The Work 2024 Contenders: TABOO
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is TABOO’s Top 3…
DFO: Those in the Know, DFO
TABOO
In January 2024 TABOO launched ‘Those in The Know DFO’, a brand platform to reposition DFO as the ultimate destination for accessible retail indulgence. The campaign celebrates discount shopping as a refined skill, spotlighting the savvy insiders who unearth hidden gems and seize unbeatable deals. With the ethos ‘Paying full price. NEVER, Shopping around. CLEVER’, the campaign honours those who personify ‘DFO’, transforming it into a dynamic verb—a symbol of savvy shopping.
Melbourne Racing Club: It’s Time to Re-Wild
TABOO
In 2023, Melbourne Racing Club sought to open the sport up to a wider audience. To drive engagement and reach new audiences, TABOO and East of Everything’s integrated campaign was designed to challenge conventions of horse racing and be unashamedly future-focused. ‘It’s Time to Re-Wild” was an open invitation to snap out of our collective post-covid malaise and embrace a vibrant and unexpected world of food, fashion, fun and racing at Caulfield. Renowned New York artist Spencer Gabor was chosen to create a colourful and fantastical world of entertainment, brought to life in high impact animation across TV, OOH, digital/Social, On-site activation.
The Split Second Film Competition / TAC: Gadgets
TABOO
The Split Second Film Competition was first created by TABOO and TAC in 2018 and has since had over 800 film concepts submitted by young Victorians. More than a competition, Split Second is an opportunity for young storytellers to make a difference in road safety through creativity.
In 2023 TABOO teamed up with The Sweetshop to nurture and produce the winning script ‘Gadgets’. This years’ brief was the most challenging yet: develop a script to promote vehicle safety and drive awareness of howsafeisyourcar.com. ‘Gadgets’ focuses on the importance of active safety features such as Lane Keep Assist (LKA), Auto Emergency Breaking (AEB) and Electronic Stability Control (ESC), by depicting an entertaining exchange between a spy and his seemingly innocent passenger.
The deadline for Campaign Brief’s The Work 2024 has now closed. If your company entered The Work and would like to showcase your work in our Contenders series please email ricki@campaignbrief.com.