Guy Collins

I worked with “Rethink Everything” on this interesting project to help inspire change.

World Phone Amnesty (WPA) is a global initiative that aims to drive awareness of a more responsible and sustainable way to own and use our mobile phones.

It’s a collaboration with leading telcos and industry bodies to ignite a broader conversation around our mobile phone ownership habits – proving that there is a better way to own your phone.

I worked with “Rethink Everything” on this very worthwhile project.

Any individual can take part in this global effort, simply by picking up their phone, or tablet and logging on to greatreefcensus.org. By donating just 10 minutes of screen time; you can analyse 5 reef images taken during the Great Reef Census.

This information will help coral scientists and reef managers to understand changes on the reef and better manage risks such as Crown of Thorns Starfish, helping to conserve the future of the Great Barrier Reef.

This was a fun little project working with The & Partnership in London. Short and sweet.

A bit of silliness working through ‘The & Partnership’ in London.

We set out to position the new Sportage as the car for the guy who’s stepping up to the responsibility of
starting a family, but wouldn’t want to be defined by this new role.

The Sportage is bold and imposing in design. It deserved a loud and exciting launch.

We told a relatable human story about a guy cruising in his new Sportage alone, singing along to a favourite rap track from his youth and dreaming that the guys who actually performed the song are riding and singing along with him.

To bring scale to the ad, and build a property that would work across many touch points, we got one of the
greatest rap songs of all time and the aging artists who wrote and performed it to feature in our campaign.

The artists: Grand Master Melle Mel and Scorpio from the Furious Five.  The Message was the legendary track.

Because we were flying in a couple of true music icons to star in our ad, a world of PR opportunities opened to us.

Grand Master Melle Mel and Scorpio became a couple of very unlikely brand ambassadors that the media couldn't get enough of. They performed at clubs, on TV and did countless radio interviews, each time talking about KIA as the reason they had come to Australia.

We knew that with this star power on set a 'making of' was always going to be an extremely watchable piece of film.

Melle Mel and Scorpio became an incredibly powerful property.

We hoped that the track would enjoy a resurgence as a result of the ad. And it did. So we had the Message preloaded onto every Kia Sportage MP3 player. Dealer's were instructed to play the track during test drives.

After 6 months we put to air a refresh.

Results

The campaign has won advertising awards and earned notoriety domestically and internationally. It has been blogged about over 2,000 times and still going. The TVC has been viewed over 600,000 times on You Tube.

The 'making of' has been viewed over 90,000 times. The TVC has now run in the UK and Europe. Hits to kia.com.au were up 200%. Sales targets were up 40%.

They say imitation is the sincerest form of flattery. Well, here is just two of the many examples of fans going to great length to mimic the ad.

Big car thinking now in a smaller car.

Keep Walking

OPSM is leading the way in eye health technology. They have invested in the latest equipment that looks deeper into the eyes than ever before. This helps diagnose problems that may lead to Glaucoma and other problems related to vision.

We came up with the positioning 'We look deeper' to really put a stake in the ground with their competitors.

We commissioned a paper artist Bianca Chang whose beautiful intricate work dramatized and brought to life the concept.

We displayed the artwork in store.