Australia’s Youngest
Creative Team

 
 

Working with Australia’s youngest/cutest creative team

What are children thankful for when they beat cancer? That’s the question we asked ourselves on route to creating Playtime, an omni-channel concept that connected adults to their inner-child (and their inner wallets), exploring life-after cancer from the perspective of children.

To crack this brief we ‘enlisted’ Australia’s youngest/cutest advertising team William, Madison and Emily (WME), cancer survivors that also happen to be our talent. After working closely with them for a day, we discovered that beating cancer simply meant more time to play.

This lead to the concept you see today. The campaign launched with 40,000 DM packs, garnered a swell of online interest and is one of Cancer Council NSW’s most popular campaigns.

The Garden Gnome Project

 
 

Our ‘Garden Gnome Project’ leveraged a key insight in heart-health marketing, namely that heart failure is a topic people that rather not talk about, even though it’s Australia’s no.1 killer. 
 
There’s no use talking to a brick wall though, so we conceptualised a targeted campaign that reconnected The Heart Foundation with people via a common interest… gardening.
 
The Garden Gnome Project was born. To date Gnorman the Gnome, who is sold as a backend premium, has helped raise awareness on the value of regular excercise and, more importantly, profit. He is stocked in nurseries (for free). And is one of our most effective fundraising campaigns. 

Brave, Hilarious,
Pink Ribbon Women

 
 

To our brave, hilarious, spunky Pink Ribbon Women,
 
Without you we would have failed in our mission to inspire NSW to beat all women cancers for Pink Ribbon Day, including breast cancer. So thank you.


You’ve faced and defeated cancer. But still, it takes enormous strength and courage to volunteer to be photographed naked by Jez Smith, one of Australia’s top photographers.
 
Not to mention, to have that photo published on billboards, street-vertising, shopping centres, sent to thousands of homes statewide and let loose on the internet.
 
You’re an inspiration to us all. Your efforts helped raise over 5 million dollars in the fight to beat all women cancers.
 
Sincerely, the gracious team at March One.

The idea for Pink Ribbon Day was to symbolically unite women under the pink ribbon banner. This campaign also introduced the expansion from breast cancer research to all women cancers.