The Work 2022 Contenders: Akcelo

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…

Tinder: Big Rainbow Project
Akcelo
Out of more than 150 ‘Big Things’ across Australia, the Big Rainbow is the first landmark to celebrate regional LGBTQIA+ Pride and inclusion. It was first unveiled in Sydney during Mardi Gras, and once the public have their say, it will soon find a permanent home in regional Australia.

Beyond being a fabulous landmark, The Big Rainbow has also become a virtual connection point on Tinder, allowing LGBTQIA+ Australians far and wide to connect under the Big Rainbow, no matter their location

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Netflix: Squid Game Sydney
Akcelo
Squid Game fans were all dressed up for Halloween with nowhere to play. So we invited them to join the red light, green light game from the most popular show ever to launch on Netflix.

We brought the show’s iconic giant doll to Australia’s most iconic setting, in-between the Sydney Opera House and the Sydney Harbour Bridge.

The fully animatronic, 15-foot doll weighed in at 3.5 tons and earned its weight in PR coverage.

Lego: Playwaves
Akcelo
LEGO Playwaves is a world-first, Google-assistant voice experience that lets kids turn old LEGO bricks into new sonic adventures. By simply saying “Hey Google, talk to LEGO Playwaves” on any Google-assistant device the app launches, allowing kids to explore five different sonic worlds.

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TikTok: Summer
Akcelo
In its second national brand campaign, TikTok is highlighting all of the elements of summer that are uniquely Australian, from Christmas in the sun, cricket, and road trips to all the ‘big’ statues.

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Furphy: Unearthing Unbelievable
Akcelo
We wanted to celebrate a nation charmed by furphies by making it our mission to find Australia’s best stories and storytellers. And where better to get the stories flowing than at the local pub – along with a cold Furphy or two.

Driven by the natural behaviour of our consumers, we kicked off the campaign by heading to some of the most iconic pubs in NSW, VIC and SA for an ‘open mic’ night, inviting Aussies, young and old, to get up and tell a good Furphy.

Then, we rolled out Unearthing Unbelievable across the nation with our online platform featuring on POS material in over 900 pubs. Because nothing connects Aussies like a tall tale, told well.

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TikTok: Sydney Mardi Gras
Akcelo
A TikTok lip-sync challenge brought to life, featuring a queen on her throne, surrounded by dancers and columns of digital screens playing TikTok videos.

G Flip performed Queen whilst held aloft on a royal throne being carried by 4 strong dancers/creators.

Dancers in outfits comprised of LED and inflatable elements made up the rest of her royal court. The front four dancers, TikTok’s brightest queer creators, carred the banner: #joinourfloat.

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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.