CLIENT: TOURISM AUSTRALIA

Tourism Australia tasked us with creating a social campaign that would attract more youth around the world to come and experience a working holiday down under.

The world was looking pretty grim at the time - A look at anyone’s newsfeed would be filled with Brexit, North Korean missiles, unemployment, and Donald Trump. So created Aussie News Today - a news channel that counters all the bad news in young people’s feeds with up to the minute hits of good news from Australia.

It was fronted by a trio of well-known Aussies – former Wallabies player Nick ‘The Honey Badger’ Cummins, TV presenter Teigan Nash and former Home and Away actor Lincoln Lewis – with stories shared on social platforms in key international markets.

Young Australians and working holidaymakers were also encouraged to submit their own tales for inclusion on Aussie News Today.

We broadcast thousands of reactive stories in multiple languages, across multiple channels to young people right across the world, convincing them to escape the bad and come to Australia.

https://www.facebook.com/AussieNewsToday/

AGENCY: CLEMENGER BBDO SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Ben Coulson
CREATIVE DIRECTOR: Darren Wright
LEAD CREATIVES: Simon Koay & Josh Aitken
CREATIVES: Nick Alcock, Taylor Green, Adam Smith, Celia Mortlock, Mick Pollard
PRODUCTION : Flare
DIRECTORS: Robin Sung, Josh Aitken
MUSIC: Groove Q

• Cannes Lion - Gold - Use of social platform
• Cannes Lion - Bronze - Use of branded content for social media
• Mumbrella Awards - Social Idea of the Year

CLIENT: FRUCOR SUNTORY

We were asked to disrupt Australia’s understanding of what an energy drink can be, through the launch of V Pure, an all natural energy drink powered by guarana. The problem was three-fold. First, no one knew about the product. Second, it sits within a category most people would say is the epitome of artificial. And finally, it’s from a brand which has a legacy in hyperactive bugs. Our task was clear – how do we weave all three threads together to create a famous launch for the guarana fuelled, all natural V Pure? The task was ably taken up by a group of warrior women from the Amazon who, powered by V Pure, were a bit better at everything an Amazonian warrior needs to succeed – camouflage, hunting, and hitting priceless idols with blow darts.

AGENCY: TKT SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Ben Coulson
CREATIVE DIRECTOR: Ben Clare
CREATIVE: Simon Koay
CREATIVE: Josh Aitken
PRODUCTION HOUSE: Finch
DIRECTOR: Benji Weinstein
VFX: Fin Design + Effects
SOUND: Otis Studios

CLIENT: MEAT AND LIVESTOCK AUSTRALIA

Until recent years Australian families regularly consumed Lamb roasts on Sunday. Taking several hours to do and traditionally cooked by mums, these meals have become less popular due to a lack of time. Easy Lamb Roast is a smaller cut of roast lamb that can be prepared by anyone in just 30 minutes. It's so easy it turns anyone into a mum.

The spot shows the head of a group of bikers, who unexpectedly cooks an Easy Lamb Roast for his friends and starts to act like a mum. We see him behave in a variety of maternal ways.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPY WRITER: Tim Smith
PRODUCTION HOUSE: JUNGLE
DIRECTOR: SCOTT PICKETT

• Award - Finalist - Film - over 30"
• Mumbrella - #6 Screen ad of the year, 2013
• Encore ad of the month, May, 2013

CLIENT: FOXTEL ARENA

To promote the fireworks, walk-outs and catfights of The Real Housewives of Sydney reunion special, we developed a range of backstab proof fashion for The Real Housewives of Sydney.

Introducing Kevlar Couture.

These one-off dresses, designed exclusively for the Real Housewives, have one unique feature - they're made from military-grade, backstab-proof Kevlar. The collection includes an item for every occasion: the Galvanised Gown is a showstopper that sashays straight from charity ball to high society brawl, the impenetrable Fortdress flips from cocktail to carnage, and the Combat Cape shifts effortlessly from boardroom to bitch-slap.

https://www.kevlarcouture.com/

AGENCY: Clemenger BBDO Sydney
EXECUTIVE CREATIVE DIRECTOR: Paul Nagy
CREATIVE DIRECTORS: Ben Clare, Brendan Willenberg
CREATIVES: Simon Gibson, Dan White, Josh Aitken, Simon Koay
FASHION DESIGNER: Dan Jones
PHOTOGRAPHER: Steven Popovich
PRODUCTION: Paper Dragon
DIRECTOR: Sam Couzens

CLIENT: RANDOMHOUSE/THE FOOTPATH LIBRARY

Books are society's most basic tool to share literacy and culture. But many people across the world simply don't have access to them. And unfortunately, many books which are donated are in bad condition or are no longer relevant.

We created a new dust jacket designed to fit any book. Once a reader has finished the book they simply flip the dust jacket inside out turning the book into a pre-paid, pre-addressed parcel. When posted they are sent directly to The Footpath Library, a charity who provides the homeless with books.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
HEAD OF ART: Sian Binder
CREATIVES: Simon Koay, Tim Smith
DESIGNER: Iva Madderom & Conor Bevan

• D&AD - In-book - Structural Design
• D&AD - In-book - Consumer Product Design
• Young Guns - Gold - Editorial & Book Design
• Award - Silver - Alternative media, individual
• Award - Silver - Individual and range of packaging
• Award - Bronze - Best use of media - Print
• Award - Bronze - New product development
• Spikes Asia - Gold - Design
• Create Design Awards - Finalist
• Cannes Lions - Finalist - Direct
• Cannes Lions - Finalist - Media
• LIA - Finalist - Design

CLIENT: MEAT AND LIVESTOCK AUSTRALIA

Meat and Livestock Australia wanted to increase beef sales and help Australian beef farmers get through the tough winter season. A season made even tougher by the fact that beef prices had increased while other meat prices declined.

Because Christmas, Australia Day and other national holidays are all celebrated in the middle of summer in the Southern Hemisphere we filled a gap and created a brand new national holiday in the middle of winter which encouraged Australians to reconcile and reheat cold relationships around hot meals of beef.

The campaign gained awareness with the video receiving over 250,000 views in just a few days and brought people together through a Facebook party planning app, POS and more.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
PRODUCTION HOUSE: CUTTING EDGE

• Caples - Bronze - Viral Video Marketing
• ADMA - Bronze - Product Manufacturing and Distribution
• ADMA - Finalist - Creative, Art Direction
• ADMA - Finalist - Creative, Integrated

CLIENT: ALDI

Off the back of a successful testimonial-led 'Swap and save' campaign in the UK, ALDI Australia briefed BMF to come up with a unique way to show just how much real families can save by switching to ALDI.

But boring testimonials just aren't ALDI here in Australia. So, we came up with a new idea - Switch, Save and Celebrate - by having a huge party which combines the favourite ALDI products and interests of three different families.

We found the families through Facebook and the ALDI catalogue. Then, we thre them each a party in their real home, with their real friends and family members as guests.

The spots each feature surprising giant hero products which were kept secret from the families until the day of the party.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
CREATIVE DIRECTOR: Alex Booker & Phil Sicklinger
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
PRODUCTION HOUSE: Robber's Dog
DIRECTOR: Luke Shanahan
PHOTOGRAPHER: Andrew Cowen
 

CLIENT: ALDI

We were tasked to launch ALDI Australia's new telecommunication product, ALDImobile in an already highly competitive and saturated Australian telco market.

The idea was simple: take what ALDI shoppers love about the supermarket - great prices on high quality products with very little fuss - and transfer it to the Telco market, which is notorius for expensive, complicated plans and hard to decipher call rates.

Campaign assets included television, POS, print, brochures and other collateral.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPY WRITER: Tim Smith
PRODUCTION HOUSE: The Glue Society
DIRECTOR: James Dive
PHOTOGRAPHER: Brock Elbank

CLIENT: PEPSI

The summer campaign for Pepsi Max encouraged Aussies to not let anything get in the way of summer fun. The TVC spots were supported by a series of OOH placements and social posts.

AGENCY: CLEMENGER BBDO SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Paul Nagy
CREATIVE DIRECTOR: Ben Smith
CREATIVES: Simon Koay & Josh Aitken
PRODUCTION HOUSE: Rabbit Content
DIRECTOR: Lachlan Dickie
PHOTOGRAPHER: Chris Searle
MUSIC: Otis Studios
POST: White Chocolate

CLIENT: HUNGRY JACK’S

We targeted the youth for the Hungry Jack’s Frozen Flavours campaign. A 15” spot was supported by various OOH, bus sides, and a library of fun, animated gifs on social sites. We also created a sponsored Snapchat lens which allowed users to see their own brains ‘freeze’ when they sipped a Frozen Coke.

AGENCY: CLEMENGER BBDO SYDNEY
CREATIVE DIRECTOR: Paul Dunne
CREATIVES: Simon Koay & Josh Aitken
PRODUCTION HOUSE: In The Thicket (Jungle)
DIRECTOR: Mathilde Nocquet
PHOTOGRAPHY: Mat Baker (Louis & Co)
ANIMATION: Crispe
MUSIC: Groove Q

CLIENT: VIRGIN AUSTRALIA

Created for the launch of Virgin Australia's new flagship Business Class product ‘The Business’.

AGENCY: CLEMENGER BBDO SYDNEY
CREATIVE DIRECTOR: Paul Dunne
ART DIRECTOR: Simon Koay
COPYWRITER: Josh Aitken
PHOTOGRAPHER: Jamie MacFadyen (Louis&Co)
RETOUCHER: Paul Gawman

CLIENT: CENTRAL

We were asked to open the new "Central" shopping mall in downtown Sydney by using the vibrancy of the local area.

Designed to become the heart of a new community we called it "The Living Mall". Supported by outdoor posters, press, a website and mobile app, we asked locals to bring it to life by donating their heartbeats through an interactive kiosk.

After each donation, the mall came to life through a 15m digital wall which allowed them to touch, dance and share their energy. Then, each time the mall collected enough energy it was released back to shoppers in the form of music, entertainment and other experiences.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
HEAD OF ART: Sian Binder
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
 

CLIENT: WITHER HILLS

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Cam Blackley
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
DIRECTOR: Matt Sharp

CLIENT: COMMONWEALTH BANK

Commonwealth Bank asked us to utilise a new media placement in The Financial Review iPad app to target top executive clients – a tiny group with very little time for advertising.

So, we created an interactive gaming experience which tapped into their egos and everyday behavior, rewarding them with something money can't buy - fame and recognition among their peers.

Running for 6 months, results dramatically exceeded all expectations with a click-through rate of over three times the industry standard.

AGENCY: BMF SYDNEY
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith

• Caples - Finalist - Digital Content

CLIENT: WHITELION

Whitelion provides jobs to young people who have been in trouble with the law. We had to change the perceptions of employers who thought they couldn't be trusted and wouldn't employ them.

To do this we asked celebrities and prominent business people to confess mistakes from their pasts. Then we asked the working public to make their own confessions online.

These confessions became a powerful direct communication tool, showing business owners that their own employees had made mistakes too. Now they could see that there was no reason to be afraid of employing young people through Whitelion.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith

CLIENT: AIR NEW ZEALAND

Air New Zealand was in the process of 'Changing the way you fly'. We created 'Changing the way you fly' to allow people to explore and experience the changes taking place within the airline.

The website changed with the time of day, when it was night in the real world it wass night in changing the way you fly. We created NZ and Australian versions and a visual experience to match.

We built this entire website and designed, art directed and created multiple sections.

AGENCY: COLENSO BBDO
CREATIVE DIRECTOR: Aaron Turk
LEAD DESIGNER: Aaron Turk
DESIGNER: Simon Koay
LEAD DEVELOPER: David Colquhoun

• Axis Awards Gold: Website Design and Art Direction