After more than a decade as the telco with the animals, Optus was in need of a refresh.
To launch the brand's fresh new look, we were tasked with creating a campaign for their revamped mobile plans.
Agency: M&C Saatchi (branding by Re:) Creative Directors: Paul Dunne, Ant Larcombe Art Director: Cameron McDonald Copywriter: George Organ
BWS | Official Sponsor of Fans
BWS wanted to align themselves with the great tradition of watching footy at home with mates, but they didn’t have the budget for a big team sponsorship like other brands do.
So we chose to sponsor a group equally as important to sport but often overlooked by the big brands – the fans.
It all kicked off with a competition where fans could win their own sponsorship deal. We launched with a series of social videos that received in excess of 240,000 views, and supported them with a series of owned assets.
Agency: M&C Saatchi Creative Directors: Phil Leece, Chris Cheeseman Art Directors: Cameron McDonald Copywriter: George Organ
Knock On | BWS Official Sponsor of Fans
Intercept | BWS Official Sponsor of Fans
Sub | BWS Official Sponsor of Fans
Dummy | BWS Official Sponsor of Fans
Pizza Hut | Eau de Pizza Hut
Campaign developed to promote Pizza Hut's irresistible scent ‘Eau de Pizza Hut’ for Valentine’s Day.
Yes, it's real.
Yes, it smells like pizza (freshly cooked dough, in fact).
Agency: M&C Saatchi Creative Directors: Shane Gibson, Phil Leece Art Director: Cameron McDonald Copywriter: George Organ
Masters | Australia Day Pledge
Across the country, countless DIY projects sit unfinished and neglected. So we set Aussies a deadline to finally get it made – Australia Day.
Our campaign drove people to a Facebook app where they could make a public pledge to finish their project. Leveraging Masters’ DIY expertise, the app served project ideas, product suggestions and how-to videos relevant to their project.
People could even upload before and after pictures of their project and ‘nudge’ someone who needed a little DIY encouragement.
Agency: M&C Saatchi Creative Director: Paul Dunne Art Director: Cameron McDonald Copywriter: George Organ
Masters Australia Day Pledge
Masters Australia Day radio
BWS | 100 Days of Summer
How can an alcohol retailer “own” summer?
By creating a new ad every single day for 100 days, promoting unmissable offers, prizes and activations.
Simple (at least it felt that way until we had to create 100 ads in 100 days).
Agency: M&C Saatchi Creative Directors: Phil Leece, Chris Cheeseman Art Directors: Cameron McDonald, Chris Cheeseman Copywriters: George Organ, Phil Leece
BWS | 100 Days of Summer
Optus | My Time Plans
Over 60s don't use their mobile phone like everyone else, so why should they be on the same plans as everyone else?
Optus asked this too, developing My Time plans in response, and we stood on set for an entire day getting two old ladies to pout.
Agency: M&C Saatchi Creative Directors: Paul Dunne, Ant Larcombe Art Director: Cameron McDonald Copywriter: George Organ Photographer: Andreas Smetana
Optus - Selfie radio
CBA | Feel Good Saver
Proactive idea developed for Commonwealth Bank to demonstrate how they live and breathe their CAN philosophy but with a charitable twist.
Agency: M&C Saatchi Art Director: Cameron McDonald Copywriter: George Organ
QUIT | Obama’s Pledge
Every year, close to 6 million people die from smoking-related diseases. Despite the obvious health risks, many people continue to smoke, citing the daily stresses of life as their reason for continuing.
What better way to confront this than to highlight a real person, one with arguably the most stressful job in the world, who has successfully quit.
Agency: M&C Saatchi Creative Director: Ant Melder Art Director: Cameron McDonald Copywriter: George Organ