MTV EXIT Foundation was created to raise awareness and combat human trafficking around the world. The brief called for a powerful way to get the message out, so we harnessed the reach of some of the world’s most popular bands and created official music videos carrying an important message about human trafficking. This was the first video in the series. We collaborated with Radiohead to highlight child slave labour and draw attention to the origins of everyday items. The video was viewed 2 million times on Radiohead’s YouTube channel.

Creative Direction by Dejan Rasic via MTVEXIT/CRC

MTV EXIT Foundation was created to raise awareness and combat human trafficking around the world. The creative brief called for a powerful way to get the message out. So, we harnessed the audience reach of some of the world’s most popular bands and created official music videos with an important message about human trafficking. This was the second video in a series. We collaborated with The Killers and raised awareness of sex trafficking, highlighting what happens to victims behind the scenes and how it impacts their lives in devastating ways.

Creative Direction by Dejan Rasic via MTV EXIT/CRC

The launch of the Hyundai A-League in 2005 presented a major opportunity to reinvent football in Australia and attract a whole new generation of fans. Prior to the A-League, football (or soccer, to most Australians) had struggled to gain mainstream traction for a variety of reasons. Our response was to position it as something entirely new. The idea became ‘It’s football, but not as you know it.’ The campaign brought this to life in a fresh, youthful and aspirational way, using authentic football terminology and expressing it through a distinctive street art visual style.

Creative Direction by Dejan Rasic via FFA/Lowe Hunt

The campaign for the third season of the Hyundai A-League was led by a 60-second film introducing the idea ‘90 Minutes. 90 Emotions.’ This concept explored the intense and varied emotions experienced over the course of a single game, brought to life within a fantastical stadium setting. The film featured a highly charged, action-packed A-League match, set to the soundtrack ‘Reign’ by UNKLE. The emotions of the fans unfolded in surprising, visually driven ways. The integrated campaign ran across cinema, television, digital, print, social, radio and experiential channels.

Creative Direction by Dejan Rasic via FFA/Lowe Hunt

MTV EXIT Foundation was created to raise awareness and combat human trafficking around the world. The brief called for a powerful way to get the message out, so we harnessed the reach of some of the world’s most popular bands and created official music videos carrying an important message about human trafficking. This was the third video in the series. We collaborated with MUSE and took on the challenge of highlighting three issues within a single film: child slave labour in the textile industry, trafficking for sexual exploitation and domestic worker abuse.

Creative Direction by Dejan Rasic via MTV EXIT/CRC

MTV EXIT Foundation was created to raise awareness and combat human trafficking around the world. The brief called for a powerful way to get the message out, so we harnessed the reach of some of the world’s most popular bands and created official music videos carrying an important message about human trafficking. This was the fourth video in the series. We partnered with Simple Plan, a band with a huge following in Asia at the time. Our focus for this film was child slave labour, and the message centred on the idea that freedom comes from knowledge.

Creative Direction by Dejan Rasic via MTV EXIT/CRC

In 2016, Qantas Airways launched a brand new route to San Francisco - the tech capital of the world. Our main audience for this news was the tech business traveller, who shared a passion for ideas and innovation. So, we knew the idea needed to be more than just an announcement to get attention. The creative brief was answered by reinventing the entire flight experience with a live in-flight TED talks series. Some inspirational speakers were put together and it took off. The campaign was picked up by many different news sources in Australia and around the world.

Creative Direction by Dejan Rasic

While thousands of foodies struggle to get a table at their favourite restaurant, 795 million people worldwide, struggle to simply eat. This is something the Hunger Project is on a mission to solve. To help raise awareness of The Hunger Project, we partnered with top restaurants in Australia, Asia and Europe. And got them to set aside their most sought after tables. Together with Ebay, we auctioned them off with proceeds directly supporting the Hunger Project’s important work. The PR generated by this campaign lifted brand awareness to the highest level ever.

Creative Direction by Dejan Rasic via THP/McCann

In 2015, Coca-Cola relaunched it's iconic Sprite brand in Australia with an entirely new campaign direction. A platform was built around the idea of Sprite being an antidote to awkward moments. ‘Cut through the Heat’ became a campaign large enough to extend into film, social, out of home and events. We created a series of executions and our audience soon responded with their own 'Cut through the Heat' examples as well. The film component of the campaign ran in social and this was the lead execution. It featured a blind date which couldn't get any more awkward.

Creative Direction by Dejan Rasic via Coca-Cola/McCann

This short film is part of a content series for Uncle Toby’s Oats, built around the idea of ‘Energy Feeds Your Passion’. It features ten year old DJ and composer Black Summer, whose raw talent for electronic dance music is already taking shape. The film explores the role music plays in his everyday life and the focus and commitment he brings to his craft, as we see him in his music studio and at home with his family, supported as he shares his distinctive style and creative process and prepares for a live performance at a local nightclub. Along the way, the film captures moments from his everyday world.

Creative Direction by Dejan Rasic via Nestle/McCann

In 2017, Pretty Shady sponsored the MTV Beats and Eats concert to raise awareness of skin cancer among young people. The brief was to create a film and activation idea that would appeal to our audience and educate them on the issue. A series of TVCs and social films highlighted the dangers of sun damage and the simple steps our audience could take to prevent it happening. It was executed through animation and ambassadors were brought on-board to help push the message out further. The campaign also included an on-ground shaded zone at the concert.

Creative Direction by Vanessa Zuppicich