Brief

Many Victorians believe discrimination is unacceptable, but due to a lack of understanding or relationships with the trans community, they don't see discrimination against trans and gender diverse people as a problem. Our campaign needed to reach people on the fence and make them more aware of what it's like to be trans. Importantly, 3 in 4 trans and gender diverse people have been discriminated against due to their gender identity, underscoring the urgency of this work.

Solution

The Unsaid Says a Lot demonstrates how everyday interactions that can make or break a trans person's day. The idea highlights how non-verbal communication - facial expressions, body language, gestures - can speak volumes.

Our approach was rooted in collaboration, co-designing the campaign with the trans community from the outset. This partnership informed the tone and ensured authenticity in every moment we featured. We also worked closely with Harvey Zielinski, a talented trans director, whose personal experiences significantly shaped our approach and brought depth to the storytelling.

Our film brings this concept to life through a series of dialogue-free scenes, juxtaposing moments of allyship and discrimination. From a family BBQ to a tram ride, a lift wait to a footy game, these carefully crafted scenarios span diverse settings and communities. By pausing briefly at key moments, we build and release tension, prompting viewers to consider: "What are you really saying?"

This approach not only raises awareness about discrimination but also showcases the power of acceptance and allyship. Ultimately, we leave our audience with a choice about how they want to engage with the trans and gender diverse community.

Credits
Senior Copywriter : Max Bengtsonn
Art Director : Camilo Suarez
Editor : Nic Song
Director : Harvey Zielinski

Brief

Build a creative platform to raise awareness of McDonalds partnership with the AFL.
 

Solution

Little Wins. For most Australians going to Maccas isn't something they do every day, it's a little treat. Let's face it, not every footy team is a flag contender and there are already plenty accolades that celebrate big wins and achievements. Our idea was to own the little wins that happen every weekend and capture a slice of conversations between footy fans that take place in the workplace and schoolyard every Monday morning. We developed an integrated campaign that extended across all channels from TVC, mobile, outdoor, display, radio, stadium advertising, in-program content and even tray matts. The app hosts a number of games that celebrate a little win from footy's past, and encourages fans to submit their own Little Wins from the current season for their chance to win AFL prizes and get their little win turned into a game.

TVC Credits
Senior Copywriter : Luke Falkland-Brown
Director : Clare Plueckhahn and Fran Derham

App Credits
Creative Director : Brett White
Senior Copywriters : Luke Falkland-Brown, Emma Park, Jon Luscombe
Senior Designer : Tim Hobday
Developers : Tom Wilson, Anton Wintergerst

BRIEF

Learn Local offers local, inclusive, flexible and government-subsidised training that helps Victorian adults develop the core skills they need for study, work and life. While there are over 200 community organisations across Victoria that run Learn Local courses, each location has its own look and feel. As a result, there is low awareness of the Learn Local brand and a limited understanding that the courses are delivered under the one umbrella program.

solution

Your goals, your way. Our campaign aimed to promote the advantages of Learn Local while engaging a diverse audience representing various life stages and backgrounds. Through collaboration with members of diverse communities, including First Nations, Vietnamese, Chinese, and Hindi, we curated course offerings, benefits, and messaging that resonated with our target audiences at their nearest Learn Local centers. Adopting a co-design approach, we developed multilingual brand assets and launched a comprehensive campaign spanning TVCs, social, radio, posters, and out-of-home advertising.

Credits
Copywriter : Mie Sorensen
Art Director : Nathan Barrow
Designers : Camilo Suarez, Tina Tran, Steven Curcio
Motion : Ed Rocha
Director : Andrew Diprose

Brief

Child abuse is one of the most important social problems in Australia, yet very few people are comfortable talking about it. ACF briefed us to start the conversation and begin a movement, uniting Australians behind the cause. 

Solution

We worked closely with the Australian Childhood Foundation and ambassador Chris Hemsworth, declaring that Not Another Child should suffer from abuse or neglect. The TVC aired during the AFL Grand Final and was complimented by a social campaign that asked Australians to share a happy childhood memory of their own. We reached over 10 million people with an increase to site traffic by 800% in the first week alone as well as increasing donations by 65%.

Credits
Copywriter : Luke Falkland-Brown
Director : Dominic Allen

Brief

The Syrian crisis is one of the biggest humanitarian issues in modern times, but most Australians were not aware of the atrocities taking place. In addition to this, we also faced the challenge of donor fatigue due to an over-saturated charity market. With a minimal budget, we were tasked to raise awareness of the tragedies occurring and raise much-needed funds to help those that are most vulnerable - children

Solution

Armed with the insight that most people feel powerless to take action, we used confronting imagery backed up with confronting statistics and then challenged Australians to Do Nothing to help the children of Syria.  We encouraged people to make one incidental change in their life such as forgoing take away coffee and smashed avo for a week or spending a night in – and instead donate the money they saved to help children in desperate need. We produced a microsite with a toolkit to help people take action, outdoor media, display ads, social content, corporate DM packs, and a TVC featuring the voice of Tex Perkins and music by Felix Riebl from Cat Empire.

Credits
Senior copywriter : Emma Park
Designers : Tom McQueen, George McQueen, Trent Roberts, Oli Stubbs
Director : Dominic Allen