RADIO COLLECTION
(2015 - 2020)
Client: City Lodge Hotel Group / Town Lodge
Product: Brand
Media: Radio & Audio
Year: 2019
Role: Chief Creative Officer
When it comes to holidays and occasional travel, the City Lodge Group not only compete with other hotel chains and Airbnb – they compete with the homes of friends and family. The truth is, in tight-fisted economic times, many of us end up choosing the “free” option. But how free is it really? Finances aside, there are some undeniable emotional and (sometimes) physical costs to staying with the people you love. Looking after your aging, haggard childhood pets, the constant, unrequited company – too much information about your parents’ sexual renaissance. When you weigh up the real cost of staying with the family, staying at a City Lodge hotel is better than free, actually.
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Mahala is a colloquial Zulu word for anything that is acquired without payment, or effort. All Zulus love going to one place during holidays; home. Why? Because it’s mahala. The truth is, in these tough economic times, many of us opt for the ‘mahala’ option. But consider the real costs of dealing with family, both physical and emotional. Then add black tax, paid in cash, as well as in free labour. And for women, even more hidden costs; including becoming part of the help, adhering to a strict traditional dress code, and hyperpigmentation of knees from scrubbing toxic masculinity off the floors. What’s better than mahala? A room, far away from your traditional Zulu family, for under $60 at Town Lodge. When you weigh up the real cost of staying with the family, staying at a Town Lodge hotel is better than mahala. Actually.
1 x Gold Lion
1 x Silver Lion
1 x Bronze Lion
2 x Shortlists
3 x D&AD Wood Pencils
3 x Shortlists
2 x Silver Pencils
4 x Bronze Pencils
2 x One Show Merits
1 x Grand Prix Loeries
3 x Gold Craft Loeries
1 x Grand Prix
3 x Gold Pendoring
1 x Creative Circle
Radio Campaign of the Year
Case Film
Client: Flight Centre / Youth & Adventure
Product: Brand
Media: Radio & Audio
Year: 2018
Role: Chief Creative Officer
This radio spot imagines the world of the near future. It's a world that is so highly regulated, legislated and politically correct that doing even the simplest things (which we take for granted today) have become incredibly complicated and devoid of fun. The spot concludes with a message from Flight Centre Youth & Adventure, reminding young people to travel now, before it's not fun anymore.
1 x Gold Lion
1 x Silver Lion
1 X Shortlist
1 x One Show Merit
1 x Gold Loerie
2 x Silver Loerie
Ranked 4th Worldwide
in the Travel & Tourism category
Client: Flight Centre / Student Flights
Product: Brand
Media: Radio & Audio / Social
Year: 2016
Role: Chief Creative Officer
At the end of 2016, Trump election mania had taken over social media. So when travel group Student Flights briefed us to make tactical use of the radio medium to promote youth travel to the United States, we came up with a sharable, social media solution. Our execution imagines the worst possible election outcome, painting a bleak picture of what the US would be like in a specific post election scenario. We never imagined it would actually happen. Given the unpredictability of world events, we reminded our market that it’s wise to travel sooner rather than later.
1 x Bronze Lion
1 x Shortlist
1 x D&AD Graphite Pencil
1 x Gold Loerie
1 x Gold Craft Loerie
Case Film
Client: Doom Insecticide
Product: Brand
Media: Radio & Audio
Year: 2015
Role: Chief Creative Officer
The worst kind of insect in your home, is one that’s breeding and multiplying. And chances are, that’s exactly what they’re doing, having crazy, sexy times on every possible surface of your home. Doom is the fast and deadly solution to the disturbing scenarios painted in these spots.
2 x Gold Lion
1 x D&AD Yellow Pencil
1 x Silver Pencil
2 x Silver Loeries
Client: Flight Centre / Student Flights
Product: Brand
Media: Radio & Audio
Year: 2015
Role: Chief Creative Officer
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Travel is fun when you’re a young student. There are so many possibilities and so few responsibilities, but as you get older and have kids, the opportunities for fun disappear and you’re left with the harsh realities of being a parent. This is the basic premise behind the ‘Travel before It’s not fun anymore’ campaign idea. This campaign gives young audiences a few very good reasons to take advantage of the Student Flights travel offers, sooner rather than later.
1 x Silver Lion
3 x Shortlists
2 x D&AD Wood Pencil
1 x Gold Pencil
1 x Bronze Pencil
1 x Merit Pencil
1 x Gold Loerie
1 x Gold Craft Loerie
1 x Creative Circle Radio
Campaign of the Year