HAVAS Host
One of Australia's most awarded creative agencies
The Australian Federal Police need a more diverse pool of skilled recruits to keep a step ahead of serious crime. So we made a different kind of recruitment campaign. We created over 6 hours of gripping, binge-worthy recruitment ads. Not an ad in the traditional sense, but a 6-part true crime podcast called Crime Interrupted. It was co-created with Casefile – Australia’s number 1 podcaster – and it opened the vault on some of the country’s biggest criminal cases, from human trafficking to impending terrorism attacks, and showed how a diverse range of skillsets was instrumental in bringing them down. By episode 2, Crime Interrupted was Australia’s second most popular podcast (we’re coming for you, Joe Rogan).
After winning a hotly contested global pitch for Tourism Fiji, we set out to show the country in a completely new light with a brand platform that showed how, in Fiji, happiness isn’t some gimmick that gets turned on for tourists - it exists whether they’re there or not. The result was ‘Where happiness comes naturally’. From working with National Geographic photographers to recording music in villages and VO in the three primary languages of Fiji, - our new platform celebrates the authentic happiness that runs culture-deep in Fiji, rather than simply presenting locals in service to tourists.
A small rubber stamp helped a nation facing a very big problem. Palau welcomes over 160,000 tourists every year. But these same people who sustain the economy of the island are also destroying its fragile ecology. Palau needed to retain its warm and welcoming spirit but instil more environmentally conscious behaviour in its visitors.
The answer: the Palau Pledge - a new entry visa process whereby all arriving visitors must now sign a pledge, stamped in their passports, signing them up to be environmental stewards. This mandatory agreement, dedicated to the children of Palau, is a promise to act in an environmentally responsible way on the island, and is the first such immigration policy in the world.
We helped travellers leave the brand in their 'rearview mirror' by delivering a creative platform that helped them enjoy the perks of Budget more by seeing them less.
After the disappointing final season of Game of Thrones, fans were desperate for a better ending to the series. So Air New Zealand offered to help George R.R. Martin finish his long-awaited 'The Winds of Winter' with a trip to a nation bursting with creativity – New Zealand.
