“you like because and you love despite.” - Set It Up, 2018

“Dirt Is Good”

I thought this elevated the entire category from an impossible to win functional battle to the real reason the product exists. 

“Find Your Greatness”

What an amazing way to show the greatness within. An insight that flipped the definition of greatness, done in such a powerful, simple way.

“Escape The Sofa” 

This one sticks in my mind because instead of seeing an athlete in top condition, this sports brand chose to tell the honest truth about probably the hardest step we all have to take when working out.

“The Eye”, “Left and Right”, “The Battle”

I’ve worked on many irresistibility briefs so I know first hand how hard they can be to make unique and interesting. This is such a distinctive take on something so done before.

“Sexy Sumos”

I worked at DDB when they did this one. I remember thinking then how incredibly unique it was for a car ad and now years later it still stands out for that exact reason.

“Moldy Whopper”

I’m sure the client saw this as risky but what a great risk to take. It was simple, impossible to miss, ownable and truthful.

“Lunchabuild This”

What an interesting way to breathe life into a product that was on its way out. Playing into its strengths as a fun to eat snack and bringing an almost Lego-esque approach by tapping into kid's imaginations, it gave a new reason to re-consider the product.

“Pee Ad”

I can't think of a more unique and memorable way of offering a discount besides being a great articulation of 'Where Life Happens'.

“Burn That Ad”

Trolling doesn’t get better than this. An incentive-driven campaign that did the heavy lifting of short term sales while acting as yet another building block to the brand's equity. Not to mention how seamlessly they tied in the product benefit to the execution itself.

“The Last Photo”

Such a powerful way of changing people’s perceptions. The happiness, the everyday life, the normalcy in these moments flew in the face of the preconceived notions we have of suicide and as a result, made us realize that we never know what people are truly going through.

“Ballots Against Bullets”

This tied the impact to the action in such a visceral way. Another example of work that didn't shy away from harsh realities and instead used them to force people to think about the implications of their choices.

“Bell Let’s Talk”

I remember when this first came out there was still a significant taboo around mental health. Yet every year the investment made in this campaign has been one of the forces at play that have brought real change to the openness in which we discuss mental health issues.

“Dumb Ways To Die”

Hands down one of the best campaigns I’ve ever seen. Brilliant in so many ways but especially for its approachability which I felt was critical for people to truly take in the message and actually change behaviour.

“Destination Pride”

I loved this for how useful it could be but at the same time it struck me how much can be taken for granted. It was a sad statement that this was needed in the first place which came full circle when a friend of mine explained her thought process before any trip she took with her partner.

“Tough Turbans”

I loved how respectful this campaign was and how much it demonstrated a true understanding of the community it spoke to. I thought if the same were to be done for a community I was a part of it would make me feel seen.