With the functional benefits of gas no longer cutting through like they used to, we needed a new way to convince people to switch to Natural Gas for infrastructure client Jemena.
The answer? The fire that powers every gas appliance.
Drawing on insights around our innate and primal connection to the flame, we created a fully integrated campaign that went beyond utility and function, and instead focused on the emotional benefits that only a Natural Gas flame can deliver.
Agency: CHE Proximity
The average traveller spends hours, trawling through hotel site after hotel site, to find the best deal.
But with HotelsCombined, it’s a whole lot easier. Because HotelsCombined search all the top travel sites to give you the best hotels deals, guaranteed.
To bring this to life, we enlisted Grammy Award winner, Richard Marx, to deliver our simple message – the best hotel deals are right here waiting for you.
TV launched the campaign during the busy summer holiday period, but the real smarts came from an online strategy where travellers were retargeted through dynamic digital videos that drew on their recent search activity.
With only a handful of dynamic videos, we created hundreds of iterations, based on the destination and price bracket searched, serving content that was relevant and timely.
Agency: CHE Proximity
A programmatic digital video that could be updated to hero any destination, giving HotelsCombined the opportunity to target viewers based on their holiday search history.
For example, if you had recently searched for hotels in Bali, we could re-target you with an execution specific to Bali.
A second programmatic digital video, developed specifically for YouTube's skippable ad placements, that could be updated to hero any destination, giving HotelsCombined the opportunity to target viewers based on their previous search history.
With only a handful of dynamic videos, we created hundreds of iterations, based on the destination and price bracket searched. So whenever someone searched a holiday destination, we were right there waiting for them with the best hotel deals
An edit of the 'Right Here Waiting' films created specifically for Facebook's silent ad space.
Dynamic banners and social carousels could retarget customers based on the hotels and destinations they had previously searched, and serve them inspiration and offers to entice them to book with us.
For people who suffer severe hayfever, things can get pretty desperate.
To bring this to life, we created a narrative that spanned across TV and social, showing the extreme lengths one sufferer is prepared to go to escape his allergies, just because he’s run out of Nasonex Allergy.
Agency: CHE Proximity
Not really advertising as such, since Dry July aren’t a client of mine, but it is in the sense that I turned my body into a human protest billboard for their cause.
In Jan 2019, my mum was diagnosed with Stage 4 Breast Cancer. I’m sure I don’t have to tell you how fucked cancer is, so when Dry July rolled around, I had an idea.
On the first day of going dry, I pledged that if I raised $5,000 for the McGrath Foundation (who are absolute angels), I’d get a tattoo that said FUCK CANCER.
Family, friends, colleagues and even a few randoms got on board, and I went on to raise close to $7,500.
Being a man of my word, I got the tattoo. And I don’t regret it one single bit.
I've continued to take part over the years, and after cracking $20,000 in total funds raised in 2024, the Dry July team asked me to appear in the ads for their 2025 campaign.
#fuckcancer
We've all created campaigns we're not proud of; ones that, we wish could disappear into the deep dark depths of the internet, never to be found.
Here's mine.
It's a spot for Compare Travel Insurance that I wrote while freelancing as a junior.
Despite receiving a tonne of complaints to the Ad Standards Bureau, it's managed to rack up over seven million views.
Go figure.
PS. I love this shit. If you've got a cringe-worthy ad you're not proud of, send it my way. It's like confessing your sins, without the fear of being touched by a priest.
