Quick Briefs
Durex:
Brief: remind males and females above 35 engaging in casual sex to wear protection.
Insight: adults tend to view themselves as classy and mature.
Idea: using humour, appeal to their maturity and market condom use as a high-class gift.
Organic skincare brand.
Brief: create an organic skincare brand for young men and launch it with two metrolites and a social post.
Insight: young males want to participate in male culture; conventional male-predispositions of heroism, confidence, ruggedness, and strength appeal to young men.
Strategy: emphasise the harshness of the male lifestyle to reveal a need for skincare. Create an identifiable, desirable, masculine culture.
Idea: use the boxing aesthetic and associated terminology to implement strategy.
National Bowel Cancer Screening Program
Problem: bowel cancer is Australia’s second biggest cancer killer and early detection provides the best chance of survival - yet just 30% of Australian’s are completing the Government’s free screening test. Men over 50 are the most at risk and are the worst respondents.
Insight: farts are a symptom of bowel cancer and happen to be funny for middle aged men.
Idea: use the humour of an elongated fart to juxtapose the severity of this deathly disease in a 15 second radio commercial.
Strategy: be disruptive for a disruptive disease.
Brava Lingerie
Challenge: create a social media campaign advertising Brava’s new personalised virtual bra fitting service for COVID-19.
Insight: women with bigger busts do not feel they get the right support from regular bra fitting services.
COVID-19 is weighing heavy on Victorians, the community needs emotional support to push through lockdown.
Idea: show Brava provides support by hosting a public support group video call series on Facebook Messenger Rooms - drawing attention to Brava’s virtual fitting process while offering emotional aid for Victorian women.
17 Sustainable Development Goals
Challenge: connect the global population to the UN’s 17 Sustainable Development Goals so everyday people feel compelled to take on their role.
Insight: the Olympic Games is the most watched sporting event across the globe. Nations are most patriotic and nationalistic during the Games.
Moreover, Google is the globe’s most popular search engine, covering over 90% of the world market.
Idea: partner with Google during the Olympics for the ‘World Sustainability Games’. Using Google Ads, provide searchers a secondary medal tally like table, ranking country’s progress of each goal; capturing a global audience and calling on people’s heightened patriotism to motivate action.
