These films are part of the first integrated brand campaign for Facebook in its 11 year history. They were filmed with director Mike Mills in six cities (Los Angeles, San Francisco, New York, Bangkok, Mumbai, London) and utilized non-professional real people in 190 roles across 93 scenes. The campaign has since rolled out to multiple markets including Canada and the UK.
Part of the Live campaign that debuted in October 2016 as the single largest integrated campaign in Facebook history utilizing TV, Out Of Home, Paid Online Media and On Platform channels. All video content used in these films were taken directly from the Facebook Live product for full authenticity. Easily the most complex and ambitious project run out of The Factory to-date, involving a team of 7 producers, 20 creatives and 200 vendor partners creating 100+ unique pieces of content out of a shared space in LA. The Tutorial Films and Vignettes played nationally in USA and UK markets. As Techcrunch put it, "Facebook’s efforts to own the verb 'Live' are paying off."
Awards: AdWeek Digital Brand of the Year, AdWeek Digital Hot List
This project was touted by senior clients as the most culturally significant marketing they had done in over 40 years and was personally screened to John Kerry, U.S. Secretary of State. The most awarded campaign for both Coca-Cola and the Leo Burnett network at Cannes 2013 and the only Australian entry to make the inaugural Innovation Lion shortlist. The film has over 1,800+ comments and was featured in Fast Company, Forbes, Huffington Post and PSFK, among others. It took over a year of development and required coordination between four countries. Further personal thoughts can be found here: medium.com/your-mind-is-a-weapon/6ef817de6817
Awards: AdFest (Grand Prix, Innovation, 1 Gold, 4 Silver, 4 Bronze), AWARD (4 Silver, 3 Bronze), Branded Content and Entertainment Awards (Gold), Big WON Report (#6 most awarded idea in the world), Cannes (3 Gold, 2 Silver, 4 Bronze), Clios (1 Gold, 2 Silver), D&AD (Direct, White Pencil), Gunn Report 2014 (#11 most awarded idea in the world), MOMA New York Permanent Film Archive, Kinsale Shark Awards (Gold, Silver), Leo Burnett HumanKind Communication Award, London International Awards (3 Gold, 1 Bronze), IAB Mixx Awards (Best of Show, 2 Gold), SHOTS Awards (Interactive Idea of the Year finalist), the ANDY Awards (4 Gold), Spikes (2 Gold, 1 Silver, 5 Bronze).
A truly integrated campaign combining a GPS-driven native Android app, a registration microsite, ambient installations, animated films, digilites, fulfillment, mobile billboards, outdoor, packaging design, press, point-of-sale, radio, social media and various other support components. This was one of three projects selected by Samsung HQ for global funding. It debuted as a pilot program in a heavy road-fatality region of NSW and resulted in the lowest death toll since 1936. The intention is for S-Drive to become a factory default app on all Samsung devices globally.
Awards: AdFest (Grand Prix, 3 Gold, 2 Silver, 2 Bronze), AWARD (5 Silver, 4 Bronze), Cannes (3 Silver, 2 Bronze incl. first Mobile Lion won by Leo Burnett Sydney), Clios (2 Bronze), Kinsale Shark Awards (Gold, Silver), London International Awards (2 Gold), One Show (3 Silver, 1 Bronze), Spikes (3 Silver).
Run That Town is a game experience that allows the player to control any postcode in Australia using real-life Census data. Within two weeks of release, it was the #1 Entertainment App in the country and featured on Apple's New & Noteworthy section. A unique production experience that took over a year to complete and touched facets not normally covered in advertising: game design documentation, game engine creation, playtesting for game experience and rigorous alpha-beta-release evolutions. Download for iOS: http://bit.ly/run-that-town
Awards: AdFest (Silver), AWARD (Silver, Bronze), Branded Content and Entertainment Awards (Gold, Bronze), Cannes (Gold - first Creative Data Lion won by an Australian agency), Contagious, D&AD (In Book, Nomination), Epica (Bronze), FWA Mobile of the Day, Gizmodo, Google Creative Sandbox, IAB Showcase 8.1, One Show Interactive (Gold, 2 Merits), The Webbys (Nominee, Honoree).