The Work 2024 Contenders: It’s Friday
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is It’s Friday’s Top 3…
Sydney Water: Don’t be a water waster
It’s Friday
As a long, hot summer was approaching, Sydneysiders were facing the return of El Nino and the need to change the way they use water, because instead of conserving water, they were using 59% more than South-East Queensland and 11% more than Perth.
To spike awareness on the issue and change behaviour, we leveraged Bob (played by Shane Jacobson), who has become synonumous with Syudney Water, but breathed new life into the beloved character. He was joined by an unexpected guest, his ten-year-old self. In this campaign Little Bob picks on Bob’s water wasting ways and highlights the simple steps he, and everyone else, can take to conserve it.
Suntory BOSS Coffee: Ambition Is
It’s Friday
We were tasked with introducing a fresh new brand identity, challenging conventional perceptions of craft coffee, and positioning Suntory BOSS Coffee as the ultimate catalyst for ambition and drive.
We created a new brand platform ‘Ambition is’, which positions Suntory BOSS Coffee as the ideal buddy to help fuel busy work days with a delicious convenient flash brew coffee experience.
Leading from the key insight that we know Aussies and Kiwis have a strong affiliation with a robust and quality coffee, the new campaign is centred around the unique Japanese ‘Flash Brew’ method, where coffee is brewed hot and chilled fast to deliver a rich coffee taste.
This first iteration of the ‘Ambition is’ campaign is focused on the brand’s real coffee credentials. We knew we’d never replace the first coffee of the day for Australians and our Kiwi friends. That’s too sacred. But once people understand that Suntory BOSS coffee is real coffee, they see that there’s a fresh way to get that second or third coffee hit.
Colonial First State: Unleash Your Second Half
It’s Friday
In a frequently passive category that features images such as retirees taking long walks on beaches, we challenged Australians to think more boldly about the potential that lies in the freedom of retirement.
In this campaign – we reframe retirement and boldly state that with CFS, retirement isn’t your curtain call. It’s the beginning of your amazing second half.
The deadline for Campaign Brief’s The Work 2024 has now closed. If your company entered The Work and would like to showcase your work in our Contenders series please email ricki@campaignbrief.com.