Global Creative Technology Leadership – Culture. Community. Change.

LOSING LENA

Removing one image to help millions feel welcome

Partners: Clemenger BBDO, Creatable, Finch, Code Like A Girl, Facebook Creative Shop.

An integrated campaign for Code Like A Girl with a compelling Facebook Watch documentary as its core, partnered with a strong call to action to pledge to remove an image of bias to make the tech industry a more welcome place for females.

With over 138 countries joining the pledge, along with 37 universities, schools and businesses and hosting their own Facebook Watch parties this campaign has won a flurry of major global awards including a Webby for Diversity and Inclusion.

Backstory:
There’s a secret hidden in almost every website and every digital image you’ve ever seen. That secret is Lena, a Playboy centrefold. She is “a face more studied than the Mona Lisa’s” and has been called Tech’s Original Sin.

But how did a centrefold from the 70’s become the most used test image in the world? And what impact has it had on women studying or entering tech industries? And what action can we take as a community?

In a first for the Australian film industry and Facebook Watch, Losing Lena was available to view at a series of events hosted by Code Like a Girl or exclusively on Facebook Watch.

MUSTANG MADE BY AUSTRALIA

Technology + Community

Ford wanted to reignite a community of car enthusiasts with the Mustang brand. Challenged with the task to bring to life the newest model with most customizations ever available.

The answer: give the Aussie car community the power to customize their own Mustang on Facebook and Instagram, share it with fellow enthusiasts and add it to a live poll to see what wins as the country’s number one personalization.

Six weeks of fans building and adding their creations to the live poll, over 53,000 participants and a final reveal of all their efforts as Australia’s ultimate Mustang customization.

The Unexpected Homeless. The Salvation Army launched a series of media hijacks detouring New Zealanders from expected homes. Partnering with the country’s biggest news site, the most iconic symbol for home was interrupted. A home button takeover, suddenly diverting people inside the real stories of living in cars, garages and couch surfing.

The biggest property website, Trade Me, and one of Auckland’s largest real estate papers followed, leading people to an unexpected view into a family’s homeless situation.

The campaign message reached over a quarter of the population, exceeded donations goals and traffic to The Salvation Army’s website hit a record high.

The Unexpected Homeless. The Salvation Army launched a series of media hijacks detouring New Zealanders from expected homes. Partnering with the country’s biggest news site, the most iconic symbol for home was interrupted. A home button takeover, suddenly diverting people inside the real stories of living in cars, garages and couch surfing.

The biggest property website, Trade Me, and one of Auckland’s largest real estate papers followed, leading people to an unexpected view into a family’s homeless situation.

The campaign message reached over a quarter of the population, exceeded donations goals and traffic to The Salvation Army’s website hit a record high.

PAGO - THE CURRENCY TAKEOVER –

Experimental Media Magic.

Winner of three Gold Lions and a Creativity Grand Prix at Cannes for the launch of ASB's Pago, mobile digital pay service. An integrated campaign with three public engagement executions.

Turning bank notes into mini billboards by placing a sticker over Sir Edmund Hillary to make him appear pixelated, these notes were then circulated into the NZ currency. Each sticker could be easily peeled off to reveal information about the new service.

Using 1250 colour-coded books of post it notes, over 30,000 individual notes to make a digital, pixellated replica of an NZ$5 note. On closer inspection, each note features a call to action, to visit pago.co.nz to activate a digital wallet.

Turning bus stops into ATMs for mobile phones during a radio campaign. Announcements were made when a selected adshel was 'live', giving people a limited time to receive a payment text to their phone if they were standing in close proximity.

ADIDAS – Be the ball – Send people flying at 170km/h.

Public activation/Consumer promotion/Earned media

Gold Promo Lion, Gold Outdoor Lion, Grand Clio - Best in Show for Innovative Media, Gold Clio, Grande Gold Axis, Silver Pencil - D&AD, Silver ADFEST, Silver AWARD, Bronze - New York One Show Pencil.

To create impact for the launch of the World Cup match ball and a true 'Impossible is Nothing' experience by having the people of New Zealand be part of the World's largest sporting event.

An existing reverse bungee site was transformed into the new Adidas match ball. The 2.5m high ball sat in front of the largest billboard site in the country, featuring Liverpool Captain and England striker Steven Gerrard. This looked like Gerrard was striking the ball.

Match commentary was broadcast by loudspeakers as participants were strapped inside the ball. Then, just as Gerrard boots it, the reverse bungee was blasted into the air at over 170km/h.

The screaming occupants got to experience what it's like to 'Be the Ball'. Then walk away with an 'in-ball' DVD recording.

FUTURE STORYTELLERS - XR FOR GOOD.

Live Event/Social Influencers.

From inception to speaking at Facebook Australia’s first Future Storytellers event in partnership with Phoria - XR with purpose specialists. A panel of altruistic leaders with one goal in mind, to empower the creative industry with tools and inspiration to steer AR and VR technology for good.

The event included speakers from Greenpeace, Melbourne Children’s Hospital and local VR/AR artists creating work around climate change and indigenous storytelling.

An initiative to share learnings around new storytelling tools to scale empathy and understanding.

ROAD SIGNS

Personal Project - Complimentary Road signs – Hacking for good - Community Art.

Exhibited at Art in the Dark, Auckland, NZ under artist name – Bright Calm City.

Our urban environments can be quite out of balance with messages that involve the words: 'STOP','DON'T','SLOW','DANGER', 'NO', 'PROHIBITED', 'CLOSED'. This installation changed the way road signs communicate, broadcasting human compliments to drivers travelling the right speed.

Any drivers who were detected by the built in radar travelling at the right speed received the message 'You Rock', anyone going over the speed limit received the message 'Chill Baby Chill'.

The installation generated over 35,000 'You Rock' messages and 24,652 'Chill Baby Chill' messages.

NICE TO MEET YOU

Personal Project – Nice to meet you – removing the strange from stranger

Exhibited at SPLORE, Auckland, New Zealand. A 7-meter-long interactive wall at New Zealand’s biggest arts and music festival. The wall invited people walking on each side to reach through and say hello to someone new. Strengthening the festival community through every connection made.

Vibrant and colourful by day and glowing in the dark at night, the wall interacted with thousands and became an iconic social media image by festival goers.

THE SUM OF US

Community Art

A community art installation in San Francisco that invited over 300 creative leaders from around the world to bring one object that inspires them daily.

Created for Facebook’s Creative Shop, to connect people through personal stories and emotion. Every person added their object to a designated space within the gallery and wrote a brief description about its meaning. The installation was live for 72 hours and became a hub of discovery and connection, bringing everyone a little closer.

#OneLittleMoment

A mindful project for Subaru Australia

It started as a staff initiative and grew into a public invitation for the whole country to join. My role was conceptor, creative director and consulting as a workplace culture specialist.

#OneLittleMoment is a 30 day challenge to capture one little thing that brought you joy each day. The small wins, the funny, silly, heart-warming, fleeting intersections of time and joy that we can easily miss.

The project grew to be included in their brand TVC, in community papers, picked up by influencers and is still a daily part of the culture at Subaru.

1,000 APOLOGIES

A community art installation

A community art installation created to invite people to circle back to a moment, a time they didn’t get to say something, however small or trivial, type out an apology, pin it to the wall, let it go and leave the space a little lighter.

The apologies ranged from heartfelt to hilarious, from a moment occurring decades ago to five minutes prior, everyone in their own way letting something go.

STREET SMART

Inspiring small businesses

A community project to empower a town of small businesses with easy tools to grow, learn and step forward in the ever-changing world of mobile.

Watch the Facebook Video HERE

MUSTANG MADE BY AUSTRALIA

Tech Race

How do you excite a nation of performance car lovers?

You create an immersive mobile experience, allow them to personalise their own Mustang and enter it into a live national poll. You let the country decide what the most-loved creation is.

The campaign ran in Australia first, the technology and framework was then scaled to other markets.