The Work 2023 Contenders: The Royals

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

Wild Secrets: ‘Better with Age’ Catalogue
The Royals
Paper-based channels continue to be the most effective way to reach over 75s (IPA 2022). So when online sex toy retailer Wild Secrets set out to normalise pleasure for seniors, The Royals used an old-school channel, the mail-order catalogue, to spread a new message of sexual empowerment for the over 60s.

Designed to emanate a renaissance of the sexual revolution, The Better with Age Catalogue challenged taboos surrounding seniors and sex, inviting older Aussies to see that desire never retires.

The catalogue was directly distributed to retirement villages across the country, allowing seniors to explore in the privacy of their homes.

Coopers Brewery: Coopers Mild Ale – ‘Mild Sledging’
The Royals
Mid-strength beer shouldn’t mean a lack of flavour. So for the summer of cricket, Coopers Mild Ale took the sledging (taunting) that’s iconic to the game and made it milder – proving that mid-strength can still be full of flavour.

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The final deadline for Campaign Brief’s The Work 2023 is Monday May 15. 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.