PARRTJIMA
CLIENT: NORTHERN TERRITORY GOVERNMENT
INDUSTRY: SOCIAL IMPACT / EVENTS
Taking place within Australia’s iconic Red Centre, Alice Springs, ‘Parrtjima – A Festival In Light’ is the only authentic Indigenous festival of its kind. The 10-day festival showcases the oldest continuous culture on earth through the latest technology, along with interactive workshops, talks, film, music and dance across two event precincts. The event aims to deepen our understanding of First Nations people, and the art and culture of Central Australia, through the stories of the Arrernte people, of country and the landscape that connects us all as Australians. With low awareness outside of Alice Springs driving mass awareness and interest, both locally and nationally, while maintaining cultural authenticity and sensitivity was essential to the success of Parrtjima and its impact.
#IntegratedMedia #Content #Creative #Production #Social #Partnerships #SocialImpact #DigitalMedia
FIBRECONX
INDUSTRY: TELECOMMUNICATIONS
FibreconX is a new, dedicated dark fibre network for the future. Key brand communications and storytelling was needed to bring to life Fibreconx’s core brand proposition – Tomorrow’s Network Today – while also delivering on brand’s core guiding principles: innovative, future-forward, high quality and performance. From the brand creative vision and core messaging to tactical content and creative assets, an agile and iterative process was critical to align with the success and milestones of a start-up business – both from an investment perspective and elevating Fibreconx’s brand presence in market to position both the business and its people as industry leaders.
#Brand #Creative #Content #Strategy #DigitalMedia
INTERFLORA
INDUSTRY: GIFTING / E-COMMERCE
As a legacy brand in Australia, and globally, with an increasingly older demo, Interflora needed to respect its long history while also evolving the brand to reflect the modern consumer, attracting new audiences to drive growth and future proof the business. Creating an ownable and distinctive brand presence amongst competitors along with brand storytelling across all media and marketing channels became critical to reposition Interflora from a product and service into a brand built on experiences that consumers could in turn align their own special life moments with.
#Brand #Strategy #Creative #Production #Social #Influencers #IntegratedMedia
BUSHMILLS
CLIENT: PROXIMO
INDUSTRY: FOOD & BEVERAGE
To drive awareness of this respected Irish brand in the North American market and engage a younger audience, a completely new approach to the brand's social and content strategy was needed – one that exemplified the spirit of the brand and the target’s desire for risk, adventure and premium quality. Leveraging an editorial approach in both visual and messaging to premiumise the brand and elevate social storytelling through original content via influencers, content creators and strategic, culture-centric partnerships.
#Strategy #Social #BrandContent #Creative #Influencer #Partnerships #DigitalMedia #NativeContent
VOLVO
CLIENT: VOLVO NORTH AMERICA
INDUSTRY: AUTOMOTIVE
To increase awareness and appeal of the Volvo brand in the U.S amongst an expanded audience was essential to Volvo’s future growth. However with misconceptions of the brand amongst potential audiences an opportunity to reposition Volvo as a premium, lifestyle brand emerged. We needed to connect Volvo’s supreme innovation, safety and design features while simultaneously bringing to life their brand proposition, Life Well Lived. This called for a creative storytelling approach and a sustained content and social strategy punctuated by key tentpole campaigns anchored by consumer passion points and/or key brand moments.
#Strategy #Brand #Social #BrandContent #Creative #Influencer #Partnerships #DigitalMedia #Production
MEDIA DESIGN SCHOOL
CLIENT: LAUREATE UNIVERSITIES
INDUSTRY: EDUCATION
When the Media Design School (MDS) first launched in Australia under the Laureate Universities umbrella, they needed to drive awareness and to educate gamers/prospective students on the gaming course offering in Sydney, Brisbane and NZ. Reaching new audiences who were seriously considering a career in gaming – a path considered by many as unachievable – was a major challenge. Especially when combined with the skepticism from students and parents alike surrounding a solid career outcome if pursuing studies in gaming. Hence, MDS was not only competing with other gaming colleges but other career paths as well. The challenge: how do we influence gaming communities to seriously consider a career in gaming? And convince their parents!
#Content #Influencer #Gaming # Partnerships #DigitalMedia
‘WORK HARD PLAY HARD’ CAMPAIGN
CLIENT: TOURISM NT
INDUSTRY: TOURISM / GOVERNMENT
The tourism industry was hit hard by the pandemic. And the lack of Working Holiday Makers created severe workforce shortages across the Northern Territory. The job – to increase International tourism in the NT and attract young Brits and Germans ( aged 18-34 years) to come live and work in the NT. As borders (and visas) opened back up, it was time to show Working Holiday Makers just what it meant to “work hard , play hard” in the heart of Australia – the Northern Territory – and bring to life the campaign platform through compelling storytelling and one of the most recognisable faces in house music – internationally acclaimed UK DJ Carl Cox.
#Influencer #Content #Social #Production #IntegratedMedia #Tourism
‘JOIN THE HARVEST’ CAMPAIGN
CLIENT: PROGRAMMED
INDUSTRY: RECRUITMENT
Programmed –a leading provider of staffing, maintenance and facility management services – needed to recruit harvest workers across a variety of different roles across Regional Australia for the 2020/2021 harvest season. With worker supply requirements sitting at over three times the volume from Yet this seasonal workforce was largely reliant on international backpackers/travellers who, due to Covid-19 travel restrictions – were no longer available at scale. The combination of lockdown fatigue, droughts and bushfires also diminished critical domestic worker numbers (students and grey nomads) as motivations, mindset and purpose significantly shifted. With more workers needed than ever before, less candidates and significant behaviour change, the campaign required a completely unique approach to the recruitment process.
#CreativeStrategy #Content #Production #DigitalMedia #Recruitment
SCULPTURE BY THE SEA
PROJECT: MICRO-FUNDRAISING CAMPAIGNS
INDUSTRY: NOT-FOR-PROFIT
Sculpture by the Sea (SxS) is the largest annual sculpture exhibition in the world, capturing the imagination of over 500,000 visitors annually in spectacular coastal locations in Bondi and Cottesloe. As a not-for-profit organisation that, despite common misconception, receives less than 20% of its revenue through government funding, it relies heavily on the generosity of individuals and Foundations to keep the exhibition free to the public and to support the exhibiting artists (many of who personally contribute financially). Since 1997, SxS had been providing visitors with such a valuable free experience, it ironically became a barrier to generating donations – people were not even thinking about the need to donate let alone their own personal contribution. We needed a creative solution to mobilise the community and educate and inspire people into action.
#Strategy #Content #Creative #Production #Social #DigitalMedia
‘BASSINTHEGRASS’ FESTIVAL
CLIENT: NTMEC
INDUSTRY: EVENTS / GOVERNMENT
BASSINTHEGRASS (BITG) is a music festival in Darwin and a local right-of-passage fighting for its place on the national stage. Primarily showcasing Aussie acts, the event attracts a mostly local, millennial audience. However with capacity increasing exponentially from past years the primary objective was to increase attendance year-on-year by 40%. With low event awareness nationally, we needed to drive awareness/conversion amongst both inter & intra state audiences, in turn, driving economic growth through young interstate travellers.
#IntegratedMedia #Creative #Social # Partnerships #Production