The Work 2023 Contenders: Emotive

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

The Glenlivet: Obey the rules. Miss the fun.
Emotive
Scotch whisky can be intimidating, conjuring up images of leather armchairs and dark drinking dens. A world of opaque rules and traditions that haven’t really changed in over 500 years. The Glenlivet wanted to open scotch up to a new generation of whisky drinkers by taking a stance against the unwritten rules of the category. With that, ‘Obey the rules, miss the fun’ was born, or in the words of our spokeswoman and Academy Award Winner Anna Paquin – “whisky doesn’t care what’s between your legs.” 35.5million impressions on socials and 16.6million combined PR reach later, Glenlivet enjoyed +4% brand awareness and took #1 market share position from Glenfiddich.

The Glenlivet: The Goonlivet
Emotive
‘Obey the Rules. Miss the fun’. That’s what the first ever local brand campaign The Glenlivet ran said, and we meant every word of it. So much so that we launched The Goonlivet on April 1st. Bringing together premium 12-year old single malt scotch and the cultural phenomenon that is the goon bag for the first time ever (shockingly). Complete with gold tap for easy pourability. It was available exclusively at world renowned cocktail bar Maybe Sammy, but that didn’t stop everyone from The Whisky Club to Smart Company jumping on the story along with thousands of Aussies. Given its popularity, a wider release may be on the cards.

NRL: Run to what’s real
Emotive
‘So Real it’s Unreal’ is the first brand platform the NRL has that unites every aspect of the game from grassroots to the women’s game to the Premiership. Like any good brand platform, it can be flexed for brand building and to drive action. To launch the 2023 Premiership season, we created a rally cry for all expectant NRL fans. The 60” ‘Run to what’s Real’ film captured the genuine excitement of fans on their way to bars, backyards and stadiums across the country to watch the first game of the year and contributed to the highest-rating round across Foxtel platforms ever, up 17% year-on-year with more than 4.1 million league fans tuning in to the opening round on Fox League.

Providoor: We Worship Food.
Emotive
People are (slightly depressingly) used to getting collapsed burgers, sloppy pizzas and lukewarm Thai food delivered to their door. They’re slightly less used to the idea of getting exceptional food from some of the country’s best restaurants where it’s hard to even get a table delivered to their door. Yet that was exactly what Providoor, founded by Maha chef Shane Delia, was offering. To make it clear that Providoor isn’t your average takeaway service, we appealed to foodies everywhere by presenting the brand as having a cult-like dedication to exceptional food.

Google: The Messy Middle
Emotive
Promoting research findings to senior marketers, media agencies and tech partners in Australia isn’t the most obvious opportunity for creativity. Even if the subject matter is incredibly relevant – the science of attracting customers without discounting. However, our Google clients were as committed as we were to getting The Messy Middle research findings noticed by these notoriously discerning audiences. This shared creative ambition saw us land on the unusual idea of using a beekeeper, complete with live bee beard, to grab attention and invite people to learn more about the science of attracting customers.

 

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.