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  1. 1. BRADLEY LUO STRATEGIST, THINKER, DOER.bradley luo page 1
  2. 2. around the watercooler PROJECTS & CAMPAIGNS AT THE OFFICEbradley luo page 2
  3. 3. Australian Capital Tourism category tourism (government) solution development of the world’s first “Human Brochure” via a social media initiativeopportunity change the public perception of Canberra that is supported by a fully integrated campaign challenge 1. we had to challenge the perception of Canberra being work social media strategy & management, microsite, mobile site, online banners, boring and bland print & radio 2. make the public see that Canberra can be a holiday or weekend destinationbradley luo page 3
  4. 4. Australian Capital Tourismcontinued 500 PLAYFUL, INQUISITIVE, ACTIVE, friendly, chatty, adventurous, spirited, sporty, curious, savvy, food-loving, artistic, family-oriented, HUMANS WANTED PLEASE VISITbradley luo page 4
  5. 5. Australian Capital Tourismcontinuedbradley luo page 5
  6. 6. Jim Beam category alcohol (dark spirits) work digital, consumer & trade promotions, point of sale & content creationbradley luo page 6
  7. 7. Jim Beamcontinued You’re responsible for your actions, so don’t let your team down Jarrod Mullen Newcastle Knights WINA JIM BEAM PURCHASE ANY JIM BEAM PRODUCT TO ENTER ElEctrIc skAtEBoArd START DATE FINISH DATE DRAW DATE WINNER PUBLICATION PROUD PARTNER OF NEWCASTLE KNIGHTS For full Conditions of Entry go to www.jimbeampromos.com.au Open to Australian residents aged 18 yrs or older. See in the Participating Venue or ask staff for Promotion Start, End, Draw and Winner Publication Dates. Commencement date will be no earlier than 01/04/2012 and conclusion date will be no later than 31/03/2013. Max of 2 entries per person per day except if this Participating Venue is located in NSW where there is a max of 1 entry per day. PRIZE: 1 x Jim Beam branded electric skateboard valued at $999 (RRP) (inc GST) to be won in this Participating Venue. All entries received from this Participating Venue will form part of the Venue Prize Draw. Prize draw will be conducted at PrimeFocus, 403/62 Beach Street, Port Melbourne, 3207. Prize winner will be required to return to this Participating Venue to collect Prize. Promoter is Beam Global Australia Pty Ltd ABN 85 003 953 357 of Level 1, Building 2, 49 Frenchs Forest Road, Frenchs Forest, NSW, 2086. Authorised under Permit Number – NSW LTPM/12/00176.bradley luo page 7
  8. 8. ŠKODA category automotive work digital, tvc, press & point of sale 5-year unlimited km 5-year unlimited warranty across the km warranty ŠKODA range * across the ŠKODA range * Free stamp duty, Free stamp duty, CTP and CTP and rego on rego on all demonstrators^ all demonstrators^ Tough car offers that are tough to beat For a limited time, we’re offering a huge five-year unlimited kilometre warranty* is a tough performer. Enjoy Volkswagen Group technology throughout, and across our entire ŠKODA range plus free stamp duty, CTP and rego on all our powerful, fuel-efficient TDI or TSI engines, up to nine airbags (on the Superb), demonstrators^. Whether you choose the sporty Fabia, rugged Yeti compact plus Electronic Stability Control as standard. Add extraordinary luggage space and Tough car offers that are tough to beat SUV, luxury Superb, powerful Octavia or practical Scout 4x4, every ŠKODA For your nearest dealer call our Customer Information Centre on 1800 607 482 or visit skoda.com.au Bluetooth® connectivity and you’ll see we’re tough to beat on quality and value. 320 Pennant Hills Road, 10 Herbert Street, 2128-2140 Castlereagh Road, 286 Princes Highway, 2-10 Second Avenue, 4-16 Anderson Street, 1 Link Road, Pennant Hills St Leonards Penrith Rockdale Trivett ŠKODA Blacktown Trivett ŠKODA Parramatta Trivett ŠKODA Rosebery Alto ŠKODA Northshore ŠKODA Penrith ŠKODA Rockdale ŠKODA Ph: (02) 9875 0188 Ph: (02) 8198 1717 Ph: (02) 4724 5555 Ph: (02) 9503 9100 Blacktown Ph: (02) 8822 1196 Parramatta Ph: (02) 9841 4131 Rosebery Ph: (02) 8338 2626 MD: 12957 MD: 12353 MD: 26111 MD: 11033 MD: 13600 MD: 13600 MD: 16132 *Two-year extended Factory Warranty on standard warranty terms for all new ŠKODA vehicles, or two-year extended Factory Warranty on remaining *Two-year extended Factory Warranty on standard warranty terms for all new ŠKODA vehicles, or two-year extended Factory Warranty on warranty terms of all ŠKODA demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at participating dealers. ^Free CTP, remaining warranty terms of all ŠKODA demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at participating stamp duty and registration on all demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at participating dealers. dealers. ^Free CTP, stamp duty and registration on all demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at participating dealers. OFFERS MUST END 29 FEB 2012 SKO0671_SMH_B86bradley luo page 8
  9. 9. Kimberly-Clark category fmcgopportunity to reinvigorate the kimberly-clark corporate portal, and to change peoples’ perception of the brand work digitalbradley luo page 9
  10. 10. ALDI category retail work corporate & regional: print, digital, radio, outdoor, point of sale, direct marketing, catalogue & promotionsbradley luo page 10
  11. 11. ALDI 10th Birthdayopportunity help ALDI celebrate their 10 year anniversary in Australia solution - develop a campaign that allowed ALDI to engage with local community challenge 1. we had to follow a similar model to a Swiss promotion groups from all walks of life 2. change the community’s perception of ALDI - this revolved around a promotion where community groups submitted a 3. we had 10 x $10,000 ALDI credit to give away group photo, introduction to their group and how they would use their winnings - specific groups that held strong community appeal was the target audience work website, edm, posters, print, catalogue & gift cards results achieved over 2000 unique entriesbradley luo page 11
  12. 12. ALDI Christmasopportunity create a website where customers can view Christmas specials solution - develop a visually elegant and quintessentially Christmas website that challenge 1. entice visitors to view the majority of the products on display allowed visitors to view the products in an engaging format 2. the products were already available to view on aldi.com.au - an interactive rotating gallery was created to showcase hero products, and 3. communicate to customers that everything they want for customers were able to share with their friends any products that were of Christmas is available at ALDI interest to them work websitebradley luo page 12
  13. 13. BOKKS London category luxury retailopportunity create a brand that encapsulated elegance and luxury work brand identity, brand strategy, digital, packaging, print & environmentsbradley luo page 13
  14. 14. BOKKS Londoncontinuedbradley luo page 14
  15. 15. Bite Me Burger Co. category hospitalityopportunity present the brand as a chic gourmet burger restaurant with an irreverent edge work brand strategy, brand identity, digital, packaging, print, radio, digital, mobile marketing, brand activation, point of sale & brand merchandisebradley luo page 15
  16. 16. Bite Me Burger Co.continuedbradley luo page 16
  17. 17. Wong & Cohen category hospitality & ice cream wonderlandopportunity create a brand and an experience that was reminiscent of one’s childhood dream work brand strategy, brand identity & conceptual interior architecturebradley luo page 17
  18. 18. lets get personal IDEAS & PROJECTS FROM HOMEbradley luo page 18
  19. 19. Doggy Diners category lifestyleopportunity create a symbol that is internationally recognised for dog friendly dining work brand strategy & brand identitybradley luo page 19
  20. 20. Theodore Records category music & entertainmentopportunity to contribute to the independent music community work recorded music, branded merchandise, posters, print & digital THEODORE PRESENTS FOUR CHORD PUNK © 2005 Theodore Records, THEO - 001. All Rights Reserved. Distributed by MGM Distribution. Unauthorised duplication, hiring, lending, public performance and broacast of this recording is prohibited.bradley luo page 20
  21. 21. Theodore Recordscontinued u MGM Distribution DISTRIBUTION STUDIO 301, SYDNEY Album Mastering Jonathan Coucoulas, SQUALL CREATIVE Album Artwork AND Design Brad Luo, Alex Wilson, Daniel Milne Executive Album Production Brad (B-rad) would like to thank... My parents and my girlfriend Lis for their support and money. The friends that are mentioned in the credits below for their help with both money and support, and especially Nick for trying to put our website together :o). Everyone at Care Australia and The Australian Red Cross. The kids that read our flyers and you who went out and bought our first release. Alex (C-rot) would like to thank... My parents, Sophie and all my other friends for their support (and sometimes their money, thanks!) and for eventually believing that we would carry this off. To all the bands, labels, press people and industry types: you amazed me with your generosity and support and without you none of this would have been possible. Lastly, B-rad for constantly making sure everything was coming together and Daniel for his fax machine. Theodore would like to thank... Mark Bolton at MGM. All the record companies and bands that donated tracks to the compilation, here they are in no particular order… Jonathan @ Tooth and Nail, Chris @ Broken English, Ben @ Stomp, Mark @ Below Par, Jaddan @ Boomtown, Seth @ Negative Progression, Bonnie and Danielle @ Crush, Luke @ SFTMH, Chris @ Pop Frenzy, Adriana & Megan @ Universal, Jacqui @ 301, Apathy Season, Hawthorne Heights, Taking Back Sunday, Kisschasy, Something With Numbers, Behind Crimson Eyes, Wishful Thinking, Staying At Home, Little Yellow Box, Further Seems Forever, Sparta, Thrice, Knucklepuk, The Academy Is…, Q and Not U, Angelas Dish, and A Second Chance. Shaun at Red Cross. Murray Fahey (for being the coolest lawyer ever!). All the press people: Drew @ punknetwork.net, Lloyd & Matt @ Blunt, Jaz @ ozmusicproject.net, Michelle @ Scene, Matt @ Brag, Nicole @ Nova. Jonathan Coucoulas @ Squall Creative for the cool artwork. Benji for his help with extra badges, Jack Campbell for some of the badge designs. Nigel, Michelle, Ken, Nick, Girard, Tom, Verity, Sophie & Bridget for foolishly yet kindly giving us their money and whoever else we’ve forgotten to mention. THEO-001 - © 2005 Theodore Records, All Rights Reserved. www.theodorerecords.com.au 14. THE GETAWAY PLAN - Letter Of Credit Written by The Getaway Plan. © The Getaway Plan 2004. 7. TAKING BACK SUNDAY - This Photograph Is Proof (I Know You Know) www.thegetawayplan.com Written by Taking Back Sunday. © I think I’m taking crazy pills inc 2004. Taking Back Sunday appears courtesy of Victory Records. 15. ANGELAS DISH - Lights On www.takingbacksunday.com, www.victoryrecords.com Written by Angela’s Dish. © Boomtown Records 2005. Angelas Dish appears courtesy of Boomtown Records. 8. A SECOND CHANCE - Tell Me Everything www.angelasdish.com, www.boomtownrecords.com.au Written by Jason Maffucci, Edward Daniel Simons Jr., Andrew Meunier & Steven Miller. 1. BEHIND CRIMSON EYES - Nightmare On Apparition Part 6 A Second Chance appears courtesy of Broken English Records. © Broken English Records 2004. 16. WISHFUL THINKING - The Day You Went Away Written by Behind Crimson Eyes. © Boomtown Records 2005. www.ascrock.com Behind Crimson Eyes appears courtesy of Boomtown Records Records. Written by Wishful Thinking. © Boomtown Records 2004. Wishful Thinking appears courtesy of Boomtown Records. www.behindcrimsoneyes.com, www.boomtownrecords.com.au 9. STAYING AT HOME - The New Chapters www.wishfulthinking.com.au, www.boomtownrecords.com.au Written by Staying At Home. © Set Fire To My Home Records 2004. 2. THRICE - The Artist In The Ambulance Staying At Home appears courtesy of Set Fire To My Home Records. 17. THE ACADEMY IS... - Classifieds Written by Dustin Kensrue, Eddie Breckenridge, Teppei Tranishi, Riley Breckenridge www.stayingathomemusic.com, www.setfiretomyhome.com BMG Music Australia Pty Ltd © 2003 The Island Def Jam Music Group Written by Michael Carden & William Beckett. © Fueled By Ramen 2004. Thrice appears courtesy of Universal Music Australia Pty. Limited The Academy Is… appears courtesy of Fueled By Ramen Records. 10. SPARTA - Cataract www.thrice.net, www.universalmusic.com.au www.theacademyis.com, www.fueledbyramen.com Written by Jim Ward, Antoine Hajjar & Pablo Hijonos. © 2002 SKG Music L.L.C. Sparta appears courtesy of Universal Music Australia Pty Limited. 3. SOMETHING WITH NUMBERS - Listen www.spartamusic.com, www.universalmusic.com.au 18. GRAND FATAL - Baker Boy Written by Something With Numbers. © Below Par Records 2004. Written by Grand Fatal. © Set Fire To My Home Records 2004. Something With Numbers appears courtesy of Below Par Records. Grand Fatal appears courtesy of Set Fire To My Home Records. 11. KNUCKLEPUK - Indepedia www.somethingwithnumbers.com, www.belowparrecords.com www.grandfatal.com, www.setfiretomyhome.com Written by Knucklepuk. © Fireset Management 2005. Knucklepuk appears courtesy of Fireset Management. 4. ARMAGEDDON SKY - Cycle Never Ends www.knucklepuk.com 19. HAWTHORNE HEIGHTS - Ohio Is For Lovers Written by Armageddon Sky. © Sightline Records 2004. Written by Hawthorne Heights. © Another Victory Inc 2004. www.armageddonsky.com 12. LITTLE YELLOW BOX - Ginger Hawthorne Heights appears courtesy of Victory Records. www.hawthorneheights.com, www.victoryrecords.com Written by Steven Carr, Ty Jontz, Mike Horn & Ian Ingram. © Negative Progression Records 2004. 5. APATHY SEASON - My Safe Haven Little Yellow Box appears courtesy of Negative Progession Records. www.littleyellowbox.com, www.negativeprogression.com 20. FURTHER SEEMS FOREVER - For All We Know Written by Apathy Season. © Apathy Season 2004. Written by J.Colbert, D.Cordoba, C.Neptune, S.Kleisath & J.Bunch. www.apathyseason.com 13. KISSCHASY - One Mistake Further Seems Forever appears courtesy of Tooth And Nail Records. Written by Kisschasy. © Below Par Records 2004. © Tooth And Nail Records 2004. 6. Q AND NOT U - Wonderful People www.furtherseemsforever.com, www.toothandnail.com Written by Q And Not U. © Popfrenzy Records 2004. Kisschasy appears courtesy of Below Par Records. Q And Not U appears courtesy of Popfrenzy Records. www.kisschasy.com, www.belowpar.org www.popfrenzy.com.au, www.qandnotu.orgbradley luo page 21
  22. 22. Elastoplast: ready to wear category fmcgopportunity broaden the brand’s appeal with the wider community, whilst connecting the brand with a more youthful demographic solution - creation of a “ready to wear” range that protects plasters day to day, and is always available to use - create brand awareness by using innovative channels and formats to distribute sample products - use communication that the target market understands with subject matter that engages concepts packaging, outdoor, interactive media, mobile, print, digital, customised dispensers & eventsbradley luo page 22
  23. 23. THANK YOU FOR LOOKING call me +61 405 539 166 www.bradleyluo.com