We created an integrated campaign to launch our own Charlie's app & delivery service with the sort-after offering of Free Delivery. We had a month-long campaign of social, PR, influencer, editorial and radio to promote our app. It resulted in a 50% Average increase in Orders, 8,000 New App Users.
Chargrill Charlie's has built a brand that's culturally relevant. We like to tap into this and turn our small budgets, into big PR moments. Such as the moment when Harry Styles was thrown chicken nuggets at a concert and proceeded to tell the stadium audience he doesn't eat chicken. We decided to jump on this and invite anyone named Harry, to try any of our chicken styles for free.
We also created our own umbrella merch to give out to influencers and to Sydney-siders & Melbourne-ites on rainy days in winter. We created our own dog treat line, to encourage people to dine in-store with their pooches. Then we jumped on other topical moments such as #cabbagegate, after KFC switched out their lettuce to cabbage because of the rising costs. This got us 5 minutes of airtime on the Kyle & Jackie O show.
With everyone craving a ceremony to say good riddance to a batshit crazy year, what seemed right, was something so wrong – creating a commemorative drink that tastes like 2020 – like shit. Only 2,020 of these hideous cans were available on the Jimmy Brings app, which sold out in 5 days! In which time, we increased our JB customer base by 27%, increased sales 167% YOY, and increased app downloads by 97.87% – resulting in an ROI of $4.40 for every $1 spent. Not bad for a $65K budget!
To help solve the downturn in sales The Art Series Hotels experience in Summer, we needed to attract more leisure travellers. Our solution, The Overstay Checkout. An idea that did away with the 11 am checkout rule and allowed guests to stay on for free until their room was needed for the next guest. This meant that if no one was booked in the next night, guests could stay another night for free. And if no one was booked in for the night after that, they could stay again and again, and theoretically, never leave. The campaign exceeded room night targets, and it created global PR – Including Serena Williams tweeting about it – and numerous guests shared their stories of staying for free on their channels. I was lucky enough to work with a great team on this campaign, which picked up a Silver Cannes Lion, A Gold Spike, A Gold, Silver & Bronze Effie, A Gold ADMA and The Warc Prize for Innovation in 2013.
Website Video
We won the pitch for Australian Ethical off our idea – Invest with your eyes wide open. It's a provocative platform that's more about creating a movement than an ad campaign. One that asks people to open their eyes to what their money is really invested in. To create a movement, we tapped into existing members to become ambassadors – sharing their bespoke eye-D drawings along with a message of what open their eyes to ethical investing on their social pages. We created a landing page with custom tech that enabled users to create their custom eye illustrations; and kicked the campaign off with OOH, social films and print ads.
Caring for Australians has never been so important to Kleenex as it has been in this pandemic. So, we relaunched Kleenex in Australia under the platform,' There's Care In Every Square' and took the country to the factory to see it for themselves. KCA reported a 32% sales growth off the back of the campaign.
We created an unbelievable new brand platform for Viva under the magical umbrella of UnbeVIVAble, which had us winning the No.1 position over Handee, despite having fewer promotions. The campaign takes cues from cheesy infomercial-style spots from decades ago; and updates it with a self-aware, modern charm.
We created this outdoor awareness campaign for the MS Society WA, to help the public of Perth understand what it's like to life your life with MS. It picked up 6 Silver PADC Awards and one Bronze for Best Writing.
John's Story
Donna's Story Insitu
Maddy's Story Insitu
John & Maddy's Story Insitu
John's Story Insitu
I was asked to help set the tone and write the copy for an exciting fin-tech start-up.
The brief was to make their financial messaging un-financey, while still getting important details across.
The brief was to make their financial messaging un-financey, while still getting important details across.
I helped set the tone and create brand and product stories for the new vegan-based meat company, Fable. The perfect brand name to write for.
Our launch of the 4th iteration of BWS' 100 Days Of Summer campaign was a resounding success. With International PR and a unit percent increase of over 3,500%.
We were asked to come up with a new print campaign for Chux. Our idea was all about highlighting that moment everybody knows – the moment just before the mess. Our simple print campaign beautifully captures that feeling, and reminds people that Chux has a solution to every one of these household mishaps. There’s a Chux for that.
We rebranded our agency from 'The Architects of Influence,' to 'The Science Of Creativity'. This included the ideation, writing, design and creation of all the agency collateral. Each business cards heroes an icon of Science & Creativity, like: Albert Einstein, Steve Jobs, Coco Chanel, Yayoi Kusama, Heston Blumenthal and Arianna Huffington – focusing on their iconic glasses shapes. It gave us the perfect conversation starter in pitches and meet & greets.
Albert Einsetin
Steve Jobs
Coco Chanel
Yayoi Kusama
Heston Blumenthal
Arianna Huffington
We were tasked with the challenge of naming a new online Super company http://www.tomorrowsuper.com.au/ among the new wave of tech-focused Super companies cropping up. Tomorrow was the chosen solution – highlighting its core product benefit.
To advertise ING Direct's Orange Everyday Account, we created a 30 second animation to highlight the 2% cash-back offer when using Visa Paywave for everyday purchases. It became the most successful ING acquisition campaign ING Direct had done for 10 years.
The Central Coast is a unique destination, in that it spans such a large area and has so many activities on offer. In order to get maximum conversion in our re-brand campaign of the region, we used multi variate testing in Facebook to inform which strategic direction to take. The chosen pillar was Adventure and our 'Have a little adventure' launch campaign was born. This resulted in 11.7 x increase in the number of clicks from VisitCentralCoast.com.au out to businesses on the Central Coast, and out of 500 people, 82% said the campaign “made me more likely to consider holidaying in the Central Coast," with more results to come.
We created this All Bran Challenge TVC for comedian Julia Morris. It's not every day you get to write poo jokes for a comedian!
I created this proactive ad for the London International Advertising Awards Young Creative Competition. The brief was to get young people involved in politics. My answer to that was to highlight the fact young people put so much energy into arguing over insignificant things, and to pose the question "Why not put that energy into something worthwhile?" To do this, I had a Star Wars nerd and a Star Trek nerd have an argument over who's better. The result: I won the Grand Prize, $10,000 USD, and a trip to London for the award show, but the 'Stargument' is yet to be resolved.
We created this Qantas Tropfest Sponsorship cinema ad, which was so loved by the client, they ended up running it 4 years in a row.
This Harpic White & Shine TVC campaign ran over a 12 month period and created an increase in sales of 15% for Reckitt Benckiser
This was a fun little promotion we worked on for Hahn Super Dry, which at the time, ended up being the most successful promotion Lion Nathan had ever run. Needless to say, the client was ecstatic.
This is a short film I wrote and directed starring Rebel Wilson. It won a Best Actress Nomination for Rebel Wilson at 2008, at 'The Mockumentary Film Festival', Los Angeles, and she became a BIG star not long after.
For The Health Department of NSW, we created a campaign to help solve the overcrowding issue of Emergency Departments across the state. Our solution, 'What's My Emoticondition?' an integrated campaign that includes a clear directive on where you should go for which medical condition you're suffering from.
Storyboard for Video – Full script at krop.com/katartandcopy/screenwriting
Campaign Site – Type in your Emoticondition to find the medical service right for you.
Campaign Site – Enter address to find the right provider near you.
Poster – Dr's Surgeries & Pharmacies
Decal - Dr's Surgeries & Pharmacies
We created a beautiful collection of animated social posts to launch 'Allied' The Movie, for Paramount Australia, under the thought 'Things aren't always as they seem'. This was a teaser for the central plot.
We created a beautiful collection of animated social posts to launch 'Allied' The Movie, for Paramount Australia, under the thought 'Things aren't always as they seem'. This was a teaser for the central plot.
With this Genea banner campaign, we tapped into the female insights of feeling frustrated over not being to get pregnant, despite all the effort you put in; and drew the analogy that it feels like you're running on a treadmill without getting anywhere. We generated 33% more clicks and an increase in CTR of 13%.
This fun Social campaign is all about the difference Cellarbrations makes to your festive season. It is to run over the Christmas, New Year & Australia Day, festive period. The results: 92.5%Increase in website visits, +766%Social referrals to website, 2.1 MIL Campaign Impressions, 658,000Video views.
I created an acronym dictionary for advertising peeps. I'm currently working on building in a user-generated element, so that people can upload new acronyms as they're created.
It's not every day you get to launch a radio station from scratch, and that's exactly what we did with the controversial Breakfast Radio team Kyle & Jackie O. We even created the now famous KIIS FM logo.
Instead of coming up with a typical mainstream campaign, we went in guns blazing with an innovative solution to the problem that Victoria University was only number 7 on the list of desired universities in Melbourne. The agency was very proud of the work we presented, I even got a post pitch phone call to thank me for my efforts.
This was a print & digitally focused launch for the new Hyundai Veloster. A car with only 3 doors! It was hugely successful for Hyundai and for the Innocean agency.
Cool Coupe Content
Smart Hatch Content
Stubbies Schoolwear were losing marketshare and wanted to stand out in a cluttered POS environment. We came up with the creative solution of using paper art to demonstrate that kids will always be kids but with Stubbies Schoolwear, they're protected from whatever their imaginations might throw at them. It raised their "Back to School" sales by 30%. The client was very chuffed with the results, and so were we.
Website Re-Design
We created this print campaign for a kid's clothing company in Sydney, called Rock Your Baby. They're known for their irreverent baby clothes and cheeky attitude. Our 'little clothes for big attitudes' print ads and posters were loved by the client, and by us.
This was a fun Poster we did for Noise sound studio in Sydney in '06. It demonstrates the things creatives and musicians say when they're in the studio explaining a sound or noise they want the engineer to create for them. It's stood the test of time, as it's still up in the studios of Noise.
This Hahn Super Amateur Sports Activation was all about branding the time after a game as "The Third Half"– a time for bonding and mateship, over a Super Dry. We received over 200 team entries and 80 venue applications to become the official "Third Half" venues.
This was a fun promo idea we created for Lexus' sponsorship of The Wallabies. The idea was to create a Facebook lead campaign that involved getting an All Blacks fan to publicly convert to a Wallaby fan, in order to win a Lexus. As rugby die-hards and Kiwis know, this is the ultimate sports fan betrayal.