Agency:
Our Friends Electric/ AW PR
Role:
Creative Director
Challenge:
Deliver disruption via an out of the box solution where store launches are sometimes casualties of an expected format. Support the atl campaign which is being rolled out globally in september 2013. Leverage this powerful creative idea as a springboard for the concept for the store launch campaign. The event needs to have a uniquely Australian flavour & foot print to create the most sought after party invitation this summer season and to deliver noise across multiple channels.
Idea:
We’re asking Sydney siders to Come and Play by framing what the Australian summer means to them.
‘Come and Play’ is more relevant in Australia than anywhere else in the world. The answer can only be something that celebrates sunglass hut as our summer playground. We will execute a campaign with a uniquely Australian flavour, one that captures the feeling we all have of excitement, anticipation and joy that the summer is about to begin.
Scope:
Social, Digital, Print, Experiential