As a teaser to the launch campaign for the 2017 NRL season we recreated what happened in the Sutherland Shire in the lead-up to last year’s Grand Final where people all over the area turned their porchlights on. This was in response to a former legendary coach of the Cronulla Sharks commenting that “waiting for the Sharks to win a Grand Final is like leaving the porchlight on for Harold Holt”. The spot ends with the captain of the team symbolically turning his own porchlight off.
Following the teaser, we launched the 2017 season with a spot building on the success of the 2016 ‘History Happens’ thought. The ad features the personalities of some of the rising stars of the game and highlights how supporters can play a role in making history happen for their team.
Creatives: Nate Martin, Mark Rosenberg, Jonny Brown
NRL Launch 2017 (30s)
Let's Make History
RED BULL SNOWSCRAPERS
Whilst at the TTR World Snowboard Federation we conceptualised and created this groundbreaking contest in downtown NYC. The event, in partnership with Red Bull, aimed to take snowboarding to the masses, and gained huge global press.
PETBARN BETTER HUMANS
We conceptualised a complete creative shift for Petbarn and an enormous content suite to ensure SEO search wins and ultimately, an increase in sales and brand perception.
To communicate the idea of ‘for better humans’ we brought these inspiring true stories to life.
All the feels.
Faith | Seeing Eye Dog Story
2 becomes 3
Running with Koda
There's a little known law, hotels don't just have to look after their guests - they're legally required to look after their horses too. Basically, pubs in Australia have to let horses in. We used this to advertise the world's richest turf race, The Everest, on horses, in pubs. We call it horse-vertising.
Creatives: Mark Rosenberg, Roy Leibowitz, Chris Wilson
CITIBANK CHINESE NEW YEAR
The brief was to show Citibank can increase your fortune. Given the launch was around Chinese New Year they wanted to appeal to Asian consumers, but not alienate other leads.
The idea of 'making your fortune perform' led to Chinese Shadow puppets, which then allowed us to develop gifts for customer's children, and also create branch activations.
The campaign was intended for Australia, however it was picked up and run by Citi International.
Creatives: Nate Martin, Mark Rosenberg
TWO WHEEL TUBES
In 2014 Robbie Maddison came to DC with an idea - he was going ride a dirt bike in the ocean, at one of the world’s most dangerous waves. A stunt that was guaranteed to garner millions of hits - how could we convert those hits into leads?
I helped create the strategy behind the delivery. We began by teasing the footage months prior to the main event, then loaded the content behind a locked URL which required viewers to sign up with an email address. Mr. Maddison pulled off an Evil Kanivel-esque stunt of epic proportions, and DC's eDM database got thousands of new potential leads.
DC SHOES: ROBBIE MADDISON'S PIPE DREAM
A ride-share program to revolutionise getting around for the disabled community…
People in wheelchairs have traditionally relied on accessible taxis to get around, but sadly wait times are increasing as there are less and less cabs on the road. This is due to the rise of ridesharing platforms like Uber, Taxify and Lyft.
Uber has made token efforts to address the problem with UberWAV, however they are not offering any real, sustainable solutions.
Enter Ola Rollas…
Creatives: Mark Rosenberg and Pete Sherrah
CREATIVE PARTNER DATING APP HACK
This is an idea to connect AWARD School students, by hijacking an existing dating app. I presented this to the Communications Council and they put it in place for all students.
QANTAS MOTHER'S DAY
Qantas wanted to shout out to Australian mums on Mother's Day. Rather than a soppy stock image FB post, we convinced them to change their logo for 24 hours.
Creatives: Rene Schultz, Mark Rosenberg
THE GREAT SURF SWINDLE
Toward the end of my publishing career, the travel budgets had dried up. My two co-workers and I wanted to enjoy the hedonist lifestyle salty journalists had experienced before us....we wanted to go to on luxe surf trip and not pay for it. How'd we pull that off? By wrangling some of the world's best surfers on a Mentawai getaway and having their sponsors foot the bill.
My role involved securing a location, scouting talent to bring, negotiating with managers, organising a medivac, logistics, legalities, bribery, writing, shooting, creative directing, and filming.
Truth be told we didn't actually surf that much - we were too busy creating the content we'd promised we would, then figuring out how to broadcast it live with dial-up internet. But we pulled it off.
Surfing Life On Location
COMIC-CON SNAPCHAT STORIES
AAMI purchased ad space during Oz Comic-Con, and wanted three 10 second videos that'd showcase insurance to a hard-to-engage audience.
Idea: AAMI - Superheroes In Car Insurance
Creatives: Michael Graziano, Jenny Tao, Mark Rosenberg
SNAP CHAT VIDEOS
‘It happens’, and when it does, whatever it is, Afterpay has got you covered.