The Work 2022 Contenders: Milk + Honey United

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

The Work 2022 Contenders: Milk + Honey United The Work 2022 Contenders: Milk + Honey United The Work 2022 Contenders: Milk + Honey United

James Squire: Ordinary Be Damned
Milk + Honey United
Ordinary Be Damned tells the extraordinary real life tale of James Squire, a man who possessed a chancer’s spirit that carried him from the bowels of a convict ship to the splendour of his own brewery – Australia’s first. In the 90 second film the brooding voiceover of Rory McCann, best known for his portrayal of The Hound in Game of Thrones, describes the undistinguished life of a common man of the 18th Century, but the visuals on screen depict a very different story, highlighting many of Squire’s audacious adventures. The campaign, which includes TV, Cinema, OOH, social and radio, connects the brand to the modern day drinker by injecting the satusful world of premium beer, which has become boring and predictable, with the authentic swagger of James Squire himself.

The Work 2022 Contenders: Milk + Honey United The Work 2022 Contenders: Milk + Honey United

Rosemary Health: Rosemary Feels Better
Milk + Honey United
Rosemary Health is a personalised online healthcare provider in Australia that allows patients to more easily connect with their health team including doctors, nurses, and pharmacists anytime, anywhere. Too often, the healthcare industry leaves people feeling worse for their interaction with it, not better, but by removing the pain points, Rosemary has made healthcare a healthier, happier experience. From the bespoke song to the charming characters, the launch film reflects this by making viewers feel better from beginning to end. Using the tagline “Rosemary feels better,” an indie-rock band, called ‘Fully Sick’, lists all the ways Rosemary feels better; from the convenience of staying home when unwell to having prescriptions delivered directly to your door. The humorous style, which extends to OOH, radio, social and performance digital, is a huge break from typical branding in the category. The lighthearted approach also makes it easier to connect with people around difficult or sensitive medical conditions, like acne, hair loss and sexual health.


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.