I came into advertising via publishing, so I’m all about good storytelling. Working in social, you especially have to really interrogate whether your creative vision will lead to engagement and effectiveness so naturally - and annoyingly! I can’t help but question whether content would get good views or comments when watching ads. Here are five pieces of work that are effective and engaging, in my opinion, plus they make me proud to be telling Australians' stories...
ROLLiN - 'It's Good Not to Feel Tied Down'
Agency: Bear Meets Eagle On Fire
It’s easy to form an instant connection with this ad. From Larry, the friendly fluffball, to the catchy ‘90s track that masterfully muffles as he rolls, the suggestion of ease and fluidity is there throughout. It’s great that the client let BMEOF run with the fun, irreverent and slightly ambiguous tone. It takes guts, but pays off from an audience perspective. And what a dream to create a brand from the ground up...
BOYS DO CRY - When the Going Gets Tough, Get Talking'
Agency: The Hallway x The University of Melbourne’s Centre for Mental Health x Gotcha4Life x Heiress Films
Production: Good Oil x Uncanny Valley
Post: ARC EDIT
Without context, this is a beautifully poignant piece with a simple yet effective message. But layer on the knowledge that Simon Hall, The Hallway’s partner and ECD, drove this collective storytelling after his own personal experiences with seeking help, and it makes it all the more profound. It’s work that stays with you long after you’ve finished watching and makes you want to share. That’s the mark of great work.
A-League - 'Real Nice (H.C.T.F)’
Agency: R/GA x Bring
With the A-League wanting to reach a new generation of soccer fans ahead of the new season, R/GA tapped three local musicians / DJs who each had a distinct style and established social following, to collaborate on an anthem. I love both and the concept and execution. It’s extremely authentic which led to great engagement. It’s also a banger! I’d have loved to see even more social executions like the post-match interview with Nerve. It’s great work and has opened up the League to a new generation of fans. You can see this video in Australia here.
Department of Justice and Community Safety - 'The Unsinkable Guy'
Agency & Production: TBWA\Melbourne
It’s easy to underestimate this ad at first. I did. Going in blind, my main thought was ‘that inflatable looks like Mr Blobby', until I heard the V/O. The stark contrast in tone and subject matter is arresting - a powerful storytelling technique, and one that ensures lasting impact.
NRMA Insurance - 'We Can’t Help But Help'
Agency: The Monkeys, part of Accenture Interactive
Post: ARC EDIT
The Monkeys always do great work on NRMA. They continue to deliver a winning formula that feels relatable, memorable and comforting; their latest spot to announce NRMA branching out to Western Australia is more of the same. The narrative holds your attention and nothing about it feels forced or disingenuous. It’s easy watching, the kind of ad you wouldn’t mind if you were served it again.