A little bit about who I am and where I’ve been.
After completing a Certificate in Media Communications
in 2007, I entered “Australia’s Toughest Brief”
competition. My entry was lucky enough to win all three
categories including a trip to the Caxton Awards where I
secured freelance work with Design Street, Sydney.
Shortly afterward I entered, “Using the power of the
brand for the power of good” competition and was
awarded the major prize of a partnership deal with Ogilvy.
Since February 2008 I’ve worked full time at
CumminsNitro, Brisbane as a junior copywriter. In that
time I’ve written and produced print, radio, television and
online concepts while completing AWARD school.
Some of my work can be found in the following pages.
Australia’s Toughest Brief Competition.
Creative on next page
Hosted by The Australian, this international competition required an ad that would inspire
people to enter politics. My entry was a print campaign with four executions - it was
awarded all three prizes including: Best Print Entry, Best International Entry and Best
Australian Entry. As part of the prize, I was awarded a trip to the 2007 Caxton Awards
where I secured my first freelance copywriting job with Design Street, Sydney.
In February 2008, Ogilvy issued a worldwide challenge to create a cause-related marketing
campaign for Fanta, UK. My entry proposed that Fanta consumers donate bottles toward SODIS
projects as tools for creating clean drinking water. After presenting the idea to Ogilvy at MIPTV
in Cannes, “Fanta’s Unlikely Heroes” was awarded the major prize of a partnership deal to
collaborate on the project.
On April Fool’s Day 2008, we took the opportunity to create a
hoax that proved to be enormously popular. Entitled the ‘No
Chair Fare’ it offered a half-price ticket if you agreed to stand
for the duration of the flight. Over 1000 people were duped but
were kept smiling with an offer of a sale fare. Our hoax gave
people a good laugh and generated enormous free media
coverage in radio, press and television channels including the
- Thousands of people pranked
- Free national TV coverage
- Free radio coverage
- Free press coverage
click to play
GET WHAT YOU WANT
Forgotten Mother’s Day? Don’t worry we’ve got a three-step rescue plan:
STEP 1. Cut out this wrapping paper, pick some ﬂowers from the nearest garden and wrap them up.
STEP 2. Go to virginblue.com.au and buy Mum a Virgin Blue gift voucher.
STEP 3. Fly straight over to your Mum’s place and act like you’ve been planning this for weeks.
The popularity of round-the-world tickets inspired an innovative
offering to help boost ticket sales for Virgin Blue. The Advance
Australia Fare allows several domestic destinations to be
booked on a single ticket for one, low price. This never-before-
seen offer would attract the millions of international visitors
wanting to see all of Australia’s attractions in the one trip.
Offering simplicity and great value, the Advance Australia Fare
is in the Virgin Blue tradition of innovative flair.
NEW PRODUCT INVENTION
Personalised Plates Queensland wanted to promote their product in a topical
manner so we created an updateable web page banner that appeared on a popular
news site. Each morning a new combination appeared that had direct relevance to
the feature story. The banner then invited people to create a combination and click-
through to place an order. PPQ is happy with the results and are planning to use
the banner again in 2009.
Creative on next page
We open on a young guy lining up at a supermarket shopping counter.
The line is horribly long but being the smart shopper that he is, he’s got
a trick up his sleeve. After placing his basket on the floor he pinches his
nose and covers it with the other then starts to speak in a nasal tone:
VO1: Attention shoppers, Cenovis Once Daily Multivitamins are on
special in aisle 3.
The shoppers in front of him look around with interest then one by one,
walk off in a similar direction. He picks up his basket and places the
range of Once Daily packs on the conveyor belt. We see them roll along
in front of the camera as the voiceover speaks:
VO2: Get through your day more easily with Cenovis Once Daily on
special this week at Woolworths/Coles.
We finish on the packs rolling from left of screen on the conveyor belt
and stopping frame.
SUPER: “On special this week at Woolworths/Coles” (with disclaimer)
Cenovis logo with ‘Spring to Life’ animation appears next to the packs.