The Work 2021 Contenders: The Monkeys

May 21 2021, 11:23 am | BY Ricki Green | No Comments

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…



UNWA: When will she be right?
The Monkeys
Based on current predictions, gender equality won’t be reached for 100 more years. But the UN has a goal to reach it in 10.
In Australia, we say ‘she’ll be right’ to dismiss problems we think will fix themselves with time. So, on International Women’s Day we launched a direct campaign that rallied people behind the question; #whenwillsheberight?
In the first 48 hours our social film was watched by 1 in 40 Aussies from organic sharing alone. Artists interpreted our message on socials, and the public joined in too. It’s now appeared in the news, school assemblies, and at women’s rights rallies.



LAMB: Make Lamb, Not Walls
The Monkeys
Lamb’s been uniting Aussies for decades. But 2020 was the most divided year in Australian history, when feuding state premiers slammed shut their borders for the first time in 100 years, going further than any country on earth. Our challenge was tougher than ever. We needed a provocative idea capable of reuniting a nation. Set in a not-so-distant future, where a giant wall satirically divides Australia. Division is part of life, until the irresistible aroma of lamb starts a revolution to tear down the walls. We launched our topical film on TV and social, following up with a series of provocative mobile posters – strategically positioned outside state parliament buildings, the Prime Minister’s office and along key state border crossings. Uniting the warring state premiers over a delicious lamb cutlet, paying homage to the iconic Berlin Wall ‘Fraternal Kiss’ mural.



SuperCheap Auto: We still love you, Bathurst
The Monkeys
For 16 years, Supercheap Auto has been the loving sponsor of Australia’s most popular racing event; the Bathurst 1000. But in 2020, Bathurst announced that next year they wanted to see other sponsors. To turn this loss into a win, we launched a week-long campaign centered around a series of tongue-in-cheek press conferences. We kicked things off by integrating a press conference into the news, followed by daily press conferences on Facebook Live leading up to the race. Each press conference coincided with a different part of the integrated campaign – whether be apologising for ‘accidentally’ sending a late-night private email to the entire Supercheap Auto database with discount codes or launching the ‘Good buy Bathurst Deals’ (Pun intended) sales event designed to get rid of everything in store that reminded us of Bathurst. A mixtape was made for Spotify featuring the best break-up songs and a billboard truck did drive-bys to and around the town of Bathurst spreading the campaign message.



NRL: Still, Simply the Best
The Monkeys
In 1990, Tina Turner fronted rugby league Australia’s iconic and hugely successful ‘Simply the Best’ campaign, where it promoted the code for the first time, as a sport for everyone. 30 years later, faced with a similar problem of attracting new fans due to bad publicity, we again called on Tina Turner to reinvent her classic campaign and show how progressive, and inclusive the game has become – why it’s ‘Still Simply the Best’. The campaign immediately catapulted the NRL back into the national conversation, reaching new heights of support amongst the media, and the broader community.


BCF: WFH EOFY $ale
The Monkeys
With COVID-19 forcing many Australians to work from home, BCF needed to pivot their retail strategy. In a disruptive repositioning, BCF entered the office supplies category, marketing their outdoor gear as the perfect solution for Australians working from home. The campaign encouraged consumers to buy camping gear as home office equipment, with many items eligible for a legitimate tax write off, maybe.


Memories: Future Messages
The Monkeys
We designed a digital platform for Memories to keep you connected with your loved ones, even after you’re gone. To launch the new innovative ‘Future Messages’ function of the Memories platform we created a powerful film that shows the impact and role this feature can play in a family’s life. In this case, a young boy who has grown up without his much-loved grandfather by his side during life’s key milestones, including his eighteenth birthday.


rebel: Taking the Field
The Monkeys
Due to harsh COVID-19 restrictions, the AFL Grand Final would be played somewhere other than Melbourne, for the first time; breaking the 161 years of cultural, family and sporting traditions.
rebel, the country’s premier sporting retailer saw an opportunity to help the game, and a country grappling with a global pandemic, keep hope and tradition alive. The idea: keep a piece of the games tradition alive by moving sections of turf from the Melbourne Cricket Ground, 1780km away to the GABBA in Queensland.

 

The entry deadline for Campaign Brief’s The Work 2021 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.