The Work 2023 Contenders: Bullfrog

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…


DIY Blinds: Change the Ugly
Bullfrog
DIY Blinds is one of Australia’s largest window furnishing retailers, yet they were relatively unknown. To help build awareness, we created a new platform that challenged category clichés and showcased their products in a fresh way. ‘Change the Ugly’ proved the power of a good blind to transform any space. This integrated campaign saw a series of beautiful, product-driven executions that avoided the tired lifestyle tropes and heavy retail ads of the category. But changing the ugly didn’t stop at the craft. We highlighted how DIY Blinds is changing the ugly within their industry, promising no pushy sales staff, imported products, lengthy lead times or clunky installation.


Crime Stoppers Victoria: #EvidenceDump
Bullfrog
The main barrier for Aussie teens reporting crimes was that they assumed it was a complicated process. When really, it’s as easy as sharing your photographic evidence online with Crime Stoppers. To prove just how easy it is, we created a social-led campaign that leaned into Gen Z’s habit of documenting their lives on their phones. Tapping into the popular photo dump trend, our six social films turned unassuming photo dumps into Evidence Dumps – photo dumps containing photographic evidence. Each Evidence Dump follows teens filming themselves being ‘baddies’ – until they accidentally catch some real ‘baddies’ in the background of their pics. By filming on iPhone, editing on TikTok and collaborating with a well-known Gen Z creator, we ensured everything looked and sounded like something you’d find on an FYP.

The Work 2023 Contenders: Bullfrog

Oxfam: Oxfam Trillion Dollar Bill
Bullfrog
To help Oxfam Australia engage Aussies on the issue of extreme wealth inequality, we needed to contextualise just how much wealth the 1% hold – and how it could be better spent. The Trillion Dollar Bill is a seemingly-endless itemised receipt documenting everything the world’s 10 richest people can afford to buy. It features 8.4 billion items, ranging from everyday purchases, to expensive luxuries like SpaceX flights and Post Malone’s diamond pinky ring, to real-world solutions to ending poverty, like global humanitarian aid and hunger relief.

VIEW THE CAMPAIGN

The Work 2023 Contenders: Bullfrog

Forged by VOW: Rewriting the rules of food
Bullfrog
Vow, an Australian cultured meat creator, needed a brand that could inspire innovations like a woolly mammoth meatball and the world’s rarest Japanese quail dumplings. With a strategy that positioned them as the renegades of food, delivering mind-expanding culinary experiences and challenging what people think food can be, Forged was born. The brand identity united Forged around their purpose – to rewrite the rules of food – and visually signalled to their culinary curious audience where to seek out these mind-expanding experiences.

The Work 2023 Contenders: Bullfrog

KIC: KIC IT YOUR WAY
Bullfrog
In a category built on expectations, aesthetics, and unachievable ideals, we partnered with health and wellness app KIC to evolve their brand positioning and embrace their mission: change the way women think about health and wellness. With this shared commitment, we launched 10 new KIC programs to support women in achieving their goals, meet them in new life stages and help them feel part of the KIC community. Complementing the programs was a new energetic brand system and tailored product experience, designed to motivate better health in an inclusive and inspiring way. KIC saw a 33% YoY increase in subscriptions and a 99% MoM increase in workout completions thanks to brand and product innovation that put a healthier relationship with health and wellness first.

 

The final deadline for Campaign Brief’s The Work 2023 is next Monday May 15. 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 ricki@campaignbrief.com.