I’ve been electrocuted twice.
I’ve always been the inquisitive type. As a teenager, I’d tinker around with broken electrical appliances to get them working again, or Frankenstein them into something new. Nowadays, I generally reserve my curiosity for less dangerous, but equally creative endeavours - like advertising.
The work
MAC - ‘No Place To Race’
Believing they were somehow as competent as their MotoGP heroes, motorcycle rev heads were hitting the roads around Adelaide as if they were on a racetrack. Rather than question their riding abilities, we focused on the road instead arguing that even the world's best riders eat bitumen but without the roadside obstacles standing in their way.
Lotto - ‘A Lotto Potential’
For the week leading up to the New Year’s Eve Megadraw, two security guards stood watch over a Lotto ticket enclosed in a glass display case. Inscribed on a plaque was a reminder to curious onlookers that every ticket has the potential to make them fabulously wealthy.
Fantastic Snacks - ‘Deliteomatic’
The vending machine that started it all! With Delites crackers facing deletion from supermarket shelves, the brief was to generate awareness and trial by bringing to life the brand’s creative platform - 'How far will you go for Fantastic Delites?' What began as an activation event became a Youtube hit with participants furiously bashing a button up to 5000 times (and often for up to half an hour) just to get their hands on a free box of crackers. The supermarkets also took notice and instead of deletion, the Deliteomatic earned the brand increased marketing support and shelf space.
Coopers - ‘Unleash The Magic’
At the bottom of every bottle of Coopers Ale sits a layer of cloudy sediment. This by-product of their traditional bottle fermentation process helps give Coopers its distinctive flavour. By applying the label upside down, drinkers would be encouraged to rotate the bottle and see for themselves the ‘magic’ of Coopers traditional craftsmanship ‘in action‘.
RAA - ‘Road Champions’
Prior to the State Election, the RAA (South Australia’s version of the RACV/NRMA) wanted the pollies to hear their call for better road funding. So to make the message loud and clear, an LED message board would be parked out front of Parliament House with a microphone registering a ‘vote of support’ every time a passing motorist honked their horn.
MAC - Youth Driving
Nothing scares the bejesus out of young P-platers more than the threat of losing their licence. In focus groups they cringed at the thought of getting back on a bus or having mum drive them around. In their world, ‘social death’ was a more horrifying possibility than actually killing or injuring themselves on the road.
Et cetera
Binge teaser campaign concept for House of the Dragon Season 2. Other assets included signage on recently burnt-out buildings, and public safety announcements on radio and streaming sponsored by The Small Council of the Seven Kingdoms.
