Oskar Westerdal

To reignite global excitement for Men’s Rugby World Cup Australia 2027 and attract a new generation of fans, we welcomed the world Down Under like only Australia can. Inspired by timeless Aussie cinema, we created a convoy of rugby nations like nothing the world has ever seen. Springbok safari trucks. Welsh Dragons, giant robot Wallabies, Japanese Mechas and much, much more.

From the instantly iconic reunion of Jonny Wilkinson and George Gregan, to the handcrafted miniatures, the incredible visual effects and the original composition performed by the Prague Philharmonic Orchestra… we really did Go All Out.

750,000 pre-sale tickets sold (3 x target)
100% positive sentiment

Cairns Crocodiles
1 x Gold, Film Craft
1 x Finalist, Film Campaign

Mumbrella Awards
1 x Finalist, Film & Motion Craft

For a generation who have outgrown PlayLand, but still love to play, McDonald’s had lost its thrill.

Tapping into Squid Game’s global hype, we reimagined its iconic Dalgona Candy Challenge with a McDonald’s twist: turning the near-impossible umbrella into an even tougher golden arches ‘M’. Paired with an immersive mobile experience and a big cash win for one lucky player, ‘Dare To Play’ captured fans’ attention and drove mass user participation, increasing store traffic and sales while reconnecting a generation to McDonald’s.


“Suddenly a meal that that should feel ordinary becomes a cultural phenomenon” - Forbes

SOLD OUT across Australia
+50% avg. basket
43.2M organic reach
206K mobile game players
9 mins avg. play time
327% Return On Investment


Clio Entertainment Awards
1 x Gold, Fan Engagement
1 x Bronze, Experiential & Activations

ONE Asia Awards
1 x Silver, Integrated

Cannes Lions
1 x Shortlist, Media

New York Festivals
6 x Finalists
7 x Shortlist

Cairns Crocodiles
1 x Grand Prix
6 x Gold
2 x Silver
1 x Bronze

AWARD Awards
2 x Bronze
7 x Finalists

Mumbrella Awards
2 x Finalists

Adnews AOTY Awards
4 x Finalists

Festival of Media Global Awards
1 x Bronze, Communications Strategy
2 x Shortlists

Festival of Media APAC Awards
1 x Silver, Best integrated campaign
1 x Bronze, Best partnership

Clio Awards
1 x Finalist, Integrated

MAD Stars
2 x Crystal Winner
4 x Shortlists

With thousands of disease-related charities competing for donations, how do you decide who to help? We confronted the public with a range of life-threatening diseases, posing this exact question.

‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Help the young mother with pancreatic cancer, or the musician with Parkinson's disease? The teacher with a kidney condition, or the student with immune disease? Each execution challenges you to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.

87m impressions
$1.1m earned media value
+61% website traffic
$19m donations in campaign period
+16% donations year on year

LIA
1 x Grand, Pharma & Medical
1 x Gold, Pharma & Medical
1 x Bronze, Integrated

Cannes Lions
1 x Bronze, Integrated
4 x Shortlist, Direct, Design, Outdoor & Film Craft

D&AD
1 x Wood Pencil, Integrated

ONE SHOW
1 x Bronze, Out of Home
1 x Merit, Integrated Branding
5 x Shortlist

Spikes Asia
1 x Integrated Spike
2 x Silver
2 x Shortlist

ONE Asia Awards
2 x Silver, Direct OOH & Integrated
2 x Bronze, Print & Public Service CSR
1 x Merit, OOH Craft

ADFEST
2 x Gold, Effectiveness & Integrated
1 x Silver, Integrated Digital
3 x Bronze

Clio Health
1 x Bronze, Out of Home
1 x Shortlist, Integrated

Asia Pacific Tambuli Effectiveness Awards
1 x Grand Prix, Health & Wellness

Mad Stars
1 x Silver
2 x Crystal

AWARD Awards
1 x Bronze, Health Awareness

New York Festivals
1 x Finalist, Direct Healthcare

BestAds
1 x Best Interactive
1 x Best TV
1 x Best Outdoor

Contagious
Campaign of the week

Forty Winks have been sending Australia to sleep for over 40 years. But in 2023, decreasing market share and a lack of appeal with younger customers triggered a wake up call to win over a new generation of sleepers.

With nearly 50% of all adult Australians experiencing recurring sleep issues, Forty Winks made it their mission to help the millions of sleep-deprived Aussies ‘Go to better sleep’.

The campaign introduces audiences to ‘The Unslept’ – an uncanny horde of some seriously tired people, each one exhibiting some of the most common sleep issues Australians Face.

“Epic”
Little Black Book

“Refreshing”
MediaWeek

“Inspired, 9/10”
Mumbrella

“Unlike ANYTHING”
The Stable


One Show
1 x Shortlist, Film

AWARD Awards
1 x Finalist, Creative Strategy

B&T Awards
1 x Finalist, Best TV Campaign

shots APAC
1 x Winner, Commercial of the Month
1 x Finalist, Direction

One Point Four
1 x Longlist, Best Commercial

BestAds
1 x Winner, Best Film
1 x Winner, Best Radio

The Work
1 x Winner, Film Over 90 Seconds
1 x Winner, Film Under 90 Seconds
1 x Winner, Cinematography
1 x Winner, Sound + Music
1 x Winner, Editing

Muse by Clio
Editor’s Choice

SmartCompany
Editor’s Choice

Mediaweek
Highly Commended

Over 100,000 LGBTQIA+ Australians live in regional areas, where vast distances and a lack of visibility can leave many feeling isolated. While hundreds of brands show up during Sydney’s annual Mardi Gras week, Tinder – the leading dating platform for all Australians – set out to connect and celebrate remote rainbow communities all over the countryside, permanently.

Inspired by over 150 ‘big things’ across regional Australia, we built the first inclusive monument for regional Pride. And through Tinder, turned it into a virtual destination that brought isolated Aussies together from every corner of Australia, connecting thousands who were previously too far apart.


“A beacon for self-expression and diversity”
ABC

“The perfect addition to Australia’s big attractions”
Time Out

“A larger than life show of support”
Australian Pride Network


281 million earned impressions
100% positive PR sentiment
14pts brand perception lift
Tinder’s most successful brand campaign ever

New York Festivals
1 x Shortlist, Direct — Best Ambient

AWARD Awards
1 x Finalist, Media — Events & Stunts

Most people living with Motor Neurone Disease (ALS) end up paralysed and unable to communicate with anything but an artificial 'computer' voice, pre-recorded messages or words mechanically stitched together. All of which sound unnatural. Powered by breakthrough voice cloning technology we created Project Revoice, a program to digitally re-create the unique essence of any voice and give people with ALS the ability to speak freely and naturally in their own voice.

900m earned reach
41m people joined the conversation
Over 700 articles written globally
Over 500 people joined the program in the 1st month alone

D&AD
1 x Black Pencil, Digital Design
4 x Graphite Pencil, Impact, Direct, Experiential & Digital

Cannes Lions
1 x Grand Prix for Good
1 x Gold Lion, Creative Data
1 x Silver Lion, PR
3 x Bronze Lions, PR, Creative Data & Health/Wellness Tech

ONE SHOW
1 x Best of Discipline, Radio & Audio
3 x Gold, Audio & Health/Wellness
2 x Silver, Direct & Health/Wellness
1 x Bronze, Direct
4 x Shortlist

Clio Awards
1 x Grand Clio, Digital
4 x Gold, Direct, Innovation & Digital
1 x Bronze, Film
2 x Shortlist, Branded Content & Integrated

Clio Health
1 x Grand Prix, Innovation
2 x Gold, Direct & Digital/Mobile
2 x Silver, Integrated & Creative Use of Data

New York Festivals
1 x Grand Prize, Avant-Garde
1 x Grand Prize, Digital/Mobile
1 x First Prize, Avant-Garde
3 x Second Prize
1 x Finalist, Public Relations

LIA
7 x Gold, Digital, Medical, Health & Wellness, Audio & Use of Data
2 x Silver, Branded Entertainment & Non-Traditional
1 x Bronze, Health & Wellness Craft
1 x Finalist, Devices & Diagnostics

Spikes Asia
2 x Gold Spikes, Digital & Digital Craft
1 x Silver Spike, Digital
3 x Bronze Spikes, Digital, Direct & Digital Craft
7 x Shortlist

ADFEST
1 x Grande Lotus, Interactive
3 x Gold Lotus, Direct, Media & Audio
2 x Bronze Lotus, Brand Experience & Design
1 x Finalist, Design

AWARD Awards
1 x Best in Show, Charity
8 x Gold, Direct, Digital, Creativity for Good, Innovation, PR & Craft
1 x Silver, Branded Entertainment
2 x Bronze, Experiential Craft & Digital

MAD Stars
1 x Gold, PR
3 x Silver, Interactive Craft, Innovation & Data Insights
2 x Bronze, Interactive & Interactive Craft

Webby Awards
2 x Winner, Machine Learning & Experimental/Innovation
3 x Finalist

Campaign Brief
Australian Campaign of the Decade

2024 hit McDonalds Australia hard. Sales were down. Guest count was down. Our comeback hinged on importing America’s Grimace Shake —18 months after it went viral, starring a mascot Aussies hadn’t seen or cared about in decades.

But there’s one thing Aussies always get excited by — celebrity arrivals. The bigger the name, the bigger the turnout. So we transformed Grimace from retro mascot and viral meme into a loveable megastar. This was not just a product launch, it was a full blown cultural phenomenon.

“A tribute to the iconic character”
Herald Sun

“A rockstar welcome”
Mumbrella

“All hail Lord Grimace”
Pedestrian

605% ROI
4.5M shakes sold (5 x target)
153.7M Reach
71% Shake category uplift
Macca’s most successful shake promotion ever

Cairns Crocodiles
1 x Gold, Effectiveness

Effies Australia
1 x Bronze, Return On Investment
2 x Finalists

New York Festivals AME Awards
1 x Shortlist

B&T Awards
1 x Finalist, Best Use of Retail

Mumbrella Awards
1 x Finalist

During the worst labour shortage in over 50 years, McDonald’s Australia needed to recruit a record 14,000 crew members in just four months and overcome young Aussies’ negative perceptions of working at “Macca’s”. From our insight that people make the workplace, we launched ‘Mates make it Macca’s’ – an unmistakably Australian concept powered by local crew insights from around the country.

All in all, the campaign helped Macca’s hire 26,311 new crew in the four-month window, smashing campaign targets and proving once and for all that burgers and fries don’t make it Macca’s. Mates do.

366 earned pieces of coverage
352K Aussies played the mobile game
+250% applicants above target
+21% applicant conversion
26,311 hires in 4 months

Spikes Asia
1 x Bronze, Creative Strategy

Effies APAC
1 x Bronze, Youth Marketing
1 x Finalist, Restaurants

ONE SHOW
1 x Shortlist, Integrated
1 x Shortlist, Creative Effectiveness

New York Festivals
3 x Shortlist, Direct

NY Festivals AME Awards
3 x Shortlist, Integrated, Restaurants & Best Use of Mobile

B&T Awards
2 x Shortlist, Direct & Integrated

There has never been more ways to exercise, yet 78% of Australians still fail to meet recommended activity levels. While the gym category was stuck in cliches around bodies, motivations and goals, Anytime Fitness set out to remind Australians what exercise should be all about.

‘Find Your Fitphoria’ brings to life the pure joy of exercise that you love doing again and again. Because when you discover a workout you that works for you, there’s no better feeling.

+16% consideration uplift
+49% brand uplift (AF is a welcoming gym)
+113% brand uplift (AF motivates & inspires me)

Cairns Crocodiles
1 x Finalist, Integrated

Gaming fans can make or break a game release. So to launch the biggest game in PS5 history, PlayStation needed a launch worthy of the hype, or they would face losing fans forever.

In response, ‘The Spectacular Save’was created – a seven-meter truck suspended in mid-air by the webs of not one, but two Spider-Man characters while NPC police stood guard, turning the Sydney CBD into a scene from the game.

Content of the stunt quickly went viral, propelling Marvel’s Spider-Man 2 to become the number one selling video game in the country.

No. 1 thread on Reddit r/gaming
368m earned impressions
80k activation visitors
2.5m copies sold in 24h

Recognition
SILVER – Clio Entertainment, Special Events & Stunts
SILVER – Clio Entertainment, Experiential
FINALIST – AWARD Awards, Use of Events & Stunts
FINALIST – Mumbrella Awards
FINALIST – Mumbrella CommsCon
WINNER – BestAds, Best OOH
WINNER – The Work, PR
WINNER – The Work, Social Media
WINNER – The Work, Experiential
WINNER – The Work, OOH

To launch Disney’s ‘Alien: Earth’ in Australia we brought the show’s dark premise to the streets of Sydney, thrusting thousands of unsuspecting commuters into an Alien invasion nightmare. A high-traffic pedestrian alley was completely transformed into a Xenomorph nest, where every inch of the immersive experience was meticulously crafted to mimic the franchise’s iconic designs.

2 days
25,000 Sydneysiders discovered the Hive
1,205 dared to enter
23.9M organic reach
No. 1 streaming show in Australia at launch.

At Charles Sturt University, it’s not what we say that makes a difference – it’s what we do. So when the Human Rights Commission revealed one in five Australian university students have experienced sexual harassment or assault, we turned zero tolerance policy into practice by creating ‘Subject Zero’, an interactive subject teaching sexual conduct to all students, with zero tolerance for failure.

+21% increase in website traffic
56,947 online attendance
The most-enrolled subject on CSU campus, ever.


AWARD Awards
1 x Bronze, Equality

BestAds
1 x Winner, Best Ambient
1 x Winner, Best Interactive

The Work
1 x Winner, Experiential + Immersive
1 x Winner, Out of Home
1 x Winner, Direct

Charles Sturt University is Australia’s number one institution for graduate employment, with a clear focus on practical learning instead of just theory. But despite strong credentials, the university has so far struggled to bring this proposition to life. By leveraging their hands-on approach to learning, we relaunched the Charles Sturt brand under the new platform ‘It’s what we do’.

Results
The campaign inspired a record number of student applicants to make Charles Sturt their first preference university, smashing campaign targets by over 300% .


Recognition
WINNER – UAMCD Awards, Best Marketing Campaign 2020
FINALIST – Effies, Brand Value
FINALIST – Effies, Challenger Brands

The nbn™ is Australia’s largest-ever infrastructure project and, according to ABC News, a “national object of ridicule and source of intense frustration”.

But with 12 million homes and businesses now ready to connect, a rapid climb in the global download speed rankings, and a stronger-than-expected showing during COVID, it was time for the nbn™ to shake off its past perceptions and prove it had changed.

So we condensed more than a decade of policy, politics and PR into a simple, confident statement that the entire organisation could rally behind: ‘Made For More’


All-time high positive sentiment
All-time low negative sentiment
The best-performing nbn™ campaign ever created

Australia is at the top of Americans’ bucket list, but despite being Australia’s national airline, Qantas was struggling to get more people Down Under. By digging into data from the U.S. State Department we discovered a key local insight that no one in the travel industry was talking about – 3 out of 5 Americans don’t have a passport. So we gave them one.

By booking their trip at Qantas.com and entering a simple promo code, Americans got $135 – the full cost of a new U.S. passport – taken off their ticket.

Earned reach: 225 million
Earned media value: US $1.3 million
20% of qantas.com total annual traffic in 10 days
+158% bookings to Australia year-on-year
The most effective Qantas campaign of all time.

Clio Awards
1 x Bronze, PR

Mumbrella Awards
1 x Winner, PR Idea of the Year

MAD Stars / AdStars
1 x Silver, Data Insights

AWARD Awards
1 x Bronze, Digital Promotion

Webby Awards
1 x Finalist, Promotions & Contests

New York Festivals
1 x Finalist, Activation & Engagement

Spikes Asia
2 x Finalist, PR & Use of Digital

ADFEST
1 x Finalist