In a regional first for global tool manufacturer Milwaukee®, sees the launch of its new campaign ‘Forever for the Trade’, not only breaking new ground for the brand in Australia and New Zealand, but also reaffirming its never-ending commitment to product innovation that meets the needs of the professional tradesperson.

THE WORK:

‘Forever for the Trade’ is more than just a tagline. It’s a promise to every tradesperson, regardless of their trade, that Milwaukee is in their corner – backing them with hundreds of products launched every year; innovations designed to solve real job-site frustrations, and a global team who listen, learn, and build with tradespeople at the core.

Local Masterbrand Strategy Development / Creative Platform / Campaign Launch / Integrated Marketing Brand Strategy / 360 Brand Planning / Communications Strategy

Centrum needed a way to break through the clutter of existing kids multivitamin brands. We needed a truly distinctive and chart-topping way to bring this new range to life – in a way that was fun and relatable to parents.

So we formed an animated fab four super group called ‘The Chewables’ to help keep kids rocking – with each member bringing their own unique flavour and individual personality to the mix.

The Chewables are touring nationally, appearing on buses, online and in supermarkets and pharmacies nationally.

Kleenex needed a platform that could work across various areas of strategic execution for 2022. They wanted to ensure that the brand platform of ‘Care in every square’ could stretch beyond traditional advertising, and make an impact in other applications and connections.

Ultimately, the challenge was how we ensured that the way Kleenex behaves and is presented over here in Australia, stays true to what the brand stands for globally.

Working together with global creative and strategy teams at FCB, we crafted a bespoke local masterbrand strategy for launch and implementation into AUS & NZ markets.

Our challenge was to evolve the ‘Thrill of the Next’ creative platform in Australia & New Zealand, to establish nameplate, sustain awareness, increase desirability and sustain enquiry.

Toyota gave us a the task to conquest share and become the most desirable Sub-compact SUV in the category.

Lucky for us, there was no other car in the segment that had the best shot to challenge, disrupt and innovate.

This led us to reimagine ‘The Thrill of the Next’ creative platform, evolving it into Toyota C-HR – Leap. Live.

After all, the bigger the leap, the bigger the thrill.

Despite the increasing popularity of Hot Cross Buns in Australia, Bakers Delight wasn’t getting its fair share of the pie during Easter. Major supermarkets like Coles, Woolies, and Aldi, known for their convenience and lower prices, were winning the game YoY.

Instead of settling for mediocrity, we decided to up the game. We introduced Bakers Delight Easter Hot Cross Buns, exclusively filled with Cadbury Dairy Milk Chocolate Chips, capitalising on Cadbury’s global brand reputation.

By joining forces with Cadbury, we brought back the delight to Bakers Delight and convinced families to make the effort to savour our Easter Morning indulgence, changing the Easter game.

When you bring two favourites together, the result is simply delightful.

The Australian Mathematical Sciences Institute (AMSI) is a not-for-profit peak body for the mathematical sciences with a breadth of members including Australian universities, professional societies, government agencies and industry.

THE WORK:

A behaviour change campaign encouraging Year 10–12 students (especially girls) to choose higher-level maths. Instead of selling maths through careers alone, the campaign reframes maths as a tool for real-world impact. “You’re Part Of The Equation” shows students stepping into the problems they care about i.e. climate, medicine, tech, space -making maths feel personal, relevant and empowering. Through film, OOH, social and school activations, the campaign positions maths as the path to shaping the future, not just a subject choice.

The Olivia Newton-John Foundation (ONJ Foundation) is a global not-for-profit created by Dame Olivia Newton-John to fund and champion kinder, more holistic ways to prevent, treat and cure cancer. Rooted in Olivia’s personal legacy of courage, hope and resilience, the Foundation exists to help the world live better and live beyond cancer.

THE WORK:

A creative launch campaign built for maximum global awareness on a near-zero budget. With no paid media and limited access to broadcast slots, we turned to Olivia’s extraordinary network of celebrity friends – asking them to lend us their voice. Instead of relying on Olivia for every media moment, global icons such as Elton John, RuPaul, Hugh Jackman and Fran Drescher + many more celebrities championed the Foundation across talk shows, interviews and social appearances.