At the end of 2018, KWP! pitched for the Hospital Research Foundation business. Together. Fight was the idea that won the agency the business. It’s the first time I can remember an idea presented in the pitch becoming the one that would be made into the finished product, with barely a change.
I’ve worked on Coopers Brewery for nearly 20 years, with the Coopers Dry ‘Hit the refresh button’ campaign the most recent.
In 2019, Darwin hosted a series of events to commemorate the Territory’s role in WWII, and the bombing of Darwin. Our visual, language and call to action borrowed heavily from the illustrative style of the 1940s.
Working on a brand refresh is always exciting but challenging, especially in the tourism sector. The new Northern Territory brand line - Different in Every Sense - wasn’t the first one put forward. It wasn’t even the tenth. A great deal of work went into creating the line, then selling it and ensuring it would work for and with the brand. From the moment I scribbled the line down I liked it, as there were two parts that worked perfectly for the NT. The Territory is unlike any other place on earth = different. And whereas travelling is often about sightseeing, the NT is more immersive and engages more than just your eyes = in every sense. This video was created to sell the line and the idea to stakeholders. It was written by me and art directed by Kent O’Halloran.
A simple insight that became an outdoor, SnapChat and radio campaign.
The Territory Arts Trail was the brief given to ad agencies for the Northern Territory Tourism pitch. Our idea - The world’s biggest art gallery - gave us a ‘hook’ on which to base all of the creative. KWP! won the pitch with this idea and it became a consumer campaign to launch the Arts Trail. The video was written by me and Corey Swaffer.
RAA Insurance wanted a campaign to remind South Australians that it was the only truly local insurer, so I used references only someone who lives in this state would understand.
An older press ad, also promoting the benefits of local insurance.
The idea for this campaign came from the fact that UniSA graduates get jobs in their chosen field faster than graduates of any other South Australian university.
People’s Choice Credit Union has always been a great client to work with. The window cleaner spot was the very first of the ‘Anything’s Possible with a rate this low’ TV ads. Budgets were always tight, which is why we often used animation rather than shooting anything, which I think actually helped to build the People’s Choice brand.
This started off as a simple little script with a young couple discovering cellar doors all over Adelaide. Then we heard that Scott Hicks had seen the script and wanted to make it. During our first meeting Scott said he knew the perfect cinematographer to shoot it - Bob Richardson. The name meant little to us until we Googled him. It was a bit surreal to have the director of Shine and the guy who’d shot Kill Bill, A Few Good Men, Aviator and Inglorious Basterds bringing that script to life.
You can’t live in South Australia and not have at least one wine brand in your portfolio. It’s nice too when you can have a glass or two and call it ‘research’.
A copywriter these days has to think beyond a 30 second spot or a press ad. Your idea has to work as a six second digital video or right across a website. You need to know the product you’re writing about in depth, but also how the consumer uses each medium.
I was very fortunate to work on RAA Insurance for 11 or so years, during which George and Trev became an SA institution. I wrote perhaps 50 TV ads and at least that many radio spots for the fabulous George Kapiniaris and Luke Dean. Ultra Tune was another wonderful client who loved creative TV and radio. These are still some of my favourite ads. The pictures are a bit blurry now, but I think the words and the idea are still clear.
