Australia has alert systems for almost every natural danger, from riptides to fires. But when it came to the hidden threats facing our pets—the paralysis ticks and deadly parasites—there was nothing. This lack of knowledge caused immeasurable heartbreak and preventable deaths.
As a pet mom, I knew we had to fix this. I came up with the idea of creating a protective, predictive utility that finally gives pet owners the power to fight back. PetWatch was born.
We took the deep knowledge from over 170 Greencross hospitals and combined it with live environmental data. This genius fusion created Australia's first hyper-localised parasite threat map.
Deployed across 200+ Petbarn stores and 130 vet practices, PetWatch replaces worry with certainty, guiding millions of us to the precise, tailored preventative care our most beloved family members need to live long, safe, and happy lives.
An average smartphone user receives over 50 notifications per day and spends an average of 56 days a year looking at their screens.
These notifications distract us with short-term goals that misalign with our own values. As a result, we’re losing connection with ourselves, and the world around us.
The new Levi’s Trucker Jacket with Jacquard by Google promises to help people stay connected, not distracted. Through an innovative interface woven into the jacket, wearers are able to move through their day free from the distractions of their screen devices.
To demonstrate the need for this new product and others like it, we created the Hall of Distractions, an alarming immersive experience in which an average smartphone user’s yearly notifications were condensed and ‘re-performed’ in a 30-minute cacophony of sound and light.
Read the Mumbrella article here.
Read the Campaign Brief article here.
Queenstown is a wonderland all year round with something exhilarating for everyone. And that’s what Destination Queenstown wanted to celebrate in their latest brand film, without having to go through an agency.
With its focus on the inspiring sensations of Queenstown, my Home of Adventure concept won the pitch and off to Queenstown I went to work with action director extraordinaire Allan Hardy ACS.
The shoot took a year as we had so many seasonal elements to capture. The right music was important too, and I got to work with composer Danny Fairley on building the anthemic soundtrack.
To launch their Tap and Pay Android technology, NAB asked for a campaign that would get customers actively downloading and using their app.
Our idea was Happy Tappers, a travelling pop-up shop where NAB customers were coached through downloading and using the app in exchange for ridiculously cheap deals on trending products.
Using only NAB-owned channels and local street posters so we could fund our incredible discounts, the campaign reached 1.5m people in one week. We engaged 10,400 NAB customers, which amounted to 33% of their Android users in Sydney and Melbourne.
NAB Tap and Pay became one of the Google Play store’s top three apps, raising NAB cards signings by 84%.
See what Campaign Brief said about the campaign here.
Mattel wanted to return Barbie to a place of significance in Australian hearts, minds and toy boxes.
To localise the brand's global positioning of ‘You Can Be Anything’, I found three incredible kids out there living it and put them at the centre of our integrated campaign including Cael, a young charity founder.
The campaign reversed a long sales decline resulting in a 20% uplift in point of sale and 16% in shipping. Best of all, we broke a stereotype by creating the first Barbie ad to feature a boy.
Read the B&T article here.
Read more about the campaign here.
Myer wanted to establish itself as a trusted authority and create an online destination for men’s style.
Because every regular guy needs a style savvy friend to help them navigate the treacherous waters of fashion, culture and etiquette, we came up with the Go-To Guy, a modern-day gentleman.
We developed a slick visual style and knowledgable yet humble tone of voice to make him the kind of guy every man wants as a best mate.
The Go-To Guy launched on Myer owned channels, paid social, digital OOH, and print. As a result, menswear sales grew by 16%.
As the AKQA Melbourne studio closed for lockdown, it became clear we needed to create something meaningful that would allow social activity to continue – something everyone could access, feel included in, and even participate in.
Radio seemed the perfect medium.
Two hours after its inception, WFHFM was broadcasting live in Australia.
24 hours later, we went global.
Since then, WFHFM was awarded site of the day by FWA.
With WFHFM now connecting AKQA studios around the world, I wrote the script for a short film in celebration.
