SMART worked with Frasers Property Australia to create the community newsletter 'Realm' for Hamilton Reach.
SMART developed a creative strategy and solution for Lacey Group's flagship project on Jefferson Lane.
In addition to the full creative development, roll out and media for Morris Property Group’s OTTO Mermaid Beach project, SMART concepted, designed and managed the fit out of the Sales Display.
What do you get when you combine a contortionist, a caulking gun, and a very small box? An ad for Monarch Mini, of course.
SMART has been working with Auswide Bank, formerly Wide Bay Australia, for over 10 years. Following the launch of its re-brand last year, we were commissioned to develop the very first brand TVC campaign for this exciting new challenger brand.
To taste and enjoy the Dodoni brand is to truly taste the essence of Greece. So SMART was asked to show how Dodoni is truly the finest Greek dairy in Australia.
SMART was asked to completely overhaul the Vision Australia communication platform, starting with a new call to action that would connect viewers to what Vision Australia do for the children in their care.
Our Gold Coast office is seeking a super talented, speedy creative and all-around great person to join our Gold Coast office as a Junior Designer/Finished Artist.
Perfectly blue skies, crystal clear water, bright green scenery and glistening sunsets are just a few things you'll find on Hamilton Island. Whitsunday Apartments Hamilton Island (WAHI) is located in one of the most beautiful places on Earth and we've had the pleasure of working with the WAHI team since 2012.
However you use your local aquatic centre or health club, it forms an important part of our recreational lives. From school swimming carnivals and swimming lessons through to group exercise classes and time spent speeding down water slides, these local destinations are key places we grow and learn.
Learning to swim is undoubtedly one of the most important rites of passage for every Aussie child, especially in Queensland. Swimming lessons hold special places in our hearts and it was our pleasure to work on the new website for Rackley Swimming.
If fonts say so much about a person or a brand, surely they must be pretty unique. This week got us wondering, if fonts were people, what would they be like?
In this week’s ‘Flush’ Back Friday we pay homage to great campaigns that have transformed household commodity products into global advertising successes.
As part of the creative development for The Hamilton we completed a beautiful sales office fitout. The project included all internal and external wayfinding signage to create a minimalist and open plan sales track.
What is the Meaning of Liff? And, indeed, what is the meaning of this post? We want to pay homage to a severely underrated book in modern society. A book that aims to broaden your horizons and treat your vocabulary to a myriad of new words you can include in day-to-day conversation.
To be or not to be? That is the question Shakespeare pondered many moons ago. Now, in the midst of the social media age, we find ourselves faced with another baffling question: To hashtag or not to hashtag?
There’s no reason today’s Tinder technology should be reserved for human and pet romantic endeavours. Media channel hook-ups could be as easy as a right swipe of your index finger. Hubba hubba. According to the Warc International Ad Forecast 2014/15, newspaper advertising is being ripped to shreds, decreasing by 25% last year. TV advertising is being turned off and radio is expected to lose its mojo by around 2%. All the while, the smarmy digital media and out of home are smugly basking in the glory of being hailed the best performing media channels this year.
This week, after indulging in one, two, (ok, four) bags of chips, we have been reminiscing about some of the unforgettable ads for our favourite snack. From masterfully catchy jingles to a crazy, a colourful character and a flavourful consumer invitation, these ads never fail to amuse and tempt us towards the salty, crispy bags of happiness.
The Brisbane suburb of Hamilton is in the throes of one of the largest urban renewals since South Bank. With competition on every corner, marketing for The Hamilton needed to command attention and showcase the unique residential experience on offer.
Brick-like paper directories may soon become a thing of the past, but we Australians sure will remember them fondly. Over the years they have faithfully served us as effective door stops and free footstools.
We see you there, with your egg avatar. We see you overusing the hashtags and navigating your way around @ symbols and "trends". Welcome to the Twitterverse.
As passionate ad folks, content creators and all-round social fiends, we wanted to use our industry prowess to put together a list 10 people and brands that would give you a well-rounded twitterverse around the pillars of advertising, design, copywriting, inspiration and of course general humour (we all need a laugh and a few puns here and there).
In stuffy, overwhelming, awkward heat, nothing is better than a cold lemonade. As soon the chilled, fizzy bubbles hit your lips, you’re instantly relieved.
As part of the creative development for The Beach Apartments Broadbeach we completed a beautiful sales display fitout. The project included all internal and external signage to create a cohesive and smooth sales track.
Brands have been using the surf lifestyle in campaigns for years, across a huge range of sectors. As the Gold Coast prepares for the Quiksilver Pro this weekend, we thought we would take a look at how surfing in advertising has evolved.
We live in a very fortunate world where we have a lot to be proud of, and a lot to protect. But despite all of the gadgets and assets, our most treasured possession will always be family.
There was a big American sporting game on yesterday but most of the attention was directed to the ads and Katy Perry's left shark.
In honour of hills hoists, boxed wine, Southern Cross tattoos and this bloody great day of national pride, we thought we would take a stroll down memory lane and remember some of our favourite Aussie ads.
Wide Bay Australia was formed in regional Queensland nearly 50 years ago, with a passion for local communities and delivering exemplary customer service. We were tasked with redeveloping their website to create a smoother user experience, clearer information structure and enhancing the strong community connection and superior customer service.
It’s a truth acknowledged amongst all breakfast lovers, led by the King of Breakfast food, Ron Swanson: Breakfast is the best meal of the day. So when we were commissioned to develop a brand strategy, creative development and content marketing strategy for a new breakfast product, we were egg-stremely egg-cited.
Would you buy a townhouse in Mordor? A holiday home in Azkaban? Or perhaps an apartment in Airstrip One might take your fancy? It may be a niche market but like all things, properties and places are entirely subjective. And it got us thinking about how one person’s worst nightmare might be someone else’s dream house.
Pure and simple, popcorn makes people happy. We wanted to develop a creative platform that celebrated all of those things that make us happy, and to show that when a little popcorn kernel gets all worked up, they too burst with happiness.
This Christmas kikki.k’s founder and creative director, Kristina Karlssson, invites you to share in the magic and joy of a Swedish white Christmas. Complete with snowflakes, trees, a red house and a little touch of gold, the new collection is inspired from Kristina’s own childhood memories.
Our Gold Coast office is seeking a super talented, speedy creative and all-around great person to join our Gold Coast office as a Junior Designer/Finished Artist.
With an office on the beautiful Gold Coast, we are incredibly passionate about the city. It’s a truly unique lifestyle, celebrated and envied the world over. Here, sun-drenched beach days merge into alluring city nights. We were excited to be given the opportunity to develop the name, strategy and full creative suite for Broadbeach’s latest collection of apartments. The Beach development will encompass a 35 story residential tower featuring 1 and 2 bedroom apartments with city and ocean views.
Ah Christmas. It’s that special time of year where retailers go a little bit crazy bustling for your hard-earned Christmas cash and go to great lengths to convince you that their miscellaneous product or service would make the PERFECT Christmas gift for your son/mother/significant other. And sure, there are some fail-safe gift guides; this is not one of those guides. This year, we’ve compiled our own list of fabulous gifts to save you from the horror of that frantic last minute dash through the stores. Some of these may or may not have been inspired by real life gifts we’ve received.
It’s three letters long, is ushered with more cheese than a Doritos-laden dustpan and is followed by a classic Cheshire smile. Hello, my name is Lachlan, and I said, “Yes”. Step aside, Optus, because I said “Yes” to an internship with SMART.
We know that art is subjective and we all interpret things differently. But sometimes you have to wonder how some designs managed to make it through an entire team of creatives, clients and producers. Why didn’t anyone notice the gigantic packaging design possessed, ahem, phallic qualities?
Kim Kardashian #broketheinternet this week when her famous derriere appeared on the cover of Paper Magazine in all its natural glory. To us, the photo looked strangely familiar, and we couldn’t figure out why. It wasn’t because she’s posted racy photos before, this was something different. All of a sudden, it clicked. The cover bears a striking resemblance to the winner of a campaign we created in 2008 for mX.
There are some people who just seem to be irritatingly good at everything. Annie Price is one of them. She began her career as an Art Director but would be more appropriately described as an Art Di-Writer – a rare breed, equally talented in both designing and writing. As part of our Breaking In series, we were lucky enough to steal some of Annie’s time to chat about how she started in the ad industry, overcoming obstacles and the work she’s most proud of.
With endless social platforms at our fingertips, this is the age of digital exhibitionism. We carefully select our profile pictures, update our network of friends on our latest accomplishments and take great ownership over our online personas.
They say a picture’s worth a thousand words and in advertising, the proverb is true. Photography plays an important role in creating a distinct and recognisable brand identity and great photography can have a huge impact.
Boasting a swag of awards including 2014 B&T 30 under 30 Winner and Cannes Chimera Winner, Naked Communications’ Creative Director Tristan Graham is one extraordinarily talented human. We recently caught up for a virtual coffee and asked Tristan about the early days of his career as part of our ‘Breaking In’ series.
“The person who risks nothing, does nothing, has nothing, is nothing, and becomes nothing.” – Leo Buscaglia
In honour of the AFL Grand Final this weekend we’ve dedicated this Flashback Friday to some of the great campaigns our friends at the AFL have created.
Spring teases us. Between the sunny days and blossoming flowers, summer beckons, inviting us to bask in long summer days and indulge in balmy nights. Spring is also when summer campaigns start to appear to showcase this season's fashion offering.
A celebrity’s close proximity to our own lives offers a potential for influence even bigger than Kanye West’s ego. But why do some celebrities have bigger brand power than others? What is it about them that captures our attention?
As people who are passionate about creative advertising, we are always fascinated by the journeys of the leaders in our industry. We recently interviewed Dan Gregory as he was in between flights and asked him a few questions on the early days of his career as part of our ‘Breaking In’ series.
Technology is great isn’t it? I mean, who doesn’t enjoy passing by their favourite digital vending machine that remembers your order, live tweeting a magical flight tracking billboard and having their can of Coke delivered by a drone?
Fashion says a lot about a person. It expresses who we are. It can reflect our personality, our mood and the time and trends we live in.
Remember the days before online shopping? Before checkout chicks were replaced by machines? This week we were reminiscing about those ancient times, so we decided to take a look at one of our past campaigns for FoodWorks.
When was the last time you clicked on a banner ad? Watched TV ads in full without reaching for your phone? While you might struggle to remember, during the Offspring ad break chances are you watched a video one of your friends shared on Facebook, or clicked on a link from your favourite page.
The end of the week has a very distinct taste. It’s a touch of relief mixed with a dash of fatigue, a large dose of joy, with a strong after taste of possibilities. It tastes like Friday. Friday’s glorious taste inspired this week’s Flashback Friday, a campaign we created for Jagermeister.
Rarely a day goes by without some kind of Instagram inspired news story and we will admit to indulging in the celebrity gossip from time to time (read: every day). This week it's all about Lily Allen and that photo which spurred us to take a stroll down memory lane.
Hot on the wheels of Anna Meares’ success at Glasgow (pun intended), the Commonwealth Games are in full swing so we thought we’d jump on the trending bandwagon, because we’re all about relevancy here at team SMART.
Nostalgia is a powerful emotion. It’s kind of like the brain’s natural Xanax, flooding our bodies with wonderful memories. It’s probably why Flashback Fridays and Throwback Thursdays are so popular.
Sometimes inspiration comes from unlikely places. In this instance, inspiration was all around. Literally. Standing underneath beautifully tall trees in the leafy suburb of Bardon, we collectively felt calmer, more relaxed. So when it came to naming the incredible new development by Pradella, it seemed obvious. It was Canopy.
Every now and then, an opportunity comes along that compels us to really take a step back and appreciate how lucky we are to do what we do. This is one of those times.
Every year, adfolk from around the world emerge from their florescent hollows and don their finest pastel-hued linens and boat shoes to descend on Cannes France for one of the world’s largest and most hyped industry awards, the Cannes Lions.
For all its virtues, the internet can be a little like a black hole sometimes. You start off searching for a hairdresser and before you know it, you’re scrolling through a gallery of top celebrity hairstyles or researching hairdressing apprenticeships.
Here at SMART, we wholeheartedly embrace individuality. Each to their own, we say. And sometimes that means you have to accept that some people’s idea of fun includes barreling down snake infested rapid rides, jumping on Tarzan swings so fierce that they bruise your eyeballs, and risking being electrocuted by a kayak.
An international pop superstar and a bunch of sweaty dudes running around on a muddy football field seems like an unlikely combination. However, much like chocolate and chili, sometimes the unlikely combinations are the best.
Content marketing is the buzzword of 2014 but it’s been around for a lot longer than you’d think. One of our favourite Aussie examples of content marketing dates back to 1978 and was created to promote the World Series Cricket.
It’s Friday afternoon. You’re scrolling through your newsfeed, liking the occasional meme and cat video. Then you see it. A status update that shares way too much information about a friend, family member or acquaintance’s personal life.
What do rat tails, chain wallets, slap bands, choker necklaces and bucket hats have in common?
Over the years Tourism Australia has had some controversial and highly successful campaigns. One was banned in several countries, and another contributed to our reputation as prawn loving crocodile wrestlers. We hope you enjoy this Friday’s stroll down memory lane. It’s fun to revisit old campaigns and it’s interesting to reflect on how advertising has evolved into the complex omni-channel beast it is today.
Tensions were running high in the office this week. All of us are Mac users through and through, except for Tim C, who is a PC and Windows devotee. Logic aside, a few days ago, we were in the throes of a fierce Mac versus PC debate. For this Flashback Friday we thought we would take a wider look (outside SMART) and revisit one of the advertising campaigns that began the Apple revolution.
You may have noticed an increase in the number of people wearing ugg boots in public, layering scarfs upon coats upon jumpers and desperately clinging to steaming hot cups of coffee. It can only mean one thing. Winter is coming.
In the fast moving consumer goods market, it’s pretty easy to get watered down. Especially when what you’re selling is water and the market is flooded with brands offering filtered, sparkling, vitamin infused and flavoured varieties. Puns aside, towards the end of 2009 water brands were getting a little desperate, practically begging for a place in customer’s lives. And you know what they say: sometimes, you’ve got to be a little mean to keep them keen.
Here at SMART, we have been working closely with the Gold Coast Waterways Authority to develop their 10-year strategy document to guide the allocation of resources. However, our main challenge was to convince the good people of the Gold Coast to care enough to have their say during the community consultation phase. With three other consultations running concurrently, we needed ours to stand out, grab attention and implore people to give us a piece of their mind.
Even before we learn to read, a few shiny pages can be mesmerising. We are easily captivated by the beautiful things that grace glossy paper sheets. Colourful pages that tap into a raw and all too human emotion; the need to shop. Of course, we’re talking about catalogues.
The Gold Coast is known for many things – gorgeous beaches, bikini clad women, the tallest building in Australia, surfers, Cody Simpson who sang that song once, but a thriving and diverse cultural scene probably isn’t bustling to take out the top spot on the list.
These days virtually any task can be checked off your to-do list without leaving the snuggly pants-less comfort of your bed. In fact, we’ve become so accustomed to being able to do absolutely everything online from groceries (best.invention.ever) to finding a new, erm, “life partner” with the simple swipe of a Doritos stained finger across a screen, that we’ve forgotten what things were like before.
We recently suffered a biro shortage in the office and it inspired us to pen (pardon the pun) this week’s Flashback Friday about our 2005 campaign for BIC pens. Fortunately for us, the biro shortage was short lived and the extent of its damage was having to use a fineliner for a few days. This time, we were lucky. As we discovered in the BIC Fail Safe campaign, the consequences can be much more extreme.
Sixteen years ago I lost a job that I loved very dearly. I had been working at Ogilvy & Mather for nearly ten years, having landed my first industry role there as the ‘despatch boy’. I’d written letters to Managing Directors asking for meetings and finally, a very kindly John Peters gave me my first break at what was then just O&M. A ‘boy’ I was too, at only 17 years of age and I thought I was the luckiest guy on the planet. Where else could I swipe double movie passes out of the mail, (passes that were supposed to go to the Media Director) and then hit on junior account managers by showing off my opening night movie premiere tickets. Ah, the despatch boy ‘salad days’.
Log onto virtually any social media platform and in amongst the barrage of banal updates from pseudo friends and narcissistic selfies, there is a never-ending smorgasbord of visual hilarity by way of the humble meme. Memes capture a funny pop culture moment, idea, behaviour or relatable social situation. They spread rapidly through the channels of social media, reposted and shared by hundreds of users and brands.
From the war of the supermarket giants to the Samsung/Apple smartphone feud, the retail marketplace is a battlefield. Relentless campaigns and catchy TV ads fly across food courts, over escalators and into our homes like swords and arrows on a medieval battleground. When a fierce war for the best Angus Beef Burger broke out in 2006, Oporto was under pressure to join the fight.
For Flashback Friday this week, we wanted to take a look at a product that was one of the leaders in self expression. These days, you can pretty much customise anything. From designing your own shoes on Shoes of Prey, furniture with NOMI, to personalising your Porsche, there are few limits to the concept of ownership and how we literally leave our mark. When it comes to artistically enhanced footwear, Adidas were one of the pioneers.
The poor Australian Apple had been the subject of a lot of nasty rumours. Apparently, apples make you fat, cure cancer, give you cancer, rot your teeth, clean your teeth and both lengthen and shorten your life expectancy, all at the same time.
It may come as a bit of a shock but vinyl is on the rise. The medium is showing huge growth for the first time in about thirty years. ARIA reported in 2013 that while digital sales enjoyed a revenue growth of 0.5% vinyl smashed them with a 77% growth for the year. Most people are content with blaming ‘the hipsters’ for this strange turn in format consumption along with the prevalence of single speed bicycles. However with International Record day coming up soon we thought we’d try to explain why people have started buying back into analogue magic.
The ‘breatharian’ diet has been getting a lot of media attention lately – a diet where you supposedly survive off air and light. It reminded us of two fabulously superficial individuals from our Glaceau Vitamin Water Beautiful People campaign.
When it comes to drinking, sometimes Aussies can be a few stubbies short of a six pack. When a former Prime Minister downs a beer in 10 seconds and a cricket legend (who is, let’s face it, probably more well-known than any of our PMs), sets a record for drinking 52 beers on a flight, Australia’s drinking culture speaks for itself.
As the last of the year’s awards are awarded, McCann Worldgroup Australia celebrates what is being lauded the most incredible year in our history. With over 200 awards from 15 client campaigns, it's an amazing time to be part the McCann Worldgroup network. That, friends, is a fantastic reason to celebrate. So celebrate we did. Three amazing Agency of the Beer parties across three amazing states. Here’s a few of the highlights from Queensland’s Agency of the Beer party.
There’s a pair of shoes on ebay that are going for close to sixteen million dollars. They didn’t belong to Winston Churchill or Michael Jordan and they’re not made from albino rhino leather. In fact, to most people there is nothing particularly extraordinary about them; they’re made in China, they have rubber soles and they were bought at a Footlocker. So why on earth would anyone pay sixteen-flippin-million dollars for something you wear with a tracksuit? Kanye West, that’s why.
Inspired by the recent announcement that Kanye ‘Yeezus’ West will be gracing our shores later this year with yet another brilliantly extravagant tour, today’s Flashback Friday is dedicated to a campaign we did for STA Travel that invited people to embark on their very own World Tour and unleash their inner rock god.
As one of the most awarded creatives in the industry at this precise moment in time, you might assume John Mescall, Executive Creative Director at McCann, boasts an inflated sense of self that is further affirmed every time he moves through the foyer of the McCann Worldgroup office and is greeted with the myriad of awards that line custom-built shelves. However, on the contrary, he is incredibly humble about his achievements and personal successes.
It’s pretty fair to say that we love Friday’s. There’s something wonderful and inspiring about them. Like the craziest ideas might just be crazy enough to work. Speaking of work, and crazy ideas, each Friday we will be rummaging through the SMART archives and digging up a campaign that made, and continues to make, us happy.
On Monday morning a team of wild horses lost to a team of sea eagles in game that took close to four and a half hours to complete. Don’t ask us why it takes that long; or who scored a ‘goal’; or for that matter why the umpires throw little flags at people and carry around giant arrows. The entire game is beyond us. But every year without fail SMART and every other advertising agency in the world tunes into the Superbowl. Why? The Ads!
2013 brought many gifts to social media. Vine, Instagram Video, Twerking…wait, what?
It’s not everyday that you’re asked to write your own bio. However on their first day at SMART Tim and Ryan were asked to knock up a few words about themselves. What followed was a week of hair pulling frustration, pained keystrokes and an overworked backspace button.
Fiona joined SMART in January 2014 after completing a double degree in Journalism and Law at Bond University.
Here at SMART, we take our clients business pretty seriously. So when Jim’s Mowing announced they were attempting to push a lawnmower from Hobart to Brisbane to raise money for Movember, we knew it was going to be epic.
Our Gold Coast office is seeking super talented, creative and all-round great folk to fill a couple of fantastic (read: rare) openings for a Senior Designer/Art Director and a Social Media Co-ordinator.
Maya started at SMART Melbourne in August of this year and since been busily working on retained clients and new business opportunities, as well as campaigns for kaboodle kitchens, Sibelco, Melbourne Airport and Pioneer just to name a few.
It’s almost that time of year that transmutes formerly dashing gents into walking, talking billboards tasked with changing the face of men’s health by sportin’ a ‘stache. Our Gold Coast SMARTies have been toiling away on an exciting social media strategy that will track the progress of this ambitious journey and raise awareness for the cause.
Here at SMART, we have busily been working on transforming the new sales office for Riverside West End and we are proud to say that it is finally complete.
In the age of #foodporn and #cleaneating and with shows like Masterchef and My Kitchen Rules dominating our tv, everyone wants to think that they're a little bit of a chef. So for this week's Flashback Friday, we thought we would revisit the Find Your Inner Chef campaign we produced for Gourmet Garden.
Check out our new campaign for premium Pioneer product LX Receivers.
As part of the creative development for Riverside West End, SMART were commissioned to create an extensive library of photography for use on all marketing material and advertising for the life of the property development.
This year, McCann Worldgroup sent four young delegates from Asia Pacific to attend the Cannes Lions Young Account Executive Academy that formed part of the International Festival of Creativity. I was lucky enough to be one of them.
In a category awash with ill-conceived and poorly realised collateral, Australand asked SMART to move them into a completely new space. The 'mash up' of an international fashion shoot with a gritty 'Brooklyn bridge' design motif takes them into uncharted territory.