Author Archive
Victoria Police. Senior Constable Laurie Fox.
Victoria Police. Senior Constable Laurie Fox.

The Victorian Police have lost 20 officers to suicide since 2012. Due to a systemic stigma of weakness that has bred a culture of silence most refuse to seek support. So, we brought back Senior Constable Laurie Fox, an officer who took his own life, with a message they couldn’t ignore.  Over several months, psychologists […]

University Of Melbourne First Commissions
University Of Melbourne First Commissions

In February 2019, to celebrate the power of artistic minds and the launch of a new redeveloped campus, we gave 30 students and alumni their first commission.

One Club International Board Of Director
One Club International Board Of Director

It was an honour to join The One Club for Creativity’s International Board of Directors in New York. At the airport on the way home I made a few notes on my experience. There were many highlights and Australia performed well again, congratulations to everyone back home. Best of Show was McCann New York’s ‘Fearless Girl’. […]

Metro Trains. Dumb Ways To Die.
Metro Trains. Dumb Ways To Die.

Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But public safety messages generally don’t work on young people. We had to find a way to get them to care about being safe around trains. Being unsafe around trains is the Dumbest Way to Die. Rather than […]

Victorian Responsible Gambling Foundation.
Victorian Responsible Gambling Foundation.

In 2014, the Victorian Responsible Gambling Foundation launched the Love the Game Sporting Club Program in response to community concern about the convergence of sport and gambling. The program helps reduce young people’s exposure to sport betting advertising and raises awareness of the risks of gambling harm for young people growing up in this normalised […]

‘Made Possible By Melbourne’ EFFIE Grand Prix
'Made Possible By Melbourne' EFFIE Grand Prix

Despite being Australia’s number one university and a highly respected institution globally, market research consistently identified limited awareness and understanding of the University of Melbourne’s research endeavour and public contribution. This finding was particularly evident for the University’s core audience of Melbourne’s business leaders and investors (known to the University as the ‘Esteem’ audience), a group […]

Cathay Pacific. Return Journey Through Scent.
Cathay Pacific. Return Journey Through Scent.

When you live a Life Well Travelled, you collect amazing memories. And the most powerful way to evoke a memory is through the sense of smell. So we created a new way for travellers to capture and relive their memories: a fragrance. Parfumsde Voyage is unique fragrance that distills travel memories into liquid.  Analysing the travel data […]

AGL. The Plan.
AGL. The Plan.

Australia is currently ranked 24th amongst other countries for renewable energy policy, behind even the United States who are pulling out of the Paris Agreement and have a President who believes climate change is a hoax (1). As Australia’s leading energy company, AGL are uniquely placed to create change but with public opinion of AGL at an […]

Cannes Gold Lion Creative Data
Cannes Gold Lion Creative Data

It was a golden night at the 2016 Cannes Lion Festival of Creativity for McCann Melbourne. We won Lions for two campaigns, the Melbourne International Film Festival ‘The Emotional Trailer’ won a Gold Cannes Lion for Creative Data – Data Storytelling, a Silver Cannes Lions for Creative Data – Data Visualization and a Bronze Cannes Lion for […]

VLine. Guilt Trips.
VLine. Guilt Trips.

Every year, young country Victorians from across the state migrate to Melbourne to start new lives and rarely come back. V/Line Australia’s biggest regional train operator, wanted to increase visitation rates from the city to the country. These new to Melbourne Victorians would still have strong ties to the country, but the lure of the big […]

Mastercard. Tap For Your Town.
Mastercard. Tap For Your Town.

In 2017, nearly 75% of people in New Zealand did not use Contactless technology for their payments. Most were still inserting their card and typing in their pin, even after three years talking speed and convenience in the market. Our challenge was to break this behavior, and give people a reason to tap. Rather than […]

YMCA. Playnasium.
YMCA. Playnasium.

An experiential campaign that makes gym time play time. For over 150 years the YMCA’s purpose has been to make communities healthier and happier by getting people together to get active. So for this year’s campaign we thought we’d create an experience that did just that, by inventing the YMCA Playnasium. YMCA Playnasium is workout equipment that […]

Metro Trains. Dumb Ways To Die The Games 2.
Metro Trains. Dumb Ways To Die The Games 2.

After the overwhelming success of the original Dumb Ways to Die campaign, we had the opportunity to reach even more young people around the world and encourage them to be safe around trains. We created Dumb Ways to Die: The Games. In it, players travel by train across a world filled with loveable new characters and […]

Cannes Lion Film Jury
Cannes Lion Film Jury

Our president Tor Myhren, President and Worldwide Chief Creative Officer, Grey predicted with utter certainty six days of darkness in the jury rooms (an under-estimate as judging overruns depending on time spent in debate). These words from Helmut Krone set the tone for the week and provided some unexpected results. Tor said: “Cannes sets the […]

BIC Flex 3. Hipstervention.
BIC Flex 3. Hipstervention.

Hipsters, beards, they’re everywhere. And that’s a problem when you sell razors. So how did BIC Flex 3 get these men to shave? By staging hipsterventions and getting friends, to shame friends into becoming themselves again. Firstly we needed to recruit an army and social lured in all the help we needed. And in a […]

Melbourne International Film Festival.
Melbourne International Film Festival.

The Melbourne International Film Festival (MIFF) is a foreign language art house film festival. In a world of Netflix, iPads and superhero Hollywood blockbusters, our task was to raise awareness and attract audiences to films they’ve never heard of, starring actors they don’t know, in languages they don’t understand. We all feel the same basic […]

Google. Taking Google’s message offline.
Google. Taking Google’s message offline.

Many businesses in the sizeable Australian mid-market still don’t use digital advertising. So how does Google reach decision makers in these companies, many of whom have only advertised through traditional media? THE IDEA Take the Google message offline. ‘The Web & How to Make it Pop’ introduced mid-market businesses to Google in a way never before seen and it made the […]

University Of Melbourne. Infinite Futures.
University Of Melbourne. Infinite Futures.

All universities promise to prepare students for every possible future. But the reality is that the Future has not yet been written. To prove that the University of Melbourne prepares students for every possible future, we used the University’s own research and data to visualise the futures that faced them. With an entire media budget […]

Tigerair. Infrequent Flyers Club.
Tigerair. Infrequent Flyers Club.

Don’t fly much? Join the club, The Tigerair Infrequent Flyer Club. Any airline can have a frequent flyer program, but it takes a special kind of airline to think about the people who may not be able to fly regularly. Sure, you don’t earn points. And there’s no swanky lounge or any form of preferential treatment at […]

Macquarie Dictionary. Phubbing.
Macquarie Dictionary. Phubbing.

A word is born for the launch of Macquarie Dictionary’s sixth edition. Language is always evolving therefore an updated dictionary is essential. Through this campaign, we wanted people to fall back in love with words, and the very idea of owning a dictionary. The campaign kicked off on 29 August 2012 when the website www.stopphubbing.com launched, introducing the […]

Worksafe. Reflections Of Bullying.
Worksafe. Reflections Of Bullying.

Everyone in every workplace is at risk of emotional harm from workplace bullying, directly or indirectly. We needed to get Australians to recognize the toxic culture of bullying and change their behavior. The idea was to get Australians to reflect on their workplace behavior. With such social stigma attached to mental health in the workplace, […]

Dumb Ways To Die
Dumb Ways To Die

The “Dumb Ways To Die” Rail Safety campaign also appeared in local press and outdoor throughout Melbourne’s Metro network. By using entertainment instead of shock tactics, the idea for rail safety entered popular culture. And just four months after launch, the Melbourne Metro has recorded a 21% reduction in accidents and deaths compared to the same time last […]

Are you Care Aware
Are you Care Aware

Every one of us is likely to become a carer or be cared for in our lifetime. Yet as a society we don’t really understand what caring is and what it involves. Care Aware is a national communications initiative that aims to raise awareness, recognition, support and appreciation of the 2.6 million Australians who provide unpaid […]

Impossible Orchestra
Impossible Orchestra

Every day 2.6 million unpaid Australians face the seemingly impossible task of caring for their disabled children, ageing parents and partners, nonstop, 24 hours a day. With no media budget, our task was to tell this story. THE IDEA We challenged 260 of Australia’s finest classical musicians to achieve the impossible feat of playing nonstop for 24 hours in Australia’s […]

RSS TED
RSS Campaign Brief
RSS Fast Company