Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Thinkerbell’s Top 3…
Menulog: The Delivery Bag in Disguise
Thinkerbell
The paper delivery bag is the face of a billion-dollar industry.
With Menulog’s biggest competitor having 5x the media spend Menulog needed a way to steal back the limelight and make their bag the most iconic of all. So we created a designer handbag inspired by the design of their delivery bag, and gave it to their newest brand ambassador, global sensation – Christina Aguilera. With the one of the world’s most photographed stars making her way to Australia for the first time in 15 years, it wasn’t long before the shot of her on the way to the airport with her iconic bag flooded the news cycle, reaching millions of fans who all wondered ‘where did she get that bag?!’ After hyping the country her viral ‘What’s In My Bag?’ video, Menulog let Australia know exactly where they could get the bag – exclusively on Menulog, with one lucky fan receiving their order delivered in Christina’s bag.
Lifeline International: The Disappearing Logo
Thinkerbell
Suicide is still a criminal offence in 25 countries around the world. To unite all mental health organisations across the globe, we developed the brand name: Decriminalise Suicide Worldwide, accompanied by a logo designed to convey a powerful message. The logo consists of 25 bars, each representing a country where suicide remains criminalised. As these nations progress towards decriminalisation, the corresponding bars will be removed from the logo, symbolising newfound freedom for these regions. Decriminalise Suicide Worldwide logo and initiative will gradually fade away – its absence a marker of victory.
Lion Brewery – XXXX: Postcodes of Origin
Thinkerbell
For the 2023 State of Origin Series, XXXX needed reappraisal amongst Queenslanders with an idea to leverage their 34-year-long sponsorship of Queensland’s Maroons. To demonstrate Queensland pride, 30million XXXX postcode cans were sold across Queensland, to represent all 400 postcodes of the state. A promotion invited all Queenslanders to submit their own community pride photo (UGC) by spelling their postcode with the XXXX cans, for the chance to win $25,000 or a holiday with Maroons players. By allowing consumers to build their own postcode with XXXX cans, meant not a single Queensland beer drinker missed out on being included in this enormous demonstration of Queensland pride, during SOO.
The deadline for Campaign Brief’s The Work 2024 is Monday May 13. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email [email protected].
