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The Power of Natural Thinking

Changing a brand is never something you should do lightly. Especially when it’s for a huge company with almost 100 years of history. So it was a privilege to be invited to refresh the brand of Hydro Tasmania, Australia’s largest producer of renewable energy.

Head over to Our Work to see how we did it.

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The new kids on the block

If you haven’t heard in the press, Lowe Sydney has recently beefed up its creative department, hiring Hamish Grieve and Derrick Kim to work across all its accounts. Between the two of them, they’ve won trophies at Cannes, D&AD, AWARD, NY Festivals, The One Show and ADMA.

Writer Hamish Grieve started his advertising career in Auckland, under the guidance of Kiwi legends Roy Meares and Jeremy Taine. After a stint at WRC he moved to Sydney in 2007, freelancing at The Furnace, JWT, M&C Saatchi and The Campaign Palace. (Grieve also found a seat at the startup Ward 6, creating work that helped them win the Emerging Agency of the Year award.)

Art Director Derrick Kim won a Gold Lion as a junior at Mojo Sydney. He caught the eye of Nick Worthington and spent two years at Mojo Auckland, being named Best Young Creative in Australasia in 2005. After a short stint at BBDO Singapore, he headed back to Sydney and helped 303 secure business including PepsiCo, National binge drinking, Honda, and Gloria Jeans.

They are a very talented duo and great fun to work with. Welcome guys!

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Gold Effies for Lowe

Lowe Sydney picked up two prestigious gold awards at the 2010 Australian Effie Awards in late August.

The Great Christmas Wrapping paper Swindle’, created for Football Federation of Australia, won gold in two of the toughest categories; Most Original Idea and Low Budget <$500k.

The Effie Awards recognise effectiveness in marketing and ‘ideas that work’.
It’s about great work, great results and proving that your creative was the reason for that success. For most clients and agencies they are becoming the ultimate independent award to win.

And they’re notoriously tough to enter and even tougher to win. This year, out of 154 entries from agencies and clients around Australia, the judges awarded just 17 gold Effies.

So to pick up two gold awards is a great achievement and testament to our commitment to high value ideas. Congratulations to everyone involved.

Watch our ‘The Great Wrapping Paper Swindle’ case study video:


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Knocked out cold

We’ve just got some outstanding results from the campaign we developed for the Magnum Sandwich launch. The new Magnum Sandwich was designed to take on Maxibon and steal market share, and the campaign succeeded spectacularly: just after launch, one single Magnum sku was outselling the entire Maxibon range. (And that’s despite Magnum traditionally being a female-skewed brand.) We got the attention of the lucrative ‘young male snacking market’ by making guys feel like they’re “the king”, treating them like rock stars and royalty. Here’s the TVC: we also used online and location-specific Outdoor and POS.

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Letter from America

We’ve had great news for Lowe and Football Federation Australia from the Big Apple: Our work has picked up five medals in the hard-fought New York Festivals international advertising show!

The Great Christmas Wrapping Paper Swindle won four medals in the Avant-Garde Competition: Silvers in the ‘Innovative Use of Media’ and ‘Street Teams’ categories, and Bronzes in the ‘Guerrilla: Indoor’ and ‘Word of Mouth Buzz/Viral’ categories.
The Socceroos viral campaign also picked up a Bronze in the Interactive Competition.

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