Trying —
Case Studies & Curiosities
Museum of Contemporary Art, Sydney
To celebrate the MCA’s 30th birthday and increase footfall post-lockdown, we developed a brand new experience that made appreciating contemporary art a lot less daunting for casual art lovers. By enabling people to rate each artwork using their raw feelings – both good and bad – we drove 10,000 incremental visits to the museum and increased the average dwell time inside the gallery to over an hour.
City of Melbourne
In 2019, the City of Melbourne hosted an Open Innovation Competition aimed at making its streets safer for all. Pitching alongside other interdisciplinary teams, our idea ‘Project Nightlight’ was awarded second place and shortly thereafter, brought into reality.
To tackle nocturnal crime in Melbourne’s alleys and laneways in the most Melbourne way ever, we devised a series of interactive light sculptures that could boost visibility and ‘natural surveillance’ without the need for invasive policing or costly cameras.
As seen on: The Age, Concrete Playground, Broadsheet, Pedestrian, TimeOut, and Dan Andrews’ Facebook post.
Transport of NSW
Drink driving is the 3rd biggest killer on NSW roads. While most people say they would feel embarrassed if they got caught drink driving, they’re also confident in their ability to hide it from others.
To combat this dangerous perception on Country Roads, we encouraged tightknit communities to keep an eye out for the signs of drink driving and to stop it with ‘the Look’.
In metropolitan NSW, where getting home from a big night is easy as checking a train timetable or pressing ‘order’ on an Uber, there really is no excuse for drink driving. To remind drinkers of this simple truth, we recruited the help of everyone’s favourite tough-loving guardian angel, Terry Godmother. Note/humblebrag: in 2023, the impact of this campaign was officially recognised with two Australian Effies. Cheers Terry!
Matso's
Brewed in Australia’s most remote brewery since 1997, Matso’s is not your ordinary beer – it uses tropical fruits and flavours to intrigue the palate and cut-through heat. In 2022, the cult brewer was ready to spread its wings and win over its share of mouths in big city, coastal Australia.
To stand out from the pack of locally made craft beers, we needed to show-off Matso’s tropical origins and unorthodox taste in a way that grabbed people’s attention. Unlike other ‘tropical beer’ advertisements which involved relaxing sunsets and hammock snoozes, we turned ours into a word of warning: When you’re dealing with the extreme heat of the Aussie tropics, you may just go a “A Little Troppo”.
Department of Customer Service
In late 2021, following a period of uncertainty and state-wide restrictions, the COVID-19 vaccine was finally about to made publicly available across NSW.
To encourage citizens to register for their vaccination, our research suggested that we should avoid scare tactics and instead help people to find their personal motivation to act. Our “Let’s Do This” campaign was a timely reminder of all the personal and collective reasons why you might get vaccinated.
Months later, with most adults vaccinated and life finally to normal, people across NSW were starting to switch off from COVID-19. In order to keep everyone safe during the upcoming Winter wave of infections, we needed to promote the practice of COVID-safe behaviours (e.g. masking, testing, isolating) in a way that wasn’t going to be seen as disruptive or frankly, annoying.
Our “Little Things” campaign helped people to adopt tiny safety habits that protected their health as they continued to squeeze the most out of Winter.