Since its launch 5 years ago ‘Good Different’ has help transform ALDI from an outsider German retailer into Australia’s most trusted brand. In two words we managed to land the truth at the heart of their business philosophy.

As soon as you step off the plane in Tasmania you are hit with a blast of fresh clean air, your lung capacity improves and the knots in your shoulders disappear. The ‘Come Down For Air’ work makes you feel the same way by rejecting the usual Tourism tropes and delivering simple, beautiful images with a unique Tassie wit.

The first sea shanty based on boat refugee survivor stories. Composed by and starring refugees from around the world it was launched on TikTok for World Refugee Day by Nathan Evans, the world’s biggest sea shanty pop star. People showed their support by dueting the song. It garnered over 13.4 million views in 1 week and boosted donations to UNHCR by 80%.

An AI image generator without the artificial bit.

Tourism Tasmania invited people to turn their weird and wonderful ideas into very real art, created by very real Tasmanian artists.

Collaborating with nine local Tasmanian artists with backgrounds from acrylics to oil, people can submit their most inspired prompts via the TasmanAi website in the hopes of winning their own, unique, Tasmanian artwork.

Comparing the most priceless wonders of the universe with the very real and fiscally responsible wonders of the ALDI Special Buys.

Whether it's the almighty roar of a pagan bonfire, the hiss of a lakeside sauna, the beautiful mess of a seafood feast or the throb of a festival stage, Tasmania in winter is anything but chill.

The Off Season celebrates the colder, darker months, and everything weird and wonderful that comes with it.

From the international spectacle of the AO to having a midweek bash at your local, Hits Different captures Australian tennis’ uniquely intense and playful spirit.

ALDI shoppers aren’t always faithful. And that’s totally fine. In fact, being open about grocery infidelity helped convince Aussie shoppers they’ll always save more if they shop ALDI first. A romantic drama played out at checkout number three.

A new platform for Australia’s most popular mastheads, that champions the benefits of tuning into different perspectives.

Unlike Europe or the US, Australia never really did the big Christmas campaign extravaganza until ALDI launched Surfing Santas in 2012. From that point on brands have been going toe-to-toe over the festive season to see who can capture the public’s imagination. This is some of ALDI’s best Christmas work from the last 10 years.

Nike often struggles with credibility amongst serious long distance runners, so this highly targeted campaign showed how Nike’s groundbreaking running technology could push them to the limits of endurance and beauty.

200,000 tonnes of textile waste is accumulated by Australians every year. The summer tourism industry is responsible for a big chunk of this. Inspired by Tasmania’s ‘Off Season’, we launched an eco-friendly winter clothing collection of sustainably sourced garments, made solely from secondhand summer tourist tat. Tea-towels became trousers. Cheesy t-shirts became puffer jackets. And bikinis were turned into beanies.

BPay is Australia’s largest bill paying platform - to launch their new positioning ‘In Your Corner’ we turned them into Australia’s largest drought donation tool.

To launch Amart’s all-inclusive guarantee we got inside the mind of a doomed sofa as it plummeted to earth from 10,000 feet.

‘A Brother Like No Other’ is our new brand platform for Barista Bros. To launch their new flavour we employed the tastebuds of 100’s of catfish, dressed as a man.

Petbarn understand that pets come first - whatever their outsized personality or peculiar tastes may be.

We created ‘Life’s a Treat’ to highlight all the ways the pet store is committed to the health and happiness of pets and pet parents.

Australia's mental healthcare system is critically underfunded, forcing 1.2 million to wait years for treatment.
Australians for Mental Health partnered with Reuben Styles of Peking Duck to create the first library of free downloadable hold music.

One in three Australian women have been a victim of violence. Extensive research found that we are creating a culture of violence against women by excusing disrespectful behaviour of young boys. ‘Stop it at the Start’ is an inter-generational behaviour change campaign first launched in 2016.

Pretty much everyone accepts Afterpay these days. Who better to spread the good news than a two-toed troll with a penchant for over explaining things? Our spokes-troll spread the word far and wide.

New Zealand’s largest share-trading platform was launching in Australia so we created a campaign for novice investors to take the plunge.

‘Let’s Get Growing’ celebrates being a beginner and the magic behind first moments.

In a category that fixates on death BMF created a life insurance brand which celebrates the virtues of living a full life. We repositioned ‘Tower Australia Ltd’ as ‘This Australian Life’ and gave TAL a brand strategy, purpose, platform, and unique tone of voice. Brand recognition and salience went through the roof and they’re now Australia’s number one life insurance brand.

Having won the retail part of Audi’s business in 2019 we’ve produced several hard-working sales-driving campaigns, without ever sacrificing quality in execution. It’s helped drive desirability for the brand to the next level.

Every year TEDx Sydney invite local filmmakers to submit short films to play at their conference. Spaces are limited but BMF has managed to make a film in 4 of the last 5 years. The agency funds it, and the creatives get to see their love projects screened in front of a live audience of 5000. This program has been a fantastic way to reward and motivate BMFer’s creative endeavour.

As part of the ‘Good Different’ rebrand we developed a two-speed strategy. Alongside big brand moments, we produced an always on stream of price-driven work. It stretches across the full comms mix from social, digital and catalogue to TV, print, radio and OOH. It delivers visual and tonal consistency to a brand that has been a little unruly in the past. It also gives younger creatives a great stream of good, low pressure briefs to cut their teeth on.

Experiencing the joys of wandering aimlessly and doing not much at all in country Victoria. This campaign featured two Aussie blokes doing what Aussie blokes do best - talking shit. The original line was 'A Wonderful Way To Waste Time' - the client should have bought that line.

Oak is a satisfying chocolate milk - perfect for those moments when you're not sure if you're hungry, thirsty or a bit of both. So we coined the term 'Hungrythirsty' and introduced Oak as the cure.

An old school lounge singer reinvents an 80's classic as he, and his piano, take us on a tour of The Star to launch the revamped casino complex.

Samedi is an energy drink that's named after Baron Samedi - a voodoo spirit with the power to bring people back from the dead. We went to New Orleans to find a voodoo priest who would channel Baron Samedi and ask him to write and art direct our ads for us. 

The documentary of the journey screened on MTV. His ads appeared on TV, in social, digital and as fly posters. 

Wordstock is Portland's literary festival. To drum up excitement we filled the city with location-specific stories where each corner is a potential plot twist and every passer-by is a leading character.

We wrote 100 stories, gave viewers a map to find them, and the chance to write their own using #StoriesLiveHere

Frucor didn’t have anything to say about their new energy drink flavour, so we wrote some headlines that gave it a sardonic, sassy-pants tone.

Before ALDI was Good Different it was a cheeky little upstart of a supermarket that made heaps of cheap and cheerful savings-driven campaigns. These are some of my favourites.

My time at Mutt Industries was very rewarding.

I directed, I painted, I built a raft and sailed it down the Willamette, and made an 8-foot anatomically correct heart from rejected layouts which bled when we fired arrows into it. I was part creative, part account man, part community manager amongst other things. I learned a lot, and made some things I’m proud of.

Things I've directed, edited, half-made. It’s not a glorious collection but it’s my collection, and I’ve got a soft spot for this stuff.