Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is VML Australia’s Top 3…
Rip Curl: The Virtual Pro
VML Australia
The Rip Curl Virtual Pro was the first global surf competition that allows individuals to compete like the pros.
Over 10 days, we collected surf metrics from over 6000 entrants around the world who wore the Search GPS watch, and turned their data into a score. That score appeared on a global leaderboard, and entrants were provided personalised visualisations to tout their place in the comp on social media. Rip Curl athletes shared their scores and you could even compete against them. The comp was such a success it’s now a mainstay on the surfing calendar and turned local surfers – into a global community.
Defence Force Recruiting: Air Force: Where Your Potential Lives
VML Australia
For many young Australians, a career in Air Force can seem out of reach. They don’t believe they can do the things that people in Air Force do. This campaign aims to break down this misconception by inviting every young Australian to ‘look up’ and experience the world that exists above the clouds. Because up there? That’s where potential lives. It’s a place where you’ll learn and grow on the job. A place of infinite possibilities.
Every element within the film, including sound design and music, takes the viewer on a journey ‘up there’. And for the first time ever in Australia, all the aerial shots were filmed air-to-air from a L-39 jet with a high-definition gimbal camera.
Legacy Australia: Legacy Lager
VML Australia
Legacy has been supporting veterans’ families affected by war for over 100 years. But faced with a steep decline in donations, they didn’t just need to digitise their coin donation mechanic in pubs and clubs, they needed to find a way to connect with an entirely new demographic of young patrons.
And while monetary donations is always the end goal, asking for money doesn’t always go down well. We needed a way to subvert cold hard cash with a cultural and contextual relevant way of saying thank you. And here in Australia, there’s no better way to say thanks, than with a beer. Legacy Lager are digitised beer taps that allow patrons to buy fallen veterans a round of thanks (in the form of a $2 donation), with all the funds going to their affected families.
The deadline for Campaign Brief’s The Work 2024 is Monday May 13. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email adam@campaignbrief.com.
