Julie Matthews

TENA wanted to change the face of the brand to be more modern, relevant, and aspirational by creating a healthier and more open conversation about the issue of incontinence and female self-image, therefore changing the perceptions of what it means to be a woman living with incontinence. TENA wanted to break the stigma and normalise a condition that affects 1 in 3 women over the age of 35.

I researched women's incontinence knowledge across social channels and forums, discovering a huge stigma around incontinence, with many women too embarrassed to discuss it even with friends, resulting in misinformation and unanswered questions.

This led me to land on the creative approach of using TENA's famously outspoken ambassador, Chrissie Swan, to break the stigma of incontinence by answering women's most pressing questions about incontinence: Big Questions About Little Leaks with Chrissie Swan. 

Cottee’s had two problems we needed to solve: Reinvigorate the Cottee’s brand for their existing audience who have grown up with Cottee’s, while also introducing the brand to a new generation with their ready-to-drink sparkling Cottee’s in a can.

Through the concept of ‘It’s the Cottee’s you know, now with more fun’ we demonstrated the evolution of Cottee’s cordial from the original 1L bottle to the new sparkling pre-mixed ready-to-drink cans. The work ran as Instagram Stories and OOH.

The NSW Government Department for Responsible Gambling wanted to communicate to sports fans the problem with sports betting. As gambling is perfectly legal, we needed to be lighthearted and show sports fans how much it can make them miss what they love so much about their favourite sport. We partnered with the Western Sydney Wanderers to make a 30” spot that ran across the Western Sydney Wanderers website, digital display, and at WSW matches throughout the football season.

Clinique wanted to promote Pop Lip, their 2-in-1 lipstick, and primer to a young audience that loves cosmetics and trying new makeup trends. This was Clinique’s first locally produced campaign for the Australian market consisting of a 30" YouTube video, 6" YouTube Bumpers, Instagram stories, stills photography, and GIPHY's.

Brother wanted to raise awareness of their office solutions amongst SMB owners in an emotive and relatable way.

We developed a campaign concept that empathetically demonstrated that SMB owners need office solutions that can keep up with their varying needs while increasing productivity across all areas of their business. 

The campaign idea was executed across OOH and digital display.

The NSW Government Department for Responsible Gambling wanted to communicate to sports fans the problem with sports betting. As gambling is perfectly legal, we needed to be lighthearted and show sports fans how much focusing on betting can make them miss what they love so much about their favourite sport. We partnered with the Sydney Swans to make a 30” spot that ran across the Sydney Swans website, digital display, and at WSW matches throughout the football season.

RACV Resorts wanted to promote their range of 8 resorts across NSW, VIC, QLD and TAS on Facebook in a manner that showcased the facilities and location of each resort.

We created a Facebook Canvas that utilised a decision tree that allowed users to choose the type of getaway by selecting from the location and a range of activities. Once users had picked their destination and type of holiday, the canvas directed them to a selection of resorts from which they could click through to the RACV Resort landing page to book their escape.

To promote the Optus Business $40 SIM and drive traffic to the website, SOHO and Micro Business owners were targeted with a social campaign. A series of hyper-lapse videos were created to bring to life the value of the offering, with each one providing a short visual that’s fun and fascinating to watch via mobile — the primary comms channel.

Aussie actor Samuel Johnson teamed up with telco giant Optus to launch a brand new short film competition, Connect5, a national, 5-minute video competition that gives creative Australians the chance to get their content seen by millions. The competition was open to everybody, from industry professionals to the everyday mobile user, to capture what this year’s theme, ‘Connecting Lives’, means to them and spread a powerful message through video.

We created a website, online film and a series of social clips to promote the film festival on Facebook. 

https://www.optus.com.au/connect5

Leveraging the current Optus SMB positioning of “Believe Big, Big Support”, we needed to create a through-the-line campaign offering SMBs the chance to win $30,000 by signing up to Optus. Using a real Optus Small Business customer as our hero, we created a lighthearted campaign that dramatised the savings benefit in an interesting and engaging way.

Challenge

Unexpected warmer weather during Australia’s winter in 2014 and increased marketing from competing destinations has resulted in a decline in Australian tourism to Vanuatu.

Vanuatu has so much to offer, more than just a beautiful beach and sun it has a rich culture, sensational food and adventures such as volcano climbing and shipwreck diving. So how do we activate the Australian market on a limited budget in a way that can be measured and monitored?

Insight

Today, people are wary of any purchase they make, they research products, they read restaurant reviews and they watch movie trailers before any money or time is invested.

Lets provide people with this same opportunity by letting them preview their holiday before they even depart.

The Idea

A dedicated microsite gives users the chance to preview their unique, personalised Vanuatu holiday.

The questions will be personality based questions and will deem whether a person leans more towards adventure, luxury, relaxation or culture.

Once the questions have been answered they will be aggregated according to the criteria of adventure, luxury, relaxation and culture, and the user will be directed to a preview of their Vanuatu holiday.

Visit Your Vanuatu Experience on Facebook