There are many different types of athletes competing in the London 2012 Olympics. Some compete sitting down, others by flying through the air. For some, it’s their first Olympics, for others, their last. But the one thing they have in common is they all want to win Gold. And 8 dedicated Foxtel Olympic channels, it’s the only place you can see every one of them do it, live.

AWARDS
ADFEST
• 1x GOLD - VFX

AD STARS
• 1x SILVER 

NEW YORK FILM FESTIVALS
• 1x BRONZE

CRESTA INTERNATIONAL AD AWARDS
• 1x BRONZE Visual Effects

MOBIUS AWARDS

AWARD
• 1x Finalist

LIA
• 1x Finalist

SPIKES
• 1x Finalist

The TVC was also voted Top Screen Ad of 2012 by MUMBRELLA

While Qantas is the official airline partner of the AFL and the major sponsor of the AFL’s Indigenous Programs, they are dramatically outspent by other AFL sponsors in a market that is highly cluttered with over 30 sponsors.
How do we possibly cut through with two press ads?

THE ANSWER
Don’t do two print ads.
Instead we used the players’ boots as ads.
We asked the AFL’s leading Indigenous players to donate their actual playing boots.
The boots were then painted by prominent Indigenous artists. Each pair used the team colours in a unique, but traditional Indigenous style.
With the finished boots we created the ‘Qantas Boots & Dreams Exhibition’.
The exhibition launched in one of Australia’s most prestigious galleries, appeared in Qantas terminals, and also in a popular online gallery at
afl.com.au/qantasboots.
Then it went on to tour the country.

The results were incredible. Over 450,000 people viewed the exhibition.

Over 2,000 site visits were achieved with no paid media (33% increase on objective) with an average time on site of five and a half minutes.

The exhibition appeared in Sports TV shows, live TV crosses and AFL game broadcasts, delivering $705,000 earned media value.

What was a $200 pair of football boots sold for $5,800 - over $20,000 was raised.

"The campaign was a terrific success, highlighting Qantas' significant support of both Indigenous AFL and Indigenous communities across Australia" said Lewis Pullen, Qantas executive manager of marketing.

The exhibition also attracted the attention of two of AFL's biggest personalities. Lance 'Buddy' Franklin loved the design of his boots so much he requested another pair be painted which he then wore in Hawthorn's stunning MCG victory over Carlton on May 23rd. Collingwood Football Club had previously declined to participate due to a club sponsor conflict however within one week of the exhibition's launch Club President and Channel Nine personality Eddie McGuire made a personal request to Alan Joyce that a pair of Leon Davis' boots to be added the exhibition.

AWARDS
CAPLES
• 1x INTEGRATED CAMPAIGN

ADMA 2010
• 1x BRONZE Creative Award

ADMA 2010
• 1x BRONZE Effectiveness Awards

We were briefed by the client to show that their staff are the most important part of their airline. To achieve this we went back to show how amazing their aircraft are – but their staff are even more amazing.

To bring this to life and showcase the Virgin Australia flying experience we created a campaign across television, online, print, outdoor and social media.

The 60-second television commercial features many of Virgin Australia’s own employees and was filmed on the salt plains of Western Australia over a period of five days.

The commercial was shot by Daniel Askill.

VOTED ONE OF THE TOP 10 TV ADS OF 2012 BY ADNEWS

American’s always say they’ll come and visit Australia someday. But they don’t always come. How could we show them what Australia is really like, and get them to come today?

Together, Tourism Australia, Virgin Australia and Delta Air Lines created ‘Someday’ – the interactive web experience where you could win one of 52 amazing Someday trips down under by simply guessing where they’re located in Australia.

Almost immediately, we had over 600,000 visits to the website. More than 465,000 entires. That’s over 16,000 entries per day. People were spending an average of 13.4 minutes on the website – more than tripling the industry standard. The campaign delivered 250 million impressions, which contributed to an increase of 38.18% to Virgin Australia’s overall 2014 target revenue.

WATCH Case Study

URL australiasomeday.com

AWARDS
WEBBY AWARDS
• 2015 Honouree Award

AME Awards Advertising & Marketing Effectiveness
• 1x SILVER Sports & Leisure
• 1x BRONZE Integrated
• 1x BRONZE Sport & Leisure
• 1x BRONZE Best Use of Medium - Website

HSMAI’S ADRIAN AWARDS
• 1x GOLD Best Digital Marketing/Digital Campaign

CREATIVE MEDIA AWARDS
• 1x GOLD Performance Media and Marketing

ADMA AC&E Awards 
• 1 x Winner

TV commercial for Smith’s Thinly Cut chips. Directed by Josh Frizzell.

AWARDS
EFFIE 2014
• 1x BRONZE Snackfoods

Whiskas is known as the purple cat food brand. They're also cat behavioural experts. But no one knew this. We needed to prove they are.

So we created Whiskas CATSTACAM - the social way to help people better understand cats.

We built cameras that let cats take photos from their point of view and for the first time ever, post them directly to their very own Instagram account.

Then, as each photo shed new light on cat behaviour, we were there to explain why, with #AskWhiskas.

And to further demonstrate Whiskas understanding of cats and their needs, the packaging also turned into a nifty cat toy.

The campaign delivered $13 Million in earned media, a 400% uplift in sales and people finally saw Whiskas as the cat experts they are.

“Catstacam brought the power of the Instagram platform to life in an incredibly innovative & engaging way. ” William Easton, Managing Director - Facebook Australia & New Zealand

Medium Social, PR, Technology

AWARDS
SPIKES
• 4X SILVER
• 1X BRONZE
• 2X FINALISTS

WEBBYS
• 1X WINNER
• 1X NOMINATION

CANNES
• 3X FINALIST

ADMA AC&E Awards
• 1x Winner
• 3x Highly Commended
• 4x Finalists

AWARD
• 6X FINALISTS (ANNOUNCED MAY 2016)

NEW YORK FESTIVALS
• 1X FINALIST

Christmas is supposed to be a happy time of year, right? Well not for Santa’s elves. Ever since Foxtel brought out their Christmas offer, nobody wants the gifts the elves have. They’ve been outgifted!

In addition to this being a lot of fun to make, it was also Foxtel’s most successful retail campaign ever.

Directed by Matt Kamen

Tv spot for V8 Fusion directed by Grahme Burfoot.

Interesting fact: the music was composed using only voices and human sounds (clapping, whistling and stomping) to give it a totally natural sound.

PROBLEM
Australia. Known for its stunning natural beauty and cuddly koalas. Not for its world-class food and wine.

SOLUTION
We decided to reframe the continent of Australia as a restaurant. The biggest and best restaurant on earth – ‘Restaurant Australia’. A place where, every second of every day, we’re serving up unique and brilliant food and wine experiencesin awe-inspiring locations.

RESULTS
‘Invite the World to Dinner’ saw 86 international influencers reach over 1.36 billion foodies around the world.

+2,000 local businesses submitted their Restaurant Australia experience.

+21% increase in consideration as a food and wine destination.

Role: Creative Group Head
Art Director: Dan White
Copywriters: Rees Steel & Simon Gibson
Director: Mark Toia
Photographer: Adrian Brown

In Australia, people were walking away from salted snacks in pursuit of something a bit healthier.

That’s why Smith’s Chips created a new type of snack called Smith’s Popped.

Unlike regular chips, these new potato snacks are made in a revolutionary new way where they’re air-popped, not fried – so they contain 50% less saturated fat than regular chips.

To show this, we created a humorous 30-second television commercial that illustrates that even those that might never normally eat potato snacks might give them a go – even Mr. Potato Head

Directed by Josh Frizzell.

WATCH TVC

Normally frequent flyer programs attract new members by giving away points. The problem is most people think the points are pointless.

To change that, Velocity, Virgin Australia’s frequent flyer program, created a points giveaway like never before.

Introducing #WinRichardsPoints

The Twitter competition that gave people the chance to win all 1,035,843 of Sir Richard Branson’s Velocity points. To enter, all you had to do was tell us how you’d use them – proving that Velocity points were far from pointless.

RESULTS:
Over 3,000 entries in 24 hours
80% increase in member sign ups
24 hours trending on Twitter Australia
Over 36 million twitter impressions

All without spending a dollar

AWARDS
SPIKES ASIA
• 1x Finalist, (Digital and Social)

ACE (ADMA)
• 1x Highly Commended (Digital & Social Advertising)

ACE (ADMA)
• 1x Finalist (PR Campaign)

ACE (ADMA)
• 1x Finalist (Social Media Campaign)

ACE (ADMA)
• 1x Finalist (Customer Acquisition Campaign)

I worked on the Optus account for 18 months (back when they still represented their brand with animals). Here are some of the campaigns I did.