The Work 2022 Contenders: AnalogFolk

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…

TK Maxx: Unbelievable Value
When you get an amazing deal on a big brand item at TK Maxx, you’ll go to any lengths to wax lyrical about your latest buy. In YouTube & Social, google map technology enabled the film’s hero characters to offer our audience personalised directions to their nearest TK Maxx store.

The Kraken Rum: Un-PR-Able
What do you do with a fearsome beast with an image problem that’s totally Un-PR-Able? You lean into it. We created interactive social content showcasing The Kraken’s ‘Downunder PR Tour’ going off the rails, starring a desperate PR agent, the legendary beast itself and cameos from influencers playing themselves. Using social polls, we asked people to vote on which PR tactics The Kraken should employ to redeem its bad reputation, then we made them. Chaos ensued; we released the beast and it totally Un-PR-Able.

Afterpay: Invisible Drops
To launch Afterpay Day 2021 and cut through to a tech-savvy millennial audience, we created exclusive drops and made them available right from the palm of people’s hands, through an immersive and shoppable AR experience. Influencers
were delivered seemingly ’empty boxes’ that brought the shoppable deals to life via AR. The integrated campaign encouraged shoppers to ‘Carte Diem’ during Afterpay Day, running across TV, OOH, Digital and Social in Australia & NZ. Despite the challenges of national lockdowns, this was the most successful Afterpay Day ever.


The entry deadline for Campaign Brief’s The Work 2022 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.