Since 1978, C’mon Aussie, C’mon has been Australia’s cricketing anthem – but only ever for men’s teams. With Australia set to host the ICC Women’s T20 World Cup 2020, we set out to change that, reinventing the song, complete with original vocalist, for the women’s team for the first time. Prior to the campaign, the largest attendance at a women’s T20 match worldwide was 12,717. Attendance at the World Cup Final was 86,174, the second-highest for a women’s sporting event in history, with the CEO of the event acknowledging the campaign’s huge contribution in driving attendance.
The project was a copywriter’s dream, with new song lyrics, TV, outdoor, social and more.
The campaign recently won B&T Awards for Best Use of Sponsorship and Best Equality Campaign.
Case Study Video
To most people in government, Adobe is ‘the PDF company’. But they offer a complete suite of digital solutions, with global case studies to prove their impact. To help engage both State and Local Government, we created an inspiring B2B campaign that invited decision-makers to imagine what’s possible. Speaking to public servants, the copy needed to strike a balance between the pragmatic and inspiring. The engaging low-poly illustrations were created entirely in-house, and simple animations appeared in digital display and on LinkedIn.
The aviation and aerospace industry offers compelling career opportunities for young women, but with little knowledge and
few role models, applications are nowhere near what they could be. We partnered with Aviation and Aerospace Australia, the
industry body representing members like Qantas, Lockheed and Boeing, on an integrated campaign, including video, print and website, to show the inspiring role models, and inspiring careers, available for girls.
The copy task here was to get out of the way, providing a simple framework for these inspiring women to tell their stories.
We work closely with M&C Saatchi as part of CommBank’s agency village, often extending campaigns in digital and social. In mid-2020, as things were rapidly changing during COVID, we were asked to adapt an above-the-line TVC for the bank’s Benefits finder product. In less than a day, we went back with a digital and social campaign that addressed both Awareness and Consideration, leveraging the campaign but speaking more directly to specific audiences, then clearly demonstrating the app to drive click-through.
The campaign went on to win Best Marketing Campaign at the Australian Banking Innovation Awards.
Caring for a child with an intellectual disability or Autism Spectrum Disorder is no small challenge. But that challenge only increases when they hit puberty, plunging the entire family into a time of mood swings, body changes, and awkward conversations. Family Planning NSW engaged us to a create an Australian-first resource, on a limited budget. Research told us that parents and carers needed help, but were tired of overly-serious public service messages. To demonstrate our empathy, and lighten the mood, we created Planet Puberty, a one-stop resource for talking to your child about this strange new world.
The copy challenge here was to empathise and connect, pairing with our light-hearted illustrations that recognised the inherent strangeness of this stage of life. The website and digital campaign launches soon.
We’ve been working with CommBank Business to brand their content hub. The new name, Foresight, refers to the promise of the platform: insights that help your business embrace the future. In this soft launch, we used the new CommBank ‘beacon’ as a spotlight turning toward the future, while we introduced the theme with an element of playful wit that’s unusual in business.