With the functional benefits of gas no longer cutting through like they used to, we needed a new way to convince people to switch to Natural Gas for infrastructure client Jemena.

The answer? The fire that powers every gas appliance.

Drawing on insights around our innate and primal connection to the flame, we created a fully integrated campaign that went beyond utility and function, and instead focused on the emotional benefits that only a Natural Gas flame can deliver.

Agency: CHE Proximity

The average traveller spends hours, trawling through hotel site after hotel site, to find the best deal.

But with HotelsCombined, it’s a whole lot easier. Because HotelsCombined search all the top travel sites to give you the best hotels deals, guaranteed.

To bring this to life, we enlisted Grammy Award winner, Richard Marx, to deliver our simple message – the best hotel deals are right here waiting for you.

TV launched the campaign during the busy summer holiday period, but the real smarts came from an online strategy where travellers were retargeted through dynamic digital videos that drew on their recent search activity.

With only a handful of dynamic videos, we created hundreds of iterations, based on the destination and price bracket searched, serving content that was relevant and timely.

Agency: CHE Proximity

For people who suffer severe hayfever, things can get pretty desperate.

To bring this to life, we created a narrative that spanned across TV and social, showing the extreme lengths one sufferer is prepared to go to escape his allergies, just because he’s run out of Nasonex Allergy.

Agency: CHE Proximity

BWS | Official Sponsor of Fans

BWS wanted to align themselves with the great tradition of watching footy at home with mates, but they didn’t have the budget for a big team sponsorship like other brands do.

So we chose to sponsor a group equally as important to sport but often overlooked by the big brands – the fans.

It all kicked off with a competition where fans could win their own sponsorship deal. We launched with a series of social videos that received in excess of 240,000 views, and supported them with a series of owned assets.

Agency: M&C Saatchi

Capturing the attention of luxury car buyers is tough, especially when you’re competing with the likes of BMW, Audi and Mercedes. So to promote the all-new Lexus NX, we spoke to them in a much more targeted way using unique vehicle recognition technology. 

Agency: M&C Saatchi

After more than a decade as the telco with the animals, Optus was in need of a refresh. 

To launch the brand's fresh new look (developed by the very clever folk at RE:), we were tasked with creating a campaign for their revamped mobile plans. 

Agency: M&C Saatchi

For many small business owners, borrowing is seen as a sign of weakness, with many choosing to dip into their own personal funds in times of need.

So, we needed to reframe borrowing as a strength, not a weakness, and show why owners should turn to Prospa, Australia’s leading online lender to small business.

To do this, we took the old adage that it takes 10,000 hours to perfect a skill, and used it as a way to celebrate the hard work owners put into their small business, then contrasted it against the 10 minutes it takes to apply for the Prospa business loan that could take their business to the next level.

TV spots were created for five key business segments, allowing us to target business owners based on their business type, with this activity extending to social, radio and DM.

Agency: CHE Proximity

Not really advertising per se, as Dry July aren’t a client of mine, but it is in the sense that I turned my body into a human protest billboard for their cause.

In Jan 2019, my mum was diagnosed with Stage 4 Breast Cancer. I’m sure I don’t have to tell you how shit cancer is, so when Dry July rolled around, I had an idea.

On the first day of going dry, I pledged that if I raised $5,000 for the McGrath Foundation (who are absolute angels), I’d get a tattoo that said FUCK CANCER.

Family, friends, colleagues and even a few randoms got on board, and I went on to raise close to $7,500.

Being a man of my word, I got the tattoo.

And I don’t regret it one single bit.

So if we ever meet and you wonder why I have profanities permanently marked on my arm, there’s your explanation.

I've continued to take part over the years, and in 2024 I cracked $20,000 in total raised for the McGrath Foundation, something I'm immensely proud of.

#fuckcancer

We've all created campaigns we're not proud of; ones that, we wish could disappear into the deep dark depths of the internet, never to be found. 

Here's mine.

It's a spot for Compare Travel Insurance that I wrote while freelancing as a junior. 

Despite receiving a tonne of complaints to the Ad Standards Bureau, it's managed to rack up over seven million views.

Go figure. 

PS. I love this shit. If you've got a cringe-worthy ad you're not proud of, send it my way. It's like confessing your sins, without the fear of being touched by a priest.