JOSH PARMENTER

There’s nothing quite like the feeling of taking care of yourself – or eating Buddig. Enter, The Buddig Grandma, to remind everyone that a good ol’ snack can happen anywhere, anytime.

For Buddig's year two campaign, we created a film that showcases our beloved Buddig Grandma doing what she does best – delivering Buddig to the world. And when we first asked her to get on a Harley she simply said, “When are we shooting?” Alright, Grandma.

Feels Like Buddig rolled out across film, print, and social.

For music fans, analog is back, Hi-Fi is booming, and real sound has a name: wax. In music culture, wax means vinyl. People scratch it, sample it, remix it. But another wax has been remixed for decades: Babybel’s red wax. We did what culture does: we remixed it and created Babybel Mini Wax Tracks. But for something this small, we went big. Partnering with Timbaland, the legendary producer, we remixed our anthem “I'm Your Baby” into two exclusive tracks pressed onto custom mini-sized wax records. We even built mini-turntables to spin them on.

Wax is culture, and now culture plays Babybel.

D&AD
Wood | Radio & Audio

Cannes Lions
Shortlist | Audio & Radio

Clios
Silver | Sonic Branding
Bronze | Audio Craft
Bronze | Audio

Tree pollen is the leading cause of seasonal allergies in the U.S. Part of the reason? A lack of female trees. Since a 1949 USDA recommendation, cities have been planting male trees only as they’re cleaner and easier to maintain. But, male trees produce pollen. Female trees don’t. They absorb it.

With pollen levels rising, Claritin decided to fight allergies by restoring botanical balance to the environment. Introducing the DiversiTree Project. We planted female trees across the US, turning the most pollen-ridden cities into allergy-fighting backyards, gardens, and parks.

Cannes Lions
Gold | Health & Wellness
Silver | Brand Experience & Activation
Bronze | Media

D&AD
Graphite | Health & Wellbeing
Wood | Direct
Wood | Integrated

Clios
Silver | Direct
Silver | Experience/Activation
Silver | Media
Bronze | Out of Home
Bronze | PR

Clios Health
Grand Prix | Experience / Activation
Grand Prix | Out of Home
Gold | Creative Use of Media
Bronze | Public Relations

The One Show
Best of Discipline | Best of Experiential & Immersive
Gold | Experiential & Immersive
Silver | Health & Wellness: Innovation / New Ideas in H&W
Bronze | Direct: Non-traditional & Guerrilla Marketing

London International Awards
Gold | Evolution-Brand Action
Silver | Health & Wellness - Environmental Health
Bronze | Non-Traditional- Experiential

Women in Rwanda serve as de facto caregivers for those in their families and communities suffering from malaria. For many women, this caregiving role removes them from school, work, and inevitably – the economy. They spend their lifetime gaining valuable healthcare skills but never getting paid for it.

Together with Raid, we launched Certified Care – a program that turns a woman’s lifetime of experience of caring for others into an official paying position as a Community Healthcare Worker, allowing them to build the future they deserve.

To date, over 10,000 women have been certified, who have gone on to treat over 1 million Rwandans.

Cannes Lions
Gold | Brand Experience & Activation
Silver | Brand Experience & Activation
Silver | Sustainable Dev Goals
Bronze | Media
Bronze | PR
Shortlist | Titanium

D&AD
Wood | Experiential
Wood | Experiential

Clios
Gold | Public Relations
Silver | Experience/Activation
Bronze | Direct

Clios Health
Gold | Creative Business Transformation
Silver | Creative Effectiveness
Silver | Partnerships & Collaborations

London International Awards
Gold | Evolution-Brand Action
Silver | Non-Traditional-Corporate Purpose
Bronze | Health & Wellness - Corporate Comms
Bronze | Transformative Business Impact

From the heart-pounding highs to the heart-wrenching lows of sports, fans’ hearts take a beating every time their favorite team plays. When you factor in the hot dogs, beers, nachos, wings, and hours spent sitting, sports fans over-index on every factor associated with heart attacks. Yet most sports fans don’t know that their chance of having a heart attack more than doubles (crazy, but true) when they watch their favorite team play.

As the Official Sponsor of Fans’ Hearts, we brought the message to fans on opening day of the MLB season, surrounding Busch Stadium to help Save the Cardinals (Fans).

Ever notice that when it comes to snacking, your stomach and brain are never on the same page? Stomach wants delicious. Something yum for you. But Brain wants nourishment. Something that's not dumb for you.

KIND is the snack where these opposites unite, defying expectations and balancing the extremes of snacking. It's delicious AND nourishing.

KIND's new brand platform brings to life Stomach and Brain, with a little help from comedians Eric Wareheim and Atsuko Okatsuka, to show the world that KIND is a snack that Tastes Good, Feels Good, and Does Good.

All KINDs of Good was brought to life through TV, FEP, OLV, Digital OOH, Audio, and Paid Social.

The risk of heart attack for sports fans increases by over 2X when their favorite team plays. Startling, yet true. This powerful piece of data triggered a change for Bayer Aspirin and led us to flip the way an entire category communicates about heart health.

Instead of using fear, we tapped into people's passion to get them to act. And when it comes to passion, no one has more than sports fans.

So, while other brands spend millions of dollars to sponsor players, teams, and even entire leagues, we decided to sponsor the most important thing in sports: the fans! After all, they're the ones keeping sports teams alive all over the world.

To launch, we ran a Super Bowl spot in the two cities most at-risk during the game… The two teams playing. We then followed up with social, OOH, and digital all pushing fans to check their heart risks.

We all have our morning rituals. Those little things that help us get up, get going and take on the day. For most, it’s coffee!

Start With Starbucks celebrates those rituals, and the simple idea that a better coffee can be the start of a better day.

The Bathurst 1000 is the most famous motorsport event in Australia, maybe the world! After a long absence, Repco, Australia’s largest auto parts and accessories retailer, returns as the major sponsor.

And we celebrated in the only way we know how – with our pedal to the metal – by Bringin’ the Bathurst to absolutely everything we did across Australia and New Zealand.

We announced our sponsorship with the things diehard race fans love the most: a legendary spokesperson, eight cylinders of horsepower, tons of octane, and a healthy amount of burnt rubber.

Bringin’ The Bathurst came to life through film, OOH, radio, and loads more! 

To celebrate 100 laps around the sun for iconic car retailer Repco, we created a homage to automotive history. "Driven by Passion" is more than a campaign, it's an immersive game of ‘I-SPY’ for car lovers. With over 100+ ‘Easter Eggs’ and references to find, how many can you spot?

Our celebration of iconic scraps of car history, racing moments, and pop culture was carefully crafted to remind Australia and New Zealand of Repco’s deep connection to auto culture. From winning F1 championships to helping you fix your first car – Repco’s been riding shotgun through it all.

The hidden references are loaded throughout all campaign assets across TV, print, radio, social, and in-store – which culminate in an interactive game – challenging car enthusiasts to test their skills with an online experience.

Every meal is an opportunity to connect with those closest to us. However, the pace of modern life has reduced these opportunities for human connection meaning far too many meals are eaten alone. According to research, 91% of families are less stressed when they share meals and 84% of adults wish they could share a meal with others more often.

Our new global platform, ‘May your table always be full’, is a poignant reminder of what the humble dinner table is truly meant for – connecting and reconnecting with others.

Our hero film, 'The Runaway', tells the story of ‘Knobby’ – a forgotten family table that leaves home on a soul-searching journey to find its purpose and someone to love it again.

Every year, in the red centre of Australia, thousands of people flock to the small town of Birdsville for the ‘world’s most remote music festival’ – The Big Red Bash.

With a name like Birdsville, you’d expect to find the most famous bird in the world, right? Sadly, no. Their closest KFC is over 12 hours drive away.

Then a thought popped up… “Why don’t we ‘Bring The Bird To Birdsville’?”

And another… “How do we get The Bird all the way to outback Australia?”

Then one final thought… “Let’s turn a semi-trailer truck into a Finger Lickin’ Good restaurant on wheels and drive it out there.”

It was named ‘The Colonel’ – and it gave outback Aussies their first-ever taste of KFC – and for some, their first taste in a “bloody long time.”

2019 saw the release of BMW’s biggest campaign ever in Australia – The BMW X-Range.

All six X-Range models were featured in the same campaign, establishing BMW as the leader in luxury SUVs.

Across six entirely different cars, one simple thought was born…

Anything the others can do, the X-Range can do it… And then some.

Everything we did – we did it – and then some.

We created a 45-second cinema film – then added 15-seconds to it. We released consecutive OOHs – not singles.

The result? A lot of X-Range cars were sold… And then some.

Driving a BMW induces the same feelings as carving out a powdery run down a snowy Victorian mountain. Thrill. Control. Power.

To launch BMW’s partnership with Falls Creek – Victoria’s largest ski park – we set out to inspire everyone hitting the slopes this Winter to…

Take on the adventure…

Take on the challenge…

Take on the mountain.

And when we launched a competition giving two friends a weekend in Falls Creek with their very own BMW X-Range car, we could have sent them a boring letter informing them they’d won.

But instead, we made wintery knitted jumpers – so even our competition announcements provided a little extra thrill.

Every athlete – from the pros on TV to the local park legends – all chase the same thing. To be the best – or, to see how they measure up against the best.

Together with Powerade, we gave them this chance.

We tapped into Australia’s inherent competitive spirit with an idea that enabled everyday athletes to test their abilities against each other – and professional athletes.

Developed in conjunction with the New South Wales Institute of Sport (NSWIS), THE POWERADE POWERSCORE is a performance algorithm that measures five key athletic attributes through four physical tests to calculate a person’s ‘POWERSCORE’.

People all over Australia could see how they measured up against their mates – their cities – and some of the biggest stars in Australian sport.

We launched by inviting pro and amateur athletes to live testing events in major cities. We then rolled out through online and mobile where anyone could test, measure, record and compare their POWERSCORES.

The special launch of KFC’s new Original Recipe Stacker was set to make it their most ‘Finger Lickin’ Good’ burger ever.

It’s the burger every man, woman and creepy, cute cat would want to get a bite of.

Australian Football is one of the most-popular and most-watched sports in Australia. Every September, ‘footy’ fans across the entire country turn their attention to The Finals Series.

To launch the 2018 Finals Series, we wanted to show die-hard fans the one thing they all dream of – their team winning the AFL Premiership.

The 2018 Finals Series broke all attendance records for the AFL and if you’re wondering, the West Coast Eagles won the Grand Final.

Throughout Australia’s history, marriage was legally defined as a union between a man and a woman.

Following years of growing pressure and tension from within Australia and around the world, The Australian Government was forced to act.

In 2017, The Government announced a national vote designed to gauge support for legalising same-sex marriage.

Immediately, Australia was divided.

As long-term champions of equality, diversity and inclusivity – Coca-Cola – wanted to make a very open and public declaration of their own beliefs.

“No matter who you are or who you love, all couples should be treated equally.”

It was time to break the rules for love.

So, we decided to break our own rules by changing the Coca-Cola script logo for the first time in over 130 years – to inspire Australians to vote yes to break the rules around the legal institution of marriage.

Our campaign results? They don’t matter. The only result that mattered was Australia voted, YES!

Before Dan Murphy’s – the liquor store – lived Daniel Francis Murphy – the man. But, few Australians knew there was a real man behind our largest liquor retailer.

This campaign retells just a few of the many moments of Daniel Francis Murphy’s early life that influenced and shaped the Dan Murphy’s of today.

The entrepreneurial Murphy was a larger-than-life character. Famous for his innovative concepts and roguish behavior, he’s often credited with democratizing great wine and educating Australians about the vast world of drinks beyond rum and beer, the tipple of the vast majority when he opened his first store.

Cheers, Dan!

Great Northern is Australia’s #1 beer. However, 2019 saw a number of other beers challenge for the top spot.

To keep Great Northern as the top choice for Aussie beer drinkers, we decided to explore what it is about Great Northern drinkers that make them, great.

So, what did we find? Generosity. Hospitality. Good ol’ Aussie Mateship. The stuff that’s made Aussies famous around the world.

Whether you’re old mates or complete strangers, if you’re ever in a bind, you want a ‘Queenslander’ right beside you, because they’re always happy to lend a helping hand.

It’s this attitude that turned Great Northern into Australia’s #1 beer, and it’s what we’ve come to call – Great Northern Hospitality.

Cheers!

2019 welcomed a momentous accomplishment in Australian brewing culture. It saw the release of the first-ever ACO-certified organic beer and cider from Carlton & United Breweries’ – Pure Blonde Organic.

To mark this historic moment in brewing history, we thought it’d be a great idea to just give away the recipe.

Yep, give it away. Open-source it. Print it for all to see. All 3,000-and-something words of the recipe.

Now, anyone in the world from competitors to homebrewers to the average person can brew Pure Blonde Organic.

The Open Source campaign was supported through OOH, social, online films and radio.

The Hahn Brewery was created by a guy who wanted to make his own beer so went out and did it – regardless of what anyone thought of him.

One of the beers he made was Hahn SuperDry, which he wanted to embody the idea of chasing your dreams. Taking your chances. Pushing your limits.

And so, a new brand platform and life mantra was born. A reminder for Hahn SuperDry drinkers across Australia to ‘Never Settle’.

Aussies love beer. But you already knew that, right? However, for a while, we weren’t buying as much beer as we used to.

Hahn SuperDry wanted to capture the attention of their biggest audience – young Aussie adults. Those with a thirst for life, and of course, beer.

The goal was to turn Hahn from a brand that brewed a great beer, into a brand that helped its drinkers experience all that life has to offer.

And so ‘Experience Collectors’ was born.

The end results? ‘Experience Collectors’ resulted in a 14.8% growth wave, despite the declining market. Aussies went back to loving beer – and experiencing life.