Silver Lion - Health & Wellness (Fundraising & Advocacy)
Silver Lion - Media (Use of Stunts)
Silver Lion - Pharma (PR)
Bronze Lion - Pharma (Direct and Promo & Activation)
Multiple sclerosis is an invisible condition of the central nervous system. Those who live with it face each day with symptoms that are unpredictable and often debilitating. Because the disease and its effects are largely unseen, explaining it to others can be extremely difficult.
To help people understand what it's like to live with MS, we built a bike with the symptoms of multiple sclerosis hidden within its parts. Its wheels are heavy, its frame twisted and its handlebars numb to press. Ride this bike, and you will feel what it's like to live with multiple sclerosis.
In the three months since the bike’s debut at the Melbourne MS Cycle, the bike has been covered by media in over 30 countries, earning more than $7 million in earned media. The bike is being used by 13 health brands as tools for education and fundraising, and its terrible design has been replicated in Switzerland, Germany, Japan, Hungary, Mexico, Turkey and USA.
Own it, don't phone it.
We all know that using your phone while driving is dangerous, but we give less thought to the hazards of walking and distraction.
In 2015, 32 pedestrians lost their lives in Victoria, with nearly 200 pedestrians killed in the past five years.
To bring attention to the dangers of pedestrian distractions, TAC is encouraging Victorians to get #TheLook at pop-up catwalks around Melbourne.
Visitors to the recent Australian Open and Fashion Festival were invited to pose on a specially designed pedestrian crossing catwalk and post their best look on Instagram.
Road safety has never been so attractive.
All Of Us For None Of Us
For ten years, the Vanessa fleet – an initiative of the Transport Accident Commission – has been criss-crossing Victoria, visiting music festivals and community events to engage with young people and prove that partying and road safety can be best friends.
Vanessa was born a beautiful shade of orange, but by 2015, fashion had changed, and so too had TAC's core messaging. We wanted to create new branding for Vanessa that would update her appeal to young people, and also represent TAC's new Towards Zero vision. We want to demonstrate that, by working together, we can achieve a zero road toll.
To do this, we called on Vanessa's good-looking fan base to send us their shiniest selfies. The first to tag themselves #VanessaMyFace on Instagram were sketched by illustrator Oslo Davis (of Golden Plains fame), and became part of the new-look Vanessa fleet – literally!
What's a Jafflechute? So glad you asked.
The world's first float-down pop up eatery Jafflechutes has been a fixture of Melbourne's skies for the past two years, delivering delicious toasted sandwiches to customers and passersby.
What started as an experiment in Paypal and parachutes quickly spread on social media, leading the Jafflechutes team to embark on a 4-week tour of the USA and Canada.
Recently featured by AWOL Magazine as one of 10 Melbourne Things That Are Almost Too Hip To Be True.
Between 2014 and 2016, I offered three services – Pimp My Myki, Bearki and Puzzle My Myki – whose aim was to personalise the drab public transport cards of Melbourne commuters.
On launch, Pimp My Myki service caused a stir, as Victorian Government officials warned against people 'tampering' with their cards in statements to The Age, 3AW radio and mX. The result for me, of course, was an influx of orders.
In 2015, the Pimp My Myki evolved into Puzzle My Myki, a match-making card personalisation service, designed to bring commuters closer together.
Each ‘puzzled’ myki is hand-painted and paired with a corresponding card. Both are then distrubted to separate customers, who are challenged to find each other during their travels.
How do you raise a bunch of cash for a good man, running a great foundation, supporting the oft-forgotten cause of urban disadvantage? David McDonald and I chose to do it through song. A Kanye West song, specifically.
Over the months of April and May 2014, Father Bob Maguire took to the airwaves and Twitter to promote the first single from his upcoming album Father Bob Sings for a Million.
The 79-year-old Catholic priest won the news cycle over the Easter weekend, resulting in a flood of pre-orders through the crowd-funding platform Pozible. Additional song suggestions were encouraged with the hashtag #songs4bob.
The outcome: a windfall of over $70,000 for the Father Bob Maguire Foundation, and proof that Bob's got some gansta in him yet.
Many of New Zealand’s greatest innovations have their origins in the humble backyard shed. Zorb, the egg beater, Burt Munro's land speed record-breaking motorcycle, Russell Crowe... if it’s Kiwi, brilliant and a bit weird, it probably started here.
So to announce the return of New Zealand’s popular chocolate innovation, the Cadbury Jaffa block, we built our own shed, filled it with trinkets, chocolates and other bits and bobs, popped it on wheels, and drove it across the country in a south-to-north national celebration of Kiwi ingenuity.
Over eight days we explored the country, chatted with the locals, and took in as much flavour inspiration (and fuel for future innovation) as one little purple shed can carry. Who knows where the next Cadbury flavour sensation will come from!
An instant selfie sketching service.
What could be more narcissistic than a selfie? That was the conversation that spawned the idea for a selfie sketching service. Originally conceived as an app, I eventually built the service out of HTML and scatterings of PHP.
The result is SelfieSketchup – a selfie sketching service staffed by a rotating roster of artists and creatives. Free, snappy and fun. We'll even sketch your cat, if you like.
To create hype around the next instalment in the Marvel's Avengers film series, we created a social campaign with a taste of something different.
Referencing a much loved post-credits scene from the original Avengers film, we asked fans to suggest ingredients for Marvel character-specific shawarma.
As originally conceived, the best shawarma suggestions were to be selected by Disney, and prepared and photographed by a professional chef.
Crowd-sourced, breakfast-themed time travel stories.
Eggs on Toast with Thyme is an experimental blog of stories crowdsourced from Amazon's Mechanical Turk marketplace. All stories must be between 200 and 300 words, feature an instance of time travel, and the author must state what they ate for breakfast on the day of submission.
The problem with dating these days isn’t finding someone you like – that’s never been easier – it’s that people are being introduced via algorithmic processes of complex social networks, robbing couples of the opportunity to create their own unique narratives.
Sure, some Tinder and OkCupid matches lead to long-term relationships, but for the most part these pairings are transient and disposable. What if each paired couple were introduced, not with an alert on their smartphones, but with a choreographed first meeting that was unlike any ever experienced?
This was the inspiration behind my date curation service, the Second Chance Date Curation Agency. Part-agency, part-experiment, newly matched couples are given the chance to re-live their first date with itinerated experiences that float between the utterly romantic and the completely absurd.
What story will you tell your children when they ask how their parents met? That you both swiped right? Or that you shared a bottle of wine, hid love letters in books at Brooklyn Library and then gave $50 to the best subway busker you could find?