Senior Creative Art Director
Senior Creative Art Director
Back in 2009 there was a growing feeling (held by both the media and the public) that Melbourne was becoming an increasingly unsafe place due to alcohol related violence.
The Victorian Government asked us to devise an effective communications strategy to help reverse the trend. In short we needed to come up with a creative idea that would resonate with young males – and getting all finger-wavy wasn’t going to cut it.
So rather than tell them what to do, we laid down a friendly challenge based on an insight: real mates really want to look after each other.
The resulting integrated campaign, ‘Championship Moves’ is regarded as one of the most successful anti-violence initiatives in the state’s history, with the concept since being purchased by governments in the ACT and Ireland.