News Limited 'One Degree'

Three years ago, News Limited made a commitment to reducing their environmental impact. In 2010, they were proud to announce that their carbon footprint was zero. They briefed us to create a print campaign to run in all News Limited media, to promote this fact and inspire other companies to do the same. The idea had to link to News Limited's internal program '1 degree', which gives people practical ways to be environmentally responsible at work.







Client: News Limited
Agency: Republic of Everyone
Writer: Emma Den-Ouden
Art Director: Ian Masek
Creative Director: Ben Peacock

Purina One

Purina One sits at the very top of Purina's pet food range. It's a really premium product, which was what we had to convey through these ads. While we had to stick to a celebrity endorsed testimonial campaign, we had fun thinking of a range of celebrities who might be a good fit. We ended up with four great personalities, all of whom are super high achievers in their various fields - from sport to hospitality. Most importantly they all had much loved pets and could give us a genuine endorsement. We shot the celebs with their pets in studio and interviewed each one to get a sense of their story (so I could write in their voices in a vaguely believable way!). Great fun to work on, and very successful in driving sales.









Client: Purina
Agency: Ogilvy Sydney
Writer: Emma Den-Ouden
Art Director: Lani Devine
Creative Group Head: Jo Sellars
Photographer: Danny Eastwood

Census

In 2005, I was responsible for writing the entire Australian Census campaign. Obviously being a government job there were certain parameters, and it was very info-heavy. However using Ernie Dingo as our spokesperson allowed us to connect with a really diverse audience (i.e everyone) and get the job done without being too boring. Ernie featured in TVCs, a raft of press advertising and radio, which pulled together to create a nice simple and comprehensive campaign.







Client: Australian Bureau of Statistics
Agency: Euro RSCG
Writer: Emma Den-Ouden
Art Director: Simon Macrae
Creative Director: Dale Rhodes