Christopher Johnson | Creative Director
I help brands grow by creating commercially effective creativity — work that changes behaviour, not just opinion. I’m an award-winning Creative Director with 20 years’ experience leading creative development, strategy and teams across Australia and New Zealand’s top agencies. I’m known for pairing strong ideas with calm leadership and a sharp understanding of how brands win in today’s market. My work has delivered measurable impact, including:
Durex: Identified declining differentiation in a commoditising category and created connected underwear that translated touch over the internet, helping the brand reclaim the #1 market position from Ansell.
Royal Flying Doctor Service: Developed a digital fundraising strategy that sold virtual patches of sky along RFDS flight paths, attracting a younger donor audience and future-proofing long-term support for the organisation.
Mitsubishi Motors Australia: Led a brand repositioning strategy to modernise perception and increase consideration, moving Mitsubishi from #6 to #3 in the Australian market and contributing to the brand’s highest-ever sales performance in 2018.
Virgin Mobile: Turned social media food photography into real meals for people in need, shifting the brand from messaging to meaningful action and bringing the “Making Mobile Better” platform to life.
Virgin Mobile – Loyalty: Designed and launched Game of Phones, a category-disrupting, gamified loyalty platform open to all telco users, delivering record sign-ups and sustained engagement.
Sony Imaging: Reframed category thinking by challenging DSLR dominance, generating over 2 million YouTube views in under five days and driving significant sales growth for Sony’s mid-sized cameras through the DSLR Dummies campaign.
My experience spans traditional communications, promotions, experiential, PR, digital and social — always with a focus on work that earns attention anddelivers results. I see every day as an opportunity to help teams create brand- and career-defining work, and to build cultures where great ideas survive and thrive. If you’re looking for creative leadership that balances ambition with effectiveness, I’d love to talk.