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Menulog: Delivery Bag in Disguise

 CASE STUDY   AUSTRALIA    February 23, 2024 14:05 paper delivery bag is the face of a billion-dollar industry. With Menulog's biggest competitor, UberEats, having 7x the media spend focussed on their distinctive delivery bag, Menulog needed a way to steal back the limelight and make their bag the most iconic of all.


RD: The Forty Thousand Step Grandchildren

 CASE STUDY   BRAZIL    May 19, 2023 11:54's largest pharmacy chain, composed of the brands Raia and Drogasil, showcases their case titled "40 Thousand Step Grandchildren", which has been helping the Baby Boomer generation - individuals born between 1945 and 1964 - adapt to digital tools and become more independent in using e-commerce.


Spark: Netflix Dinners

 CASE STUDY   NEW ZEALAND    April 24, 2018 09:44 (Edited: February 17, 2023 04:19) STUDY - You've seen Frank enjoying ribs on House of Cards. Piper eating prison food on Orange Is the New Black. And you've seen Eleven use telekinesis to steal waffles on Stranger Things. Now you can eat what they eat, with them. With an exciting new partnership, New Zealand telco Spark could offer Netflix free. To bring attention to this, we developed the world's first Netflix Dinners. Iconic meals were delivered to customers who were also massive fans. It made watching their favourite Netflix shows, even better. Proving that only Spark can deliver the best Netflix experience.


Mainland: The Mainland 2,000 Piece Voucher

 CASE STUDY   NEW ZEALAND    April 24, 2018 09:42 (Edited: February 17, 2023 04:19) STUDY - Mainland have always believed good things take time. So Colenso BBDO created a voucher that lives by those words, taking almost as long to make as our cheese does. The Mainland 2,000-Piece Voucher. A huge, ridiculously difficult puzzle, that punters have to complete to redeem. Colenso BBDO gave the vouchers away on Facebook, for Kiwis to attempt over the Christmas break. It may take them a bit of time, and a whole lot of effort, but - just like Mainland cheese - it'll be worth the wait.


Pedigree: SelfieSTIX

 CASE STUDY   NEW ZEALAND    April 24, 2018 09:36 (Edited: February 17, 2023 04:19) STUDY - Pedigree SelfieSTIX is a specially designed phone attachment that fits the unique shape of a Pedigree DentaStix dog treat. It's all the encouragement a dog needs to look at the camera, so you can capture the perfect dog selfie every time. SelfieSTIX was free with every purchase of Pedigree DentaStix and was supported by a campaign and app. The SelfieSTIX app used canine facial recognition technology to let owners add filters to their dog. In a country of 4.6 million, the campaign had over 3.5 million interactions and Pedigree DentaStix saw a 24% sales increase year on year.


Airbnb: Until We All Belong

 CASE STUDY   AUSTRALIA    June 06, 2017 08:22 (Edited: February 17, 2023 04:19) STUDY - Wear this ring and show your support for marriage equality. We wanted to go beyond just a short term spike in conversation that a traditional PR campaign may achieve – we wanted to create a movement that would not rest until marriage equality becomes law. To do this, we needed a symbol, something that could be immediately recognisable, allow people to show their support and spark the volume of conversation and societal pressure that would be required to help create legislative change. Our idea was to take one of the oldest symbols of marriage – the wedding ring – and turn it into a symbol for marriage inequality, the Acceptance Ring. Agency: Clemenger BBDO, Melbourne.


Monash University: Your Name Goes Here

 CASE STUDY   AUSTRALIA    May 04, 2017 12:21 (Edited: February 17, 2023 04:19) STUDY: To encourage the top 1% of high school leavers to accept their university scholarship offer, Monash did more than send them a letter. They renamed their university after them. GPY&R Melbourne


Air New Zealand: Summer Wonderland

 CASE STUDY   AUSTRALIA / NEW ZEALAND    April 18, 2017 14:27 (Edited: February 17, 2023 04:19) STUDY - Christmas is a Northern Hemisphere-dominated event, synonymous with frosty snowmen and frightful weather. Problem is, for the Southern Hemisphere, those things don't represent Christmas at all. Down here, Christmas is in the middle of summer, not winter. But our warm and sunny festive identity is never represented. At a time of year where bigger brands with bigger budgets were perpetuating Christmas cliches, Air New Zealand wanted to build brand fame and foster pride amongst Kiwis, both at home and abroad. So we set out to give New Zealand a special gift - a chance to break with Northern traditions and embrace their very own Christmas identity - and put Air New Zealand at the heart of the holiday season in the process. Agency: Host, Sydney


Tata Motors: Racemo

 CASE STUDY   INDIA    March 15, 2017 15:58 (Edited: February 17, 2023 04:19) the 7th of March, TAMO, TATA Motors' sub-brand, launched RACEMO, a two-seater, fully connected, sports coupe at the 87th Geneva International Motor Show. This car got the entire auto world to sit up and take notice, for the way it looked and what it could do. Meanwhile, in the digital sphere, Jack in the Box Worldwide in collaboration with TAMO launched a one-of-a-kind guerrilla activity to build intrigue and hype around the launch.


NZTA: Drug Driving

 CASE STUDY   NEW ZEALAND    August 19, 2016 13:29 (Edited: February 17, 2023 04:19) drivers compensate by driving more carefully, but eventually their minds wander. No one buys that the government gets what it's like to drive stoned, so the NZTA partnered with those who have more credibility on the subject. Comedians.

Each time the audience saw the ad, a different comedian was voicing the train of thought of each character, showing that whoever you are, it's hard to stay focused when you're stoned. Agency: Clemenger BBDO, Wellington.


Renfe: Simeone

 CASE STUDY   SPAIN    May 31, 2016 14:28 (Edited: February 17, 2023 04:19) preparing to win the 2016 Champions League this Saturday, Simeone goes viral on social media with his starring role in a spot for Renfe. Here is the Case Study from M&C Saatchi, Madrd


Air New Zealand & Qantas: Case Study - #AirlineWager

 CASE STUDY   AUSTRALIA / NEW ZEALAND    May 19, 2016 10:26 (Edited: February 17, 2023 04:19) New Zealand and Qantas. Rival airlines and respective sponsors of the All Blacks and the Wallabies. So, when both teams made it through to the 2015 Rugby World Cup Final, we found a way to up the stakes and create some real brand engagement. It started with a tweet from Air New Zealand to Qantas - a wager over the result of the big game. Before long, #AirlineWager was trending worldwide and had racked up over 2,300 media mentions globally. Agency: Host


Air New Zealand: Case Study - Wake Up Call

 CASE STUDY   NEW ZEALAND    May 19, 2016 10:23 (Edited: February 17, 2023 04:19) up early sucks. Just ask expat All Blacks fans. After all, with the 2015 Rugby World Cup being held in the UK, they were in for some disgustingly early starts. So we used Air New Zealand's All Blacks sponsorship to connect with kiwis living in Australia, and give them a wake up call that was impossible to ignore. Finally, a 3am call was something to look forward to. Agency: Host.


Castle Lite : Ziyabanda

 CASE STUDY   SOUTH AFRICA    May 10, 2016 12:23 (Edited: February 17, 2023 04:19) Lite is the only South African beer lagered at a freezing cold 2.5 degrees. It's a strategy that's made them the undisputed king of South African lite beers.
With two new competitors about to enter our market, we needed to remind people of the things that made them special: sub zero refreshment, music and a love of innovation.Partnering with two influential South African hip hop artists, we set out to create a track so cold it could only be Castle Lite. Using sounds and samples recorded from ice, we created Ziyabanda, an innovative Hip Hop track that mixed the best of local and international Hip Hop styles. Agency: Ogilvy Cape Town


Energy Online: Door Knockers

 CASE STUDY   NEW ZEALAND    April 18, 2016 13:50 (Edited: February 17, 2023 04:19) was a real-world demonstration of how Energy Online got rid of door knockers as a sale's tool. Contagion replaced a gargoyle door knocker with an actual person. So, when unsuspecting door knockers approached and knocked his face, they got more than they bargained for. The gargoyle sprung to life, told the door knockers to leave his home alone, and got rid of the door knockers on behalf of Kiwis across the country. While some salespeople were persistent, another gargoyle statue came to life to give them one last scare. As the door-to-door salespeople ran away in fear a title came up to say, 'Door knocking is so last century, so we got rid of them. Get the best deals online, anytime.'


Coopers Brewery: Coopers Shout Out

 CASE STUDY   AUSTRALIA    January 11, 2016 11:15 (Edited: February 17, 2023 04:19) does one of Australia's most loved beer brands say Happy New Year to its drinkers? By giving them the chance to say cheers to their family and friends on a digital billboard. Coopers Shout Out let Australians book the exact location and time their personalised messages would appear on a choice of 52 outdoor sites in major cities across the country. Thousands of free, user generated Shout Outs were booked by Coopers fans, adding much cheer to New Year celebrations.


SEEK Learning: Learnings from SEEK Learning

 CASE STUDY   AUSTRALIA    May 29, 2014 22:44 (Edited: February 17, 2023 04:19) Study: SEEK Learning, needed to grow interest in its further education courses at a time when they had fallen behind most other learning institutions. Based on the insight that humans have an insatiable appetite for sharing intriguing and informative bite-sized facts, Leo Burnett Melbourne created a new platform that encouraged Australians to interact with the brand: Learnings from SEEK Learning. Twenty-five tidbits of knowledge fed out socially and through radio, inspired 5,508 more pieces of user-generated content – enough to fill an entire book (so we did).


The Australia Paralympic Committee: We Believe

 CASE STUDY   AUSTRALIA    May 29, 2014 22:41 (Edited: February 17, 2023 04:19) Study: In a sports mad nation, the Australian Paralympic Team is one of our most successful, but least known teams. Their governing body, the Australian Paralympic Committee, faced a critical funding shortfall for both the 2014 Sochi Games and Rio 2016, with much of their government and corporate funding already committed to education and talent identification.

The Solution - We Believe: it takes a lot of self-belief to make it as an elite sportsperson, but for a Paralympian, that only takes you part of the way. This campaign rallied Australia behind the team, and provided a platform that could extend to Rio.

The Results:
- Exceeded launch fundraising target by close to 50% in the first two months.
Reached the new audience the team wanted, with 75% of site visitation new users.
- Achieved national trending status on social media – a first for the team.
- Received unprecedented levels of media coverage outside an actual Paralympics.
- Highly engaged corporate sponsors, with Qantas also leveraging the campaign.


Cancer Council of NSW : I Touch Myself

 CASE STUDY   AUSTRALIA    May 22, 2014 21:51 (Edited: February 17, 2023 04:19) I Touch Myself Project by JWT Sydney transforms the late Chrissy Amphlett's song 'I touch myself', about female sexuality into a breast cancer anthem to inspire a generation of women to touch themselves for early cancer detection. Although there was no media budget, the project achieved over $7m in media exposure, and was picked up internationally by media including the Huffington Post, Rolling Stone and Billboard magazines, reaching audiences of over 400 million.


Case Study: The Wayside Chapel - Love Over Hate

 CASE STUDY   AUSTRALIA    November 20, 2013 19:56 (Edited: February 17, 2023 04:19) Wayside Chapel was in a similar predicament to the thousands of people it had helped. It was broke, in need of a new place to live and a way to start over. They needed to make a miraculous financial turnaround.

The 'Love Over Hate' Corporate Identity and positioning we developed for The Wayside clearly defined its mission and helped to rebuild its social relevance in the eyes of Sydneysiders, corporate sponsors and the government. Capitalising on The Wayside's newfound acceptance, we helped it develop a large, regular donator base through effective use of its website, social media, and a TV ad featuring a donated Kings Of Leon hit.

The Wayside Chapel is now very far from being broke or homeless, having celebrated the completion of an $8 million renovation of its premises in mid 2013.


Is it ok to be left-handed?

 CASE STUDY   AUSTRALIA    January 05, 2013 00:18 (Edited: February 17, 2023 04:19) STUDY: Marmalade Melbourne has created a national awareness campaign aimed at reducing discrimination and bullying particularly against young gay, lesbian, bisexual, trans or intersex (GLBTI) people.

beyondblue, together with Movember, has contributed to this national antidiscrimination and stigma-reduction campaign which includes cinema ads, TV, online, print and outdoor ads, and personal video stories from GLBTI people who have experienced depression and anxiety as a result of discrimination.


Slurpee: Bring Your Own Cup Day case study

 CASE STUDY   AUSTRALIA    November 25, 2011 16:50 (Edited: February 17, 2023 04:19) STUDY: Slurpee is the different drink. You can pour, mix and fill your cup any way you like. But when Coke made an aggressive push of their copycat product, Leo Burnett, Melbourne had to make Slurpee different again. So the agency changed one thing that's always been the same - the cup. For one day, every 7-Eleven store in Australia let anyone bring in any 'cup' they liked to fill with Slurpee. Giving the customers total creative control over their drinking experience.


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