Advertising
As an agency copywriter, I’ve lent my words and ideas to a bag of brand campaigns, the formats of which include press, digital, social, TVC and fully integrated, and the brands of which include those listed below.
Schiavello
#ThinkInsideTheBox
Earlier this year the Cyclone Creative team won the job of getting tails wagging about Schiavello’s new product — a collection of soundproof booths titled the ‘Focus Quiet Room’ series. While it’s easy to get people frothing over beautiful furniture, we saw an opportunity to crank the brand’s reputation up a notch with a humble (but clever) social media campaign.
Using a high-end 60s visual treatment and a high-fashion feel, overlaid with a thick layer of satire, our campaign positioned the product as a sweet reprieve from modern office chaos. One that invited office workers to #ThinkInsideTheBox and find their focus with a simple and stylish office upgrade.
You can watch each of the three social videos here, here & here.
Or, alternatively, view the full Cyclone Creative campaign.
Woolworths Metro
Two Seeds Coffee
Coffee and Woolies snack runs are largely what powers the Cyclone agency, so it seemed only right that we help Woolworths change perceptions about their new Two Seeds coffee.
While barista-made and richly blended, it seemed metropolitan Aussies were still reaching for the fancy café stuff, even it was more expensive and less convenient — it was our job to get them reaching for Woolworths Metro coffee instead.
With particular focus on the rich provenance of the blend, we ideated and produced a fully integrated digital campaign that sought to drive a more premium perception amongst coffee drinkers that would in turn drive more feet through doors of Australia’s Woolworths Metro stores.
View the full Cyclone Creative campaign.
RMIT University
Change of Preference
The ATAR release period can be both an elating and devastating time for school leavers. In 2019, RMIT wanted to let these youngins know that regardless of their ATARs, they could find a way to their dream degree at their globally ranked university.
Taking the form of an evolution of their previous ‘What’s next…’ acquisition brand piece, our Cyclone campaign urged students to make the most of their futures and ‘Maximise What’s next…’ at RMIT through the use of inspiring ad collateral. This included the use of interactive affirmations overlaid against heartening student footage. Together, this combination showed prospective students that RMIT is more than a university — it’s a community; one we can all thrive within.
View the full Cyclone Creative campaign.
Hey You
Screw the Q
Hey You is an emerging Australian queue-skipping, food and drink ordering app. They approached our Hedgehog creative team, having already captured the Sydney market, to help them make a real splash in Brisbane.
Together, the Art Director and I hit the proverbial drawing board and came up with the concept of ‘Screw The Q’, which revolved around giving the letter ‘Q’ (and, subliminally, queues themselves) the flick. This included creating a petition on Change.org, designing propaganda-style posters, and developing attention-grabbing brochures to be handed out during a CBD-based activation.
Using the clear and simple message of ‘Screw The Q’, we were able to nail the market’s pain point and then plant Hey You front and centre as the immediate solution. All via a cohesive multi-channel campaign.
The Torch
Art In Motion
Since June 2011, The Torch has been providing art, cultural and vocational support to Indigenous offenders and ex-offenders throughout Victoria via its Indigenous Arts in Prisons and Community program. In 2019, Yarra Trams donated a three-month tram wrap contract to the non-for-profit who then approached the Hedgehog creative team to help them with their messaging and design.
The point of the campaign was to shine a light on the increasing rate of Indigenous recidivism in Australia. So, using a combination of confronting statistics, first person perspectives and clear call-to-actions, I delivered a message that called on the compassion of Australians and spread The Torch’s mission throughout Melbourne.
Press or it didn’t happen, right?
Read about it in Campaign Brief, Mumbrella and B&T.
But wait, there’s more.
Other brands I’ve had a hand in creating campaigns for include Nimble, Great Ocean Road, Pause Fest, Soul Burger, Bae Juice, Immij, Global Victoria, Hedgehog Agency, SPASA Australia, Broadway Sydney, Carbar, MGC Derma, The Career Academy, Huffy and The Torch.