Christopher Johnson | Creative Director
After completing a degree in Abnormal Psychology, I began my career in advertising—an environment that proved to be an ideal training ground for strategic and unconventional thinking. Over the past 20+ years, I have worked at the intersection of strategy, creativity, and business, using insight-led ideas to solve commercial and brand challenges across categories and markets. My experience includes:
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.
Across my career, I have won 70+ awards at leading international and regional shows. I have worked at some of Australia’s most respected creative agencies and have served as a juror for AWARD, Spikes Asia, and the Brisbane Art Directors Club. I bring a combination of strategic clarity, creative leadership, and a steady, collaborative temperament. I focus on defining the right problem before solving it, building strong teams, and creating work that delivers long-term brand and business value. I welcome the opportunity to discuss how my experience could contribute to your organisation.