Concept development that's on-brand and on-brief.

It should come as no surprise to brands that short form video is the future of content across social media platforms. Not only across TikTok and Instagram Reels, but with YouTube Shorts, Google, LinkedIn and Pinterest all also expanding their short form offerings, making the format a crucial component in any brand’s social marketing strategy.

The past two years have changed a lot of things for everyone. As a result, new studies are showing that Australians are short on happiness – actively searching to find happiness in new ways, and in some cases, are willing to pay a premium for it.

Brands and advertisers are using online AI generated media services to design fake people, entirely customised down to their specific gender, age, ethnicity or facial expressions – whatever is needed. Some websites even let you animate them and add voice. Scary. Before we get to whether or not this is actually a good idea – let’s look at how and why it’s being done.

Weetabix and Heinz UK have teamed up in a wholesome breakfast campaign that everyone loved…to hate. Like seagulls to a chip, the public response was fast and hilarious, and became an opportunity for other brands to compete for the best on-brand reaction. 

When presented with the unique opportunity of some donated commercial airtime, we recognised immediately that using it wisely — (and getting the tone right) was going to be a challenge. Having worked closely with Cancer Council Queensland for a number of years, we understood that times of broader crisis can make their important ongoing work almost invisible. So we approached them with an idea for a TV spot to help raise awareness, remind people of their great work, and maybe be a bit playful too. They were on board straight away.