Play Melbourne. You know you want to.
Together, Tourism Victoria and Publicis Mojo created the longest-running tourism marketing programme in the world. The eighteen-year-old ‘Jigsaw’ campaign is now its tenth phase, with the launch of a new chapter: ‘Play Melbourne’ – a story to deepen visitors’ appreciation of Melbourne’s unique creative sub-culture.
The campaign integrates loads of interactive and experiential elements, including a rich digital hub for all that’s hip and happening in the city, a delightfully intriguing iPhone app, and a chance each week for an entire year to Play Melbourne and win a spontaneous visit.
The campaign is self-supporting through Social, but we had to light the fuse somewhere – and light it we did, with a set of web ads springing from the Play Melbourne story. They’re an intriguing, interactive, upmarket and enticing bunch of rich and standard banners that drive tens of thousands of visitors to the site each time they run.
It was a pleasure and a real workout to be Digital CD on this job, and big thanks to everybody in the world who was involved in making this work: the inimitable JC and the indefatigable RI; Pete Bakacs for piccies; Brendan McMahon for engineering; Matt Houltham for early wrangling; Fracture for gorgeous Flash… oh, look, just… thanks, EVERYBODY.
Cheers to your very own piece of New Zealand.
Taking the iconic-in-New-Zealand but globally tiny Steinlager Pure brand to the world was not going to be easy — especially with a budget that would barely get us one month on a Times Square billboard. We went back to the product truth and came up with a plan that would resonate with urban dwellers the world over.
That plan: When you buy a Steinlager Pure, you get a piece of pure New Zealand. There’s a great video of the result, here.
It took a while, but we worked with our client (the wonderful Ben Wheeler) to reserve 120 hectares of native New Zealand forest and wetland, in the name of Steinlager Pure drinkers in our launch markets. The deal: Buy one Steinlager Pure, enter your code, and you get a unique piece of this iconic part of New Zealand reserved in your name. Buy another, and you add a chance to visit your piece of land for real – courtesy of Steinlager.
Steinlager Pure was a niche brand launching into behemoth beer markets like the US, Canada and the UK, so we had to make sure the idea would cut through. Posters showed actual shots of the land, divided into unique portions. Coasters were cut from those poster images, each containing an innovative snap-to-open code. Buy the beer, get the coaster (already a unique piece), then enter your code via SMS, mobile site or on the App to get an instant reward right at the point of purchase.
Imagine a piece of the purest land in the world secured in your name – and the chance to see it for real.
Of course we added easy ways to spread the word through social networks, and ultimately we’re starting to build a database in each market for regular dialogue. But making the exchange feel very real for participants was key, and a standout element is the iPhone App with its goosebump-inducing motion-controlled panoramas – along with an Augmented Reality compass-based Pure finder that even shows you where and how far away your piece of purity is.
Take a closer look at the Lumix G Series…
A sneaky wee one-off to help launch the G Series cameras in New Zealand. A bit of clever animation transforms a big old SLR into a svelte new G Series full of great reviews; you then grab the photographer’s loupe to see just what the real world thinks of the camera, in detail. Result: a great search profile, a smart technology solution, some good-looking graphics thanks to my man JC and the Cactus Crew, and we even added interaction in the form of some programmed learning. Not a bad little piece of work — and the camera’s good too!
Schhh… it’s for adults only.
The Schweppes Short Film Festival Bar - with a twist...
In a world dominated by perceptions of carbonated beverages being “fizzy pop for kids”, Schweppes was not being consumed at adult occasions. Something resonant needed to happen to remind the audience of the timeless, adult sophistication of Schweppes. The web was the perfect medium to deliver content unashamedly targeted at adults. The team at Mojo created an online-only Short Film Festival, featuring filmic stories that reflect adult experiences and aspirations, leaving the audience intrigued, invigorated and wanting to know more.
Our team was asked to “invigorate” the relatively static site. Amongst a slew of enhancements, we added an intriguing, sophisticated and entertaining Bar experience… with more than one twist. Visit the site to see what I mean.
With over 1.4 million unique visitors to date, at an average of 7.6 minutes on site, that’s 10 million minutes of brand engagement.
Embedding ideas in their context.
The alchemy of ideas: turning your everyday insert into something great.
HAcKeD Cd
Where's my CD? It looked secure on the outside...
It might look safe and secure from the outside now, but there’s no reason to believe the hackers haven’t already been and gone…
This “free CD” full of tips and tricks to stop the hackers in their tracks is surely an extremely valuable item – hence the secure packaging. But on opening the case, the network security engineer to whom this was sent discovers the CD has been stolen long before the package was sealed… (Concept only)
What it does
Makes the concept of holistic network security stunningly clear: a firewall is no longer enough to secure an extended network.
Who built it
Concept, design, artwork, copy, photography, and hand modeling all by, er, me.
Winner!
Amongst all the awards, I am still proudest of having this piece chosen by my peers at Wunderman as the best unproduced idea (Cannes 2005). Cheers, you lot.