Lyre’s is the most awarded and most globally available non-alcoholic spirit on the planet, and thanks to this growth we had the opportunity to launch our first global TTL campaign.
With the campaing to eventually be live in over 50 countries, social and cultural norms became a huge challenge to address. Our solution was to bring our fun and quirky characters to life in on-liner style joke constructs that talked to nothing but what was in the frame ensuring comprehension in any language.
Creative Director: Nate Martin
Design Director: Lloyd Shiers
Senior Creative: Tiff Harrison
Senior Producer: Jeff Edwards
Account Director: Hannan Hannah
Animation: Visual State
Sound: Rumble
For the Launch of The Australian Red Cross’ biggest fun raiser of the year, they had a challenge to overcome.
With such a large range of services offered, Australian’s only understanding of the charity is that they collect blood.
In came Artefacts of Disaster.
We discovered that of all the causes supported by the charity, the most relevant to every day Australians is natural disaster relief.
CLIENT: The Australian Red Cross
AGENCY: The Kinetic Agency
Creative Director: Nate Martin
Senior Art Director: Damien Quinn
GAD: Sarah Hobson
Senior Account Manager: Georgie Gettings
Senior Producer: Jeff Edwards
Kellogg’s regularly updated the back of their packs with games, quizzes and colouring in exercises to add a little fun into kids breakfasts, and this brief was exactly that but we decided to push the brief a little further.
Kellogg’s lives in an aisle filled with loud colours and shouty claims, which makes competing for attention a different kind of challenge, so rather than yelling louder we went the other way.
We redesigned every one of Kellogg’s packs across cereal and snacks to stand out in a different way, and to make it even more fun for kids we expanded the back of pack colouring in game to the whole box.
To add a little extra excitement we developed a WebAR app that captured your artwork and wrapped it around a 3D AR experience for kids to engage with.
Creative Director: Nate Martin
Design Director: Lloyd Shiers
Senior Art Director: Damien Quinn
Junior Art Director: Michael Wilds
Development: Chook
As part of a new innovation pipeline being tested at The Kinetic Agency, i was involved in the creation of new products from insights to product intrinsics, brand strategy and design all the way down to launch and execution.
Lyre’s is to date the most successful of the brands i have created with the team at Kinetic, at last count being available in over 50 countries with a valuation of over $500M
CEO: Mark Livings
Creative Director: Nate Martin
Design Director: Lloyd Shiers
Senior Art Director: Tiff Harrison
Senior Art Director: Michael Gettings
Senior Art Director: Damien Quinn
To launch the 2017 season of the NRL, we were tasked with the simple brief of "get bums on seats".
Running from a previously successful campaign surrounding the moments of history that you could miss, we shifted strategy towards community involvement.
The campaign "Let's Make History" ran in TVC, OOH, radio, press, social, experiential and will continue for the entirety of 2017.
Art Director: Nate Martin
Copywriter: Mark Rosenberg
ECD: Matt Gillmore
CD: Johnny Brown
Director: Scott Otto Anderson
Production: Photoplay
Maximus is the non-sports-sports-drink that challenges conventions through its tongue in cheek, aussie bloke voice.
To drive awareness of this massive bottle of man water and encourage trial, we were tasked with "Getting hands on bottles".
Harnessing the power of Aussie one-upmanship, we produced a campaign that leveraged the preconception of hand size.
This integrated campaign saw high volumes of OOH placements that used short cheeky headlines to draw parallel between a blokes manhood, and their ability to pick up a Maximus.
Driving the social end of the campaign, we used digital placement on porn websites, and various media partnerships to direct blokes toward content explaining various types of grips.
Using a cheeky pack change and an impressive prize, we got guys all across australia to measure their grip on a bottle and share the resulting picture under the hashtag #ICANHANDLEIT.
Resulting from this work and various other campaigns, Maximus won the Effie award for New product or service.
AGENCY: GIVE ART SCIENCE
ACCOUNT MANAGER: CARLY OSMAN
PROJECT MANAGER: JAMES LEVY
CREATIVE: JOEL CHAPMAN, NATE MARTIN
Kinder was launching their first Australian range of toys and wanted to do something special to commemorate it.
Our brief was to drive engagement with the Aussie toys and increase collectability. Our solution was the Adventure Board.
We designed and created a board game that brought cheeky fun and animal education to youngsters across the country.
Creative Director: Nate Martin
Design Director: Lloyd Shiers
Senior Art Director: Damien Quinn
Junior Art Director: Michael Wilds
To launch the new Meet Purina global campaign, we crafted a series of stories about real Purina team members and how their personal passions are intimately linked to Purina's passion for pets.
To usher in chinese new year, Citibank wanted to show investors that their wealth management offering doesn't require luck.
For a prosperous new year, we created the campaign "Make your fortune perform".
Using the ancient artform of chinese shadow puppets, we created new and more valuable puppets out of cold hard cash.
Rolled out globally, we developed a tool kit for each country to swap out currency and denominations easily.
This campaign ran across OOH, print, digital, social and in-store for 3 months.
Ballistic Beer Co make some very tasty beer, but with brand loyalty in craft beer in the dumps we were tasked with driving new consumption occasions and increasing brand awareness.
The solution came through illiteration, boards beers & banter? sounds Ballistic to me
Creative Director: Nate Martin
Senior Art Director: Tiff Harrison
Senior Producer: Jeff Edwards
Milennial travellers love the USA, but they always seem to hit the same coastal locations.
To bring new life to what are traditionally known as the "fly-over states" we leveraged FOMO and presented the message "The best bits happen in the middle".
To show all thats on offer through middle america i jumped on a plane with a bunch of social influencers and spent 3 weeks on a Contiki bus, creating content from the road for both owned and borrowed channels that inspired jealousy in all that followed our journey.
PepperJack came to us wanting to play a role in Father’s Day gifting. As one of Australia’s highest selling portfolios of wine we know that they are enjoyed by Dad’s around Australia, but Pepperjack also wanted to create something that added a personal value to the gifting experience.
The tension point? People often get Father’s Day gifts last minute and arrive at their Father’s Day gathering with no card or pen.
Our Solution? By partnering with Ironlak and supplying a marker with our wine, we turned the Pepperjack bottle into both the gift AND the card. Two birds with one stone. Last minute personalisation. Quick and easy.
Creative Director: Nate Martin
Design Director: Lloyd Shiers
Senior Art Director: Tiff Harrison
Nespresso is an adored brand by many, however Australians love a barista made coffee first thing in the morning.
In a global campaign, each territory was tasked with bringing the morning Nespresso moment to life through various archetypes, to ultimately align Nespresso with the perfect morning.
Through a partnership with Donna Hay, 5 recipes were created to reflect different kinds of morning activity that were housed on a bespoke morning moment landing page.
To amplify this campaign through social channels and reinforce the premium look and feel of Nespresso, we created bespoke cinemagraphs that bring beautiful morning moments to life through simple repeatable animations.
PROJECT MANAGER: GERT LEPPERS
PRODUCER: MARGO LOWRY
CREATIVE LEAD: NATE MARTIN
DIRECTOR / CINEMATOGRAPHER: NATE MARTIN
FINISHED ARTIST: NATE MARTIN
Although Kit Kat owns arguably the most well known slogan of all time, they were struggling with relevance with a younger mobile savvy market.
For the Australian leg of their 2015 global campaign they banked half their ad spend on digital to celebrate and enhance breaks while they are happening.
Rather than add to the flurry of advertising pre-rolls and targeted facebook videos with pretty visuals and branded messages, we used the social mini-break occasion for what its best for, zoning out with funny stuff.
We commissioned 4 top Aussie commedians to star in branded content with only two objectives:
1 - Be humorous
2 - Celebrate breaks
HEAD OF PRODUCTION: CLIVE BURCHAM
ACCOUNT SERVICES: CATHERINE DONNELLY
DIRECTOR: TOBY MORRIS
PRODUCER: MARGO LOWRY
CREATIVE LEAD: NATE MARTIN
CHALLENGE
ALTHOUGH CONTIKI TRIPS ARE BOOMING, SALES OF EUROPEAN WINTER HOLIDAYS ARE DOWN.
WE NEEDED AN IDEA THAT WOULD ENTICE AUSSIE MILLENNIALS TO ABANDON THE SUMMER THAT THEY LOVE - FULL OF FESTIVALS, FLINGS AND BEACH FUN - AND INSTEAD, BUY A EUROPEAN WINTER CONTIKI TRIP.
INSIGHT
AUSTRALIANS DON’T KNOW PROPER WINTER.
WE ALSO KNOW THAT LOSING OUT ON SOMETHING IS A STRONGER LEVER TO USE THAN GAINING SOMETHING WITH THIS FOMO-DRIVEN AUDIENCE.
SO OUR MESSAGE WAS CLEAR - DON’T MISS OUT ON REAL WINTER.
ACTIVITY
WE ABANDONED THE STANDARD CONTIKI FORMULA OF INFLUENCERS AND FAMILS AND TOOK A COMPLETELY DIGITAL APPROACH, DRIVEN BY MEDIA CONSUMPTION DATA.
OUR CAMPAIGN CHEEKILY FOCUSED ON WINTER EDUCATION. AND WE FLOODED CONTIKI’S SOCIAL AND DIGITAL CHANNELS WITH TAILORED CONTENT AIMED ON EDUCATING AUSSIES ON HOW TO DO A REAL EUROPEAN WINTER - THE CONTIKI WAY.
RESULTS
SALES UP 26% YOY
1.6 MILLION VIEWS (NO PAID MEDIA)
14,000 ENGAGEMENTS
5,500 CLICK THROUGH TO THE CAMPAIGN LANDING PAGE
ACCOUNT MANAGER: CATHERINE DONNELLY
HEAD OF DELIVERY: GERT LEPPERS
PROJECT MANAGE: CAROLINE AITKIN
CREATIVE STRATEGY: MORGAN FIEBIG
CREATIVE LEAD: NATE MARTIN
ILLUSTRATOR: STEPHEN ONG
To present the new Lattissima Touch as the perfect gift for mothers day, We explore a cheeky glimpse into what a perfect mothers day could be.
CREATIVE LEAD: NATE MARTIN
DIRECTOR: TOBY MORRIS
PRODUCER: MARGO LOWRY
