The Work 2022 Contenders: The Royals
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…
Coates: More than Hire
The Royals tackled people’s perceptions that Coates was just a hire company by transforming them into a full-blown solutions company – with a new brand platform, brand design, tagline and adapting the actual brand name to reflect this new position. The TVC turned the iconic Coates portaloo into a ‘Portal-loo’, whisking a young bloke on his first day around all the different ways the company can help solve industrial problems. We also refreshed the brand comprehensively with a new style guide and a new website look and feel.
Koala Furniture: The McGowan Sofa Bed
To celebrate the reopening of WA’s borders, we renamed Koala’s popular Cushy Sofa Bed as the McGowan Sofa Bed and reminded Australians that flexible furniture definitely has a place in our homes in this new era. The print campaign showcased the features of the McGowan Sofa Bed – withstanding large amounts of external pressure, retracting at the drop of a hat, and as expected, being extremely welcoming when open. When WA Premier Mark McGowan engaged with the ads in the media, we used artistic licence through an OOH execution to suggest the Premier was giving his namesake sofa bed a five-star review.
Wild Secrets: Disappointment
Our AWARD-shortlisted radio ads for Wild Secrets sought to address the orgasm disappointment of women, who orgasm 20% less often than men – providing a solution in the form of the Wild Secrets Satisfier Pro, designed to help women achieve quicker, more intense and even multiple orgasms.
MOSH: Fix it
Men love to fix things, so to get their attention on a subject they don’t like to talk about (their health) we hit them with TV spots for online men’s health clinic MOSH that “freeze” at the nine-second mark, to prompt them to try and fix the screen. And when they do, we serve them the real message: MOSH is “Men’s Health. Made Easy”. The ‘Fix it” campaign grew all brand health metrics and tripled topline revenues year-on-year without increasing customer acquisition costs.
MyState: Numbers & Feelings
We brought MyState’s brand positioning ‘The Human Way to Bank’ to life through a fully integrated campaign, tackling the needlessly complicated nature of banking in Australia – and showing that you can take control of your finances, but not at the expense of fun or living life. Because life is better when numbers and feelings work together.
Consent is a conversation
Having worked closely with sex positive brands, sexual equality and safety is a topic high on the agenda for The Royals. Consent is a conversation, our film on consent starring feminist author Clementine Ford, was picked up by Tinder and promoted nationally on their platform – increasing the message’s reach exponentially, in addition to the 2m-plus views on Clem’s social accounts alone. A young Royals creative team scripted, shot and released the film within days of the federal government’s now-infamous Milkshake video being taken down.
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.