As the State of Victoria embarked on a path to creating a Treaty with Indigenous Victorians, research suggested many Victorians felt they knew little about their State's Aboriginal heritage or Aboriginal affairs in general. But along with their lack of knowledge, Victorians also didn't feel comfortable asking questions for fear of offending or appearing ignorant.
Deadly Questions provided a platform for Victorians to get much needed answers and opened up a conversation between non-Aboriginal Victorians and the Victorian Aboriginal community at the pivotal moment in the State's history.
On the campaign website, visitors could ask any question, anonymously if they wanted and Aboriginal Victorians would answer the question with either text or video content.
Social film and Outdoor was used to feature key provocative questions Eg. ‘Why can’t Aboriginal people just get over the past?’ and push people to the Deadly Questions website to ask their own questions.
The campaign challenged racist stereotypes and the responses weren’t always easy to hear. But beginning a dialogue between Aboriginal and non-Aboriginal Victorians is the start of a better future for all of Australia.
The Deadly Questions campaign was mentioned in the Ministers speech last month as the Treaty bill was passed in parliament. Now the focus of the website and campaign is around Treaty specifically.
Visit deadlyquestions.com.au to ask yours.
Client: Aboriginal Victoria
Agency: Clemenger BBDO Melbourne
ahm is the health insurer that promises it won’t add to the complications of consumers’ already complex lives.
We wanted to explore these complex, weird, scary moments in the most humorous and honest way possible. Liana Finck, cartoonist for The New Yorker and Julian Frost from Passion Pictures - with their insightful creative styles - were the perfect people to help us do it.
Agency: ClemengerBBDO Melbourne
How do you update the concept of pocket money in an increasingly cashless world? Introducing Clever Kash, the world's first cashless moneybox. It syncs with ASB's mobile banking app, so parents can use it to add or deduct pocket money while teaching kids about the value of money in a digital world.
Why an elephant? In 1964 elephants became ASB's key advertising symbol and they launched an elephant-shaped moneybox to encourage good savings habits in kids, as an elephant never forgets. They ran a naming competition for the original moneybox and a schoolgirl came up with the name Kashin. Kashin is a play on the words “cash in” but it also means compassionate in Hindi.
Clever Kash was developed in collaboration with ASB's Technology & Innovation Labs, the Saatchi & Saatchi innovation team, Assembly, Kamahi Electronics and 4Design.
Agency: Saatchi & Saatchi
New Zealand’s leading online streaming channel, NEON needed to earn an authentic place in the conversation that was already happening about Fargo Season 2.
So we created Fargo Woollens. A not-so-cute collection of jumpers, mittens and beanies which were available online in exchange for a NEON subscription.
What do you do when your favourite show ends? You eat a tub of self pity all the way to the bottom, that’s what. GIRLS Break-up Ice Cream, was the ice cream that stopped fans from breaking up with NEON.
The second installment of Steinlager Pure's Keep It Pure Campaign, focused on not one, but two generations of defiance.
In the 1960s Derek Lowe was one of the founders of Radio Hauraki, a pirate radio station that broadcast from international waters when the NZ government banned rock music. They faced a constant battle against the law and the elements, and even shipwrecked live on air. A generation later, his son Zane Lowe broadcasts to millions around the world as an international DJ, formerly on BBC radio 1 and currently on Apple’s Beats 1 station.
The campaign also featured social content where Zane talks more in-depth about his dad’s influence.
Client: Steinlager Pure
Bring Back Kate was the 2014 call to action for Women’s Refuge NZ. New Zealand became the world leader in women’s rights when our iconic Suffragette, Kate Sheppard, won Kiwi women the right to vote. These days, one third of women in New Zealand will be affected by domestic violence at some point in their lives. Women’s Refuge campaigned to bring Kate back once again to the steps of Parliament, taking the form of a layered sculpture bearing the names of ordinary New Zealander's who refused to tolerate the levels of violence against women. After a brief stint outside Parliament, Kate is now housed in the permanent collection in the Wellington National Library.
Client: NZ Woman's Refuge
Agency: Saatchi & Saatchi
Telecom (now Spark), wanted to reach the influential crowd of Remix magazine readers and their current traditional advertising wasn’t cutting through. Remix’s mid winter party was approaching and Telecom was the main sponsor. Remix readers will always flip to the social pages to see if their photo made it to print. Based on this insight, we created the first interactive and democratic social pages where attendees could vote themselves into the pages of the magazine.
The Steinlager White Can is a symbol of success for our nation’s Rugby World Cup triumphs. This limited-release can has been in the hands of the nation during some of our most famous All Black wins.
In 2015 the Rugby World Cup was held in the UK, with many games screening in New Zealand in the early morning. So how do you promote a ‘Beer of Belief,’ at a time when everybody’s still in coffee mode?
Introducing Steinlatte. A coffee cup made available through pubs and cafes across NZ, designed to keep fans awake in support of the team until beer o’clock rolled around. The Steinlatte cups, gave All Black fans the chance to hold onto their belief, while increasing their chances of staying awake for the whole game.
Within two weeks all Steinlatte cups had sold out. Sales of the Steinlager White Can exceeded expectations once again, and sold out before the final match of the 2015 Rugby World Cup.
Steinlager's 2015 Rugby World Cup TVC marked the 110th anniversary of New Zealand's inaugural rugby tour of the UK, in which the team, affectionately known as The Originals, won 34 out 35 games on tour and put New Zealand on the map. Little did they know that it was to be the making of an incredible winning record that continues to this day.
To draw inspiration for the 2015 Rugby World Cup in England, Steinlager told the story of the 1905 Originals, the first team to be known as the All Blacks and the first team to be sent to the home nations. A long copy print campaign focused on three remarkable stories from the journey, to remind the fans and team "that we've done it before, and we can do it again."
A single-shot ad set in the city, where a group of drummers form a synchronised beat on hundreds of plastic buckets. The procession of bucket-drummers snakes through the street, pausing only to refresh with Pump as the one-take shot tracks their flowing beat, capturing the idea that staying hydrated puts you in a clearer frame of mind, allowing everything to flow seamlessly.
A press campaign for Irish recruitment agency, recruitireland.com where inanimate objects talk about their job history and explain how Recruit Ireland helped them reach their full potential.
Client: Recruit Ireland
A TV ad for Easy Singles cheese slices. Cloud Boy tells the tale of a boy whose grey day brightens up with a little help from his Mum. Directed by Ben Dawkins and music by Irish singer-songwriter Vyvienne Long.
Client: Kerry Foods
With breakfast cereals experiencing a decline in sales worldwide and Weet-Bix, an iconic Kiwi brand losing relevance, our challenge was to reaffirm its position as the fuel that inspires young Kiwis to take on their day. Weet-Bix has a history of supporting young New Zealanders’ quests for achievement, and a long standing relationship with New Zealand Rugby, so we decided to give one Kiwi kid with a huge hunger for rugby, the best day of his life.
Agency: Saatchi & Saatchi
A TV spot for the launch of Irish Telco, Eircom’s new online music service in 2010 - EircomMusicHub. MusicHub was a site where you could stream and download tracks at a fraction of the cost of iTunes if you were an Eircom customer, predating the Spotify boom.
ICAD - The Institute of Creative Advertising & Design - celebrated its 50th birthday by commissioning 50 Irish creatives, including illustrators, photographers and designers to create a limited edition poster that would be sold online to raise funds for the institute. Our poster turned into a DIY party hat for you to wear at ICAD's 50th birthday party.
A series of outdoor posters for Irish homeless charity, Focus. These posters mimicked homeless placards and were handmade from pieces of battered cardboard, handwritten, then inserted into Adshel spaces around Dublin.