In an industry where gamers have seen it all, we decided to promote Sega’s new blood thrilled title by creating three entirely new games. These games are as happy and sweet as Condemned 2 is disgusting and sick and were at the heart of an integrated campaign that saw gaming blogs light up across the globe along with sales of the game. This is the case study video.
Accolades:
ONE SHOW GOLD - Integrated Campaign
ONE SHOW SILVER - Digital Integrated Campaign
CANNES BRONZE - Digital Integrated Campaign
D&AD WOOD - Viral Campaign
AWARD SILVER - Integrated Campaign
AWARD SILVER - Viral Film Campaign
AWARD BRONZE - Digital Campaign
AWARD BRONZE - Interactive Film
AWARD BRONZE - Viral Film
CAPLES GOLD - Integrated Campaign
South Australia is a place that rewards wonder. So to allow people to experience this, we created one of the most rewarding pieces of advertising ever conceived. A 5 day long film that rewards viewers for watching.
Shot continually over 5 days, the film traverses South Australia showcasing the best of the State, all the while providing lucky viewers with the chance to win real world South Australian experiences.
Whether a luxury weekend on Kangaroo Island, swimming with sea lions on the Eyre Peninsula, exploring ancient aboriginal rock art at Wilpena Pound or tasting some of the world’s most exceptional wines in the Barossa Valley; there were unique rewards to suit everyone.
All you needed was a sense of wonder.
The magic of this iconic 235 year old brand had been asleep for the last eight years. We thought it was about time to ‘let it out’.
This piece is the launch of a rich integrated campaign that is set to roll out across numerous channels, with innovation and tech providing ways for the public to let out the Schweppervescence that lives inside them.
Watch this space.
To promote a new energy drink named after Voodoo’s most feared and respected spirit, it was decided to get a real Voodoo priest to channel the spirit of Baron Samedi and have him come up with the ideas himself. With a documentary crew on board, the journey was filmed and turned into a 30-minute feature called ‘Samedi Says’ which aired on MTV. This is the case study video of that journey and how it spawned the world’s first advertising campaign created by the spirit world.
Accolades:
ONE SHOW FINALIST - Integrated Campaign
CLIO FINALIST - Integrated Campaign
The luxury of a finely crafted Lexus is perceived by those in the know as art. So to give meaning to Lexus’ annual month long sales event and turn it into a far bigger cultural conversation, a brand promotion was created around it that allowed one lucky person to ‘drive away with a masterpiece’… a real signed Andy Warhol painting.
To win, people simply had to purchase their Lexus during L’Exhibition and their number plate became their ticket, with the winning plate being drawn at a special PR event at the end of the month.
The Masterpiece: An Original Signed Warhol
To market Slim Jim meat sticks to the modern American male, it was decided to reveal a creature known simply as the Snapalope.
This skittish herd dweller is made entirely of meat sticks and became the centerpiece of an integrated campaign.
This is the case study video.
Accolades:
CANNES SILVER - Interactive
CANNES FINALIST - Interactive Campaign
CLIO SILVER - Design Self Promotion
ONE SHOW FINALIST - Film
ONE SHOW FINALIST - Film
ONE SHOW FINALIST - Film
ONE SHOW FINALIST - Film
ONE SHOW FINALIST - Outdoor
AAAA AWARDS SILVER - Integrated Campaign
The truth® campaign is the largest youth-focused anti-tobacco education campaign ever in the United States.
It was designed to engage American teens by exposing Big Tobacco’s marketing and manufacturing practices, as well as highlighting the toll of tobacco in relevant and innovative ways.
It is recognized as one of the most effective social-marketing efforts ever conceived. This is one of many stunts that were recorded and used for television and other broadcast media.
Accolades:
EMMY AWARD NOMINATION - Most Outstanding Commercial
NEW YORK FESTIVAL GOLD - Integrated Campaign
AAAA AWARDS GOLD - Film
ONE SHOW MERIT - Film
ING Dreamstarter, the bank’s impact initiative, supports Australian social entrepreneurs whose products create positive change in the world. So when we unearthed the startling statistic that Aussie’s receive 10 million unwanted gifts each Christmas, we called in the experts from the frontline of festive waste and asked them to make a timely passionate plea to the nation to demand ethically good gifts from ING Dreamstarter.
Emirates boasts the largest destination network of any airline, the widest range of inflight entertainment and the broadest choice of meals and wines from around the world.
So to reposition the brand as the champion for those seeking experiences beyond the ordinary, we coined a new genre within the travel sector. Not only has it quickly gained traction as an aspirational badge amongst jetsetters, but the huge scope of this creative platform is set to push far beyond the soft launch work seen here.
To promote MINI’s go-cart like handling, specifically targeted billboards rated corners throughout New Zealand.
Accolades:
CLIO SILVER - Outdoor Campaign
CLIO BRONZE - Outdoor Individual
CANNES FINALIST - Outdoor Individual
AWARD SILVER - Outdoor Campaign
AWARD SILVER - Outdoor Individual
AXIS BEST IN SHOW - Outdoor Campaign
AXIS GOLD - Outdoor Campaign
AXIS GOLD - Outdoor Individual
This menu initiative defined Oliver’s 'healthy fast food' business in the minds of the public, threw down the gauntlet to the big unhealthy fast-food competitors, continues to create substantial value for the brand and was awarded the ‘Best “Better For you” Initiative’ at the 2014 QSR Awards (Quick Service Restaurant) ahead of the likes of McDonald’s, KFC, Hungry Jacks and Subway. An accolade that captured the attention of global investors, contributing to the rapid expansion of Oliver’s in Australia and abroad and an IPO within three years.
Denim is and always has been the uniform of self-expression and individuality. But when it came to relaunching a tired 50-year-old fashion brand to the most connected generation in history, it was decided to make a visual statement that celebrates the ‘unifying power’ of denim, whilst showcasing that Gap has a fit for each and every one of them.
The films are set to Ndidi O’s track “Move Together”, which plays as an anthem of unity inspiring this generation to pave a path forward together in these divided times.
The accompanying print campaign was shot by Tyler Mitchell, who made headlines when he captured Beyonce’s Vogue cover. He was just 23 at the time—making him one of the youngest people ever to shoot the cover of Vogue.
To remind sun lovers about the risk of skin cancer, specially designed murals were painted at Australia's most frequented beaches and outdoor pools. The effects became evident over time.
Accolades:
CANNES BRONZE - Outdoor Campaign
CLIO BRONZE - Outdoor Campaign
AWARD SILVER - Outdoor Campaign
AWARD SILVER - Outdoor Individual
AWARD SILVER - Outdoor Individual
When Young Cancer Patients turn 16 they are often moved into adult wards where their chance of survival is reduced by up to 50%.
So as part of a world first initiative, young cancer patients were empowered to busk from their hospital beds at The Prince of Wales Hospital cancer unit to a big screen in Circular Quay all live via two way video for all to see. This was their way of trying to raise the $1.5 million desperately required to build a youth cancer centre for 16-25 year olds that will significantly help increase their chance of survival.
This is the case study video.
To embed the refreshing lemon and lime flavor of Sprite into the minds of thirsty Americans, it was decided to create work that operated on the hyper-conscious level of the brain; A unique method that became known as the Sublymonal Project.
TV
Each of the commercials aired in random order. The only thing they had in common was the one main character and the words ‘Submit to the Sublymonal Project at sublyomonal.com’.
Website
At sublymonal.com people were encouraged to create their own Sublymonal movie by stitching together the TV spots along with bonus easter-egg content found throughout the internet. With hundreds of different ways to mash things up, the movie with the most votes could win a complete Sony Media System.
Sublymonal Film
This is the winning film from the Sublymonal Project.
Accolades:
CANNES FINALIST - Integrated Campaign
ONE SHOW FINALIST - Integrated Campaign
CLIO FINALIST - Integrated Campaign
To raise money for the Vinnies Winter Appeal, people in need were asked to contribute to a collaborative journal. Their entries formed the content of an integrated campaign that saw donations reach a record high despite a global financial crisis. This is the case study video.
Accolades:
D&AD WOOD - Integrated Campaign Charity
AWARD BRONZE - Integrated Campaign Charity
With the belief and understanding that successful businesses can and must be a force for good in a world of radical transparency, I left the role of acting Executive Creative Director at Saatchi & Saatchi Australia to found The Change• Community, a conscious creative agency.
Based on the simple premise that ‘humanity is our most important client’, The Change• Community turned good into a commodity by helping brands unlock their authentic purpose and unleash it through their culture and communications.
By facilitating complete business transformations, The Change• Community led one company to an IPO, and another to a buy out from TripAdvisor.
To find out more about The Change• Community, click on the URL below:
Ideas infuse every part of my life. Whilst on sabbatical teaching English to Buddhist monks and local community schools in Laos, I had the idea to take my classroom outside. Through a series of involving lessons that went something like this: “We will dig… We are digging… We have dug”, the students turned an area of scrub into an enduring place to play their nation’s favourite pastime: Petanque.
Australia’s national airline flies to over 85 destinations globally and over 55 domestically. But when tasked with creating a campaign for the festive season, we decided to focus only on the destinations that truly matter.
When the biggest sporting event in the world comes to Sydney, how do you get the fans out of the stadium and exploring all that the city has to offer? You turn the entire place into a virtual football field and invite them to #ScoreSydney to win.
WELCOME TO STUDIO SBMC
The creative studio division of Shelly Beach Motorcycle Club is known as Studio SBMC. A new generation brand building studio. Striped back, switched on, creatively focused.
With the understanding that courage is no longer a creative luxury but a business imperative in a world full of noise, SBMC breed courageous ideas that overcome consumer apathy to ensure truly effective communications.
It is this philosophy that sees our work continually shaping pop culture, whilst also being recognised at every international advertising and effectiveness award show, including the Emmys.
With our President, Guy Rooke, having worked a lifetime helping build, maintain and lead some of the hottest ad agencies across four continents on the world’s biggest and most innovative brands, SBMC provide a chance for clients, agencies and innovators to get the experience they are paying for on their business all the time, with teams tailored from the best local and global talent for the task at hand.
Our club creed is designed to empower both our people and our partners to create inspired outcomes. We stand by it fiercely.
Shelly Beach Motorcycle Club is also a brand itself. One that’s igniting a global revolution by redefining activism and ushering in a new era in marine conservation. Part freediving, part fashion label, part batshit crazy ventures, the gang instigate from Shelly Beach, Australia.
Follow the gang on Insta @shellybeachmotorcycleclub
Or to discuss how we might work together contact guy@shellybeachmotorcycleclub.com
