Breaking In Masterclass

PRACTICE BRIEF
Client / Brand: Bang & Olufsen
Product: Beoplay H100 Over Ear Noise Cancelling Headphones
Media: Poster
Target Audience: Audio lovers
Single-Minded Proposition: The quietest way to experience sound
Background / Proof of Proposition: Bang & Olufsen’s Beoplay H100 was designed for those who value silence as much as sound. Engineered for travelers, creatives and anyone who craves focus, it delivers the quietest headphone experience ever created. With minimalist design and signature sound quality, the H100 blocks out the world so you can hear what matters - in perfect clarity.
Mandatories: Bang & Olufsen logo

Get Creative Quick Masterclass

PRACTICE BRIEF
Client / Brand: Yeti
Product: Tundra Hard Cooler
Media: Poster
Target Audience: Outdoorsy people
Proposition: Keeps things colder than any other
Reason to Believe / Proof of Proposition: Yeti coolers were born out of the need for keeping things colder to be able to stay on outdoor adventures for longer. Their coolers are aimed at high-end beach-goers, water enthusiasts, fishing and outdoor-minded people who want high-quality products with superior ice retention. The Tundra line of coolers can also be locked with 2 padlocks to seal in the cold for even longer and keep curious critters (or campers) out.
Mandatories: Yeti logo

Topic: Aussie small businesses, who account for 97% of all Aussie businesses and are the real backbone of our nation. They play a critical role in job creation, economic growth, and innovation.
Key Insight: 44% of Aussies want to turn their hobby into a side hustle. But when it comes to taking the next step they often lack the real confidence to make their move.
Target Audience: Whether it’s through books, on the field, or in the metaverse, many Aussies have unique hobbies they're incredibly passionate about, channelling an inspiring Aussie spirit of ingenuity and creativity. For a lot of them, there's a dream of turning these passions into side hustles. However, with tight budgets and limited know-how, they often feel unsure about the next steps.
Task: Develop a creative solution on behalf of CommBank that helps Aussies turn the things they really love doing into an income stream.

Minderoo Foundation Collaborate Against Cancer

Get: 14-15 year old Aussie youth
Who: See vaping as a safe and cool habit to dabble in
To: See vaping as a culture / industry of exploitation profiting off their health
By: Helping them see vaping for what it is
Proposition: Let’s see vaping for what it really is (a culture / industry of exploitation that feeds off the health of a new generation).

A simple idea that mimics the existing advertising techniques used by popular vaping brands IGET and JUUL.
Out Of Home posters placed in and around potential usage locations such as pubs and clubs, festivals, schools, convenience stores and other point of sale sites.
The intention behind the idea is to attract the attention of the 14 to 25 year old audience who already vape but rather than trying to tell them to stop vaping, the concept encourages young people to think again about what they are inhaling.
With a small amount of text that lists some of the harmful chemicals that make up the ingredients of vaping liquids, the posters include a call to action pointing to a website with QR code (a play on words of Vape No More) that will provide more information about the harm these chemicals can cause.