Cannes in Cairns is Australia’s favourite adland creative festival. Featuring over 100 speakers it is where more than 1000 attendees find out what is new and next.

The Brief
Conceive, create and design engaging expo spaces for the festival sponsors that tell the brand story, engage the audience, takes inspiration from the festival location and stays within budget constraints.

Expo sponsors include: Foxtel, Samsung, LiSTNR, LADBible, Twitch, Taboola, StackAdapt and Teads.

Creative Direction
Art Direction

• More than 4,800 fans played

• 125 hours of gameplay across 16 days

• 174% increase in audience engagement year on year

A music-inspired activation designed to help tennis fans better understand Yonex's role as the official string partner of the Grand Slam tournament.

Yonex has been the official string partner of the Australian Open (AO) for five years. But fans at the event had a low level of understanding of the impact that the right strings can have on their game.

Tennis fans love the game. Many who go to watch the AO also play recreationally. We tapped into their passion for the game to tell Yonex’s brand story in a way that tennis fans could relate to–through play.

The result was Yonex Fine Tuned–a tennis-inspired music video activation to test the precision and accuracy of fans and showcased the importance of high-quality strings. The game itself combined on-screen content with a real tennis racquet-style guitar that featured four colour-coded Yonex strings running up its neck.

When a song played, the strings would come to life on-screen, with tennis balls running along them in time with the music. As the tennis balls reached the bottom of the screen the fan earned points by striking the corresponding physical Yonex strings protruding from the screen. The more accuracy and precision, the higher the score.

Yonex Fine Tuned was a smash with fans.

Brand Experience
Environmental Concept Design

ISSUE

IBM are an innovative and technology solution powerhouse, where their partnerships with agencies like NASA, has helped propel space exploration. As great as they are, there is generally a disconnect between what people think they do and what they actually do. GPJ needed to change this perception, and reframe the discussion when it comes to IBM.

INSIGHT

IBM are the leaders on cognitive technology and have discovered that Innovation lives at the intersection of humanity and technology, people and products, intelligence and emotion, art and science, design and business.

IDEA

Intersection
Where Humanity Meets Technology

To completely reimagined IBM’s main brand experience. THINK. GPJ delivered a brand narrative around the theme ‘Intersection: Where humanity meets technology’. GPJ then designed an experience that encapsulated this theme and curated innovative journeys where attendees could touch, discuss and be apart of emerging technologies that help humanity solve complex problems, from critical business growth challenges, to reaching the moon.

IMPLEMENT

Through design thinking, we delivered an experience that encapsulated IBM solutions and curated innovative journeys where attendees could touch, discuss and be apart of emerging technologies that is helping humanity solve complex problems. Countless workshops and ideation sessions helped drive our designs into what became a brand experience that changed perceptions and our strategic platform created a new norm for IBM.

RESULTS

Trended number 1 on live day, which was May 4th, beating the normal chatter surrounding 'May the 4th'.

Design Direction

To celebrate the launch of their new Rouge Volupté Shine lipstick YSL hosted Sydney's first ever Beauty Night Out.

GPJ was selected as the event marketing partner by YSL to produce launch at the Sydney Town Hall with a variety of makeup experiences and entertainment.

With over 400 VIPs in attendance special guests walking the pink carpet included special guest of YSL Beauty International supermodel Gemma Ward alongside models Jodi Anasta, Samantha Harris, Joanna King, Zoe Cross, Lola Van Vorst, Taylah Roberts, Monika Radulovic, Renae Ayris, Yaya Deng, and Zippy Seven.

#YSLBeautyNightOut

Art Direction

IBM Watson helps tackle melanoma. 

IBM partnered with MoleMap and Melanoma Institute Australia to undertake research to advance the identification of Melanoma. An inviting, educational and fun skin check and assessment facility identified skin conditions, captured data for future research and raised awareness to the 40,000 Bondi beach goes per day. 

This two-day event at the iconic Bondi Surf Bathers Life Saving Club over a busy sunny summer’s weekend saw beach-goers, surfers, life savers and even Sunday nippers talk with IBM Watson through a smart mirror extracting key information like their age range, gender and even if they were wearing sunscreen. 

This data was combined with weather information to determine the person’s risk of sunburn with the UV rating at the time of day. The de-identified data gathered from the assessments and checks contributed to IBM research in association with Melanoma Institute Australia and Molemap to teach Watson to detect melanoma. 

Art Direction

Wine Australia: Far From Ordinary was a showcase of the storytelling of Australian wine and wine making in an immersive experience.

Activating in New York the pitch was to surprise and delight the audience with in a poetic visual, audio and tasting experience.

Creative Direction
Digital Brand Experience
Art Direction

Client: IBM
Product: Watson API Technology

Promote IBM partnership with Fashion Designer Jason Grech to the general public through social media.

User allows access to Facebook photo album

Watson analyses a person’s fashion style, colour choices, fit, etc.

Watson suggests a dress from the Jason Grech collection best suited to that person.

Option to buy now and social media sharing.

#MyJasonDress

Design Direction

In celebration of the launch of new YSL Black Opium Nuit Blanche fragrance, the launch played host to a variety of experiences for consumers and VIPs alike, including a DJ performance by Flight Facilities and GG Magree, a bespoke YSL cocktail bar, lipstick engraving and make-up artists on hand.

Consumer attendance was driven via an online campaign and tickets complimentary for the first lucky 500 to collect their tickets from Myer and David Jones. With crowds around the block all tickets were collected within 27 minutes.

#blackopium

Creative Direction
Art Direction

Land Rover: Polo in the City is part of the Urban Polo circuit, which is the largest national polo series in the world.

Established in 2005, the award winning ‘Polo in the City’ series has cemented its position as Australian market leader within the premium, luxury and performance niche, in areas of hospitality as well as brand promotion.

Sponsors include: Land Rover, Pol Roger, Somersby, Politic, Asahi, Carat and Westfield

Sydney, Melbourne, Brisbane, Perth.

Design Direction

Sydney's iconic fashion, beauty and style event is powered by Australia’s best-loved publications including ELLE, The Australian Women’s Weekly and Cosmopolitan, and supported by Harper’s BAZAAR, SHOP Til You Drop, OK!, Woman’s Day, Dolly and NW as well as our headline sponsor, Myer.

The two-day ultimate fashion and beauty extravaganza took place in Pitt St Mall and Westfield Sydney, in partnership with Myer. Runway shows every 30 minutes featuring Australia’s top designers, insider workshops, free hair styling with The Dyson Supersonic and meet n greets with the fashion industry's biggest experts throughout the Pitt St precinct.

Creative Direction
Art Direction
Brand Experience Campaign

Client: Bring Cider

Phase One
: The InCider

Promote brand awareness of Bring Cider amongst young music fans as a brand of choice.

Phase Two: Hijack The Festivals

Our strategy will be to hijack the flooded cider market rather than sponsor.

Using the audience built during Phase One we will hunt for the next #bringincider through social posts during Australian music festivals.

Phase Three: Secret Gig

Invite new and previous #bringinciders to a secret, unique and intimate gig.

Recorded as a campaign bookend piece for online content with vox pop style interviews and revisiting original participants.

Phase Four: Gift Voucher

As part of the secret gig guests will be able to bring a friend but also using a social media tool kit be able to gift a cider to a friend who couldn’t make it.

This recipient will be able to store the drink voucher in their smart phone wallet and redeem their cider at participating bars and bottle shops.

Creative Direction
Art Direction
Brand Awareness Activation


Client: Yonex


Yonex is a Japanese manufacturer of sporting equipment for tennis, producing rackets, shoes, tennis balls, and other equipment.

For the Australian Open we will create a social campaign around Yonex sponsored tennis players and Spotify.

Prompted by players, fans will create playlists shared through Spotify and the Sounds of Yonex website. Selected playlist can be broadcast during match breaks creating theme songs for individual players. Each player will select the playlist that they would enjoy the most over such a competitive time in their calendar. The winner being acknowledged by their favourite player and receive tickets to the Australian Open finals.

#MyTennisRacket

Brand Activation

ISSUE

Yonex are the official stringing partner of the Australian Open, and one of the world’s oldest and largest tennis brands, yet no-one knows who they are. How do we promote their presence at the Australian Open while educating attendees on one of the most crucial tools for a tennis player – tennis strings.

INSIGHT

Tennis is still popular amongst young fans and players. Due to changing social climate and trends, this same audience are looking for changes to keep them intrigued and engaged, they are wanting to see new details in their sport that appeal to their culture. Our target audience are looking for a more engaging experience with their sport where physical performance and mental stimuli are key to keeping them engaged. The rise of e-sport programs and Pokémon GO are testament to this with competitive play key, but player strategy and data insights also play major roles to succeed.

IDEA

GPJ took the impressive statistics of Yonex strings and turned them into a high-intensity, high performance activation that is competitive, fun and shareable. Using the Yonex’s partnership with the Australian Open as the core inspiration, ‘Tension Always Wins’ communicates the message that perfectly strung racquets are not only the cornerstone for any winning match, but Tension is the desire that drives you to win.

IMPLEMENT

Under my leadership, a live action game is being delivered where the user can select their favourite Yonex player and try and match their racquet tension in a game of precision and strength. The game uses bespoke code connected to an industrial tension weigh which will calibrate the tension strength depending on each player creating a handicap. The game highlights;

• A strategic narrative and compelling theme

• Fresh angle on a historically corporate tennis brand including lock-up and complete service design

• Digital activation to enhance engagement and collect data to help promote sales growth and inlfuence brand perception

RESULTS

1,200 players recorded a day at the australian open

Twitter engagement increased 444%

125hrs of game time played

Brand Activation

ISSUE

Pepsi are seen as the challenger brand in the Australian soft-drink market with Coca-Cola owning the main market share. Pepsi wanted to insert themselves into conversations around Coke in order to remain relevant with the soft-drink audience.

INSIGHT

Coca-Cola was currently in negotiations around renewing their landmark sign sitting in Sydney's Kings Cross. At the time this conversation was trending via various social networks in Sydney as the idea of the Coke sign not being there was of 'cultural' and 'landmark' importance.

IDEA

Hi-jack the sign to show Coke they should just renew and not take life so seriously. But instead of actually building a neon-sign, GPJ where going to create the mother of all pranks. We were going to use a mixture of live footage and post-production mastery to compile short 10sec videos, which appear to be taken live on the streets of Kings Cross with hype and excitement around the hi-jack. Then we would leak the videos socially and to various media outlets and then watch the mayhem unfold.

IMPLEMENT

PROJECT WAS CANCELLED 24HRS AFTER GREENLIGHT FOR LEGAL REASONS!