Creative Team: Scott Whybin, Justine Gallacher and Rob Hibbert

Brief: Tasmania is a “one day” destination. There are very few people who don’t want to go there – it’s beautiful, clean and green, full of nature, heritage and great food and wine. The problem that people aren’t sure what they’ll do when they get there. There’s no trigger to action.

So what is surprising about Tasmania? There are things to do there that we can demonstrate are as good (and often better) than the best the rest of the world can offer. Things people really want to do, that tap into their passions (food and wine, fishing, trekking, art and culture, golf etc). Our audience would ordinarily travel overseas to indulge such passions, but Tasmania is closer and more accessible.

In August 2009, Whybin\TBWA launched its first campaign since winning the business in July.  The brand campaign showcases the ‘winners’ –internationally and nationally recognised experiences and attractions that interrupt our audience’s current perception of Tasmania.  This campaign shows people that you don’t need to travel overseas to indulge your passions because Tasmania offers comparable (and sometimes better) experiences right on your doorstep.

Creative Work Examples:

Client: Hush Puppies Summer 2009/2010

Creative Team: Amelia Birrell and Georgie Secull

Brief: Every woman craves comfortable and fashionable shoes.  But few brands can truly marry style with comfort in the way that Hush Puppies do. The brief to the agency was to develop a print campaign that showcased the latest summer looks, but in a uniquely Hush Puppies way.

In developing  the  campaign, the agency utilized the brand’s most famous asset – the Bassett Hound.  Four 8 week old Bassett Hound puppies stormed the Daylesford location to help create a delightfully summery print campaign which hit magazines in September this year.

Creative Work Examples:

Client: VISA Debit
Creative: Matt Kemsley, Garry Horner, Miles Jeffreys, Tammy Keegan
Brief: Dislodge EFTPOS as the default transaction card and redefine VISA Debit as the next generation transaction card.

EFTPOS has served Australia well as our favourite default transaction card, but all good things must come to an end. EFTPOS was designed in the 1980s for a different, less connected world. Think about it, the internet didn’t exist, we didn’t have laptops, we didn’t even have mobile phones.

The world has moved on and we know Australians like to embrace new technology really quickly. So why are we still using a transaction card that was launched over 20 years ago?

EFTPOS hasn’t evolved, and it’s time is now over. Visa Debit is the evolution we need because it was designed for a more connected world, where payments online and over the phone are second nature and where we travel and want to use our own money simply and securely. Quite simply, Visa Debit can take you to places and opportunities that EFTPOS can’t.

The idea behind our campaign, is to position Visa Debit as the latest ‘technology’ for transaction cards, and EFTPOS as outdated as other technology that belongs back in the 1980s. It is crucial that we make this direct comparison to EFTPOS to jolt consumers to make the switch.

The concept visually unites food with one of the most common international symbols – flags. The flexibility of the concept and imagery has allowed the ‘food flags’ to be used across a broad range of event collateral from the event program right through to a 30sec TVC. The campaign will span across TV, press, radio and online. It will continue to run until late October when the festival wraps up.

Puppy.com.au offers practical health and training videos, and tools such as an interactive puppy matchmaker to find your right puppy breed; as well as a Google Maps interface to find all the dog-friendly Australian parks you could ever want to go walkies.

At the heart of the site is a comprehensive lifecycle marketing program that offers members a free personalized puppy profile webspace with weekly content newsletters delivered to impart key tips and info relevant to the puppy’s life stage development. The 12 month program, coupled with free access to the health and training video series, sits at the centre of Brand Utility. It provides members with an incredibly valuable online resource to assist in raising their puppy while also building an ongoing relationship with the Pedigree Brand.

The campaign features Davo, a character who doesn’t see cutting corners to save cash as something to be ashamed of, but something to be proud of and that’s a part of his everyday life. Davo saves money any way can including re-using teabags by drying them on a clothes line, bringing a date to a free wine tasting, or just paying for ‘the hole’ at a funeral. He even tries to make a bit of cash on the side with his ‘alright to be tight’ auction on e-bay where he sells the most unlikely stuff, including, a used cotton bud, a single chopstick, shop-a-dockets, used tea bags, just to name a few. Welcome to a world where ‘it’s alright to be tight’. justmobile.com.au

The campaign idea delivered on this thought of being transported into a world of relaxation depicted by an image made up of thousands of music notes.

The campaign will span across outdoor, press, TV, point-of-sale, online and radio. Tomorrow will see a special wrap of the Business section announcing the size change. A headline based campaign will run on outdoor and press, using a witty headline based approach to introduce the innovation. The television commercial focus on the change in perspective you’ll get by picking up the new section.

Amorim, the world’s largest producer and distributor of natural cork, was facing exponential decline in wine bottle cork usage in Australia. Its market share plummeted from 95% in 1998 to 35% in 2008. Screw caps were cheaper and a more convenient method of bottling without the risk of oxidisation, but are man-made. Cork is 100% natural. We created a successful 8-week grassroots movement that seemed to grow organically ‘from the people’. The digital campaign generated over 2 million impressions for the cause and online activism continues to this day in the effort to “Save Miguel”.

The campaign was a massive success, generating over 1.8 million on-the-ground impressions plus millions more with media attention and over 7% national awareness. Worldwide, the campaign made headline news in both TV and newspapers. The online movement continues to this day with people sharing and encouraging others to help “Save Miguel”. Post-campaign, Carlos De Jesus of Amorim was named number 25 of the top 50 environmentally conscious people in the worldwide alcohol industry by The Drinks Business, a comprehensive global alcohol industry website.

http://www.savemiguel.com/

In a low interest category such as garlic bread our key objectives were to generate brand awareness and trial for La FAMIGLIA products. To do this we created a disruptive, unique and fun idea around ‘Garlic Bread so good Italian Mama is stealing it back’. This idea takes on the iconography of the Italian Mama and uses her to great humorous effect. The idea plays on the fact that La FAMIGLIA Garlic Bread is so good – it’s quality of ingredients, it’s home baked taste – that the Italian Mama (the matriarch in both the home and kitchen) is stealing it back. The idea was executed through TV, Outdoor to ensure brand awareness; and In-store, Experiential and Sampling to ensure trial was caused.