The Work 2022 Contenders: Emotive
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…
Modibodi: Embodied – ‘Postpartum Unfiltered’
Emotive
When leading Australian leak-proof apparel brand Modibodi was preparing to launch their new postpartum range, they found that when you search ‘postpartum’ online, most of the depictions skewed narrow or negative. So, in partnership with Getty Images, they created ‘Embodied’: A postpartum collection of 1500 images captured by 28 photographers from 14 countries, who through their own lived experiences offered a holistic perspective on the realities of postpartum life. Through the initiative, Modibodi created a space in culture where women felt seen and understood, achieving a PR reach of 389.6million and 205% increase in social engagements for Modibodi. To date, our ‘Embodied’ imagery on gettyimages.com has been licensed by over 250 companies in 41 countries around the world, including Australia, New Zealand, South Africa, Qatar, Norway, India, China, Japan, Chile, USA, UK and many others – ensuring brands, governments and social services around the world continue to extend society’s definition and understanding of postpartum, one image at a time.
Pernod Ricard Winemakers – St Hugo Wines: DR3
Emotive
#2 fine wine brand St Hugo needed something special to help it improve its image with younger drinkers. The idea – to partner with F1 star Daniel Ricciardo to create the DR3 range, two limited edition wines released annually. DR3 had to be brought to life from the ground up; beginning with the wine, the name, bottle design, visual identity and importantly – a bold marketing campaign. DR3 supercharged St Hugo’s online offering, exceeding their web store targets by 658% and becoming the number one selling wine on Amazon UK in the first week of launch.
ARN: Jonesy & Amanda
Emotive
Radio station WSFM needed a campaign to attract new Gen-X listeners, so we created ‘Live Action Radio’, with 3 x 15” TVCs. Making action figures of breakfast show hosts Jonesy and Amanda, we turned radio content into quirky TV ads. The snappy dialogue brought to life the left-of-field vibe of the morning show. Each script tells a short story in a miniscule amount of time, and the comedy goes to places not often seen in advertising. It was a risk, but it paid off. The campaign helped WSFM attract its highest share of listeners in the brand’s history.
The deadline for Campaign Brief’s The Work 2022 is Monday May 2. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.