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Category Archive: Work
The Brief: Create a campaign that can start a meaningful dialogue with the marketers of Australia’s leading alcohol brands.
The Challenge: There are approximately 2000 advertising agencies in Australia. How does a boutique creative agency set itself apart in order to start a meaningful conversation with brand leaders in one of the most sought after categories.
The Idea: We wanted to do more than tell the alcohol market of their capabalities, we wanted them to experience it first hand, so we decided to create our own alcohol brand. We identified boutique beers as a growth sector that would be eagerly watched by attentive brand managers, so we developed a craft beer, Seven Hills Cream Ale. We developed a multi-media brand campaign around the idea of Nature’s Finest Bottled that was advertised in the alcohol industries leading trade publication, DRINKS magazine. The campaign appeared as press executions and online ads on DRINKSTRADE.com.au. The executions directed the reader to sevenhillsbrewery.com.au where we revealed ourselves to our audience. It was also supported by developing an ‘industry’ blog, BOUTIQUE BREWERY NEWS which sent out a New Product Alert to Alcohol distributors throughout Australia. As many a productive conversation occurs over a beer, the tasty beveraged was delivered directly to the target market.
The Change: One week from launching their is already plenty of chatter in the industry about SEVEN HILLS CREAM Ale with alcohol suppliers contacting Mr Mumbles about stocking the beer. More soon
Photography: Andreas Smetana
Illustration: Electric Art
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The clever marketing team at Cochlear had told us they needed a simple, engaging campaign idea; Mr Mumbles replied ‘We heard you’. This new multi-channel brand campaign first rolled out across Asia Pacific and then globally for Cochlear. In 1967 Dr Graeme Clark, inspired by his deaf father, began researching the possibilities of implantable hearing devices. Forty four years later, that same drive of customer focused innovation has seen 7 out of 10 families around the world choose Cochlear for their hearing implant solutions. Why? Because they have super brains and they rock.
A ‘super’ company deserves a ‘gimassive’ campaign, so Mr Mumbles worked closely with the Cochlear brainiacs to develop a solution that could talk to existing patients, prospective patients and hearing professionals across Asia Pacific. The answer was ‘We heard you’. After collaborating with illustrator Rilla Alexander from the immensely talented Rinzen crew out of the Jackie Winter Group, ‘We heard you’ came into being, bringing to life not only the brilliance of the technology but the joy it brings to the tens of thousands of patients that get to enjoy that little thing we all take for granted, the sense of hearing.
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The only thing that’s for certain is that someone will win the Ashes. Just who it is, we’ll just have to wait and see. Having enjoyed 15 years of watching Australia smash all before them we thought it a safe bet to have a bit of a digital fun at England’s expense and developed Gifts for England, where online and on Facebook Australian cricket fans can graciously donate their own rubbish gifts to the English in lieu of them retaining the Ashes and taking the urn back home. England, of course have had other ideas and have actually learned how to play cricket off shore. In response Mr Mumbles has developed the alternate Facebook app Gifts for Australia. No one has ever said that Mr Mumbles doesn’t like to back a winner.
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To attract movie lovers who enjoy Hollywood blockbusters but want a deeper, more immersive movie experience, Mr Mumbles, developed this 30 second Reader’s Digest version of what’s on offer for The World Movies Channel. Special thanks to Josh and the team at the Feds and Simon and Gerard at Song Zu for their help.
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