UNILEVER 'LYNXJET'

This was the first major campaign LYNX produced in Australia. The idea was to launch a fictitious airline named ‘LYNXjet’ and to behave just like a real airline would. Remarkably, many believed it was in fact a legitimate airline. The idea took off in all sorts of directions and sales of LYNX grew to record highs. We even created a LYNXjet branded variant of the product. The campaign was picked up globally and ran across Europe and South Africa.

Creative Direction by Dejan Rasic
via Lowe Hunt

       
     
MTV 'WELCOME SNOOP'

The creative brief was to make MTV Australia more relevant to it’s local audience. We responded with an idea to make Snoop Dogg a citizen of Australia. This campaign took on a life of it’s own and generated so much media attention, it became the biggest news story in Australia for the week leading up to the MTV Australia Music Video Awards. It lived across many different channels and lifted brand awareness of MTV Australia to the highest level ever.

Creative Direction by Dejan Rasic and Vanessa Zuppicich
via Lowe Hunt and MTV

       
     
MTV 'WELCOME SNOOP' FILM

Snoop Dogg's pursuit of Australian citizenship is documented in this 11 minute film. We are introduced to his uncle and immigration lawyer. Snoop hunts for some real estate and buys a mansion in Vaucluse. His conservative neighbours are not happy. Snoop befriends the real estate agent and checks out the local scene, visits Bondi Beach and goes clubbing. Sophie Monk falls in love with him and he meets her parents.

Creative Direction by Dejan Rasic and Vanessa Zuppicich
via Lowe Hunt and MTV

       
     
QANTAS 'IDEAS THAT TRAVEL'

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, generating a whole lot of PR for Qantas.

Creative Direction by Dejan Rasic
via Qantas

       
     
A-LEAGUE LAUNCH

The launch of the Hyundai A-League in 2007 was a chance to reinvent the game of football in Australia and attract a whole new generation to it. Prior to the A-League, football (or soccer to most Australians) was marred by ethnic violence and struggled to gain a mainstream following. Our response was to launch it as an entirely new game. The idea became ‘It’s football, but not as you know it’ and it kicked off with film.

Creative Direction by Dejan Rasic
via Lowe Hunt

       
     
SPRITE 'BLIND DATE'

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

Creative Direction by Dejan Rasic
via McCann

       
     
RADIOHEAD 'ALL I NEED'

MTV EXIT Foundation was created to raise awareness of human trafficking around the world. The 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 offical music videos with a message about human trafficking. This was the first video we produced with Radiohead, tackling the issue of child slave labour.

Creative Direction by Dejan Rasic
via CRC and MTV EXIT

       
     
THE KILLERS 'GOODNIGHT, TRAVEL WELL'

MTV EXIT Foundation was created to raise awareness of human trafficking around the world. The 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 offical music videos with a message about human trafficking. This was the second video we created together with The Killers, tackling the issue of sex trafficking.

Creative Direction by Dejan Rasic
via CRC and MTV EXIT

       
     
MUSE 'MK ULTRA'

MTV EXIT Foundation was created to raise awareness of human trafficking around the world. The 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 offical music videos with a message about human trafficking. This was the fourth video we produced with MUSE. Here, we took on the challenge of highlighting a number of issues within the structure of one video. These included child slave labour in the textile industry, trafficking for sexual exploitation and domestic worker abuse.

Creative Direction by Dejan Rasic
via CRC and MTV EXIT

       
     
SIMPLE PLAN 'TSSML'

MTV EXIT Foundation was created to raise awareness of human trafficking around the world. The 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 offical music videos with a message about human trafficking. This was the fourth video in a series which ran over 9 years. Here, we partnered with Simple Plan, a band with a huge following in Asia at the time (one of our key audience markets). Our focus in this video was child slave labour and the idea was centred around freedom coming from knowledge.

Creative Direction by Dejan Rasic
via CRC and MTV EXIT

       
     
THE HUNGER PROJECT

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 leading restaurants in Australia, Asia and Europe. And got them to set aside their most sought after tables. Through a brand partnership with Ebay, we auctioned them off with proceeds directly supporting the Hunger Project’s important work. The PR generated by the campaign increased awareness of the Hunger Project in Australia to it’s highest level ever.

Creative Direction by Dejan Rasic
via McCann

       
     
UNCLE TOBY'S 'BLACK SUMMER'

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’. We discover his raw talent for electronic dance music. He shares how much of a role it plays in his life and demonstrates a pure dedication to the craft. Black Summer brings us inside his music studio and we learn more about his musical style and how he loves to dance. We see Black Summer perform live at a local nightclub and meet some of his school friends. We also see how his family encourages him and supports his passion.

Creative Direction by Dejan Rasic
via McCann