Campaign Brief

1 week ago | campaignbrief.com | Ricki Green

The SBS Media Sustainability Challenge is an initiative offering brands and agencies $500,000 in free advertising inventory for the best TV creative normalising sustainable behaviour and highlighting better environmental consumer practices. The winning ad will also receive consulting services and training through Sustainable Screens Australia to help ensure the advertisement meets best practice for sustainable production.

1 week ago | campaignbrief.com | Ricki Green

The first recruitment campaign, ‘Join a team you can count on,’ has begun rolling out around the country, building on the brand platform ‘Run Deep’. It highlights how the Defence Force achieves epic every day through teams of every size, shape, and scale, proving that nothing exceptional is ever done alone. The campaign has been developed and led by Special in collaboration with world-leading animation house Assembly, and in partnership with MBM for integrated media buying.

1 week ago | campaignbrief.com | Ricki Green

The Kitchen brings together bespoke WPP teams, with cross capabilities from creative and content provided by T&Pm Australia & New Zealand, media by EssenceMediacom, and production by Hogarth, as well as social and influencers. The Kitchen also collaborated with Enthral for PR. The Kitchen team has delivered the campaign across all PESO touchpoints to connect Masterfoods into Australian culture.

1 week ago | campaignbrief.com | Ricki Green

The new campaign brings a stark truth into the spotlight: NT drivers are around four times more likely to die on the road than the national average. Through stripped-back visuals and a direct, emotional message, the campaign doesn’t shy away from the Territory’s devastating road toll. Instead, it asks one powerful question: If you’re not OK with that, why drive like you are? Says Will Oliver, MACC Commission: “We want Territorians to stop and think before they get behind the wheel.

1 week ago | campaignbrief.com | Ricki Green

Says Ross Candido, VP ANZ at Meltwater: “Australians are showing up in force online this election, but it’s clear from the data that emotional fatigue and scepticism are running high. What we’re seeing is a real shift—not just in what voters care about, but in how and where they’re engaging. Influencers and social-first content are driving the conversation, far outpacing traditional media.