Elastic Group

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Creative

HANSON

HANSON

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Hanson, one Australia’s leading building & construction material companies and part of the HeidelbergCement Group global network, engaged us to refresh their brand for the local market. 

To lay the foundation for the refresh we first worked with the local team to establish their brand strategy including the company vision, mission, purpose and value proposition.

This work then informed the development of a 2020 content strategy including a new brand communications platform, and extensive brand guidelines to take them into 2021 and beyond.

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INSIGHT

In order to mitigate risk of COVID 19 NSW needed to adjust to a new normal. Industry and individuals need to be vigilant and proactive.


THE IDEA

A consumer-facing campaign that models good behaviours and drives meaningful change with how we interact at venues. This campaign normalises positive behavioural change and drives a memorable adapted going out ritual.

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RESULTS​

Earned media reach ~37m (and counting), ~$500k oOh Media value +1.2m reach, Trade support 75 venues across NSW and counting, +50k Time Out media value +300k reach, Consumer media coverage across 9x radio stations, 5x TV networks, 2x major news publications.

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MAXIGENES

MAXIGENES

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CHALLENGE

Although milk powder is widely popular across Asia, locally consumers still overwhelmingly prefer fresh, and we needed to talk to appeal to both markets.

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INSIGHT

The popularity of cooking shows have created a generation of budding home chefs, with Gen Y leading the home cooking revolution.

THE IDEA

Showcase the various ways that milk powder can be not only a convenient option but the secret ingredient in your home cooking, for anything from savoury to sweet.

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RESULTS​

A successful campaign that was distributed across Asia & Australia via social, eDM & website. Consisting of a range of creative assets from a master TVC, short recipe videos, stills, and recipes.

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MAXIGENES // MILK

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ABBVIE

ABBVIE

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CHALLENGE

Build AbbVie’s reputation as a leader in the development of innovative medicines across various disease states without falling into a traditional corporate communications style. Generate awareness & spark conversations on social while adhering to all the relevant Medicines & TGA legislations.

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INSIGHT

With the rise in Netflix and VOD platforms, high quality engaging documentaries have become appointment viewing with audiences because they are entertaining, engaging and drive conversations.

THE IDEA

Create high quality short documentaries that showcase the importance of medical research for the development of groundbreaking treatments that truly change people’s lives. Using creative storytelling and visually entertaining executions to engage our audience on social and inspire conversations.

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RESULTS​

Working with our media partner we created and executed a social distribution strategy for the Discovery Series that has led to some amazing results. The Discovery episodes have consistently been averaging nearly 300k views each, with more than 150k total minutes viewed by audiences across the series so far. There have been more than 1000 reactions, shares and comments across the series which has more than achieved its objectives. In addition to this Episode 3 ‘In Our Sights’ was also selected as part of the 2020 Melbourne Documentary Film Festival.

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ABBVIE // DISCOVERY SERIES - PSORIASIS

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ABBVIE // DISCOVERY SERIES - IN OUR SIGHT

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ABBVIE // DISCOVERY SERIES - DAMO

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VINO SOCIETA

VINO SOCIETA

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CHALLENGE

To launch a new and innovative ‘wine on tap’ brand with attention grabbing KV’s that echo the brand ethos of living life the ‘la Dolce Vita’ way.

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INSIGHT

Drawing inspiration from those moments of connection where wine is enjoyed as part of the occasion.

THE IDEA

Using a minimalist and modern take on art deco as the illustration style, we created a series of summer & winter KV’s as well as a hero animation for use across POS, OOH and social media.

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VINO SOCIETA // ACCOLADE

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ACCOLADE WINES

ACCOLADE WINES

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CHALLENGE

There is a wall of wine in store, so we needed to create cut through in a cluttered market and create a digitally led campaign that engages customers both online and instore for premium red wines.

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INSIGHT

The Accolade Wines portfolio has strong credentials in premium red wines with brands like Grant Burge and St Hallett leading the way in awards and a strong Barossa heritage.


THE IDEA

Using Dan Murphy’s own wine experts, we created a content series where we took the Wine Merchants on an Escape to the Barossa, where they visited the local sites as well as the Grant Burge & St Hallett wineries. A custom microsite was created to house the content with activity online & instore to drive engagement.

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RESULTS​

The campaign was a huge success with Endeavour Drinks embracing the Accolade Wines campaign both in store and online. The hero content was housed on the microsite which also hosted the competition entry, while in stores neck tags on bottles featured a QR code that linked through to the microsite to watch the content and enter the comp. In addition to the instore activity we also had a digital activation across social to drive people to the website. 

The campaign achieved over 10k QR code scans from bottles in store, with the Escape to the Barossa microsite having over 11k visits and more than 6.5k competition entries. 

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ACCOLADE WINES // ESCAPE TO THE BAROSSA

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GRANT BURGE

GRANT BURGE

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CHALLENGE

We needed to stand out and create cut through in a saturated category, but a short turnaround meant that we needed to shoot the campaign in the depths of winter, when the wine is already maturing in bottles and the vines bare.

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INSIGHT

When it comes to wine, it’s personal. The people behind the wines are indeed craftsmen but for them it’s more than that, it’s intuition, it’s a feeling.


THE IDEA

Using the bare vines to set the mood and create a visually rich look & feel, we showcased the passions of the Winemaker & Viticulturist. The visuals and soundscape were designed to be striking & emotive, capturing maximum attention and reinforcing Burge as a premium brand. The campaign consisted of a TVC for digital & cinema, social videos, & stills.

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GRANT BURGE // REDS 30

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DAIKIN

DAIKIN

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CHALLENGE

After helping Daikin move to #1 Air Conditioning brand in Australia via our previous Torture Test campaign, how do we refresh the creative, celebrate 50 years in Australia and maintain momentum with a reduced media budget.
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INSIGHT

Australia is unique. Our country is vast, with varied climates and extreme conditions, and Daikin’s range of products have been specifically designed with
Australian homes in mind.

THE IDEA

For 50 years Daikin have been delivering pure comfort for Australians, no matter where they call home.

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RESULTS​

With strong sales Daikin have successfully maintained their #1 Air Conditioning brand position in market. The integrated campaign consisted of TVC’s, social assets, display, OOH as well as a 50yr anniversary logo. As part of the extended campaign our dynamic DOOH also won Best Use of Digital in the Outdoor Media Association’s Creative Competition.
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DAIKIN // PURE COMFORT 60

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DAIKIN // PURE COMFORT 30

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TWENTYFIVEFOUR

TWENTYFIVEFOUR

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CHALLENGE

To launch a new veteran owned coffee brand on Anzac Day, while communicating to our audience what the brand stands for.

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INSIGHT

Our defence forces are always there to serve, whether it’s national security, bushfires or even COVID, they’re on the frontline and helping our communities.


THE IDEA

The traits that those on the frontline possess are at the core of what TWENTYFIVEFOUR stand for, so we are redefining what it means to be an Aussie Trooper. TWENTYFIVEFOUR is born from defence, but it speaks to a wider audience than that. It’s for all Troopers, by Troopers. 

RESULTS​

Launching on Anzac Day with the Coin Toss for a Cause raffle, the campaign was designed to reinforce the brand ethos that TWENTYFIVEFOUR don’t just create good product, they are a force for good, raising awareness of the brand in market as well as those charities it supports. 

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NTIA // CHECK CHECK CHECK

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YCK

YCK

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DESCRIPTION

Engaged by NTIA and digital publisher TimeOut we were asked to design and create one of Sydney’s newest and most exciting entertainment precincts. The York, Clarence and Kent laneways are a hub of amazing bars, eats and events but it needed a new brand identity to attract punters back into the area. 

To do this we developed a new visual identity for YCK including a logo, branding & style guide. We also created a website to promote the grand opening of the ‘new’ district as well as social assets and display banners for exclusive YCK events over the launch period.

2_ETTB

INSIGHT

In order to mitigate risk of COVID 19 NSW needed to adjust to a new normal. Industry and individuals need to be vigilant and proactive.


THE IDEA

A consumer-facing campaign that models good behaviours and drives meaningful change with how we interact at venues. This campaign normalises positive behavioural change and drives a memorable adapted going out ritual.

accolade wines-Mackbook-Pro-2

RESULTS​

Earned media reach ~37m (and counting), ~$500k oOh Media value +1.2m reach, Trade support 75 venues across NSW and counting, +50k Time Out media value +300k reach, Consumer media coverage across 9x radio stations, 5x TV networks, 2x major news publications.

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NTIA // CHECK CHECK CHECK

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NTIA

NTIA

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CHALLENGE

After months of silence in our community over lockdown we needed to re-educate residents that the returning sounds in our neighbourhood are positive and not just ‘noise’.

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INSIGHT

Where we live is part of our identity. The community we live in and the sounds within it are what makes up not just the neighbourhood’s identity but our own too.


THE IDEA

You hear us and we hear you. Breaking through the ‘us & them’ mentality the campaign was designed to create a friendly open channel of communication. Celebrating the end of lockdown and embracing a renewed sense of community. The design is bold, proud and interconnected, with friendly and human accents to emphasise the messaging to speak and be heard.

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RESULTS​

Earned media reach ~37m (and counting), ~$500k oOh Media value +1.2m reach, Trade support 75 venues across NSW and counting, +50k Time Out media value +300k reach, Consumer media coverage across 9x radio stations, 5x TV networks, 2x major news publications.

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NTIA // CHECK CHECK CHECK

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