PSA’s, CHARITIES, CSR AND OTHER DO-GOODER THINGS
I’ve been lucky enough to work on some very worthy initiatives, ranging from anti racism to female empowerment and jobs for those with disabilities, for brands, charities and government agencies.
Here’s a bunch more of the more purpose driven stuff I’ve made over the years.
TAC
'E-scooters are not a toy’
After e-scooters became legal in Victoria, young men weren't taking the risks associated with riding them seriously and as a result were suffering some pretty gnarly injuries.
To prove that these powerful vehicles are nothing to play with, we created a toy campaign with a serious twist.
Complete with jingle driven radio spots
And it got some pretty hefty news coverage
INTERNATIONAL WOMEN’S DAY
‘The Fee Speech’
International Women’s Day is meant to be a day to celebrate women. But every year, big cashed-up corporations around the world ask women to speak for free at International Women’s Day events, adding to the USD$10.8 trillion worth of unpaid labour women already do each year.
The irony is enough to leave you speechless.
Given women in Australia do around 70% of all unpaid labour, it seemed only fair that we step in and do some of that free labour for all the women being asked to talk for free on International Women’s Day.
Enter The Fee Speech — a free presentation women can use for their talks to educate the people who’ve asked them to speak for nothing.
DOVE
'Paper Chain'
To spread the Dove mission to the next generation of women we created a film that helps young girls understand that they're not alone in thinking the way they do about their body.
The film drove viewers to this Pinterest filled with self esteem building tips and exercises parents and young girls can do together.
Years later, it continues to be used to open Dove sponsored workshops around the world as a way to kick off the conversation around body image.
WAR CHILD
'Your $249'
War Child works to improve the lives of children in conflict zones by helping local organizations who improve access to education, opportunity and justice.
But like any charity, they need money to continue doing what they do.
So we put money at the heart of the campaign and asked people to offset the damage being done with their tax dollars.
#DoMore PROJECT
Australia has a very dark history regarding race relations.
But thankfully there's a lot of Australians committed to creating positive change and eradicating racism.
DO MORE is a call to action for Australians wanting to be more informed, more educated, and more engaged in challenging racism.
Spearheaded by NBA star Ben Simmons, an all star cast of Australians from all backgrounds and fields , including Margot Robbie, Nova Peris and Hugh Jackman have come together for a year long program.
BUDWEISER
’Checking in, that’s Whassup’
In March 2020 a little thing called COVID happened. You might remember it, I dunno.
To help people understand the power of checking in on friends and family who might be struggling,
we brought back Budweiser’s iconic “Whassup” phrase with a twist that made it relevant to the crisis.
We created two star filled episodes, debuted the first one during the final episode of the Last Dance,
and then held regular virtual Happy Hours on InstaLive so that fans could check in with the stars over a Bud.
CREATIVE SPIRIT
'What's more creative than being different'
Creative Spirit is a non-profit organization that creates employment opportunities
for individuals with intellectual and development disabilities.
They wanted to target creative agencies during New York Ad Week
in order to expand the conversation around diversity in the industry to encompass disabilities.
Our idea for the program was 'What's more creative than being different?'.
We promoted our Ad Week panel with a series of videos poking fun at the egos of some of the industry's biggest names.
And we're continuing the program at Cannes.
DOVE
'Mirrors'
We made a print/OOH campaign based off the insight that women rarely smile at their reflection in a mirror as part of a global campaign to encourage women not to be so self-critical about their appearance.
