it’s a brand that’s all about inclusivity and togetherness. ‘It Feels Good to Belong’ is a joyful celebration of that. A brand platform that goes beyond the rational, into the world of emotion, whimsy and internet-fuelled wonder. To launch, we created a film based on the phenomenon of pareidolia – the very human ability to see faces in objects. Proving that connection is everywhere, if you just look hard enough. And showing that no matter your size, shape, colour or creed, it always feels good to belong.
Petbarn: Petbarn Fashion
Petbarn wanted to show just how stylish their new autumn/winter fashion line could make real dogs and cats. There was just one problem. Real dogs and cats aren’t stylish. They sniff butts. And pee on poles. And attack their own shadow. And jump in mud. So we hired one of Australia’s top fashion photographers to turn all these compromising moments into incredibly fashionable ones. Just like they were shot by the paparazzi. Then, we acted like a serious fashion brand – leaking these pics online and canvassing the inner city with street posters.
Keno Tas: Play On
In Australia, everyone knows what Keno is. It’s like bingo with a different name. As much a part of pub culture as rump steak and cold beer. Yet the game’s familiarity was making it easy to look past. To re-instate Keno’s icon status in Tasmania, we didn’t need to educate people about it, we needed to celebrate its culture and players. And so ‘Play on’ was born. A new brand platform that puts Keno’s glorious punters right where they deserve: smack bang in the limelight. To launch, we created a 3-minute film based around the 3 minutes it takes between every game. And we ran it with 3-minute spots on peak TV – like the Olympic closing ceremony, the footy finals and the 6pm news. Making Keno unignorable once again.
Plenti: Destroy Your Dreams
Fintech lender Plenti has partnered with Howatson+Company to launch Destroy Your Dreams, a new campaign that aims to inspire Australians to stop putting their big ideas on hold and instead make them real. Destroy Your Dreams nods to the fact that more Australians than ever are using ‘inspiration boards’ on social media sites including Pinterest and Instagram, to plan their dreams. From home renovations and green upgrades to weddings and cars, many of these dreams have remained just that, living inside boards and not brought to life.
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 email@example.com.