Client: Ask Izzy
Product: askizzy.org.a is a free online directory for homeless and near homeless Australians that use location-based services to identify nearby resources
Media: Print
Target Audience: Primary audience: Readers of News Corp publications who have a social conscience and wish to help the homeless, and service providers who may be able to assist the homeless.
SMP: Connect the Homeless
By using Siri, a program most commonly used for innocuous, mundane questions, it takes the reader to somewhere familiar for something unfamiliar to them.
Client: Banana Boat
Product: Banana Boat SPF 50+ Sunscreen
Media: Poster/Outdoor
Target Audience: Outdoorsy people
SMP: Spend more time in the sun
Decals that have the appearance of people who have had their physical form scorched away by the sun leaving only a ‘Scorch mark Silhouette’ behind with ‘Sunscreen graffiti’ reminding the viewer/passer-by that the scorched person “should have used sunscreen”. With the Banana boat logo underneath.
Client: McDonald’s
Product: Create Your Taste
Media: Integrated (three different media or more, linked with a
core idea)
Target Audience: Gourmet burger lovers.
Many gourmet burger lovers see their burgers as art, so that is exactly what they became. The first two concepts are the print and radio, which are primarily used to advertise the final experiential.
The print execution takes famous and easily recognisable paintings and turns them into "Art of the burger' promo pieces, by adding a burger into the painting in a meaningful way.
The second promo piece is a radio spot, using the concept of antiques road show, to turn the antique into a burger, and using the dialogue to describe it in a similar fashion to an antique or a piece of art.
The final experiential is a gallery exhibition using burgers as the primary muse for the art, the pieces will be open to the public.
Client: Duracell
Product: Duracell Quantum Batteries
Media: Promo/Experiential
Target Audience: Anyone who uses batteries
SMP: Duracell Quantum batteries last longer than any other battery
What are two things everyone wants to last longer? Batteries and endangered species. Duracell will sponsor endangered species at the Zoo with signs out front of the enclosure and a ‘collection battery’ allowing visitors to support their favorite animals and help them ‘last longer’.
Client: Tefal
Product: Non-stick pans.
Media: RADIO (1 x 30 sec spot is great, 3 is awesome)
Target Audience: Anyone who cooks.
Single-minded proposition: Nothing sticks.
What is something you never want to stick around? An ex. The above is three 30 second radio spots taking the concept of a break-up to the food world, what if the food refused to break-up with your pan? The solution, easy, get a Tefal non-stick pan.