Work
About
Awards
Judging
Contact

CHRISTOPHER JOHNSON

Work
About
Awards
Judging
Contact

Mitsubishi Airxperts Brand

Through a rich engineering heritage, constant innovation and accolades, Mitsubishi have set themselves apart as the Experts in Air in Australia. But to keep this status they need to continually explore air. Exploration that goes beyond pure engineering and science. To truly understand air our technicians literally live and breathe it.

The Menulog 420 Hijack

Awards
AWARD Finalist | Social media
AWARD Finalist | Experiential

Campaign overview
With a limited budget we needed an idea that would get people talking and ordering. An idea that connected to Snoop’s world without Snoop’s price tag. So we decided to create a guerrilla style takeover of one of his favourite days. 4/20 or April 20 - An international marijuana celebration. Marijuana, Munchies, Menulog - you get the idea. Our campaign revolved around a series of underground, guerrilla style tactics both online and offline that people had to discover, perfectly matching 420’s underground style. Those clever enough to figure out what we were up to were rewarded with discounts and on 420 day itself with $420 Menulog vouchers

Campaign stats
At 4:20pm on the 20th of April, orders jumped by 22% as the consumers nationally prepared for their impending munchies. And it wasn’t just consumers who were excited. The media jumped on our 420 activation, with coverage across key millennial outlets, creating over 12.9 million earned media impressions. That’s over $320k worth of earned media value. Our consumers engaged with us over 1.9M times through our owned channels, in app and on the web. A great result for such a low budget.

Virgin Mobile #mealforameal

Campaign overview
Virgin Mobile is outspent by rivals 20 to 1. So they often look to social media as a cost effective way of building and sharing the brand. We knew how irritating brand sponsored posts had become, so we decided to do something completely different in the social space - Build brand loyalty by changing a silly mobile habit into something much better.
Introducing #mealforameal - the first service that turns people's food pics into actual meals for those in need. First we partnered with Oz Harvest to provide our meals. We then set up our hashtag and went about sharing via social media, PR and advertising. For every pic uploaded to Facebook, Twitter and Instagram with our hashtag we then provided one meal for someone less fortunate.

Campaign stats
328,000 #’s = 328,000 meals provided so far
51m+ interactions on Facebook, Twitter, Instagram & YouTube
Social reach of 19.3m
Engagement rate 3.9% v Industry standard 0.23%
665 pieces of coverage
$1.8m in PR value
Jamie Oliver and other world renowned chefs organically spread the campaign dramatically increasing our reach

Chandon F1 Sponsorship

This is Formula 1™, but not as you know it! Watch McLaren Honda Formula 1™ Team legends Jenson Button and Fernando Alonso compete in an extraordinary race of endurance and skill through Domaine Chandon. #EnjoyTheSpark

Durex Fundawear

Campaign overview
Durex were a distant second behind category leader Ansell. But despite their extremely low brand awareness Durex possessed a competitive advantage through more innovative products. We needed to demonstrate this in a way that would capture the attention of our audience.

So we designed and created Fundawear – a range of his and her underwear using dedicated technology to communicate touch over the Internet for the first time.

Using an iPhone application, a signal is sent via a real time server to their partner’s smartphone and transferred to touch-actuators inside underwear garments.

Whilst Skype allows couples to stay in contact, Fundawear actually lets them experience intimate touch. This ground-breaking innovation generated a staggering amount of free media enabling us to firmly position Durex as the most innovative brand in the category.

Campaign stats
10k+ articles written worldwide.
7m video views.
20k unique tweets.

Virgin Mobile Game of Phones

Campaign overview
Game of Phones is an integrated brand campaign that plays off the popular TV series Game of Thrones. Players were challenged to hunt for and then steal almost $200,000 worth of prizes via a location based app game that saw live interaction between tens of thousands of people on the streets of Australia. The ultimate winner was rewarded with a $50,000 VIP holiday. The game was not endorsed or affiliated with the HBO TV series, but players were encouraged to be as cunning and treacherous as its characters.

Campaign stats
40k app downloads.
2.5m screen views across Android & IOS.
103m+ online impressions.
338 Editorial pieces with a reach of 18m+.
$2.5m in earned media.
5%+ Brand consideration.

Helgas Brand

Despite Helga’s being the market leader, it was coming under competitor pressure, particularly from private label and in-store baking. To overcome this, we built on the well-known positioning ‘It’s not just bread, it’s Helga’s’ and moved away from promoting a rational product and begun a more emotional relationship with Australia – showing that Helga’s not only cares about bread, it cares about people.

Ranked #10 APAC’s most emotional ad of the year*
Ranked #43 Most emotional ad of the year worldwide*

*Survey of 56,400 consumers worldwide by System 1 research company.

Royal Flying Doctors Buy the Sky

Campaign overview
With a dwindling elderly donor base the RFDS needed to appeal to a younger urban audience. Unfortunately this predominantly outback service had become irrelevant to young people living in major coastal cities. This proved a major problem as the RFDS relies on charitable funding for half its income. We needed to secure this new donor base to ensure the survival of this iconic service.

So we decided to sell something no Australian had ever had the chance to buy before – the Sky.

RFDS planes began the campaign by mapping their routes, these were then divided into precise kilometer squares and the patches put on sale at buythesky.com.au. Sky owners then received flight alerts as planes flew through their patch of sky – via Email, SMS and social media. Finally, sky owners were signed up to our CRM program aptly titled ‘Ground Crew’ securing a future donor base and completing a truly integrated campaign.

Campaign stats
184,000 website visits to date.
63% opting in for further comms.
22085 patches sold so far.

Ebay Hump Month Sale

Awards
Award Finalist | Radio
ADMA Bronze | Copywriting

Campaign overview
End of Financial Year is the second biggest moment in the retail calendar, so we decided to take a fresh, disruptive approach to our sale. Australians love the idea of Hump Day, Wednesday, half way through the working week. So why not turn June into Hump Month? You've made it halfway through the year, you've earned a great deal! So go on, treat yourself.

Three's a crowd Mitsubishi

Awards
Gold Effie | Return on Investment
Gold Effie | Other Consumer Goods

Campaign overview
These commercials take a fun look at the versatility of the Mitsubishi Outlander & ASX. Cars that are literally built for the time of your life.

Domino's Special Build OOH

Campaign Overview:

This special build billboard started off as an innocent demonstration of Domino's new Smokehouse Range. Soon people we're calling triple zero saying there was a billboard on fire. We made multiple news channels spreading the word about our new pizzas. Once the trick was revealed no one was left with a bad taste in their mouth.

Harpic Toilet Confessions

Awards
D&AD In Book | Direct Integrated
Cannes Lion Bronze | Media
Cannes Lion Bronze | Direct Marketing

Campaign overview
To boost sales of Harpic White & Shine our client gave us the unenviable task of persuading consumers to clean the toilet every day, instead of every week.

In research women confirmed a simple truth: Men make the mess and women clean it up.

From this insight we created a fresh, entertaining platform to draw attention to these daily toilet disasters - Harpic Toilet Confessions – where the men of Australia finally came clean for their toilet crimes.

We launched the idea with a national advertising campaign, including television, radio, newspapers, outdoor and online.

We then encouraged men to visit our website and create their own apologies - these were then posted on social media, to our dishonour roll and sent via email. We also took the campaign to street level and filmed men apologising in our specially designed cubicle confessional.

Campaign stats
7,165 visits to our site
43,681 apologies shared via Facebook
Market share rose 3.5%
Sales rose 18.5%

Mitsubishi Rebrand

Awards
Gold Effie | Return on Investment
Gold Effie | Other consumer goods

Campaign overview
It’s not easy moving a car brand from #6 to number #3. Not only has this simple, emotive rebrand campaign driven new product consideration it has dramatically reversed declining sales - breaking Mitsubishi’s all time record in 2018. The campaign deservedly won two Gold Effies in the highly coveted ‘Return On investment’ category and the ‘Other consumer goods’ category. Mitsubishi - Built for the time of your life.

The Cheesecake Shop

Campaign overview
The Cheesecake Shop had disappeared off consumer’s radars. Many thought it had gone for good. But the brand still held a lot of good will and a sense of nostalgia. Our rebrand began with new designs across stores and packaging that tapped into the ‘newstalgia’ of baking. We then created the Happiness Baked Daily position built from a core brand benefit and iced with the joy the brand brings to people every day.

Domino's Social

Sony DSLR Gear No Idea

Campaign overview
Everyone thinks that a DSLR is the camera they should buy when they want to take better quality photos. Makes sense right? All the pros use them. But people who buy professional cameras and can’t use them only look like losers. And with compact camera technology catching up to the quality of DSLR’s there was no need to look like a loser anymore. We knew the truth, we just needed to show everyone.

Campaign stats
Picked up by 128 blogs worldwide
1.6m views in 4 days
3.5m YouTube views overall
268,000 Facebook shares

Scratch 'n' Cure ACRF

Campaign overview
This simple scratch card DM campaign was a poignant demonstration of what your donation to the Australian Cancer Research Foundation could achieve - the permanent removal of cancer.
Scratch coin here reveals - The power to remove cancer is in your hands. Please give now at ACRF.com.au

Sony DSLR Dummies

A continuation of our highly successful DSLR Gear No Idea campaign. These humourous cinema spots took a deeper look at some DSLR Dummies from the first campaign.

Volkswagen Brand

There's a Chux for that

Everybody knows these moments - just before the mess. This simple print campaign beautifully captures that feeling. What better way to remind our audience that Chux has a solution to every one of these household mishaps. There’s a Chux for that.