Diet Coke

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.

Diet Coke 'Little Black Dress' Campaign from Emma Den-Ouden on Vimeo.

Diet Coke 'Little Black Dress' Show Highlights from Emma Den-Ouden on Vimeo.

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

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

Tourism NSW - Vivacity

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

Sassi

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

Shoe Therapy

Every girl loves shoes... but while we all know they are the solution to all the world's problems, no one had ever done a campaign to celebrate this! So Niccola and I developed this series of posters for our client Pratten Accessories, a boutique shoe store in Sydney's Paddington. Such a big hit, customers were even asking for copies!







Client: Pratten Accessories
Agency: LOUD Sydney
Writer: Emma Den-Ouden
Art Director: Niccola Phillips
Photographer: Mel Koutchavlis

Vectavir

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

Sydney IVF

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

Cannabis Prevention

We received a brief from Cannabis Prevention which involved educating young guys on the fact that dope and sport don't mix. Rather than taking a hard line and telling them not to smoke, we took a more tactical approach and just reminded them that the two things don't mix - and smoking can compromise your sporting performance.



Client: National Cannabis Prevention & Information Centre
Agency: LOUD Sydney
Writer: Emma Den-Ouden
Art Director: Artur Weber
Creative Director: Joe Van Trump

RailCorp

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

ING Australia

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