The Challenge: V/Line is Australia's major regional train operator. Our task was to encourage family and friends living in the city to visit their loved ones in the country. Execution: Instead of us doing the talking, we recruited those who knew them best and harnessed the most powerful force in the universe- a mother’s guilt. We invented the Guilt Trip. It was a pre-paid ticket that could be purchased by parents and friends. It all started with a microsite. On the microsite abandoned loved ones could create a personalised guilt inducing message, then purchase a ticket. This was then sent directly to the guilty party in the form of an eDM. We also created booklets to help refine their guilty messages, and print, web banners and radio all worked together to drive traffic to the microsite. Tickets wallets and posters in stations reinforced the campaign from a regional perspective. The travel experience as we knew it was completely rebranded. People no longer went home to visit their parents, they went on a Guilt Trip. Results: 
11% increase in ticket sales 400% return on investment. Ambient advertisement created by McCann, Australia for V/Line, within the category: Transport.

Film advertisement created by M&C Saatchi, Australia for Wotif, within the category: Professional Services.

Film advertisement created by Y&R, Australia for Gold Lotto, within the category: Gaming.

Film advertisement created by AJF, Australia for Officeworks, within the category: Office Equipment.

Film advertisement created by Havas, Australia for Australian Defence Force, within the category: Public Interest, NGO.

This ad is aimed at people who don't have first aid training, and shows how helpless this can make you feel. It is a highly emotional depiction of a parent's protective instincts for her child. It's confronting, but not as confronting as the thought that you could have helped to save a life. Film advertisement created by The Brand Agency, Australia for St John Ambulance, within the category: Health.

Film advertisement created by BMF, Australia for Australian Government, within the category: Public Interest, NGO.

Chips on the beach are a pretty Australian way to spend the summer - but where there are chips, there are seagulls. This summer we turned Aussies off chips forever, with a few hundred terrifying seagulls. Just like Hitchcock, but with more chicken salt. Film advertisement created by WPP, Australia for Subway, within the category: Food.

Audio advertisement created by BMF, Australia for ALDI, within the category: Retail Services.

Film advertisement created by MullenLowe Group, Australia for Budget Direct, within the category: Finance.

Rheumatoid Arthritis is a horrible condition. Sufferers have to deal with hot and painful joints, fatigue, and the fear of their condition getting progressively worse. Climbing out of bed is difficult. Getting dressed can be a scary thought. And leaving the house can be a daunting task. Most days literally feel like a nightmare. To raise awareness of this debilitating disease, Pfizer and greyhealth Australia have launched a new campaign, which encourages patients to have an open and honest conversation about their condition. Film advertisement created by GHG, Australia for Pfizer, within the category: Pharmaceutical.

To launch a new brand platform for a 120-year old iconic Aussie paint brand – Wattyl – we opened the doors to their ridiculous test lab.

Saatchi & Saatchi Sydney reveal the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks. From Borneo to the Andes, no origin is too far-flung or hostile – which inspired Saatchi’s “Hard to make. Easy to drink.” campaign. Film advertisement created by Saatchi & Saatchi, Australia for CAPI, within the category: Non-Alcoholic Drinks.

Film advertisement created by IKON, Australia for Windsor's, within the category: Confectionery, Snacks.

Digital advertisement created by McCann, Australia for Tigerair, within the category: Transport.

The Sydney Opera House attracts 8.2 million visitors each year - yet despite its popularity, recent market research revealed that three in four Sydneysiders haven’t seen a show in the last year. There is a need to challenge misconceptions that the Opera House was only for classical arts, and to increase understanding and awareness to millennials about the diverse and inspiring experiences on offer. After a competitive pitch late last year, The Works and sister specialist messaging agency On Message, were tasked with getting the word out, and in such a saturated event market they needed to make a real splash. The solution was to bring in the big guns - Seal. Nope, not that guy. The lovable Opera House seal, who has swapped his days sunning himself on the northern steps of the Opera House to become the first ever voice of the performing arts centre’s new chatbot. Digital advertisement created by The Works, Australia for Sydney Opera House, within the category: Recreation, Leisure.

Ford Mondeo - Not Just Another Car Australian TV Commercial 2016.

We don’t just appreciate design. We drive it. Inside and out, you can see the craft and precision. With intuitive technology and hands-free connectivity, this is the design-driven Ford Mondeo.


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Film advertisement created by cummins&partners, Australia for Home Timber & Hardware, within the category: House, Garden.

Film advertisement created by Host, Australia for Hotels.com, within the category: Professional Services.

Film advertisement created by McCann, Australia for Metro Trains, within the category: Transport.