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Woolworths was once upon a time called “Countdown” in New Zealand, so it was time for a brand refresh, Kiwi style.

We were tasked to relaunch the brand and position Woolworths as the leader of fresh produce in New Zealand. We developed the campaign line for social ‘Fresh Hits Different’ and set about executing. After the campaigns success, it became the first of many NZ jobs we would fly over for. It was a masterclass in a social first campaign that integrated with the TVC and other channels.

The assets being fit for platform instead of forcing a 30s TVC into a 15s social space guaranteed results. Unified, not uniformed.

Client: Woolworths New Zealand

Agency: Greenhouse NZ

Role: Senior Social Creative

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Sometimes, the best advertising isn’t advertising - so to promote Woolworths Own Brand products, we enlisted celebratory chef Hayden Quinn to amplify our message in the form of a cooking show. We added a twist and challenged him to only use Woolworths Own Brand products to demonstrate the range.

With YouTube 30s TVC formats being one of the lowest performing specs, we delved into the world of longer play with this 3 minute episode. Giving viewers a more in-depth engagement with the brand and opportunity to deliver our message craftily.

YouTube results saw excellent watch times and completion rates, proving the format was the right choice for the brief.

I was also able to incorporate my hobby of filming surfers!

Client: Woolworths Food Co

Agency: M&CSAATCHI Greenhouse

Role: Senior Social Creative

Woolworths Metro stores are positioned as a more convenient, boutique local shop that taps into the needs of an area. Designed with the community in mind, they offer just as many product lines and for the same prices as bigger supermarket stores. Since they launched I’ve create many social campaigns to help bolster their message of convenience and local offerings. We developed the Metro sub-brand with a shopper POV in mind to help give the assets a feeling of local, authentic down to earth nature.

Client: Woolworths Metro

Agency: M&CSAATCHI Greenhouse

Role: Senior Social Creative

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Audi came to us looking for a campaign to promote their sponsorship of the Hamilton Island Race Week, a yacht race over the Spring months off the coast of Queensland.

I went to work searching for a way to connect Audi to the race in a meaningful, authentic way. High tech cars and yacht racing don’t have much in common except very rich people… or so it seemed.

The latest Audi car models to arrive in Australia at the time had cutting edge technology of a patented feature called Audi Pre-Sense. It was an AI driven sensor which could detect and predict a collision before it happened and thus make an evasive move before a human could even react. Using speed and trajectory, it was able to calculate this in real time.

In addition, it turns out the Hamilton Race is constantly stopped when a mother and calf humpback whale passes through the strait, after all its right on the annual migration time.

Using Audi’s algorithm of Pre-Sense, we create Audi Whale-Sense. Keeping the race going and the whales safe, yacht teams are directed away from the whales path when there is an imminent collision detected with the use of drone pilots and a ground team. We would then create a short video on the achievement, an emotional story as Audi’s technology enables a better world for humans and nature to coexist.

This was apart of a greater pitch but this idea hasn’t seen the real world yet.

Client: Audi

Agency: We Are Social

Role: Creative concept

An integrated social activation campaign for Mondelez. They gave the thumbs up to our risqué and daring approach to lure the younger demographic with this tasty proposition to 'Lick for it' to promote Double Stuff Oreos. Our campaign was here to launch this idea of lick racing to settle an argument.

Anyone could submit an argument to the platform that they want to see settled once and for all, the public browse through the arguments and cast their votes with a lick of their tongue and wait to see the final results. The best arguments were honoured with a real packet of Oreos posted to them with their argument baked into the cookies. Brilliant stuff, although really sugary.

The site was fully localised into 7 different markets including Greek cyrillic characters and fully responsive across mobile to retina desktop.

Matt (my copywriter) and I developed an addiction to the Oreos which we are still trying to kick but it was well worth it. Results for the campaign were through the roof and we even had a French radio station adopt the campaign and host daily Lick Races on air.

Just to make a few things clear: We confirmed Predator would beat Terminator in a fight, Empire Strikes Back was the best out of the trilogy and hipster beards with a waxed curly moustache are out.

Client: Mondelez

Agency: AKQA London

Role: Creative team (Senior Art direction with copywriter)

Hosting a stag party, or worse - the actual wedding? Afraid of a catering nightmare? Don't worry, Heineken is here to save you! Impress all of your guests with custom designed Heieneken bottles that can have your designs, messages and images printed on them! Genius!

Not a designer? Fear not, we ensured every occasion was covered and more. And as a special thanks from Heineken, we made our own AKQA bottle for our end of year party that featured all the staffs 400 names on each bottle and everyone had one delivered to their desk one morning. Good times!