Brief:
To bring customers back to the store by creating an engaging, in-store digital activation.
Insight:
Myer can be an overwhelming store experience due to its size and extensive range, which can make finding your size difficult.
Idea:
Myer’s Firefly.
Hangers light up in your size and personal style immediately via mobile app as you move through the store.
So the hangers become visual filters, that provide customers with a personalized and curated experience.
How:
Customers select what they’re looking for in the Myer one app, then based on their preferences and purchase history, hangers light up as they shop
throughout Myer.
Impact:
By having hangers light up in your size as you walk past, you’re giving customers a more engaging and exciting in-store experience that enhances navigation through Myer. Firefly turns Myer’s extensive and sometimes overwhelming range into a strength.
Created in collaboration with Raff Gandrabur, Natalie Tripodi and Doug Beaumont
This second campaign was a rebranding of the widely-known flop, Coke Life.
Insight:
Mexico and Chile, are ranked the first and second largest drinkers of coke per capita in the world.
China and India are two of the lowest coke drinkers in the world
But what do these countries have in common? Poor access to clean water
Solution:
The new coke life bottle made with a reversible bottle cap, that filters dirty water into clean, drinkable water.
How:
First you finish drinking the coca cola in the bottle.
Then by turning the cap counterclockwise, removing the seal on top of the lid and pouring dirty water into the bottle, clean, drinkable water will be filtered into the coke life bottle.
Thus making the new coke life, the bottle that gives more
This campaign had several extensions. Which include:
Brief: To empower women in creative industries to be more confident in order to break the glass ceiling and climb the corporate ladder to higher roles
Research: The insight in the brief cited a confidence gap as the reason why women don’t get hired or promoted as frequently in the creative industry.
However, based on our research we found that women ARE confident. According to a Mckinsey study, women are 15% less likely to be promoted than their male counterparts due to gender bias. We decided that it wasn’t women who had to change, but rather the system itself. So we decided to create a solution
Idea: Merit Alone, an employment app where your profile picture is your work
Merit Alone, is an app for recruiters that’s a blend of tinder and seek with a twist of anonymity.
Creatives looking for a job and the people looking to hire them both create a profile. However, these profiles contain no personal information other than their work. This eliminates all forms of discrimination and doesn’t just level the playing field for women, but for everyone. Allowing people to be judged on their merit alone in all levels of the creativity industry
Agencies who comply will be rewarded with a discrimination-free workplace title and qualification.
As recruitment staff hire based on intuition and judgement of creativity which is largely subjective, subconscious discrimination is inevitable. Merit Alone is the solution
