When Amazon first entered Australian shores in December 2017, consumers were somewhat underwhelmed with the range (or lack thereof) available. Since then, the algorithm has been learning from customer behaviour and more brands are now selling onsite. They have built up their range dramatically. We therefore need to change current consumer perception by encouraging people to try Amazon.com.au by overcoming current barriers through building awareness and driving consideration that we now have over 60 million items and growing.
To do this, we set out to make Amazon relevant to the lives of ‘Everyday Australians’ by making it unmistakably Aussie through relatable insights delivered in an unexpected yet clever way. Australia is a unique place. Our lifestyle proudly demands a list from A to Z that is different from the rest of the world. Our unique sense of humour unites us all, as does our laidback attitude. We show that Amazon has Australia’s A to Z ready to go and it’s so easy it makes us feel like ‘Everyday Heroes’ with every order. Everything you need, easy az.
The Lexus RC-F is an exhilerating car to drive, it literally gets your heart racing.
The problem is, when people think of Lexus, this is far from a first thought.
Tackling this head-on, we created a one-off car that in real time could visualise the drivers heart rate as they drove it.
Working closely with LumiLor we developed the worlds first bio-luminecent car. Instantly changing how consumers look at Lexus.
THE CAR WITH A HEARTBEAT WAS BORN
To most young Aussies just the thought Superannuation is enough to put them into a micro coma. It feels so intangible but is that just because they don't quite know the magnitude of what they put in? Sure we know 9% of our wage gets locked away each week but what's more compelling is the fact that that equates to roughly 45 and a half minutes each and every work day.
Working with Google labs, we crafted a unique storytelling experience for The Presets' new release. Viewers were able to orchestrate their own version of the song by controlling the position of the cube. Projected onto the six sides of the cube, was an evolving visual story accompanied by elements of the music. By moving the cube certain elements were bought into focus and other removed, enabling for a truly unique experience for all visitors.
In a saturated marketplace of stuffy, established luxury manufacturers, Lexus gave birth to a new breed of SUV. But, we had one problem, Lexus itself was seen, at least by some, as a stuffy and established company with it’s roots tied to Toyota.
We decided to shake this perception up a little, by giving the public a taste for the smarts and passion that lie at the heart of Lexus – the pursuit of perfection.
One day in December 2015, Australia woke up to massive billboards in our capital cities which spoke to them. Using innovative car-recognition technology, we served personalised ads to owners of our competitors cars – informing them that something new has arrived. We also used other data sources such as weather, time and traffic monitors to personalise the messages even further.
And for owners of the new Lexus NX, we gave them a little message of love as they drove past, catching the eye of many jealous drivers.
Stonefield is an Australian rock band made up of four sisters, The Bad Reality film clip is a bit of a murder mystery, what we thought we'd do is add a little bit more interaction to those visit the Stonefield site by revealing a little more to the story, the ability to rewind and fast forward without affecting the sound and jump to extra scenes to gather extra information. You can check it out here.
Art Direction and Design
Fashion Targets Breast Cancer raises income to support research projects into breast cancer in women 40 years and under. This is achieved through selling select fashion ranges in supporting stores. The campaign follows a relatively consistent formula each year celebrities + fashion. Funny story about this project is just before we were ready to go to print, Melbourne Tourism released a freakishly close logo to our original lock up. I redrew and executed a new solution overnight.
Design and direction