Government, Institutional & Recruitment
Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organizations, armed forces marketing communications. Includes political messages and special interest/trad
Have A Wander: Rethinking Regional Victoria For Melbournians
This paper is about recognizing a strength. Between 2005 and 2015, overnight trips from Melbourne to regional Victoria grew 1.9% per year. Convincing Melburnians that they would survive in the regions without access to a deconstructed latte was a challenge. Instead of competing on Melbourne’s terms, we changed the value equation, recognizing that regional Victoria offered one thing Melbourne couldn’t; the luxury of time. ‘Wander Victoria’ gave people permission to slow down, positioning the regions as a place to find time. [Redacted] incremental overnight trips from Melbourne were recorded during the campaign, generating incremental yield equivalent to a [Redacted] ROI.
Brand: Visit Victoria
Client: Victorian Tourism
Agency: Clemenger BBDO
Kids are Tougher than the Streets
This case is about the toughest people in one of the toughest warzones. They’re not soldiers, cops or gangsters. They’re children. And they make the tough choice to defiantly reject crime on their streets. Instead, they choose hope by joining a safe-haven called Off The Street Club. Our “Hope is Tougher” campaign raised the most money in the Club’s history – 20% more than previous years and enough to keep 3,000 kids off the streets. And it proved that thoughtful strategy and communications can make a difference in people’s lives.
Brand: Off The Street Club
Client: Off The Street Club
Agency: Energy BBDO
The passing of North Carolina’s House Bill 2 (aka the “Bathroom Bill”) threatened our state’s reputation and the livelihood of its citizens. Our multi-tiered effort kept the bill’s negative consequences top of mind and turned the tide of public opinion. We drove over half a billion earned media impressions in the fight against what became the single biggest issue that helped make Pat McCrory the first sitting governor in North Carolina’s history — Democrat or Republican — to be ousted on Election Day.
Brand: Equality NC
Client: Equality NC