Moccona

Moccona wanted to position itself as a premium brand of instant coffee, 
and at a premium price. What did it have to set it apart from the myriad of cheaper instant coffee brands? A romantic Italian-sounding name and a unique glass jar…

Moccona was successfully established as the most prestigious brand of instant coffee in Australia, so much so that people were saving it for best. The new brief was to extend usage into the morning to increase market share.

Woolworths is Australia’s largest supermarket and as such one of its major employers. It is also an equal opportunities employer, open to all, and very much part of the local community.Whilst it takes on thousands of school leavers each year, it also employs thousands of people of all ages who are returning to the workforce.

Home Brand is a growing part of the Woolworths supermarket portfolio, and is so much cheaper than famous brands that its quality is sometime in doubt. But Australians are very down to earth, as this spot shows.

The challenge of working for a supermarket chain is turning the low budget 15 second product ads or video content into something that reflects the brand character, with warmth and a smile.

CommBank Can Book
For the Commonwealth Bank, we pulled off the biggest teaser campaign in banking history. After a week-long teaser campaign where the world CAN’T appeared all over the country without explanation, provoking hundreds of hours of media coverage, the new campaign was launched to the bank’s 230,000 staff at the same time as to the public. The CAN book was handed to every member of staff on the morning that all the CAN’T signage changed overnight to CAN, with CommBank branding.

Woolworths was the first supermarket in the world to create a social campaign around real mums and the everyday stories behind their recipes. The charm lies in the ordinariness and credibility of the performances; these were real people, not actors, and a strong online community was built as a result. 

When the Australian government announced that it was restricting TV ads for unhealthy snacks during child-viewing hours, we responded by creating Fresh Food Kids, an initiative that the client instantly adopted. It resulted in healthy eating awareness, recipe sharing, and the launch (much copied here in the UK) of fresh fruit being given free to kids in store.

CommBank Can Film
You don't have to watch all 2 minutes of this to get the idea. We filmed all the key figures in CommBank management (familiar faces to its 230,000 employees) as well as scores of ordinary staff from every area of banking. The filming was done before they knew about the CAN launch. On Launch Day, the film was revealed to all staff simultaneously at a video link presentation across the country.

For an audience that has grown up with text and email, the Royal Mail is only associated with unwelcome bills. Letter-writing (and consequently stamp-buying) is diminishing at a fast rate and Royal Mail wanted a campaign to show millennials that letters are sometimes more appropriate.

CommBank Super
CommBank offers an excellent superannuation package but was having trouble making it sound appealing to their target audience of younger customers.

In general, the company is perceived to be cold and uncaring, focusing only on performance and engineering issues. We were given a clear goal to add a more human dimension to the Network Rail brand by showing how it cares for passengers, line-side neighbours and staff, while continuing to improve our railway. 

The client’s existing Shop For Your School campaign had been running successfully for the past seven years, but the numbers of people participating were decreasing. The task was to give people without school-age children more of a reason to become involved..

Like many of its rival furniture warehouses, Freedom holds so many sales that it’s hard to stand out in a crowded retail environment. This time, they were willing to be a little more audacious…