Kubota was launching a new tractor that was bigger than anything they’d made before. It was a great leap forward in the history of tractoring, so we made it suitably epic.
The accompanying epic radio campaign for an epic tractor.
Crust Pizza were introducing a new gourmet menu. We thought it was so good we’d try to earn a Michelin Star, the worldwide designation of a top restaurant. A few years later, KFC totally ripped this off.
Introducing the quest.
As well as a print campaign, social channels were used to gain support for our quest for a Michelin Star. Here we see a letter that we posted to Michelin by snail mail, but not before posting it up on Facebook.
Close up of the actual letter we sent. No joke.
We sent the letter and the menu off to France. We wanted to send a pizza but some spoilsport said it wouldn’t be that good by the time it got there.
Michelin send anonymous inspectors to rate restaurants. We thought it might have been this guy. Oh, and some Bob Dylan type guy wrote a protest song to get us a Michelin Star.
We did get an official letter back from Michelin. It was filled with typical French humour like saying they’d never heard of us and other jokes like they wouldn’t eat Australian cuisine in a million years.
We had to admit defeat. Valiant, but defeat all the same.
We took the knock back well. But we did remove every mention of Michelin around the place.
Print and outdoor campaign to get people to look for the ANCAP safety rating. Poor crash test dummies.
A couple of spots to get people on the bus, and one promoting off-peak travel.
A couple of animation pieces aimed at drivers. The first is a complete guide to getting a licence, and the second is about changes to the road rules.
Print campaign for the MINI D, a more earth friendly MINI.
Evergol was a pasture regeneration product to make sure your animals stay well fed.
For Poncho, we went to the CSIRO to get a close look at some of the nastiest little critters (looking at you, Yellow-headed Cockchafer). We knew our product would strike fear into their hearts, we just had to use an electron microscope to see their reactions.
I’ve done The Pitch on ABCTV’s Gruen three times now. 3 for 3 winning the perspex so I might not ride my luck by going for four. (UPDATE: I went back for a fourth go - and won a fourth one. Record stays intact. Phew!)
So glutton for shameless promotion, I took a fourth crack at Gruen’s Pitch segment - And won the perspex again. This time had to convince Australia they have nothing to worry about, everything’s fine. So of course I wrote a dumb song.
