Launch campaign for Australia’s first official battery recycling scheme
Client: Battery Stewardship Council
Creative Agency: Republic of Everyone
PR Agency: The Bravery
Challenge: The Battery Stewardship Council was looking for an agency to help them name, brand, and launch Australia’s first government-backed battery recycling scheme. The scheme brings together everyone, from importers to retailers, to everyday Australians to give dead batteries new life.
Solution: We first created the memorable name “B-cycle” along with a simple, bright brand identity. We then developed a launch campaign that consisted of online videos, OOH, retail partners, social posts, and PR.
Results: We pitched for the business and won it! What you see is the original name and logo that won us the work.
– Launch video had over 26,000 organic views on the first day
– OOH campaign reached a total of 9.5 million across Australia
– 35,000+ website visits on launch day
– 46 million + media impressions
– 900,000+ kilograms of batteries recycled in the first 6 months
Earth Day Campaign
Client: Sendle
Creative Agency: Republic of Everyone
PR Agency: Sling & Stone, USA
Challenge: America has an online shopping addiction. With 165 billion packages shipped in the US each year, carbon emissions have soared threatening the habitats of animals like the Grizzly Bear. Sendle is a 100% carbon neutral delivery service looking to launch in the US. How do we get consumers to understand the environmental cost of their online shopping and choose more sustainable ways to ship?
Solution: On Earth Day, April 22, 2022, we worked with artist Laurence Vallières, who turns discarded cardboard into stunning sculptures, to reveal the grizzly truth about online shopping. We created a 10-foot cardboard grizzly bear and cub in the middle of Lake Union Park, Seattle (the home of e-commerce), to send an important message: When it comes to sustainability, it’s not just how you shop, but how you ship. So think before you ship, and always look for retailers who offer 100% carbon neutral shipping.
Results:
383 stories published in USA and Australia
173m+ media impressions
84k+ engagements in social media
Campaign for stronger nature laws (Small production budget)
Client: Environment Centre, NT
Agency: Republic of Everyone, Sydney
Production: Global Headquarters, NT
Challenge: The NT has some of the most amazing landscapes and ecosystems in Australia, and northern territorians love getting out and enjoying it. The fish are bigger, the campsites are more spectacular, and the views take your breath away. They have the best nature to live their best life, but unbelievably, they also have the weakest nature laws in Australia.
Solution: We leveraged humor and nostalgia in the campaign, drawing on the iconic Crocodile Dundee line, “That’s not a knife, that’s a knife,” to emphasise just how much bigger and better NT nature is compared to the rest of Australia. And if the NT has the best bloody nature in Australia, it should also have the best bloody nature laws to protect it. The campaign included a 30-second TV ad, as well as newspaper and bus advertisements to spread the message across the Territory.
Production budget: With a budget of only $25K, we needed to cover a 2-day shoot in the NT and a 1-day shoot in Sydney. To stay within budget, we cast unpaid ECNT supporters in both locations and used a local NT production company.
Results: The campaign successfully secured firm election commitments from NT Labor and Independents during the NT election in August. By the end of the campaign, independent polling showed that 70% of the community supported stronger nature protection laws in the NT—a remarkable achievement reflecting widespread public backing.
Disease Awareness Print Campaign
Client: GSK
Agency: Area 23, New York
CGI: Lamano Studio
Challenge: For years, healthcare professionals (HCPs) have believed that rheumatoid arthritis (RA) was just a physical disease. New research, however, indicates that RA is not just a physical disease and that the disease causes patients to suffer emotional effects as well.
Solution: We brought the deep emotions of RA to life in a memorable way by harkening to the emotional range of the dramatic arts. And by placing iconic moments of “drama” right in the joints, we compel rheumatologists to associate a strong emotional component anytime they think about classical disease elements, such as joint damage.
AWARDS
• 2017 Silver Clio Health (Print Technique: Art Direction)
• 2017 Global Award (Illustration)
• 2017 Global Award (Rheumatology)
SHORTLIST / FINALIST
• 2018 The One Club Health (Wellness & Pharmaceutical: Print & Outdoor)
• 2017 Cannes Health Pharma (Print & Outdoor Craft: Illustration)
• 2017 Clio Health (Print Technique: Illustration)
• 2017 Global Award (Art Direction)
Integrated Campaign for ARIKAYCE
Client: Insmed
Agency: Area 23, New York
Typographer: Kevin Cantrell
CGI: Zombie
Challenge: For far too long, HCPs treating MAC lung disease have been fighting a losing battle. Because there was no treatment specifically designed to combat the debilitating effects of MAC lung disease, healthcare professionals (HCPs) were forced to try and get by with a series of random and ineffective generic drugs. That is, until now.
In the fall of 2018, Insmed launched the first FDA-approved treatment specifically designed to kill MAC lung disease—ARIKAYCE.
Solution: In order to solidify the purposeful design and powerful efficacy of ARIKAYCE in the minds of HCPs, we created a campaign built on the fundamental belief that for every villain, there is one weapon that can kill it.
*MAC lung disease is an infection caused by a group of bacteria called Mycobacterium avium complex (MAC).
AWARDS
• 2019 Bronze Clio (Art Direction)
• 2019 Manny Awards (Best Professional Print Campaign)
SHORTLIST / FINALIST
• 2019 Manny Awards (Best Med Device)
• 2019 Manny Awards (Best Rare Disease)
Disease Awareness Print Campaign
Client: Janssen
Agency: Area 23, New York
Photographer: Ale Burset
Challenge: As Janssen was gearing up to launch a new rheumatoid arthritis (RA) treatment with ground breaking efficacy against structural damage and depression, we needed to create a Healthcare Professional (HCP) campaign designed to shed light on the broader symptoms of RA.
Solution: By widening the focus of rheumatologists—to see the person beyond their joints—we helped them rethink their treatment priorities and understand that the damage of RA goes well beyond just structural.
AWARDS
• 2017 Bronze Clio Health (Print Technique: Photography)
• 2017 Bronze Clio Health (Print)
• 2017 Silver Communication Arts (Photography Annual)
SHORTLIST / FINALIST
• 2017 Global Award (Photography)
• 2017 Global Award (Rheumatology)
Featured in Luerzer's Archive
Print & TV campaign for Eprinex
Client: Merial
Agency: Saatchi & Saatchi Wellness, Sydney
CGI: The Craft Shop, NZ
Challenge: Worms are a major cause of loss of productivity in cattle. Eprinex was losing market share amongst 23 other competitors in the cattle drench market.
Solution: We relaunched Eprinex with a fresh, visually interesting campaign with the aim of regaining market share by showcasing its productivity benefits.
