My challenge to myself was to develop 1 new advertising campaign direction — regularly — for well-known existing brands. The task is to encourage re-thinking and utilisation of their branding in unique ways.
Note: All works+ideas are property of my own and must be referenced if republished online.
ABC: THE WAR ON WASTE
I have been enjoying the second season of the ABC's 'War on Waste' hosted by Craig Reucassel. It's a three-part series that takes viewers on a mission to see if we, as a nation, can reduce our waste. An out-of-home campaign ran for this series but was pretty standard and uninspiring, so for this I have played on the idea of an iconic scene we'd all know from the past with some clever 2D extensions.
INSTAGRAM: HASHTAG PROJECTS
This one is a playful take on the use of hashtags across the Instagram platform. Over time, users have come up with creative filters which would be tapped into to develop a campaign with varied content. Relies on consumer-created hashtags, with playful tone of voice copy. Aim is to drive engagement across hashtag filtering, which Instagram lately have been pushing harder as a filter / news feed feature.
FOXTEL SUMMER OF TEST CRICKET
This is a faux campaign which would be led by clever use of messaging which reflected on moments of the series. It’s slightly pokey and highly topical based on key events. The essence of this is to engage potential viewers who are interested in the series, following it by other means, but have not signed up to watch on Foxtel.