The Work 2023 Contenders: Akcelo
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
McDonald’s: Mates make it Macca’s
Akcelo
During the worst labour shortage in over 50 years, McDonald’s Australia needed to recruit a record 14,000 crew members in just four months and overcome young Aussies’ negative perceptions of working at “Macca’s”. From our insight that people make the workplace, we launched ‘Mates make it Macca’s’ – an unmistakably Australian concept powered by local crew insights from around the country. All in all, the campaign helped Macca’s hire 26,311 new crew in the four-month window, smashing campaign targets and proving once and for all that burgers and fries don’t make it Macca’s. Mates do.
Tinder: The Big Rainbow Project
Akcelo
Over 100,000 LGBTQIA+ Australians live in regional areas, where vast distances and a lack of visibility can leave many feeling isolated. While hundreds of brands show up during Sydney’s annual Mardi Gras week, Tinder – the leading dating platform for all Australians – set out to connect and celebrate remote rainbow communities all over the countryside, permanently.
Inspired by over 150 ‘big things’ across regional Australia, we built the first inclusive monument for regional Pride. And through Tinder, turned it into a virtual destination that brought isolated Aussies together from every corner of Australia, connecting thousands who were previously too far apart.
PepsiCo Doritos: Redefine I’m Fine
Akcelo
1 in 4 young Aussies struggle with mental health and 70% aren’t getting the help they need. As a brand that stands for Bold Self Expression, Doritos wanted to get Gen Z talking about what’s really on their mind. The biggest barrier stopping them? Defaulting to “I’m fine” when asked how they’re doing.
In partnership with ReachOut, local creators and artists, we dramatised the secret inner monologue that goes on in our minds when someone asks how we are, to get people reflecting on their own feelings. All comms drove to a platform where interactive questions helped young Aussies check in on themselves. Because if there’s more behind “I’m Fine”… Be Bold. Reach Out.
PepsiCo Smiths: Return of the Gobbledok
Akcelo
To connect Australia’s oldest chip brand with the next Generation of chippie lovers, we brought back Smith’s Chips’ 1980s mascot the Gobbledok and turned him into a TikTok influencer, staying on top of trends, news and learning about modern technology.
Just like any influencer worth following, the Gobbledok began pushing his content to new heights – literally. On International Potato Chip Day, when the world news was talking about spy balloons, the Gobbledok launched a Potato-Shaped Spy Balloon of his own, getting all of Australia talking.
The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.