A trip down memory lane
I enjoy looking over the history of my career, reviewing and also reminiscing my previous colleagues and the work we did - also seeing the evolution of my career!
Below are a few jobs taken from the archives, dusted off and on display.
Wunderman + Thomsan
A small cog in an amazing campaign!
I guess you would say I was in the right place at the right time! As a freelancer fresh from a stint in the UK, I had the incredible opportunity to work with Wunderman (now Wunderman + Thompson) for a couple of years. During this time, I collaborated on notable projects for renowned companies like Microsoft, Schick, and Nokia. One campaign that stood out was the introduction of Share a Coke in the Australian market. Though my role was smaller, it was a privilege to be involved in such a groundbreaking campaign.
Share a Coke revolutionised marketing by personalising Coca-Cola bottles with popular Australian names. This simple yet impactful idea resonated deeply with consumers, sparking conversations and fostering a sense of personal connection. The campaign achieved remarkable success, driving sales and enhancing brand loyalty.
Working on this transformative campaign taught me the importance of innovative thinking and daring to challenge the status quo in advertising. It underscored the profound impact that marketing can have on shaping culture and fostering meaningful connections.
My time freelancing with Wunderman was an invaluable learning experience, and being part of the Share a Coke campaign left a lasting impression on me. It reminded me of the potential for creativity and pushing boundaries in the advertising industry, and it continues to shape my career to this day.
The Nokia and Angry Birds Collaboration
I also had the exciting opportunity to work on an unprecedented project—a collaboration between Nokia and Angry Birds. This innovative venture aimed to create a unique experience for users, with Yahoo's news page eagerly joining us on this groundbreaking journey. Together, we embarked on the creation of one of the first takeover pages.
The concept was ambitious yet captivating. By leveraging the latest Nokia phone and the immense popularity of Angry Birds, we designed a game that seamlessly integrated with the homepage of Yahoo. Unlike traditional Angry Birds gameplay, our game transformed the familiar avian characters and mischievous pigs into elements of the actual Yahoo homepage. This required extensive coding, involving the collaborative efforts of a dedicated team to bring this vision to life.
The campaign was a grueling undertaking, with tens of thousands of lines of code and countless hours of meticulous work. However, the reward was equally remarkable. Our creation not only captured the attention of users but also pushed the boundaries of digital advertising. The immersive and interactive experience we crafted was a testament to the power of innovative thinking and seamless brand integration.
Witnessing the final result—a game that engaged users directly on the homepage of Yahoo—was truly rewarding. This campaign showcased the immense potential of collaboration, technology, and creativity in the advertising industry. It demonstrated the ability to captivate audiences and create memorable brand experiences.
Being part of such a groundbreaking project left an indelible mark on my freelance journey. It reinforced the importance of pushing boundaries, embracing new technologies, and taking calculated risks to create extraordinary campaigns that resonate with audiences.
Tactical Directions
When Donut King approached us as their client, they had an intriguing proposition: to test the market for a gourmet range of donuts in a single store in Queensland. Tasked with creating a brand for this small scale campaign, little did we anticipate the immense success and impact it would have. Not only did the new brand resonate with customers, but they also expressed their preference for the rebranding of the entire shop, finding it more appealing than the previous pink-themed aesthetic.
The overwhelming positive response and customer feedback were transformative. Within a few short months, Donut King made the decision to embrace the gourmet branding and update the Donut King brand nationally. This bold move towards a more sophisticated branding approach has endured and continues to shape the company's identity up to the present day in 2023. It is a testament to the power of effective branding and the ability to capture the hearts and taste buds of customers.
The Children’s Hospital Westmead
A small campaign with a huge return - An unforgettable Direct Mail Campaign for The Children's Hospital at Westmead.
Early in my career, I was entrusted with a small but significant direct mail campaign that reaffirmed my passion for the industry. The Children's Hospital at Westmead, a renowned institution, had enlisted our services to create their usual scheduled campaign. The goal, as with any direct mail effort, was to achieve a 1-2% return in regular givers. However, this market had historically proven to be challenging.
Understanding the importance of making an immediate and lasting impact, I devised a strategy that would resonate deeply with potential donors. I believed that the message had to strike a chord from the very first glance in order to convert recipients into supporters. By incorporating a simple yet powerful image depicting the impact of their donations, we managed to tug at the heartstrings of our targeted audience.
The response to the campaign surpassed all expectations, with an astounding 18% return on regular givers. This not only exceeded our initial goals but also set a record for the hospital itself. Witnessing the positive impact our efforts had on the community and the hospital's mission was an immensely gratifying experience.
This campaign serves as a constant reminder of the impact we can make in the world when we connect with people on an emotional level and inspire them to take action. It fuels my passion for creating campaigns that not only deliver results but also make a genuine difference in the lives of those we aim to serve.
Spartan Sports
The Golden bat that made global news!
Sometimes you know something is a winner, you back yourself and you never give up. I wanted to shake up the cricket world and wanted to introduce coloured bats to the market and a global first product. This idea would fall on deaf ears. Deterred to get this created I went and researched rules and regs of cricket and also decided to get a spare bat in th store room get some cans of paint and spray a bat. after a couple of clear coats a colleague and myself went outside to test the bat and make sure it did not scuff the ball. As the boss came around the corner his eyes lit up and could not resist coming over for a hit. My next words were.. you know who can launch this idea, in which everyone was finally on the same page and said - the rockstar of cricket himself Chris Gayle. My biggest surprise was getting phone call from the boss telling me not only was it spoken about around Asia, but Europe and even made American news.
Singtel Optus
The archive
