Happy kids drink Ashgrove milk

ASHGROVE FARM

Happy kids drink Ashgrove milk

Following on from their successful ‘Happiest cows on the planet’ campaign, Ashgrove wanted to communicate a clear message to the biggest milk drinkers: children.

The best ideas are often the simplest ones – and what’s simpler than showing kids drinking glasses of milk? We set out to authentically convey ‘the joy of fresh milk’ through TV and social media commercials, as well as new product labels.
Featuring children enjoying their Ashgrove milk in various ways – whether they were making messes, blowing bubbles or smiling through milky moustaches – the take-home message was that ‘Happy kids drink Ashgrove milk’.
WHAT THEY SAID

“I love it. Wouldn’t change a thing.”

Anne Bennett Ashgrove Marketing, Communications Manager

Wherever Summer Takes You

BLUNDSTONE

Wherever Summer Takes You

After decades of making hardy working boots, Blundstone boots created a new range of light, summer boots in 2017. These new boots needed to be launched to Blundstone’s distributors in their northern hemisphere markets: Japan, Italy, Canada and the US. Their customers in these countries were used to traditional Blundstones. We needed to convince them that the new range was just as good.

We created the campaign ‘Wherever summer takes you’, which was an extension of the Blundstone positioning of ‘Everywhere life takes me’. Using close-up footage, continuous movement and transition techniques, our hero videos launched the new products in a way that celebrated their look, utility and design.These videos were supported by static imagery and collateral that used lifestyle shots to show the boots in action.Targeted social media posts, competitions and influencer content gave the campaign a further boost.
Initial reactions from international distributors have been hugely positive. Long-term sales and market results are being tracked.

Bag For Good

WORKSAFE

Bag For Good

Countdown was the first national supermarket in New Zealand to announce a move away from single-use plastic carrier bags at checkouts and online shopping.

On average, 6,000 single use plastic carrier bags were being used at every Countdown store, every day. This initiative would take them completely out of circulation. Countdown wanted a campaign to communicate this change to their customers and raise awareness of the alternatives available in store.
The rollout took a phased approach, so a combination of local area marketing and national advertising was used across the multichannel campaign. Red Jelly developed in store POS to communicate the phase out of single-use plastic carrier bags at checkouts, and created a TV commercial and social media content to raise awareness of the Bag for GoodTM initiative, where a customer can return their worn out reusable bag and have it replaced for free, to coincide with the first pilot store launch.
Thanks to the broad range of communications, our customers were well aware that the initiative was happening, with 79% awareness of the initiative recorded during the pilot store rollout. With the rollout complete, reports indicate that people all over the country are embracing the change. And the best result of all? 350 million plastic bags have been removed from circulation each year.

Go Behind the Scenery XI website

TOURISM TASMANIA

Go Behind the Scenery XI website

gobehindthescenery.com.au was again the main website for Tourism Tasmania’s major destination marketing campaign for 2018. This year’s strategy necessitated a complete redesign and redevelopment of the website, and the result was a highly engaging, accessible and successful inspiration and planning tool.

Anything Can Happen

DEPARTMENT OF EDUCATION TASMANIA

Anything Can Happen

Too many young people in Tasmania don’t complete education or training through to Year 12, despite there being more educational options than ever before. We needed to show these young people (and the people who help them make their decisions), how important getting an education is.

We decided to showcase the terrifying numbers – in eight years, 128 Australians have died riding quad bikes. These statistics were paired with stark, chilling imagery of flipped quad bikes that represented those killed while riding quad bikes. The supporting message was simple: a quad bike is not a toy.
The campaign made a big splash and evoked discussion in the community and in the media. Research shows that the campaign has resonated with students themselves, with many wanting to hear the full stories from stage 2.

Onecard – Launch

COUNTDOWN

Onecard – Launch

Two of New Zealand’s largest loyalty card programmes joined forces to offer a range of new rewards. We were tasked with turning this complex merger into a simple, attractive and compelling offer for all New Zealanders.

We created a campaign that hinged on a single and powerful emotional benefit — that saving money feels good. The campaign was rolled out in various executions across TV, radio, outdoor, POS and online.
Over 600,000 Kiwis (that’s 1 in 5 adult New Zealanders!) signed up for a new Onecard in the three weeks that followed the launch, well exceeding the initial targets.
WHAT THEY SAID

“Thank you for the incredible campaign that you have delivered for Onecard. It has been a privilege to work with you guys and your team.”

Bridget Lamont General Manager, Marketing

Enforcement

ROAD SAFETY ADVISORY COUNCIL

Enforcement

During the summer holiday period, there are more drivers on the road than at any other time of year — and many of them are on their way to or from festivities.

To prevent accidents at this busy time of year, Tasmania Police increase their presence on the roads. Our challenge was to inform the driving public of this increased presence, and to convince them that it was a compelling reason to drive safely. Rather than using authoritative, finger-wagging messages that told drivers what to do, we created an infectious, unforgettable earworm of a campaign that simply informed Tasmanians that the police would be out in force. We did it by rewriting the lyrics to ‘I’ve Been Everywhere’ to incorporate Tasmanian place names, and setting this song against footage of police conducting their work all over the state. Press and online ads used the same imagery and messaging to support the TVC. By showing rather than telling—in a memorable, convincing way—we helped Tasmanians decide to drive safely in a way that was more effective than ever before.
There were no fatalities on Tasmanian roads over the 2017/18 Christmas period, when the campaign went live.

MACq 01 Hotel

FEDERAL GROUP

MACq 01 Hotel

Federal Group, having already established Australia’s first casino, an art hotel, and a luxury lodge, were looking for something profoundly different with their new Hobart waterfront project. In 2015, they engaged Red Jelly to develop the concept for a premium hotel that would not be just an accommodation property, but a unique tourism experience.

We quickly realised that the key to powerful engagement surrounded us on all sides. It was part of who we are, who we were, and all that united us- Tasmania. We built the identity of the hotel on the identity of our state – her people, her history, and her stories. From whalers to larrikins, cross-dressing sailors and Indigenous heroes, every room tells the story of a unique Tasmanian character, with the aim of extending guests an invitation to join us in celebrating our wonderful state, and leave them with a sense of peace and belonging that will remain with them long after they depart.
The arrival of MACq01 has been eagerly anticipated, and led to booked out public tours. Overwhelmingly positive reviews after the recent opening (e.g. 43 of out 48 tripadvisor.com reviews give it five stars) demonstrates how well the guests are engaging with the concept and recommending the experience to others.

BrewArt – Push Button Brewing

COOPERS BREWERY

BrewArt – Push Button Brewing

BrewArt, invented by Coopers, is a fully-automated home brewing system. Basically, it’s a machine that makes beer from scratch. Coopers asked us to help them get the word out.

We created a full communications campaign, including TVCs, online videos, outdoor spots and online banners. The premise of the campaign was simple: modern art can be a bit confusing, but Brewart is art you can appreciate.
The campaign was led by two hero TVCs, which were supported by online videos and animated banners.
In our outdoor media spots we used more direct, rational messages, to make sure our audience instantly understood the benefits of the product.Red Jelly handled the entire production, from writing and designing to production and direction.

Poo. Poke. Post.

TASMANIAN HEALTH SERVICE

Poo. Poke. Post.

Bowel cancer is the second leading cause of cancer deaths in Tasmania. The National Bowel Cancer Screening Program sends screening kits to Tasmanians aged 50-74, but only 40% of Tasmanians are doing the test, and males are the most unrepresented group. We needed to boost this rate by making our audience sit up, take notice and complete their screening kits.

We created a simple, catchy and memorable campaign that explained to our audience what they needed to do. And we brought it to life with another lifesaving organisation – the ‘Sing for Your Life’ community choir. Finally, we launched it during Bowel Cancer Awareness Month.The campaign struck a chord immediately with our audience. Once the campaign went live, we saw an increased number of calls and enquiries from people wanting to receive the kits. Results on return rate of kits are currently being tracked.
WHAT THEY SAID

“Our team greatly enjoyed working with Red Jelly – they listened to our brief, and delivered a novel concept that has encouraged people to talk about ‘Poo’!”

Gail Ward PSM State Manager, Population Screening and Cancer Prevention

The Pitch

GRUEN

The Pitch

Selling the unsellable on Gruen’s ‘The Pitch’ segment

The Gruen audience expect a bit of fun, so we make sure the process of making a Pitch ad is a bit of fun. The whole agency loves being involved in the show, and everyone comes along for the ride. We ask ourselves three simple questions when we approaching these briefs: is it based on a truth, will it entertain and – most importantly – will it persuade? We always fly home with a trophy – or half of one, at the very least! After six efforts, our track record is none too shabby: four wins and two draws. We are honoured to be the only Tasmanian agency featured on The Pitch to date.

Speeding Shatters Lives

ROAD SAFETY ADVISORY COUNCIL

Speeding Shatters Lives

Research found that the consequences of speeding were largely misunderstood. Speeding wasn’t seen as unacceptable driving behavior ­– driving a little over the limit was seen as ok. We needed to shift this attitude by communicating a clear message paired with unforgettable imagery.

We went inside the human body and showed the damage that speeding can do. We smashed limbs and snapped spines. We wrapped a newspaper in an x-ray. We placed the message on highways. And in digital news channels. And we enlisted the help of Tasmania Police and the newspapers.
The community impact was immediate. Tasmania Police reinforced the message through social media, and it was a major topic in the Mercury’s ‘Talking Point’ on several occasions. The brand and tagline featured in multiple articles – both online and in print – as a way to link the campaign message to the topics covered in such articles.
WHAT THEY SAID

“The human body is fragile and breaks. Speeding is one of the major causes of death and injury on Tasmania’s roads. This campaign is a powerful demonstration of the consequences of speeding.”

Neil Spark Road Safety Advisory Council Marketing Manager

Promise

DAN MURPHY’S

Promise

The liquor market in Australia is crowded. How do we help one of Australia’s most recognised liquor stores grow, while still maintaining the rich heritage started by Dan Murphy in 1952?

For over 15 years, we’ve acted as a gatekeeper for the Dan Murphy’s brand. We’ve created massive campaign concepts that cover POS, print, catalogue, radio and outdoor. We’ve produced Dan Murphy’s catalogues, helping them win back-to-back Retailer of the Year Awards at the 2014 and 2015 Australian Catalogue Awards. We’ve helped inform millions of customers through the Dan Murphy’s Discovery Guides. We even made a 60 second TV commercial that shows the journey of Dan’s original promise from 1952 through to the present day.
Dan Murphy’s has consistently been Australia’s leader in liquor sales – especially around the brand’s two major events: Father’s Day and Christmas.
WHAT THEY SAID

“Red Jelly should feel proud, being a major contributor to the Brand.”

Martin Smith General Manager, Dan Murphy’s

Don’t be a Goose

ROAD SAFETY ADVISORY COUNCIL

Don’t be a Goose

Inattention or distraction is a contributing factor in Tasmanian road accidents, and mobile phones are one of the biggest sources of distraction. We had to convince Tassie drivers to put their phones down when they’re behind the wheel.

Rather than create a campaign that simply told drivers what to do, we opted to educate them through entertainment – with a bit of help from our favourite migratory waterfowl. By using real footage, animation and a bit of humour (along with some help from internationally acclaimed comedian, Sam Simmons), we created the ‘Don’t Be A Goose’ campaign. It ran across TV, print, outdoor and online.
Research conducted in 2017 showed that nearly 40% of respondents said the campaign had changed their attitude to driving with distractions, with 10% reporting a significant change. Our goose is still proving to be a hit with audiences as the campaign rolls on into 2018.

Forty Spotted Gin

LARK DISTILLERY

Forty Spotted Gin

The Lark Distillery is synonymous with Tasmanian single malt whisky. Lark’s Godfather Gin was uniquely Tasmanian and well appreciated by gin connoisseurs. However, most people equated Lark with whisky and viewed Godfather Gin as a sideline product.

We retired Lark’s Godfather Gin and replaced it with Forty Spotted Gin — named after one of Tasmania’s rarest creatures, the exquisite Forty-spotted pardalote. Found only in Tasmania, it became the perfect symbol for this rare and unique product.
Creating the Forty Spotted Gin brand—complete with its own brand “story”—has thrust this unique product directly into the thirsty gaze of the fast-growing national gin market.
Forty Spotted is now a living, breathing brand in its own right, and somewhat of a rock star in appreciative gin circles. The brand repositioning has achieved recognition at the World Gin Awards (World’s Best Design), Australian Graphic Designers Awards and Australian Marketing Institute Awards.

The Cellar

DAN MURPHY’S

The Cellar

When Dan Murphy opened his first store in 1952, he used the cellar to hold gatherings and age wines. In 2016, Dan Murphy’s returned to this spiritual home. It was our job to transform the space from a dark and dank cellar into a special, one-of-a-kind experience.

In just a couple of months, we did all the interior and environmental design, including signage, point of sale, furniture, wall treatments, rugs, frames and price tags. We also created an infographic to generate media attention and showed the beauty of the original cellar through a series of artfully shot, commemorative postcards.
Our efforts generated conversations across social media and national press outlets like The Australian and 3AW radio, with an opening reach of over three million people. The store also made over $100,000 in first week sales, with customer sentiment running at a perfect 100%.
WHAT THEY SAID

“Red Jelly should feel proud, being a major contributor to the brand.”

Martin Smith General Manager Dan Murphy’s

#TassieStyle

WORKSTOURISM TASMANIAAFE

#TassieStyle

People who visit Tassie (and those who live here) are hugely influential when it comes to inspiring other people to put Tassie on their travel bucket lists. By turning these people into active brand advocates, we could increase the reach, exposure and word of mouth recommendations for Tassie.

We created TassieStyle, a campaign that used animation and a quirky character to inspire people to use the #TassieStyle hashtag when posting their distinctly Tasmanian holiday pictures and videos. Videos, posters, merchandise, social media content and a painted dog were all used to get the word out.
TassieStyle was a huge success, exceeding all targets. The local tourism industry fully supported the campaign, and the hashtag was used over 38,000 times on Instagram alone, creating massive amounts of user-generated content that reached thousands of prospective visitors.

BrewArt – Launch

COOPERS BREWERY

BrewArt – Launch

A small and passionate team at Coopers invented the world’s first fully automated personal brewing system – a Thermomix-like device that brews pub-quality beer in your kitchen at the touch of a button. We needed to make sure it was a success.

A two-part campaign that highlighted the technology, premium quality and simplicity of the product. First, we released a teaser TVC that showed off the sleek design of the BrewArt. Two months later we then released a full brand campaign (featuring a thirty second TVC and four full-page press ads) based around the notion of purity: pure genius, pure ingredients and pure enjoyment.BrewArt systems sold well across the country, far surpassing expectations, and are set to be released in international markets after significant interest.
WHAT THEY SAID

“The successful launch of our world-first product is much attributed to Red Jelly’s involvement with creative direction and campaign development.”

Scott Harris Marketing Manager – Brewing Products

The Food Project

COUNTDOWN

The Food Project

Countdown were looking to develop the learning culture within the organisation. They wanted to equip in-store team members with the confidence to engage customers through increasing knowledge on fresh products and develop skills to have better conversations with customers.

We worked with Countdown’s marketing team and extensive supplier network to develop the Countdown Food Project. Red Jelly prepared all training material and resources, including posters, concertina handouts, food knowledge guides, best practice hand guides, and supplier videos with supported animated videos.
The Food Project has had a great response from Countdown, their team members, customers and suppliers.

It’s a great start

DEPARTMENT OF EDUCATION

It’s a great start

The Tasmanian Government’s Department of Education needed to raise the profile of their early childhood services, which are all designed to build happier, healthier lives for young Tasmanians and their parents. Our task was to find a way to communicate the breadth and benefits of these programs in a motivating and informative way.

We simplified the program offerings into one key benefit: providing children with a great start to life. The tagline ‘It’s a great start’ became the overarching brand message and the name of the Early Years web portal featuring a suite of videos we produced to showcase each program and bring the real experiences of teachers, parents and children to life.
The early years ‘It’s a great start’ website was launched in 2017. Feedback is showing that the videos are connecting with families far better than great chunks of text did, and the bright, playful imagery used throughout to highlight the importance of play in early childhood learning has had very positive reviews.