The Work 2023 Contenders: Saatchi & Saatchi Australia

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

Toyota Motor Corporation Australia: Toyota – HiLux ‘The Visitor’
Saatchi & Saatchi Australia
HiLux has proven itself an enduring Australian icon. As loved today as the day it arrived on Australian shores 50 years ago. It’s a pride that never dies.

This became the springboard for our idea. A story honouring the deep emotional connection between HiLux and driver. Knowing our audience wouldn’t resonate with an expected story, we needed a twist. So we told the story of a person from the afterlife reuniting with his one true love – his Toyota HiLux.

Our line “An unbreakable connection since 1968″ celebrated HiLux’s unrivalled heritage, focusing on the pride which comes with being a HiLux driver: Pride in the badge. Pride in its legacy. But above all, pride in the unbreakable bond between car & owner.

The 60” spot launched during the AFL Grand Final and played across TV and VOD. 90 sec spot ran in cinemas and online.

Ampol and Mobil Super: The Engine Whisperer
Saatchi & Saatchi Australia
Ampol, in partnership with Mobil Super, provides Australian car owners with motor oils tailored to keep their vehicle’s engines healthy and running smoothly. But engine oil is a purchase usually borne out of necessity rather than regularity, with many car owners rarely topping up or even checking their engine oil. That is until their oil light comes on – the engine’s last cry for help.

In a pretty rigid and predictable category, we used this insight as fuel for our campaign, exploring the idea of what our engines would tell us if they could finally be heard. So we told the story of a man blessed and cursed to forever hear what engines want and know that a simple engine oil was always the answer.

The Engine Whisperer’s documentary-style film launched online, with a supporting radio campaign of healthcare testimonials from the engines themselves.


The deadline for Campaign Brief’s The Work 2023 is Monday May 8. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email