Genevieve Hoey, creative consultant at 72andSunny in Sydney, shares five projects from down under that recently gave her an envious smile
I’ve spent nearly 20 years in advertising, working in some of the most recognised agencies in the world, and now, I’m back in the motherland and working with the great people at 72andSunny. I like to do disruptive things with fun people. My best work sits at the intersection of creativity, culture, technology and coffee. There’s a lot going on in the world right now. Pandemics. Lockdowns. Climate change. Lack of vaccines. Political stupidity. I find I’m spending too much time in Angry Town. To flip my own personal script, I chose ideas from around here that have been making me feel other things. Ones that made me laugh or cry or even gave me a little envious smile - good things. Here they are...
PetBarn - 'Life's a Treat'
Production: FINCH x Network Agency + Management
Director: Sam Hibbard
Music: Rumble Studios
Great insights into pets and owners. Funny copy, simple art direction and a long-lasting platform thought for Pet Barn. It’s also simple - I bet the creative team dodged a lot of people wanting to complicate it: “Do the pets talk? Maybe they can bark Pet Barn?” Nicely sidestepped...
Qantas - 'Fly Away'
Agency & Production: Brand+Story
Director: Josh Whiteman
Post: White Chocolate
Music: Noise International
This is beautiful. Maybe because I miss travel so much, but this definitely gut-punched me with emotion. And also because it’s a smart idea, something that all brands should be discussing - what can brands do to encourage people to get vaccinated. Just like the old 'No hat, no play' rule from when we were kids - get a vax or no you don’t get to do fun things like take flights, travel etc etc.
Apple - 'Behind the Mac: Australia'
Agency: TBWA/Media Arts Lab
This is such a simple idea and really. It’s just a localisation of a global spot, but I smile whenever I see this work. Apple went deep and unearthed some fresh Australian creators, from the most unexpected locations. And it’s a proud moment when these huge Apple billboards show up in the artist’s little hometown.
Heaps Normal - 'Just Do Your Best'
Agency & Production: In-house at Heaps Normal
Firstly, I love this non-alcoholic beer. The design is amazing and calling it Heaps Normal is genius. Normalising sobriety with a cool non-alcoholic beer is something we can all get behind. Then for Dry July - the month where folks here go cold turkey and give up alcohol suddenly - the brand just asked people to ‘do your best’. Their CEO said the key to longer-term behavioural change is to not set huge expectations for yourself, but to start small. A really human idea, from a human brand.
Tourism NZ - 'Stop Dreaming and Go'
Agency: Special Group
Director: The Bobbsy Twins
Post: ARC Edit
Music: Rumble Studios
Listen, if you need to use a giant kiwi, a touch of Inception and a dream beard to show off the best vistas of New Zealand, I’m all for it. Funny writing and clever solves in here, but if I go to NZ ever again, I’m going to need the beard...