AWARD School 2022
Third Place in Queensland
Five works on The Wall
A globally-recognised commercial creative course. 194 accepted students nationally, 104 judges.
PR
What I had to sell
Tourism NZ — a winter holiday in New Zealand
How
A PR idea
The proposition
Winter is different in New Zealand
Mandatories
Logo
The Kiwi Smuggler
Insight
Australians like to get around in budgie smugglers.
Idea
Kiwis introduce The Kiwi Smuggler, made especially for Aussies out of local Merino wool so they can brave New Zealand’s cold winter climate.
Execution
These winter woolies will first be spotlighted on the runway of New Zealand Fashion Week.
Aussie tourists will then be gifted a pair of smugglers upon arrival into the country.
In a media release, the Minister of Tourism in New Zealand announces they’re in support of the gesture, calling it an ‘ice-breaker’.
Naturally a debate also kicks off about who created budgie smugglers in the first place...
Direct
What I had to sell
HCF Pet insurance
How
A direct idea across one or several touchpoints depending on your solution that gets people to take out HCF Insurance for their pet/s
The proposition
Pets are part of the family, too
Mandatories
Logo and a call to action
Furbaby Milestone Cards
Insight
People’s pets are their babies – furbabies.
Idea
Furbaby milestone cards to congratulate new pet owners on the latest addition to their family.
Target
People who have recently adopted a pet through animal rescue groups.
Execution
New pet owners receive beautifully packaged cards in their letterbox.
The cards begin with positive ‘firsts’, such as ‘My first park day’ and ‘My first toy’, before switching to cards including ‘My first X-Ray’ and ‘My first vet bill’.
With the reality of pet ownership sinking in, the final card is to sign-up for HCF Pet Insurance by scanning a QR code.
As with baby milestone cards, people will also share their pet’s milestones (good and bad) with followers on their personal social media accounts, prompting additional brand and product awareness.
Social
What I had to sell
Nicorette Gum
How
A social idea that works on Facebook and/or Instagram
The proposition
Nicorette helps break your habit
Mandatories
Logo
Instagum Games
Insight
People trying to quit smoking miss the feeling of having a cigarette in their hand. Having something else to hold or focus on helps break the habit.
Idea
A series of interactive Instagram games that can be used as a distraction whenever the urge to smoke strikes.
Execution
Using the ‘tap to skip’ and ‘press and hold to pause’ functions on Instagram Stories, simple games are released daily for 21 days — the time psychologists suggest it takes to break a habit.
Each game is gum themed, reinforcing the product in a fun and purposeful way.
Followers are encouraged to take up the challenge and play in supporting social media posts.
Digital
What I had to sell
Squarespace — Website builder
How
A digital idea that encourages people to build their website on Squarespace
The proposition
Don’t just dream it, build a website
Mandatories
Logo
No Square Too Big
Insight
People are afraid of sharing their dreams for fear of being rejected and ridiculed.
Idea
Digital billboards encouraging people to share their dreams with others in a public yet safe space.
Execution
Digital billboards feature a CTA to scan a QR code and ‘share your dream’. There is an incentive with every submission receiving 25% off any Squarespace plan.
Scanning the code opens a microsite where people can submit their dream in 25 words or less. There are no other limitations — dreams can be small, big, serious, funny, entrepreneurial, etc. Each shared dream appears within a rotation.
People’s details are also captured in the submission process for future marketing touchpoints.
Audio
What I had to sell
Heaps Normal Beer
Non-Alcoholic Quiet XPA
How
30-second radio ad
The proposition
Beer without the consequences
Mandatories
Branding
Nights Out Without
Poster
What I had to sell
Windex Original Glass Cleaner
How
A simple OOH poster
The proposition
For the cleanest glass
Mandatories
Logo