On 8 Feb 2011, The Spastic Centre changed its name to the Cerebral Palsy Alliance. To help promote this fact, they launched a mass acquisition campaign. It consisted of TVCs, press and a comprehensive facebook page - all of which combined to help give people a real insight into the lives of families living with Cerebral Palsy. The idea was to to educate people about cerebral palsy and create empathy for the cause by capturing real people telling their real stories.
The TVCs ran nationally as 90, 60, 45 and 30 edits. They were shot using all real people and for the most part, their words are not scripted.
The facebook page allowed people to get to know the families further, by viewing longer interviews. They can also interact with the brand and find out more information.
https://www.facebook.com/cerebralpalsyalliance
Writer: Emma Den-Ouden Art Director: Mo Shono Production Co: Flying Fish Director: Matt Tomaszewski Producer: Renae Begent Photographer: David Knight
Once upon a time Diet Coke ads could be counted on to contain sexy half naked men and that was about it. While I personally never had a problem with that, it was decided that Diet Coke needed a fresh kind of campaign in 2009. Specifically, the brief was to push the DC brand into the area of fashion. To achieve this, we steered away from a classic above the line campaign. Instead, we worked with experiential marketers Naked to create the Diet Coke Little Black Dress campaign.
This campaign was based around a visual link between the Diet Coke bottle and the shape of the classic 'LBD'. Both are dark, sleek and shapely - and essential for every chick to own! Starting with a series of posters, we introduced this idea using a range of fashion sketches done by designers such as Alex Perry, Willow and Alice McCall. This led up to an actual Diet Coke Little Black Dress show at Australian Fashion Week. Sponsored by Diet Coke, this showcased a range of LBDs done by selected Australian designers. Each designer put their own little twist on the LBD, and the models walked down a runway through DC bottle-shaped archways. Overall it was a different way 'in' to fashion, and gave the brand a strong presence in this arena which they will continue to build on.
Client: Coca Cola Australia Agency: Ogilvy Sydney/Naked Writer: Emma Den-Ouden Art Director: Aaron Vella Event Creative Director: Jonathan Pease Creative Group Head: Boris Garelja
Australian Hearing needed a new brand campaign to communicate what they could offer to people with hearing loss. This was a nice opportunity but not as straight forward as it seems. Not only is hearing loss a sensitive subject, the demographic who typically suffer from it are 60 years plus. Obviously our campaign had to appeal to, and be easily understood by, this audience without offending or patronising them... which meant walking a pretty fine line. We ended up working off a very simple insight everyone could relate to - the fact that over time hearing 'fades'. A visual fading device was used to represent how this happens so gradually, people may not even realise. These had to work for all different multicultural audiences too, hence the translations (sadly I don't actually speak vietnamese!).
Client: Australian Hearing Agency: LOUD Sydney Writer: Emma Den-Ouden Art Director: Artur Weber Creative Director: Joe Van Trump Photographer: David Knight Post Production: Cave
Volvo was launching a new model of one of their existing cars – the XC90 Diesel. It was the diesel-run aspect that made this car different from competitors, so that’s what the client wanted to focus on. The ‘evolution’ idea came from the fact that this car is a new evolution of an existing model, and idea of using a botanical style book gave us a way of getting in all the car’s features without it feeling like a normal car ad. We developed TV, print and collateral under this umbrella idea.
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
Tourism NSW needed to develop a stand-out campaign to celebrate a series of events taking place throughout Summer. We named the festival Vivacity, and were lucky enough to have Juli Baller shoot our key image - a fantastical montage that represented all the types of entertainment this festival offered. The campaign had retail and brand components, and also included an interactive website.
Client: Tourism NSW Agency: Ogilvy Sydney Writers: Emma Den-Ouden and Jo Sellars Art Directors: Lani Devine and Peter McDowell Creative Group Head: Jo Sellars
A new deodorant for teenage girls, Sassi, was launched with a really visual campaign that embodied the freedom you feel wearing it. Instead of a usual ad-style ad (which teenagers often disregard) we took a more subtle approach with a combination of illustration and photography, which linked to the pack design. The url 'get sassi' worked as a call to action, and led to a dedicated sassi site which had a range of wallpapers and icons for girls to download. We also used msn sponsorship to increase brand presence online.
Client: Pharmacare Agency: LOUD Sydney Writer: Emma Den-Ouden Art Director: Mo Shono Creative Director: Andy Firth Photographer: Montelbetti + Campbell
There's nothing like a healthy dose of male chauvinism. With this campaign for WKD - a premixed alcoholic soda - I definitely had to get in touch with my insensitive side. A UK brand that was launching in Australia, WKD was marketed towards young guys and included a print/poster campaign as well as a range of on-premise promo items such as drink coasters and soap dispenser stickers. Due to budget we went for a headline campaign, and this also allowed us to set the tone for the brand loud and clear. Note: the product tanked but we think that had more to do with the alcopop tax than the ads!
Soap dispenser sticker...
Drink coasters...pick a name, pick a career, enjoy...
Client: WKD Agency: LOUD Sydney Writer: Emma Den-Ouden Art Director: Niccola Phillips Creative Director: Andy Firth
Vectavir was a new cold sore cream being launched by Novartis to compete with Zovirax. The brief was to focus on the positives associated with being cold sore free, instead of the negatives associated with actually having them (which is what Zovirax campaigns usually do). We developed a series of posters showing unsuspecting victims who had been smothered in kisses by some happy, cold-sore-free soul. This kiss visual became the symbol for Vectavir and was applied to all kinds of Point of Sale and promotional materials.
Client: Novartis Agency: Euro RSCG Writer: Emma Den-Ouden Art Director: Patrycja Lukjanow Creative Director: Rowan Dean Photographer: Cris Cordeiro
Fertility is quite a sensitive subject to broach. So with this campaign for Sydney IVF we did our homework to really understand the mindsets of couples who were trying to conceive, and tried to take a sensitive approach. Using a clean, headline-driven style, we created a brand campaign that would be recognisable, and most importantly connect with the people we wanted to reach. Developed in 2005, this campaign is still running five years later.
Client: Sydney IVF Agency: Euro RSCG Writer: Emma Den-Ouden Designer: Ian Wingrove
During my time at Ogilvy I was the head writer for all the Tourism NSW retail work. It's not the stuff to set the world on fire, but it certainly inspired a lot of people to take holidays around our beautiful state - so I guess it was effective! There was a high volume of work with this client, and on average I produced a TVC and several print ads in the course of a week. Here are a few examples.
Client: Tourism NSW Agency: Ogilvy Sydney Writer: Emma Den-Ouden Art Director: Lani Devine Creative Group Head: Jo Sellars
RailCorp wanted to do an internal communications campaign to inform employees about their Drug & Alcohol Policy. As a company with a zero tolerance policy, RailCorp is obviously pretty strict on this issue, however we didn't want to be total 'fun police'. To achieve this, we came up with a simple, really straight visual approach that showed the consequences of drugs and alcohol at work - so instead of simply telling people not to do it, we gave them reasons why.
Client: RailCorp Agency: LOUD Sydney Writer: Emma Den-Ouden Art Director: Darren Seddon Creative Director: Joe Van Trump
In 2009 we were briefed on a re-pitch for Bayer Advantage, a fast-acting flea product for cats and dogs. The 'fast' benefit has been done to death, so we took a different tact here with the campaign line: "Pets require patience. Advantage doesn't." Anyone who has ever had a pet understands this - while they're eternally endearing they are also at times very frustrating! It also gave us an excuse to use cute pictures of cats and dogs doing funny things, which (let's face it) is always going to be a winner for this market. The campaign didn't end up running but I still really like it.
Client: Bayer Agency: LOUD Sydney Writer: Emma Den-Ouden Art Director: Darren Seddon Creative Director: Joe Van Trump
In the tertiary education category, it's quite hard for brands to differentiate themselves - after all, most universities appear to offer much the same thing. So when University of New England (UNE) came to us asking to stand out, we took them at their word. This resulted in the 'Little Boxes' campaign, which revolves around the 'sameness' of the world (and many other unis) and presented UNE as a means of escaping this kind of future. This campaign was intended to appeal to real individuals, who want more than just an 'ordinary' life... and thus, and well suited to the unique kind of learning experience that UNE provides. While not necessarily a ground breaking idea, this campaign is quite unique for the category and has definitely given UNE a point of difference over their competitors.
Client: University of New England, Armidale Agency: LOUD Sydney Writer: Emma Den-Ouden Art Director: Darren Seddon Creative Director: Joe Van Trump
The GFC was a tough time for everyone, and on its heels nearly every financial institution was on a bit of a mission to reassure their customers. Sadly, this is actually a hard thing to do and occasionally came across as patronising and not genuine. Fortunately our client ING was aware of this and asked us to create a campaign that was more direct and down to earth. With Billy Connolly as their spokesperson, ING can get away with a more casual and cheeky approach than some of their competitors. We used this to our advantage, creating a campaign that was all about 'cutting through the clutter' and getting to the point. These ran as outdoor, print and online executions over several months, along with a companion Adviser campaign.
Client: ING Agency: LOUD Sydney Writers: Emma Den-Ouden and Joe Van Trump Art Director: Mo Shono
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
