BUSINESS CHALLENGE
How can News Corp do its part to help end violence and disrespect against women?
INSIGHT
Violence in the media we consume can normalise violence against women. In GTA (Grand Theft Auto), we are even encouraged to be violent to female sex worker characters.
IDEA
The Respect mod - an in game mod for Grand Theft Auto which stops players from being able to harm any of the female characters.
EXECUTION
Once players install this mod, they are no longer able to harm any female characters. Being violent towards them results in them going to jail in game where they lose all their belonging and money.
This mod is currently being built by female modders and will be debuted live by some of Australia’s best female Twitch streamers as an awareness piece. They will then direct their followers to a website to donate to charities that support victims of domestic abuse.
BUSINESS CHALLENGE
To build a portfolio approach to News Corp’s podcast range across very different brands with very different audiences.
INSIGHT
The one thing Australians have in common is the desire to unwind, relax and disconnect over the summer. Especially considering the challenging year with COVID-19.
IDEA
Welcome to the Summer of Lobe.
It’s all about freeing your ears to let some super summery sound waves wash in. So free your ears and get set for a summer of podcasts like no other.
EXECUTION
We visually represented the idea of Summer and podcast genres as sound waves, allowing this idea to span across print, digital and social. Capturing the essence of listening to a variety of podcasts over the summer.
BUSINESS CHALLENGE
How can we promote the Herald Sun’s VCE Guide to encourage students to pick their VCE subjects ahead of time?
INSIGHT
Teens don’t read the newspaper so we decided to reach them in a popular teen game - Animal Crossing.
IDEA
VCE Island - A wonderful island where the VCE Oracle lives. VCE Students can visit and have all their VCE questions answered.
EXECUTION
We built an island in Animal Crossing where the VCE Oracle (VCE tutor and education influencer Lisa Tran) lives. In partnership with schools that subscribe to the Herald Sun, students were encouraged to book in times with Lisa through a website and prepare their questions.
BUSINESS CHALLENGE
Jagermeister has become a drink that is synonymous with drunken nights out and Red Bull shots. How does it bring back it’s values of craftsmanship and perfectionism?
INSIGHT
People don’t know that Jagermeister is a highly crafted drink made by master distillers.
IDEA
Meisterpiece - Jagermeister will feature other Meisters of the craft showing that they respect and acknowledge craft as it’s something they hold to high esteem
EXECUTION
Click through to -> Meisterpiece 03
Click through to -> Meisterpiece 04
Click through to -> Meisterpiece 05
A series of people who excel in and revere their craft will partner with Jagermeister to create bespoke pieces that show off their skills. Content created will be distributed via social with events and contests run for people to have a chance to win one of a kind pieces.
BUSINESS CHALLENGE
News Corp had to reconciled many of their regional newspapers into their metropolitan ones. They had to assure readers that they are not getting rid of community news.
INSIGHT
Regional communities rely on newspapers not just to keep them up to date on current events but also to keep them connected to their friends and neighbours in the area.
IDEA
Local news is here to stay - a tagline and sentiment which sets a tone of empathy for the entire campaign.
EXECUTION
Other than the typical media channels (print, ooh, TVC’s, social and digital) we also got local journalists to write personal letters introducing themselves and encouraging the community to contact them regarding this big change.
We also created an empathy guide for our customer service centres to best guide regional subscribers on how to transition between their current subscriptions to a new one.
Youngbloods Hard Sell Competition Winner.
Read judges comments HERE.
BUSINESS CHALLENGE
Sell Valentine’s Day chocolate to single people
INSIGHT
Treating yourself is a very personal thing.
IDEA
Cadbury Roooooses.
EXECUTION
Experience the sensuality of all the different flavours of Cadbury Roses.
Scan the QR code hidden inside every Cadbury Rose wrapper to download different waves of vibrator programs compatible with the Satisfyer Connect sex toy app. Indulge yourself with a different sensual journey for every chocolate in the box. .
