The Brief: At the 2011 Rugby World Cup, highlight Qantas' sponsorship of the Australian Wallabies, despite Qantas not being a sanctioned event sponsor. Secondarily, position New Zealand as a desirable and accessible holiday destination.
The Idea: The Great Crusade - An epic live-content adventure that follows the Australian Wallabies around New Zealand as they compete for Rugby World Cup glory.
Role: Senior Creative/Writer
Accolades: Cannes Lion Gold: Branded Content, Cannes Lion Bronze: Branded Sponsorship, Cannes Lion Titanium Finalist, International Digital Emmy Awards Finalist: Digital Program: Fiction, Spikes Asia Silver: Branded Content and Entertainment, Spikes Asia Silver: Special Events and Stunt/Live Advertising, Spikes Asia Shortlist: Integrated Promo and Activation, Australasian Branded Entertainment Awards Gold: Best Integration or Brand Storytelling, Australasian Branded Entertainment Awards Silver: Best Brand-Commissioned, Australian Marketing Institute Gold: Experiential Brand Experiences, Australian Marketing Institute Gold: Sponsorship.