Outdoor

C R E A T I N G E X T R A T H I C K Y O G H U R T I S A F I N E A R T

C R E A T I N G E X T R A T H I C K Y O G H U R T I S A F I N E A R T

C R E A T I N G E X T R A T H I C K Y O G H U R T I S A F I N E A R T

Ambient - mills & boon romantic novels. Sticker mounted on pedestrian crossing buttons.

Ambient - mills & boon romantic novels. Mounted on atm machines.

Ambient - mills & boon romantic novels. Placed next to lift controls.

Escape student poverty.

Escape student poverty.

Ambient: We found the most beat-up, rusty, piece of crap, car available, and parked it in university car parks for the duration of o-week. Brochures promoting the product were placed under the windscreen wipers.

Online game: The purpose of the game is to highlight the benefits of the guide. For example the ‘power ups’

are Car Companions. Once you’ve collected the first 3, the city is opened up for you to finish the game (a direct

reference to the how The Car Companion opens up whatever city you’re travelling in). Hours after it’s launch the

top ten was full, with the highest score at over 70,000 points. A score that high equates to around 4 hours of

playing/brand engagement, a sure sign of the game’s addictiveness.

The Car Companion is full of useful information about unlocking the city you’re visiting. It’s your travel bible filled with maps, what’s on and all the best things to do and see while you’re away.

Normally retailing for $29.95, The Car Companion is yours free, next time you rent a vehicle with us.

Direct mail. EastLink is Melbourne’s newest tollway and once open is set to save commuter’s up to 2 hours from their daily commute. We created a storybook that parents could read to their children. Something to enjoy in the time they saved by travelling on the new EastLink.

Direct mail. EastLink Storybook inside pages.

Ambient. We created a series of street-art style paste-ups for our client betadine antiseptic. The paste-ups were placed in and around melbourne, showing people in the process of having an accident. Each execution was designed around the possible accident at the location.

Betadine pastups continued.

video travel guideGet local knowledge with Podfrey the video guide to Sydney.

SOME THOugHTS THAT nEvEr MADE iT.

Background

Bordered by the Great Barrier Reef and in the calm waters of the Coral Sea, the Whitsundays is comprised of 74 tropical islands and lies midway along Australia’s Queensland coast.

The challenge

While public awareness for the Whitsunday’s is high, people are unclear what exactly they can do there, beyond sitting on a beach. We need to give people information on all the interesting things to do – give them an excuse to go.

The SoluTion

The sites would of varying complexity depending on the size of the island they represent. Users would navigate from island to island using a video game style mini map.

The islands would all be based on simple repeating templates, ranging from multi level navigation through to non interactive video feeds and image slideshows. Hidden among the islands would be various Easter eggs including online games, and a dream holiday package to be won.

The idea is impress upon viewers just how much there is to do in the Whitsunday’s. Even if viewers only navigate through two or three sites, they will be left with the impression that there where seventy other islands remaining full of interesting things to do.

The idea iS To creaTe a neTwork of 74 weBSiTeS, one for each iSland of The whiTSundayS.

online concepT - The whiTSundayS

This student campaign won awards at Young guns and MADC (Melbourne Advertising and Design Club.

AMBiEnT: MOCK PLAning PErMiT ErECTED AT THE WHiTTEn OvAL. (HOME TO THE WESTErn BuLLDOgS FOOTBALL TEAM.)

When angered fans call the complaint line they hear this recorded message.

‘Hi. This is Campell rose, president of the Western Bulldogs Football Club. if you’ve rung this number, you obviously care about the club and don’t want to see our home grounds get torn-down to make way for a shopping centre.

We’ll, you’ll be pleased to know that the Whitten Oval isn’t about to be torn down- not yet anyway. But let me tell you, the dogs are in trouble. You see, we just don’t have enough member support to guarantee the future of our players, our website, or even the Whitten oval.

Put simply- the dogs need your help and they need it now. Do your part by becoming a member, or say good bye to your team.’

The idea iS To convince fanS ThaT Their Beloved Team haS gone ouT of BuSineSS due To lack of SupporT.

concepT - The weSTern BulldogS fooTBall Team

Execution 2 of 3

Website ConceptThe Western bulldogs site is replaced with a tacky furniture bazaar.

Clicking the bulldogs logo (found at the bottom of the window) takes viewers to a message similar to that of the planing permit execution.

Hi. This is Cambell Rose, president of

the Western Bulldogs Football Club.

You might have gotten a bit of a shock

to discover that a company called ‘Western

Bulldogs Furniture Bazaar’ has taken over

our website.

If you’ve clicked the link leading you to

this page, you obviously care about the club

and aren’t happy to see us lose our website

to a cheesy, imported furniture business.

Well, the good news is that we haven’t lost

our website - not yet anyway.

But let me tell you, the dogs are in

trouble. You see, we just don’t have enough

member support to guarantee the future

of our players, our website, or even the

Whitten Oval.”

“Put simply: the Dogs need your

support, and they need it now. So become a

member, or lose your team.”

Link to membership page.

When angered fans click on the Bulldogs icon they are shown this message.

Left: DM flyer

right: Online

To support the ambient campaign the bulldogs site was replaced with a tacky furniture bazaar, when fans clicked the bulldogs logo at the bottom of the page they where re-directed to the adove speech and a form inviting them to become members.

The idea iS To place meSSageS inTended for virgin Blue cuSTomerS on live Tv ThuS promoTing live To air To ThoSe waTching aT home.

concepT - virgin Blue airlineS live in-flighT Tv launch

1. During news reports, reporter would announce as part of his news read: “...And a special hello to all our viewers watching us live in flight on virgin Blue.”

1. Media placed in live telecast sports stadiums.