Award School 2011 by greg mulligan

Greg Mulligan

Brief 4 (B) To be issued at Tutorial Four Client:

Tourism Australia

Product:

Australian holidays

Media:

Radio (30 seconds)

Target Audience:

Australian adults

Single-minded proposition:

Take a holiday in Australia

Background/ proof of proposition:

Mandatories:

Many Australians have not been using their annual leave. And those that have been taking annual leave are taking advantage of the strong Australian dollar and holidaying overseas. This is costing the local economy because valuable tourism dollars are being spent elsewhere. We want to convince these people that there is plenty to see and do in their own country. URL: australia.com

Greg Mulligan

Radio Ad Tourism Australia SMP: Getting Australians to holiday within Australia rather than travelling overseas

An experienced worn down traveler sarcastically dipicting the options between domestic and international travel.

SFX- Hillbilly American

A 14 hour flight with nothing much to do Only to be asked by an American “Do ya’ll have a pet kangaroo?” Or maybe head to England I hear the weathers great You can sit back and admire how all their teeth are straight Carnival in Brazil to have a dance or two Only to be shut down Because everyone there is better looking than you.

SFX- Snip snip scream

From their head to Columbia To have your organs stolen And learn a bit of Spanish…Adios Colon Save some money go to Asia The flu is always fun But don’t get confused using a tap to clean your bum Lastly head to Europe To throw away your cash Just be aware that 1 in 3 have a quite embarrassing rash

SFX- Ahhhh (relief) Voive Over

So for your next vacation Help our nation thrive You’ll save some cash, avoid a rash and best of all you can drive For booking and holiday information vistit australia.com

Greg Mulligan

Radio Ad White King Toilet Cleaner 1x30 second ad

A young male comically recounts he and his housemate experience with Gastro.

Yes I have Gastro

And yes it is contagious

My housemates have it too

Our toilet smells outrageous

SFX- Pauls says

Gav blames the sushi

Pauls says “Its going round” All four of us have it

It’s knocked us to the ground We only have one loo

& my god its got a workout SFX- Kev says from the bathroom

Kev’s in there right now

“Toilet paper is in drought” I was in before him

Sitting down to think

When Gav came bursting in Only option use the sink

We’ve all lost some weight

Since the Gastros done its dash We’re glad it didn’t beat us

Although our toilet did get thrashed Now we need a cleaner

Which puts Gastro to shame As all four of us had it

And none of us can aim SFX- Ahhhh (relief)

White King Saves the Day

Although our sink did get corrupted And our toilets looking fresh Even after we all erupted

Greg Mulligan

Radio Ad White King Toilet Cleaner 1x30 second ad

Young Male I’m running to the toilet After Indian for lunch

I’m going to need a toilet cleaner That really packs a punch I get to the front door SFX- Keys

But the key it’s just not turning There isn’t much more time

I can feel my stomach churning Sprinting down the hallway My pants are at my feet

I open the bathroom door Diving for the seat

Unleashing on the bowl

When did I eat corn I wonder? This is catastrophic SFX- Thunder

And sounds similar to thunder Now I need a cleaner

Which puts my poo to shame

As the splash back was intense And I’m really lacking aim White Kings saves the day Washing any germs away SFX- Ahhhh (relief)

My loos as good as new

It combats any number two

Greg Mulligan

Brief 10 To be issued at Tutorial Ten Client:

Plants Plus

Product:

Plants Plus Garden Centres

Media:

(At least) 3 different mediums of your choosing*

Target Audience:

All gardeners – everyone from the family member who wants to dress up their suburban backyard, to the inner-city dweller who wants to decorate their balcony or windowsill.

Single-minded proposition:

The largest range of plants.

Background/ proof of proposition:

Plants Plus Centres stock a huge range of flora, so there’s something for everyone. Also, their fully-trained horticultural staff can offer free advice on plants to match consumer design visions, lifestyles and various diverse environments.

Mandatories:

URL – www.plantsplus.com.au

*Your media choice can include anything from a more traditional approach (eg. TV, radio, print) to more unusual channels (eg. Drink coasters, sky-writing, digital games etc). Importantly, it should be relevant to the message, target market and/or product you’re promoting.

Greg Mulligan

Radio ad

Guy talking to what sounds like a breathy, sexy phone sex operator

GUY

I’m after some Stiffcock, got any?

GIRL

Ow yeh, There are four I can see right now, mmmm.

GUY

What about Nipplewarts?

GIRL

Yessssss I have Nipplewarts if that’s what your into.

GUY

How do you treat a Blackmans Willy?

GIRL

We like to arouse it from behind so it really blossoms

GUY

Ahhh yeah, any Pussytoes?

GIRL

I’m holding a very dirty one right now.

GUY

Can you get me a Sticky Willy?

GIRL

I can definitely help you out with that siiiiiiir

GUY

I’m cuuuuuuuuuuuming

Voice over: Plants Plus, Whatever you desire.

Greg Mulligan

Newspaper ads in the personal section

Stiffcock/Blackmans Willy Caller

After some STIFFCOCK? 1800 562 783 FREE CALL

FOR SOME BLACKMANS WILLY FREE CALL

1800 562 783

Deep, seductive males voice greets the caller. Hi. When we meet I can offer you more than just some Stiffcock. Whether its Blackmans Willy or Pussytoes we’ve got exactly what you’re looking for. Enter your postcode. Your Stiffcock is waiting. #2103 You can get your Stiffcock from 1/8 Darly Rd Ryde along with a wide variety, that will no doubt tickle your fancy. Plants Plus: Whatever you desire. See you soooon

Flustered breathy female operator greets the caller. Hi. Is a Sticky Willy all you really want?

GET A STICKY WILLY 1800 562 783 FREE CALL

Because I can give you much much more than that. Why don’t you swing by and see what I have to offer. Enter your postcode. So I can tell you where to meet me. #2103 Come to 1/8 Darly Rd Ryde . You can get your Sticky Willy there along with anything else that tickles your fancy. Plants Plus: Whatever you desire. See you sooooon

Greg Mulligan

Lily really blossoms when rooted

Plants Plus. Whatever you desire

Greg Mulligan

Brief 3 To be issued at Tutorial Three

Client:

Asics

Product:

Asics Performance Running Shoes

Media:

Print Campaign (i.e. 3 ads)

Target Audience:

All runners, whether they run in competitions or purely for recreation.

Single-minded proposition:

Helps you run further.

Background/ proof of proposition:

Mandatories:

Asics performance running shoes are designed to the highest specifications of support, cushioning and durability. As a result, they improve your performance and lessen the strain on your body. Asics logo

Greg Mulligan

We see a typical image of where someone may run. Attached to this image is black string representing the route the runner will have to take in order to get from “A-B”. However, pulling the strings and peeling off stickers can manipulate this route. Once the string has been pulled the distance between “A-B” shortens. Asics, Bringing Far Closer.

Greg Mulligan

OPTION 3 Client:

Gillette

Problem:

Most men used to shave their face daily. However, recent times and fashion trends have seen men shaving less. This has impacted on the sales of razors as the target marketâ&#x20AC;&#x2122;s usage has declined. How can we address this problem?

Greg Mulligan

Gillette Stubble Boy Band Idea

Creating a fake boy band purely identified by their unshaven faces that is so lame it will shame men into shaving. Meet Spencer, Clayton, Cam and Domino the newest members of Stubble. A stereotypical boy band covering all facets of our community. These guys are crap at dancing, clearly lip singing, release lame songs and so far in the closet they’re on their way to Narnia. These guys are in fact professional actors embarrassing themselves every chance they get becoming almost pop-culture icons and an icon no one in their right mind would want to look like. Resulting in men across the country shaving in order to avoid the passing comment: “Hey you look like Domino from Stubble” The band would release • Posters • Music Videos • Actual Songs • A cd • Youtube Clips • And partake in promotional interviews. Ultimately lameifying the beard.

Stubble

Stubble 1. Thursday 2. DIY, OMG, ETA, LOL 3. Dude there’s my car 4. Da Da Da Dancin 5. Strawberry Vanilla 6. Rebecca Black 7. Hotty wit da naughty body 8. Yesterday i Cried 9. Mum 10. Barbie boyzz

Our-Generation

Greg Mulligan

Brief â&#x20AC;&#x201C; Own Client: Ashley Madison Product:

www.ashleymadison.com

Media/ Deliverables: Direct mail/Outdoor Target Audience:

Married women

Single-minded proposition: Be more than a bored housewife. Background/proof of proposition: Ashley Madison is a website for people who want to cheat on their partners. A dating service, catering purely to those already in relationships. That's right, unlike traditional Internet dating sites where you're expected to say you're unattached no matter what the truth is Ashley Madison is honest about its duplicity. And although its mission can be perceived as very wrong the fact that it claims 3.2 million members suggests that it's also doing something right. Problem There are far too many men on the website.

Greg Mulligan

Direct mail. Problem:

The ratio of men and women on the website is unbalanced. There are far to many men.

Challenge:

Targeting women via direct mail in their own home. The item has to appeal to only women, to the point where if there is no female in the household it would be thrown out rather than opened and read. Doing it all under their partners nose is the key creating a sense of excitement and displaying what having an affair has to offer.

Solution:

Being a male the thing that makes me tune out most is any talk of pap smears, periods, menopause, breast exams, shopping, sales and cellulite. So by making these letters addresses to “The lady of the Household” with imagery and references to any of the above unsuspecting husbands and boyfriends would pass the letters directly onto their girlfriends. Once opened the letter makes the female question herself and her relationship emphasizing that there is more to life then what’s going on in hers. Its offers an adventure, a change, some entertainment and a single website.

Dear Bored Housewife

Now that I have your attention and your male companion has absolutely no interest in this letter I want you to ask yourself. What does he have interest in? Whilst he may think you have the perfect life; you get to stay at home and play with the kids your connection to the outside world and interaction with others slowly diminishes. As you struggle to stay sane in the sea of dishes, laundry and “He started it” you begin to realize you need more. Your sex life is non-existent and the sex you do have is similar to that of a sex scene in a 1950’s movie. You need to get your juices flowing again, get some excitement in your life gaining back your sexuality and your youth. You spend hours making yourself look pretty either at the gym, getting a pedicure, manicure, spray tan, waxing. And for what? Does he even notice? I’m not suggesting you get a divorce nor am I suggesting you pack your bags and leave. It would be stupid of you to do either; you’ve got yourself set up. A house, a car, a pet cat or dog and an income. But it’s the things you are missing you crave most. Those frequent hot and heavy sessions in and around the house have been reduced fortnightly and only in the bedroom . There’s no excitement nothing new, same to him and same to you. So what I am suggesting is you have an affair. Meet like-minded men, women and couples who are looking for the same thing. What he doesn’t know won’t hurt him and there’s no harm in looking. And remember its only cheating if you get caught! xoxoxoxoxoxoxoxoxoxox

Ashley Madison

www.ashleymadison.com

Greg Mulligan

Outdoor Problem:

The ratio of men and women on the website is unbalanced. There are far to many men.

Challenge:

Targeting women and only women, there are enough men on this website so we need to connect to women in places where only women are.

Solution:

A simple sticker. Weather it’s in the change room of a female retail store or a female gym like Fernwood, these places are all off limits to men. Also beauty salons including: • Hair dressers • Pedicures • Manicures • Waxing salons • Tanning salons Each sticker would be relevant to its location asking the female a simple question then referring her to the website. www.ashleymadison.com

Stickers placed around Beauty Salons mainly on mirrors. • • • •

Womens Hair dressers Nail salon Waxing salons Tanning salons

He’s not even going to notice… But meet someone that will ashleymadison.com

Going for a new job? Stickers placed in womens change rooms

Add these to your CV • • • • • •

Attention to detail Time management Multi-Tasking Adaptable Flexible Can do

It’s only cheating if you get caught ashleymadison.com

Stickers placed in womens GYM change rooms

He said a gym membership wouldn’t hurt You found a new Fu*K buddy Sexless marriage...Thats what he thinks ashleymadison.com

Greg Mulligan

Brief 8 To be issued at Tutorial Eight Client:

Kia

Product:

Kia Cadenza

Media:

1 x 30-second TV ad

Target Audience:

Drivers looking for a luxurious family-size sedan.

Single-minded proposition:

A luxury car at a reasonable price.

Background/ proof of proposition: The Kia Cadenza is Kia's new full-size car, and considered to be their flagship vehicle. The car was designed by Kia design chief Peter Schreyer who was chief designer at Audi, and it’s packed with state-of-the-art luxury equipment like: a reversing camera, acoustic parking sensors, (up to) six airbags and a lane departure warning system (similar to that found on some Volvo models). Hydro-phobic (water repellent) glass is also available as an option for the front doors. The cabin also includes mod cons like keyless entry, engine stop/start button, a panoramic glass sunroof, electro-chromatic mirrors and a 5.5inch full-colour touch screen that incorporates a hi-tech sound system, satellite navigation, Bluetooth connectivity and iPod integration. The car's multi-zone climate control system includes an automatic antihumidity feature. The cabin environment can be finely adjusted thanks to the Cadenza's high-capacity HVAC heating, ventilating and airconditioning system. Mandatories:

Kia logo URL – kia.com.au

* The Kia Cadenza is currently not sold in Australia, but let’s pretend it is. Importantly, this is not a ‘price-point ad’ – it’s a brand ad to say that the Cadenza is a top-end car that’s affordable.

Greg Mulligan

A Korean Massage parlor next to a German Audi factory

An unfortunate nerdy engineer has wondered next door. And heâ&#x20AC;&#x2122;s about to get more than be bargained for

KIA Cadenza

All of Germany's secrets in an affordable luxury car

Greg Mulligan

Brief

To be issued at Tutorial Seven

Client:

NRMA Insurance

Product: ‘Home Plus’ Insurance Media/ Deliverables: An online* idea to reach and engage insurance customers Target Audience:

Everyone who has something worth insuring

Single-minded proposition: Insurance cover for everything you own

facebook

Corey Worthingtons 21st Hey Guys. The time has come notorious party boy Corey is finally 21. So bring your mates and lets all rage. Guarantee we’ll make the SMH front page. My Place is free for the whole weekend and anything we break I’ll try and mend. So spread the word and save the date, there will be no security at my front gate.