The new platform, You Need To See It, is the rallying cry for the international season and invites all fans and newcomers to see cricket as the strategically thrilling, culturally captivating, and nationally inspiring game it is.
But not everyone sees it the same way. We all see cricket from our own point of view.
Some see almost 150 years of incredible rivalries. Some see records being broken. Others see superstitions, camaraderie, or a chance for revenge. Some see it four-eyed, one eyed or maybe even a little blurry-eyed. Some just haven’t seen it at all… not yet anyway.
The campaign highlights and celebrates all these different perspectives using the rousing, iconic Hunters & Collectors hit, “Do you see what I see?”, to celebrate international cricket’s enduring place at the heart of the Australian summer calendar.
To remind the nation of the uniquely beloved place the brand holds across all ages and demographics, Bonds has launched a new brand platform: ‘As worn by us’. Created by Special Group and produced by Wildebeest, over 20 days were spent on the road, travelling from Mullumbimby to Perth, Melbourne to the Tiwi Islands, capturing footage of everyday Australians wearing Bonds.
The campaign includes a suite of films voiced by Noni Hazelhurst. Each spot starts where the last one left off to present a seemingly never ending chain of Aussies in Bonds; demonstrating that no matter who you might be, chances are you’re wearing the brand.
For OOH over 100 photographic portraits were shot of Australians wearing Bonds at every year of life from ages 0 to 100. A large-scale installation at Melbourne’s Parliament Station saw all the portraits presented together, showcasing a rich array of characters from farmers to wrestlers to dancers to accountants, beginning with newborn, Adeline, in her Bonds Newbies and concluding with 100-year-old Geoffrey, in his Chesty.
Gippsland Dairy celebrates the deliciousness of patience with ‘Slow Good’ platform. In a sea of confusing choice, Gippsland sets itself a part in the yogurt aisle because it is crafted over days, not hours.
Coopers, the last locally owned and operated big-beer brand in the country, announced the findings to celebrate ‘Local, Everywhere’, a campaign set to mark the brand’s place as the local beer of Australia. Because although Coopers may be born in Adelaide, it’s raised by locals all over Australia, making Coopers truly Local Everywhere.
Throughout a storied 162 year history, Coopers has always remained loyal to their original beer making ways and loyal to the local towns of Australia, from Geelong to Glebe, Cottesloe to Cairns and every town between. That’s why you will find Coopers on tap, in the fridge, and in the hands of drinkers in every corner of the country.
And it’s locals everywhere that will be front and centre for the campaign launch as Coopers recognises those who’ve helped propel the brand from an Adelaide favourite, to the nation’s local beer.
It's what we leave out (SUGAR) that leaves more room for good!
To build on an incredibly successful campaign, we looked to refresh the Total Package platform 'Separates & Supports' playing into a wildly popular entertainment property and a new season launch.
Superyacht Captain Jason Chambers, star of the reality TV show Below Deck, is the latest unexpected expert to be recruited to explain the benefits of the Total Package technology for Bonds in its latest campaign.
The campaign revisits the latest game-changing innovation in men’s undies, Bonds Total Package. With its unique Total Support Pouch technology, Bonds separates and supports, taking comfort to a whole new level, and cementing themselves as the leader in comfort and innovation.
A series of instructional sailing videos, also filled with double entendre, explaining the features of the Total Package undies were also released across TikTok, Instagram and Facebook.
Making an ignorable brand un-ignorable to a new generation of Aussies, Bonds reinvented it's icons range and enlisted the help of Olympic skateboarder Keegan Palmer, singer Mia Rodriguez, dancer Lance Savali, and DJ sister duo Kinder, who channel the ‘Big Icon Energy’ of their new Bonds Icons.
A sushi chef, an expert fisherman, a property advisor, and former AFL coach Kevin Sheedy, are amongst five industry experts enlisted to explain and espouse the benefits of ‘protecting your assets’, ‘maintaining your tackle’, and ‘winning the ball game’ in a new campaign for Bonds Total Package.
The Effie winning campaign launched Bonds’ newest game-changing innovation in men’s undies, Bonds Total Package. With its unique Total Support Pouch technology, Bonds has created an underwear offering that separates and supports, taking comfort to a whole new level, and cementing Bonds’ position as the leader in comfort and innovation.
The campaign is based on the insight that Aussie blokes put their balls through a lot. Using tongue-in-cheek innuendo, woven through monologues about their specific expertise, the 5 industry experts talk about the innovation in their pants in a humorous and relatable way.
How do you launch a new range of sheets for a brand that is known for underwear and zippy’s? And when people can’t touch the sheets due to online distribution channel?
You find a way to solve an age old pain point of getting kids into bed.
By using the bright bold patterns on the new range we created a bedtime AR experience that guides your little one to a good nights sleep.
For the launch of the iPhone 13, Verizon created a first-of-its-kind treasure hunt hidden in the metaverse called H1DD3N. We developed a large-scale AR installation that allowed users to experience a magical playground to find the Hidden iPhone 13. Users can help grow this AR world by adding their own unique characters to the public installation.
The collaboration featured the newly released track “Darling”, from Grammy-nominated artist Halsey, as well as a partnership with the pop art collective FriendsWithYou, whose playful characters and world were the backdrop to this metaverse inspired AR experience. The user experience itself was centered around an AR treasure hunt, where users explored the world and interacted with characters, in search of a The Hidden 13, and the chance to win the new iPhone 13.
To reach users everywhere and allow this experience to extend across realities, we created 2 versions of the experience, one for users everywhere and another geo-fenced experience that worked at installations in 5 public locations around the country.
In collaboration with Disney and Lucas Films, we developed a campaign that shows a child using Samsung connected devices to convince her father to adopt a rescue that looks alarmingly like Chewbacca.
We leveraged the iconic Star Wars property to connect with popular culture and developed a compelling and more emotive story at the awareness level.
This was followed by retargeting with ‘use cases’ and finally promotional offers to drive conversion over the biggest consumer purchasing time of the year.
Success at a Global level is difficult to measure as a lot of visibility is lost once markets pick up the work, however we surpassed expectations with over 30 markets supporting the campaign.
An unexpected song pacifies a crying baby and young parents use Samsung ecosystem to keep the music going.
This film was supported by short form use case films that lean into specific product capabilities. We then retargeted offers via banners to drive conversion.
For Millennials—who stream all their entertainment—there’s nothing scarier than a WiFi dead zone. So Xfinity launched xFi Pods: small plug-in devices that extend WiFi coverage and eliminate dead zones in your home. There was just one problem: Millennials didn’t know they existed.
With Halloween approaching, Xfinity xFi Pods created a terrifying social media experience sure to get their attention.
Using xFi Pods, we eliminated every WiFi deadzone at the largest haunted house in the US, the Winchester Mystery House— a terrifying, mazelike mansion with 2,000 doors, 160 rooms and 40 staircases. The enhanced WiFi allowed us to conduct a live paranormal investigation, which viewers controlled on Twitter, without a signal interruption.
In the lead up to the event we leaked footage of paranormal footage and the event itself attracted thousands of viewers.
People don’t watch product demos, especially on social. One thing they do watch is scary movies, especially around Halloween. So instead of creating a traditional product demo, we disguised ours as a scary movie and positive sentiment sky rocketed to all time highs! Check out the case study!
Comic-Con is a place where people live their awesome to the fullest extent, immersing themselves in entertainment and celebrating with others who share the same passions. X1 is an aggregator of all the best content which gave us a unique brand opportunity. We invited people to feast on their favorite shows inside their favorite shows - introducing XFINITY's TV Diner.
The event was a huge success with over 10,000 people people through the activation and great Influencer traction.
Gig Speed Internet and Fast and Furious are both about ridiculous speed. So what better opportunity to partner in the lead up to a national Gig Speed rollout and the premiere of F8.
We took two unsuspecting XFINITY customers on the ride of their lives, reached 34 million other eyeballs and got a nod from the 2018 Webby judges as an Honoree.
To promote the 4th season premiere of Game of Thrones on premium SKY TV channel SoHo, we erected a 7m statue of the King Joffrey in NZ’s largest public square, then invited fans worldwide to bring him down via a massive winch that was activated every time the #bringdowntheking was used on Twitter.
#bringdowntheking trended on twitter over 5 days up until the day after it went down. Ratings were 20% higher than the previous season’s premiere. Tweets came from 130 countries. The website was the most viewed live stream in Australasian history. Total reach was 66 million, with 875,000 direct interactions, and thousands of photos and videos posted to Instagram, Tumblr and Youtube.
One Show
Bronze Outdoor
Cannes Lions
Bronze Outdoor Lion, Bronze Cyber Lion
Clio Awards
Silver Outdoor
Webby Awards
Two Nominations, One Honoree
NZ Effie Awards
Gold, Bronze
Mashies (Mashable Internet Awards)
Twitter campaign of the year
International campaign of the year
Spikes Awards
Two Gold, Five Silver, Three Bronze
AWARD Awards
One Gold, Six Silver, Four Bronze
Axis Awards (NZ)
Two Grand Prix
60” Brand, 3 x 30” Product Ads and print
SKY On Demand is the biggest technological upgrade in SKY’s 25-year history. We wanted to show Kiwis what they had to look forward to – Freedom like never before.
Other people liked it too with DN&D giving us the nod for Direction and Best TV Commercial
SKY New Zealand established SKY Next, an organization that supports young and upcoming athletes.
After 23 years, SKY embarked on a rebrand. We created a poetic anthem by inviting Kiwi's to experience the endless stories SKY is home to.
To celebrate Rialto Channel's premiere of the award-winning movie, Shopping, The Shopping Shop was created. A two-hour LIVE online auction featuring the lead actors from the feature which allowed Kiwis’ the chance to ‘score mean as stuff’ including original props from the movie with all funds raised going to charity.
In 2016, with the proliferation of content platforms available there’s a world of quality content at our fingertips and at little cost. How could Rialto Channel ’The Storyteller' stand out and guide it's customers through the sea of options? We enlisted the help of expert personalities who could offer an inside look into a world from someone who knows it best.
2017 saw XFINITY develop a new ownable social position, a departure from content focused reporting to a lifestyle brand contributing to entertainment and cultural experiences. Adopting a rigorous approach to right audience + context + platform + time ultimately needed to drive hard business results!
We needed a plan on how we could leverage those that had engaged with our brand and retarget them with an offer designed to convert. In a world of clutter how could we stand out? We undertook a design audit and exploration to build a toolbox of visual approaches that we could implement in social.
Testing has been fundamental in determining what is and isn't working, it is a constant real time optimization and we are seeing impressive results.
Two examples below from the 'Back to School' Sale performed 60% below previous year's CPA.
From the start of 2017 the XFINITY brand approached social with the intention to cultivate and maintain meaningful relationships with customers. We did this by leveraging passions, the way people use our products and 'of the internet' styled content in unexpected and fun ways. Below is just a taste of the crazy fun things we produced. Check out more here.
