The Work 2022 Contenders: Special

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…

Motor Neurone Disease Association: David’s Unusables
David’s Unusables hijacked TradeMe (New Zealand’s equivalent of eBay) to educate New Zealanders on Motor Neurone Disease. David, a man living with MND, sold his unusable belongings in a digital timeline reflective of his deterioration. Each listing told of his personal connection to the item, and revealed the devastating, symptomatic reasons it had become unusable to him. The campaign turned online auctions into an education resource and generated vital donations at the same time.

Lion: Made with Social Ingredients
In 2021, Smirnoff had lost relevance with 18-24 year olds. To reconnect with this key audience, we needed to have a presence on a platform this audience are fixated on. So Smirnoff created drinks made with social ingredients that were shared daily on Instagram. By scouring social feeds, online forums, news outlets, and release dates, the drinks were conceptualised, formulated, and dispatched each day. When Britney Spears was freed from her conservatorship, we made THE #FREEDBRITNEY in her honour. When Adele released her much anticipated album, we celebrated with THE 30. And when NASA send a rocket into space to destroy an asteroid, we marked the occasion with THE 3..2..1..LIFTOFF.

Rockit Apples
The saying ‘comparing apples to apples’ shows how little difference there is in this category. Rockit needed to break the mould. So we created Apples with Attitude.
Rockit is a challenger, from their on-the-go tubes to the incredible source of energy they offer. We built a new brand to communicate this energy, amplifying their challenger mindset to make the brand engaging, different to anything seen before.
Other brands rely on real apple imagery. We didn’t. We created a brand ID across packaging, digital & content. Looking nothing like our competitors highlights what makes Rockit different.

Optus: The Violinist
The film details how many everyday Australians have extraordinary talents, but at some point, real life takes over and they no longer have the time, drive or belief in themselves to say YES and chase their passion. This film follows the story of a steel worker, played by violinist Eric Avery. His character, also a violinist, goes viral after playing a classical rendition of one of his favourite rock songs; ‘Working Class Man’ by Jimmy Barnes. The viral video gets him noticed and ultimately offered a life changing opportunity which his supportive colleagues encourage him to say yes to.

Kathmandu: Summer. Finally!
After more than a year of lockdowns and COVID restrictions, there was only one word to describe the summer we’ve all been waiting for: finally. Because after months stuck indoors, Kathmandu knows that finally, finally, getting ‘Out there’ is what our mind and body really need. So, in true ‘out there’ style, Kathmandu launched their new summer range by taking it all off for a summer skinny dip – set to the classic tune of Blister in the Sun by Violent Femmes.


The deadline for Campaign Brief’s The Work 2022 is Monday May 2. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email