Posts by Plots Master

Connecting Plots Appoints Leadership Team

Creative agency, Connecting Plots has appointed a new leadership team to help shape and accelerate the performance of the agency during a period of growth.

The new leadership team is made up of owners, Tom Phillips, Sophia Kang and Dave Jansen with the newly added support of senior members spanning the company’s strategy, creative, accounts, and studio departments. Included in the new leadership team are Gemma ap Geraint – Client Partner; Chris Johnson – Creative Director; Bonnie Ledsam – Senior Integrated Producer & Studio Lead; Mary Morrell – Creative Services Director; and recently appointed Partner, Tim Collier, Head of Integrated Strategy & Planning.

Founded in 2018, Connecting Plots has grown to approximately 30 people with the independent agency working alongside notable clients including Nestlé, Menulog, Tourism Australia, Fantastic Furniture and Electrolux. 

“We’ve been exceptionally fortunate to experience such growth over the past few years but our focus is firmly on the next three years,” said CEO, Tom Phillips. “We’ve taken time to establish the right mix of leaders who are driven by ambitious creative work and focused on delivering effectiveness for our clients. I am confident we’ve got the right people on the team. Each and every one of them are proven leaders in their own right, be it from large corporates, agile independents or network agencies – I’m excited about what we can achieve together.”

In this new role, the team of eight will build on the agency’s established foundations and culture whilst evolving the offering to future proof the needs of their clients and talent.

The leadership team is the next senior advancement for Connecting Plots, who have also been working closely with award-winning industry leader and business growth specialist, Chris Savage for the past 12 months. In his role as chairman, Savage has been helping the agency accelerate its growth and ensure it is delivering the highest value to its existing clients. 

“I’ve loved working with Tom, Dave, Sophia and the team at Connecting Plots over the past year,” said Savage on his role as chairman. “It is a great privilege to work with highly talented, energetic and entrepreneurial leaders and I’ve seen the company go from strength to strength in my short time working with them. This new leadership team will help accelerate the business to the next level of scale and effectiveness.”

Menulog Want You To ‘Treat Yo’ Self’ In New Campaign By Connecting Plots

Menulog has launched ‘Treat Yo’ Self, a new retail platform led by creative agency, Connecting Plots.

The initial campaign showcases Menulog’s wide range of cuisines, restaurants and meals fit for any occasion by celebrating the hundreds of ‘little win’ excuses for customers to succumb to their cravings and order from Menulog. And any old reason will do. 

Launched on Sunday 3 October, the campaign is rolling out across YouTube, Facebook and Instagram via a series of short-form films that spotlight different fun and timely at-home moments that warrant the need to ‘Treat Yo’ Self’. The executions range from having to wash a very cranky cat, pwning an 11 year old on a video game through to managing to keep a plant alive for longer than a week. 

“Who doesn’t love the anticipation of that burrito, burger or bhaji landing at the front door? Especially of late,” said Chris Johnson, Creative Director at Connecting Plots. “And with the added bonus of seeing a new face, albeit masked, then any excuse will do to Treat Yo’ Self with Menulog.”

“These last two years, more than ever, we’ve had to learn how to roll with the punches and treat ourselves to even the smallest of wins,” said Menulog’s Head of Brand, Fiona Bateman. “Menulog is all about delivering joy – that instant satisfaction that comes with having your exact craving arrive on your doorstep so this new campaign encourages our customers to embrace those moments, especially while they’re spending more time at home. You know you deserve it.”

“This is exactly the kind of work we aim to create for our clients” added David Jansen, Creative Partner at Connecting Plots. “Work that not only stands apart in channel but is also designed to get talked about and be popular.”

UNCLE TOBYS Launches into Plant-Based Milk Category with New ‘Oat Milk’ Campaign by Connecting Plots

Nestlé launches into the plant-based milk category with a brand new UNCLE TOBYS Oat Milk campaign led by Connecting Plots.

Tasked with introducing the new oat milk range into the cluttered and fast-growing plant-based milk category the campaign draws on the 125 year reputation of UNCLE TOBYS as a trusted oat brand to deliver a simple and concise campaign message – that Australia’s favourite oats are now available as oat milk.

The campaign rollouts across digital, social and out of home promoting the deliciously creamy product range which includes Original Oat Milk, Barista Style Oat Milk and Oat & Almond Milk.

“We’re delighted to have been entrusted with launching this new product for UNCLE TOBYS into the Aussie market,” says Connecting Plots’ Group Managing Director, Tom Phillips. “UNCLE TOBYS Oats comes with an incredible legacy – that red box has been a staple in our pantries for years.”

“Oat milk is the fastest growing emerging segment in the plant-based milk category,” adds Nestlé Business Manager, Anna Stewart. “There’s no denying we love and know our oats at UNCLE TOBYS so this was a very natural progression for the brand. We’re really proud of the result – it’s delicious and creamy and, just like our oats, Australian made.”

The UNCLE TOBYS Oat Milk range is available for purchase from the long-life milk aisle at Coles and select IGAs.

Connecting Plots Launch First Work For Schwarzkopf Following Recent Pitch Win

Connecting Plots has launched its first major campaign for Schwarzkopf following their recent appointment as digital creative agency for Henkel Beauty Care ANZ.

Building on the last 18 months which increased the need for DIY hair care, the new Schwarzkopf Brilliance campaign aims to ensure consumers maintain the confidence to create their own unique style at home with professional quality hair colour.

The new campaign surrounds the relaunch of the Schwarzkopf’s hero permanent colour range, Brilliance, which has introduced a new look and feel. Tying in with the creative platform ‘Create Your Style’, the campaign showcases the bold colours within the Schwarzkopf Brilliance range and educates consumers on how to use the easy-to-apply products.

“Since the start of the global pandemic, people have had to embrace at-home hair colour more than ever,” says Connecting Plots’ Group Account Director, Gemma ap Geraint. “Schwarzkopf has such a trusted reputation in this space, so the new Brilliance campaign is the perfect opportunity to showcase how easy it can be and the amazing transformations that are possible from within your own home.”

The campaign for the new Brilliance permanent hair colour range will roll out across digital, social & influencer channels and will include everything from how-to’s, tips and tricks and before and after transformations using the Brilliance range.

“We’re so excited to launch the new Schwarzkopf Brilliance creative campaign with Connecting Plots,” says Lauren Gooch, Schwarzkopf’s Digital Communications Manager. “The campaign is strong and vibrant and speaks to our audience in relevant contexts where we know they are seeking inspiration for hair transformations.”

Working alongside media agency, Wavemaker, the campaign launched on Wednesday 28 July and is the first major strategic campaign for Connecting Plots since commencing work on the account in May of this year. The new agency relationship follows a competitive pitch for Henkel earlier in 2021 that will see Connecting Plots design and execute all digital campaigns for Schwarzkopf from now through to 2024.

“Throughout the pitch process Connecting Plots displayed a deep understanding of our challenges and demonstrated outstanding expertise in creative and digital,” says Schwarzkopf’s Head of Marketing, Christina Walle. “We’re thrilled to be working with them and are excited about what we can achieve together.”

Some Bite-Size Brand Building For New Cinis Minis Churros

Some bite-size brand building for the new Cinis Minis Churros cereal by Nestlé. We were tasked with launching the US brand into the Aussie market and to quickly build familiarity and credibility with a notoriously cynical youth audience. By working with Google & Snapchat, we uncovered their core interest sets and leveraged those to create fun (and delicious) content that would entertain and get mouths watering – all in the slightly crazy and offbeat Cini Minis tone of voice.

For more of our work, click here.

Being Remarkable: Mayweather vs. McGregor – A Marketing Match Made In Heaven

In this month’s Being Remarkable, Connecting Plots’ Group Managing Director, Tom Phillips takes a look at the famous 2017 ‘Money Fight’ between Floyd Mayweather Jr. vs. Conor McGregor and pulls out a few marketing lessons that we could learn from one of the most publicised and profitable boxing matches of the 21st century.

I’m no boxing expert by any means, but I do love a good publicity stunt! I’ve been seeing Conor McGregor’s name pop up a lot after his most recent “leg-breaking” fight and it got me reminiscing about the infamous Mayweather vs. McGregor match.

To refresh your memory, the two professional fighters clashed in an unconventional boxing match on 26 August 2017 which saw the world of boxing and MMA coming together in a marketing match made in heaven.

So what are some of the lessons about remarkable marketing that we can learn from this event? I’ve broken out seven that really stood out to me…

1. Novelty Earns Interest

Consumers jump at content that breaks the norm and stands out as unique or different. This unorthodox match-up between the world’s greatest boxer and the world’s greatest MMA fighter was a huge draw in and a great way to grow an audience and capture different markets. The two worlds of boxing and MMA had never been merged in this way before which meant the fight appealed to two incredibly passionate groups of fans, as well as a whole new group of people who were drawn in by the pure novelty of this out-of-the-box event.

2. Be Single-Minded With Your Messaging

As the KISS principle says – keep it simple, stupid. In marketing that means knowing your key message and ensuring it’s reiterated at every point you can. In the lead up to the Mayweather vs Macgregor fight, every weigh-in, every interview, every piece of content or even every run-in on the street made sure to mention one very important thing: the date of the fight. Miss it… miss out!

3. Understand What Your Audience Wants

The pair’s feud dated back to 2015, when McGregor was asked whether he would fight Mayweather during an interview with Conan O’Brien. Soon enough, both sides started making smart comments in interviews and calling each other out on social media. Their fans became invested quickly and spent the next two years asking for a fight. But while audiences did, of course, want a great match between two talented fighters, what everyone really wanted was the entertainment and scandal that came with these two specific personalities and their ongoing feud. And lucky for them, that’s exactly what they got.

4. Don’t Be Afraid To Be Controversial

This leads perfectly to our next point – never be afraid to be a little bit controversial. Our Creative Director, CJ has written a whole article about Contentiousness, but in the case of Mayweather and McGregor, the main reason people became so invested in the fight was because of the war of words between the two of them, with neither fighter being afraid to be contentious or polarising. Not only does a narrative like this drive interest, but it offers a great talking point and publicity opportunities that increases awareness and audience participation.

5. Know Your Brand Identity

Both fighters have a very clear identity. McGregor is “Notorious” and outspoken while Mayweather is all about “Money” and his brands. McGregor was seen as the antagonist from the start, while Mayweather was pinned as the hero. However, they both seemed happy to play to their personalities and strengths and never wavered from that throughout everything.

6. Have Clear Objectives

There is no denying the fact that Mayweather and McGregor got a big payday, but that’s not all they earned. From a boost in McGregor’s profile to more publicity for Mayweather’s The Money Team brand, there were advantages for both competitors. Mayweather even chose to come out of retirement to take part, despite the risk to his 49-0 winning streak, a clear sign there were many factors at play. Someone had to lose but both teams were very clear on what they wanted to achieve that the benefits clearly outweighed the risks.

7. Make Your Marketing Authentic & Integrated

From the promotional interviews to the weigh-ins to the personal arguments and online rants, the campaign spanned PR, numerous media channels and both McGregor & Mayweather’s own personal social media channels. It was a cohesive marketing campaign that ran for months leading up to the fight, but was all the more special because it felt truly authentic.

Three New Promotions for Our Team at CP

Connecting Plots has announced three new promotions within its strategy, client service and creative teams, including a newly created Managing Partner role for strategist, Tim Collier.

Collier, who’s been with the agency since its inception in 2018, has been promoted to Integrated Strategy & Planning Partner, a newly created role that will see him help shape the trajectory, offering and profile of the company while also leading the strategic department at Connecting Plots.

“We couldn’t be more excited for Tim to step up into this managing partner role,” says Group Managing Director and Co-Founder, Tom Phillips. “Tim has been with us since day one and has played a huge part in the success of the company. He’s an incredible strategist and has a strong voice and vision in the company.”

Meanwhile, Account Director, Gemma Barr has been promoted into the role of Integrated Project Director, a new role that will see Gemma focus on integrated campaigns and clients including Fantastic Furniture, Tourism Australia, Menulog, Westinghouse & Mitsubishi Heavy Industries. Since starting at the agency in April 2019, Barr has had a proven track record of managing multi-faceted campaigns, including notable work such as ‘When It Feels Like Home’ for Fantastic Furniture and the new ‘Experts In Air’ brand positioning for Mitsubishi Heavy Industries.

Joe Davies-Griffith, a talented designer who has worked within the creative and studio team since September 2019, has also been promoted to Senior Designer. In the new role, Davies-Griffith will take on additional duties managing and overseeing more of the studio projects.

It’s fantastic to be able to acknowledge and reward exceptional talent with new opportunities,” added Phillips. “All three have delivered remarkable work over the past year and these promotions are just a testament to their talent and commitment.”

Being Remarkable: A Lesson in Leadership from Pablo Escobar

In this month’s Being Remarkable, Connecting Plots’ Group Managing Director, Tom Phillips takes a closer look at the infamous Pablo Escobar and why, despite his questionable career choice, he was a truly remarkable leader…

So I may have been a little late to the party but I recently finished watching Narcos. And it got me thinking about how a leader becomes a remarkable leader.

First things first, what do we know about Pablo Escobar?

He was a famous Colombian drug lord, whose cartel almost monopolised the supply of cocaine to the US – making him easily the wealthiest rags-to-super-billionaire criminal in history.

So, while Escobar was obviously a bad guy, and we don’t condone what he got up to, there is something that can’t be ignored. And that’s his success.

Undoubtedly a remarkable leader, he even crossed into the world of politics in the ’80s and was highly popular with the people of his home town Medellin until police shot him the day after he turned 44.

Perhaps the biggest lesson we can take from one of crime’s biggest ‘success’ stories – like him or loathe him – is the profile of a great leader.

So here’s are nine things I learnt about remarkable leadership from Narcos:

1. Think Big

In episode 1, when someone asks for help in selling cocaine at $10, Escobar replies: “You don’t have a vision, my friend.” Imagining what people would pay for coke in Miami, Escobar thought outside the box.

2. Lead by Example

Great leaders aren’t afraid to get their hands dirty and take risks. When police had checkpoints on every street, Escobar was still meeting with business partners and checking on operations from the back of a taxi.

3. Be Determined

Great leaders like Escobar don’t give up. His vision was to rule cocaine, amid strong competition, intense opposition from authorities, and even scepticism from within his inner circle.

4. Build A Network

Hardly any success story is the result of having ‘gone it alone’, and Escobar knew this well. Indeed, he fostered an intense sense of loyalty among his clan, which extended beyond the criminal world to government officials, police, politicians, journalists, and even his fiercest rivals.

5. Work Isn’t Everything

Great leaders don’t burn out because they get their work-life balance just right, and Escobar truly valued his family and friends. Amid the turmoil and danger of his daily life, he always sat at the family dinner table and spent time with his kids.

6. Have Passion

Success – whether it’s running a great business or a system-beating cocaine empire – is the result of an incredible amount of hard work and hours, and it’s just not possible or sustainable without passion.

7. Be Confident

All around him, people were either questioning Escobar or actively seeking to bring him down, but true confidence is the resolve to keep your eye on the prize without succumbing to the pressure to change that vision or avoid taking risks.

8. Trust Your Instincts

Great leaders are meticulous planners and savvy business people, but they’re also the captain of a ship who has a sense of what the next change of course should be.

9. Take Responsibility

Narcos depicted Escobar with those smart and shrewd qualities, but he was also someone prepared to use often a small amount of information, make a decision and stand by the consequences – good or bad.

Mitsubishi Heavy Industries are “The Experts In Air” in first campaign via Connecting Plots

Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) has launched its new brand positioning in its first major work by Connecting Plots since appointing them as lead creative agency after a competitive pitch in December 2020. 

The brand’s new positioning as “the experts in air” creates a white space for MHIAA by demonstrating that the brand’s high satisfaction rate and trust levels, as seen through the Canstar and Choice Awards, are a result of its mastery of air.

“We’re excited to work with CP because they’re pushing MHIAA to be more distinct in a category of sameness,” says MHIAA Executive Marketing Manager, Jenny Perello. “Our category is often dominated by cash-back incentives and celebrity spokespeople whereas this is something a little different that we hope will stand apart, put a little smile on people’s faces and get them thinking of us when it’s time to buy a new A/C.”

Connecting Plots Strategy Director, Tim Collier said “MHIAA represents a fun challenge. As a consumer, it’s a category that you find yourself in, not something you go out of your way for. So it’s a real opportunity for the kind of creativity that needs to earn consumers’ attention.” 

”We’re delighted to win the MHIAA brand and creative account,” added Connecting Plots Group Managing Director, Tom Phillips. “They are a true challenger brand with loads of history in innovation and rock solid products. We can sense a real appetite to push the work and challenge the category norms in order to help accelerate their growth.” 

The campaign launched Sunday 23 May across TV, digital and social working alongside media agency Speed.

Menulog Transforms Cadillac Lowrider Into The Ultimate Macca’s® Delivery Whip

Menulog has unveiled a series of new social ads, via Connecting Plots, showcasing innovative modifications to its ‘70s era Cadillac Lowrider, turning it into the ultimate Macca’s delivery vehicle.

The ingenious mods are part of the brand’s ‘Macca’s Delivered Menulog Style’ campaign. 

Modifications include ‘Frydraulics’, which uses the car’s hydraulic suspension to perfectly season fries, to ‘Hot Fudge FM’, which uses the car’s radio console to pour hot fudge sauce onto a McDonald’s® sundae. 

Menulog Head of Brand, Fiona Bateman said: “As we now have more McDonald’s restaurants on our platform than ever before, it was important to get the word out there, and do it in a way that is unique to Menulog”. 

The roll-out of the Cadillac mods series is an extension of the original Menulog Lowrider campaign where a branded Menulog Cadillac took Macca’s to the streets of Sydney.

Fiona added: “McDonald’s is a key Menulog partner so it was great to be able to work together to combine their iconic menu items with Menulog’s unique brand tone”. 

The mods series went live on Monday 26 April. The activity is part of a broader suite of assets running across Facebook, Instagram, TikTok and Snapchat, and will continue to roll out over the coming months. 

 

Being Remarkable: Contentiousness Cuts Through

Welcome to the second instalment of ‘Being Remarkable’ – short reads that slice, dice and celebrate remarkable creative work from around the world. This month, Connecting Plots’ Creative Director, Chris Johnson explains how contentious campaigns can play an important role in earning your brand amazing exposure and attention, without it having to cost the earth…

When I started out in the advertising business I was promptly told by an older, wiser adlander, “if no one notices your ad, then you’ve failed.” It’s sound advice, rooted firmly in principle. Yet in today’s world, quite literally drowning in advertising, I barely notice anything. You would think that simple principle would apply now more than ever, right?

Behind the Doors of Remarkability 

But why are so few ads standing out? I think it has a lot to do with a lack of appetite for anything marketers deem “risky”. But is there anything riskier than going unnoticed? As American creative director Dave Trott correctly states – “Contentiousness equals free media.”

This idea is exactly what lies at the heart of any really successful viral or earned media campaign. Think Nike’s Emmy-award winning ‘Dream Crazy’ Kaepernick stunt. Or more recently, Heineken’s dig at the ill-founded breakaway European football league. Or even our very-own 420 hijack campaign for Menulog, celebrating the role of food delivery for the munchies in a funny way. All embracing something contentious for maximum remarkability.

Vegemite’s Viral Ashes Campaign 

That’s why I particularly love the viral 2019 campaign from Vegemite. The full-page ad, which was placed in London newspaper The Daily Mirror, threw its support behind the Aussie cricket team and celebrated Australia’s victory against England in the First Test. The campaign was a direct response to a Marmite marketing campaign, which launched before the First Test and was an attempt to convert Aussie cricket fans to the rival breakfast spread. As part of the campaign, promotional staff branded as the ‘Marmy Army’ handed out free samples of Marmite at the cricket. This is when Vegemite decided to take matters into its own hands with a cheeky full-page ad. 

Whilst it’s not in the same realm of contentiousness as Nike’s Dream Crazy campaign, it still sits in the uncomfortable zone of taking a shot at another brand. But how uncomfortable is it really? Isn’t it just good old-fashioned fun? The kind that everybody in their busy, serious lives love? Obviously yes, when you look at the results.

Engineered to be Remarkable 

What’s truly notable about this idea is that it’s engineered to be remarkable. It plays into an already established rivalry. The creatives behind the campaign and people who wrote the copy could almost be certain it would get a reaction from its intended audience because it was cheeky and controversial. Not to mention the brands are so distinctly English and Australian they sit atop the rivalry beautifully. The stunt also worked well within a series – someone had to win the next game, and the next. This meant there were plenty of chances to create fun, remarkable content as the Test series drew on.

I also love the idea of utilising a simple, old-fashioned newspaper ad, knowing full well it would quickly infiltrate the social space. Overall, it’s a highly successful campaign that’s even more remarkable because it was conceived and executed without an enormous price tag, simply because it was built around a natural rivalry and topic of debate. 

The ad is a good lesson for all of us. Nobody is waiting for our ads. We need to be clever in how we grab the attention of our intended audience. And in my opinion, creating noticeably contentious campaigns is a sure-fire shortcut to remarkability.

Connecting Plots Set to Lead [yellow tail] Social Media Account Following Recent Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. 

The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing strategy.

Connecting Plots’ Strategic Director Tim Collier said: “I’m so pleased to be working with [yellow tail]. Their business changed the face of Australian wine when it launched, and their brand continues to be an excellent example of what can be achieved when you subvert the norms of a category. We can’t wait to sink our teeth into the unique creative challenges they face and to start moving the dial on their business results.”

[yellow tail] Global Marketing Manager Anna Czarnocka said: “We are excited to be working with Connecting Plots on the [yellow tail] social strategy, content and media for Australia. We already had a successful presence in social media but Connecting Plots challenged our thinking and provided us with a fresh perspective. We feel confident this new approach will deliver great results not only for the brand but also improve our return on investment.”

The appointment expands Connecting Plots’ remit with Casella Family Brands, with the agency already running the creative, digital, social, and media for the wine company’s brands including Peter Lehmann Wines and The Magic Box Wine Collection.

Connecting Plots responsibilities will include planning, creative, paid media, and managing the [yellow tail] social media accounts and community in Australia.

Connecting Plots Group Managing Director Tom Phillips said: “We’re thrilled to be extending our remit with Casella Family Brands to include [yellow tail] wine. With three consecutive years as the World’s Most Powerful Wine Brand* we’re excited to help [yellow tail] further its presence in the market.”  

The agency’s newest recruits Chris Johnson (creative director) and Gemma Geraint (group account director) will lead the account. 

The win follows a significant period of growth for the independent creative communications agency.

* The Wine Intelligence Global Wine Brand Power Index 2020, 2019, 2018

Being Remarkable: Coke’s New Gen Y Targeted Campaign

Welcome to a new series of short reads slicing, dicing and celebrating remarkable creative work from around the world. These campaigns are great examples of how marketers are connecting with consumers in smart ways and have got us saying “well, that’s remarkable!” 

In the inaugural article, our Group Managing Director Tom Phillips dissects Coke UK’s latest “Open That Coca-Cola” campaign in collaboration with the highly popular artist Tyler, The Creator and discusses why he thinks it’s a masterclass in modern integrated FMCG marketing.

Watch the campaign’s full-length ad below.

Last year wasn’t kind to anyone, and a major global FMCG brand like Coca-Cola was no exception. As bars, restaurants and cafes closed around the world, Coke made the potentially risky decision to temporarily stop its advertising across the globe.

However, things look like they’re on the up for Coke after it recently launched its latest campaign in collaboration with the highly popular artist Tyler, The Creator. The ad came from Coca-Cola in the UK and is the work of creative agency Wieden + Kennedy London. The campaign is running across TV, online video, radio and interactive out-of-home, with audiences also invited to recreate the dance on their own social channels.

I believe this is a fantastic example of modern FMCG marketing. Here’s why.

The Taste “Hit” of Coke

The campaign is beautifully single-minded. It focuses on the refreshing first “hit” of flavour that Coke is famous for and beautifully dramatises how the taste is beyond-words sensational.

It’s Absurd and Attention-Grabbing

As an ad it grabs your attention. It’s out there, it’s a little bit weird and it plays on the edges, which is where remarkability lies. It gets extra points for aligning the peak attention moment (in this case the taste hit) with the consumption moment. Even more points for conveying the idea with the sound both on and off!

Social by Design

If we’ve learnt anything from the meteoric rise to fame of TikTok, it’s that dance is a universal language. It’s no accident that the Coke creative has leant into this exploding social behaviour and capitalised on it by creating a bespoke choreographed ‘Coca-Cola Kick Shuffle’ dance. The dance exploded across social channels with guerilla seeding through talent, leading into a huge dance-based social campaign including challenges and step-by-step tutorials.

Something for Everyone

The full version of the ad sits at over 2 minutes long and is representative of a wide range of demographics, cultures and interests. However, it also easily cuts into 6” and 15” iterations to be used in more contextual and personalised environments such as gaming, sport, music, dance and beauty.

The Impact of Collaborations

Coke collaborated with musician and rapper Tyler, the Creator to create an original song for the campaign that would appeal particularly to Gen Y and Gen Z. This collaboration will help Coke reach an additional market in loyal Tyler, the Creator fans while also giving the media something to write about, resulting in additional earned coverage.

Unleashing the Power of Creativity & Connections

The work is more eloquently described by Walter Susini, Coca-Cola’s SVP of Marketing in Europe, who said “What is brilliant about this campaign is how we have merged the power of creativity and connections to be able to increase our efficiency and effectiveness in our overall plan. We have developed a modular communication platform that enables us to have one unique message and tone of voice across the different moments and occasions of the year in all touch points to push the brand experience.”

It’s easy to imagine how this could be activated in a truly integrated communications approach with everything very simply pointing back to “taste” and the “hit” of Coke. You can see how a brand team and their village of agencies could get around this idea and really make it sing.

Tourism Australia 8D Experience Takes Off With Over 200M Views

At a time where people are craving travel experiences, but physically can’t, Connecting Plots along with our sister production house Infinity Squared wanted to create the next best thing…

And that next best thing has hit over 200 million views! Absolute insanity. But unsurprising considering how genuinely epic the work is.

‘Australia in 8D’ is a series of immersive films designed to transport viewers from around the world into the heart of some of Australia’s most breathtaking destinations and keep them dreaming of all of the experiences awaiting them when they are able to travel to Australia again.

Harnessing innovative 8D audio technology, the six films take viewers on a sensory journey, immersing them in the unique sights, sounds and textures of iconic destinations such as Uluru, Sydney Opera House, Fraser Island and the Daintree.

The videos have each been themed by colour – blue, red, magenta, green, black and white – to evoke a range of feelings and emotions, and showcase the visual diversity and vibrancy found in Australia, and provide inspiration for future holiday plans.

The immersive project was rolled out across digital, social & PR and has since garnered more than 200 million eyeballs across the globe.

Case Study Video

What is 8D Audio? 

8D audio is a sound engineering treatment that, when the viewer wears headphones, gives the music and sounds a three-dimensional effect for an immersive experience. This campaign was the first time a tourism body has utilised this technology for a video series. 

The videos are part of Tourism Australia’s renewed international content marketing program to drive traffic and engagement to its channels, and can be viewed on Australia.com/8DEscapes and Tourism Australia’s YouTube channel YouTube.com/Australia.

They are supported by a series of articles on Australia.com providing information on the highlight experiences and destinations to give further inspiration for travellers considering where they might holiday in the future.

ICYMI, check out the 8D videos on Tourism Australia’s website here.

Uncle Tobys Launches New Breakfast Bakes Campaign Via Connecting Plots

There’s no need to skip breakfast with Uncle Tobys Breakfast Bakes! 

Leveraging the new Uncle Tobys Oats big brand idea ‘For Goodness Sake!’, the new Uncle Tobys Breakfast Bakes work humorously shows how fulfilling the goodness of Breakfast Bakes is in comparison to fad diet options that leave you feeling unsatisfied. 

By leaning into audience behaviours in-channel, we were able to further dramatise that Breakfast Bakes can offer you ‘goodness on the go’, so there’s no need to skip breakfast… only the YouTube pre-rolls!

The work is currently live across YouTube, socials and out-of-home. Check out the work below.

YouTube

Socials

 OOH

Credits 

Agency: Connecting Plots

ECD – David Jansen

Art director – Matt Geerson

Copywriter – John Gault 

Designer – Joe Davies – Griffith 

Studio Producer – Bonnie Ledsam

TV Producer – Henry Richardson 

Director – Greta lee Jackson 

Project Director – Gwendolyn Jimenez

Business Director – Jack Blades

Connecting Plots Launches New Global Brand Campaign “Like No Other” For Peter Lehmann

Peter Lehmann Wines has launched a new brand platform and strategy devised by creative communications agency Connecting Plots which encapsulates the brand’s rich history and winemaking expertise in an uncomplicated yet meaningful brand platform, ‘Like No Other’.

The brand platform will be rolled out across global markets including the UK, Canada, and China to activate locally.

The launch comes as Connecting Plots expands its remit with parent company Casella Family Brands, taking responsibility for the creative, digital, social, and media for premium wines including Peter Lehmann Wines, The Magic Box Wine Collection, Brand’s Laira, and Morris Of Rutherglen.

The first campaign under the new platform launches in Australia today across out-of-home, digital video, social, and point-of-sale. The initial creative, developed by Connecting Plots, features a beautiful and striking key visual, highlighting the premium portfolio of wines before revealing the new messaging.

“Peter Lehmann Wines has such a distinct and rich story with a longstanding history of winemaking excellence. We identified the need for a creative springboard to communicate this to consumers around the world in a succinct and relevant way, in a category that can sometimes be quite complex” says Nicole Gardner Global Marketing Manager Premium Wines.

“It was important for the platform to celebrate the uniqueness of the brand, as well as paying homage to Peter Lehmann himself who was a trusted, one-of-a-kind character of the Barossa. We believe ‘Like No Other’ has the longevity and breadth to carry the brand well into the future”.

Tom Phillips, Managing Director of Connecting Plots says: “We’re delighted to be extending our relationship with Casella Family Brands working across a range of iconic, regional, and emerging brands within their portfolio.”

“The new brand platform we’ve developed for Peter Lehmann Wines really captures the essence of the brand’s rich history, culture and experience. We look forward to sharing our integrated expertise, helping the teams develop global strategies, and optimising their digital experience across the entire Casella Family Brands portfolio,” he adds.

Credits:

Client: Casella Family Brands

General Manager: Libby Nutt

Head of Strategy & Innovation: Michael Sergeant

Global Marketing Manager, Premium Wines: Nicole Gardner

Senior Brand Manager, Premium Wines: Adrienne Renton

Assistant Brand Manager, Peter Lehmann Wines: Shannon Reynolds

 

Agency: Connecting Plots

Creative Partner: Dave Jansen

Planning Director: Annabelle Rogers

Senior Strategist: Tim Collier 

Group Account Director: Gemma ap Geraint

Account Director: Gemma Barr

Snr Art Director: Paul Bennell

Snr Copywriter: Andrew Fraser

Design: Joe Davies-Griffiths

Producer: Melanie Reardon

Managing Director: Tom Phillips 

Stills Photographer: Craig Wall – Sam I Am

Stills Producer: Anna Morwenna

Director of Photography: Tony Luu

Production Designer: Loretta Cosgrove

 

Connecting Plots Appoints New Creative Director & Group Account Director

Connecting Plots has kicked off 2021 by welcoming two new senior hires following a period of significant growth for the creative communications agency.

Chris Johnson has been appointed to the role of Creative Director, while Gemma Geraint joins the agency as Group Account Director.

Johnson joins from TBWA Sydney and brings over 20 years of experience working in Australia’s leading creative agencies. Throughout his career he has worked across a wide range of brands and categories, and has won more than 70 awards at the world’s most prestigious award shows, including D&AD, Cannes, One Show, Clio, AWARD, The Webby’s and Spikes Asia. He will be working across a variety of Connecting Plots’ clients such as Nestlé, Menulog, Fantastic Furniture and Casella Family Brands.

On his newly appointed role, Johnson said: “The team at Connecting Plots has built an exceptional business from a love and passion for what they do. With the combined power and resources of Infinity Squared and Connecting Plots, everything is firmly in place to make great work, faster and smarter. I’m incredibly excited to join the team and look forward to the challenge of working with such a fast-growing agency.”

Connecting Plots has also onboarded Gemma Geraint as its newest Group Account Director. Geraint brings with her an extensive range of industry knowledge, with over 15 years of experience working in both digital and creative agencies. Most recently, she led the Creative Content and Studio team at QANTAS. Prior to that, she worked for Sputnik Agency (subsequently acquired by BWM Dentsu) where she was responsible for redeveloping Westpac’s online banking platform and leading the digital account for Sanitarium.

On her new position, Geraint said: “I’m excited to be joining an agency that really does things differently and bucks the traditional agency process. I’m looking forward to working with such a passionate team, as well as some of Australia’s leading brands.”

Commenting on the agency’s two senior appointments, Connecting Plots Managing Director Tom Phillips said: “With the added skills and talent of Chris and Gemma, Connecting Plots is continuing to cement itself as a creative communications agency who builds brands and businesses through hand-in-glove creative and media solutions. We cannot wait to watch the agency continue to grow under their leadership.”

Gwen & Jack

Meanwhile, Connecting Plots has also promoted Gwen Jimenez to Senior Project Lead, and Jack Blades to Business Director.

The new appointments and promotions follow several account wins for Connecting Plots, including Menulog, Peter Lehmann Wines and Lebara Mobile Australia.

Menulog appoints Connecting Plots as social agency following a competitive pitch

Menulog has appointed Connecting Plots as their social agency of record following a competitive pitch between at least three agencies.

“Connecting Plots have a refreshing perspective on social-first thinking that’s proven through their case studies.” says Menulog CMO Simon Cheng, who continues “The work they presented gives us confidence in them as a partner to help us grow our brand & bring our unapologetic platform to life in existing and emerging social channels like TikTok”.

“We’re thrilled to be partnering with such an ambitious & motivated client & agency team. Menulog is a true challenger brand that has much to offer, so we’re excited about showing how social can help capitalise on that potential”, said Lewis Steele, Head of Social & Content at Connecting Plots.

Connecting Plots will join an agency group that includes McCann, UM and Map & Page.

We launch Nestlé’s first TikTok Campaign

The #MILOfreestyle challenge gets the Aussie TikTok community to show off their best freestyle soccer skills. The campaign is the first TikTok Challenge for a Nestlé brand and activates on the existing brand platform “Sport is a great teacher”, making it participative in social and driving brand love. 

Launched by a variety of Aussie TikTok creators like Jamie Zhu and Eliza Murphy the campaign comes at a time when sporting clubs are closed across the country allowing people to still stay active and competitive in a safe environment.

 

Fantastic Furniture is on the hunt for Australia’s scariest sofas in new Halloween campaign via Connecting Plots.

This Halloween, Fantastic Furniture, along with guest judge Yvie Jones (Gogglebox and I’m A Celebrity Get Me Out Of Here), are on the hunt for Australia’s scariest sofas, encouraging Aussies to share their sofa horror story for the chance to win a $3000 lounge room makeover.    

“Behind every purchase of Fantastic Furniture there’s a story…” Says Will Dance, Head of Marketing, who continues  “…we wanted to use this Halloween season to have some fun and get people considering a sofa upgrade by turning their scary sofa story into a Fantastic one.” 

The integrated campaign, created by Connecting Plots, aims to drive awareness of MyChoice, which gives customers 100+ fabrics and colours to choose from for their sofa, ottoman, occasional chair, cushion and bedhead. The campaign is being activated through PR, social, content and media partnerships with KIIS and Spotify. 

The activity is supported by research into the scariest things Aussies have found under the cushions which reveals that almost half of us have come across something disgusting lurking there at some point, including mouldy food and dead insects.  

To win, entrants must share a picture of their sofa horror story online at fantasticfurniture.com.au/scary-sofa-swap, or on Instagram using #scarysofaswap and tagging @FantasticFurniture. 

 

Connecting Plots launches first campaign for Casella Family Brands

Casella Family Brands has appointed Connecting Plots as lead creative agency across Magic Box Wines, part of their premium wine portfolio.  ‘Welcome to Magic Hour’, is the first brand campaign for The Magic Box Wine Collection, bringing to life the newly developed brand identity and global brand platform ‘Wonders Never Cease’. 

“We’re excited to be working with Connecting Plots, whose integrated offering is helping us build our brand over the long term.” Says Adrienne Renton, Senior Brand Manager. The ‘Welcome to Magic Hour’ campaign celebrates the transition from day to night, work to play, where wonder, anticipation and excitement builds as to where the evening may lead. The campaign aims to engage target consumers with an authentic brand experience and build relevance at key drinking occasions and with appropriate social cues. 

At the heart of the campaign is a suite of video assets which capture and celebrate the beauty, energy and excitement of this transitionary period in a distinctive and ownable way for Magic Box and help consumers understand the varietals in the range. 

The film project was crowdsourced through a global creative community, including influencers, filmmakers and Getty custom content to capture how magic hour is experienced in amazing locations and various time zones across the globe.

Tom Phillips, MD of Connecting Plots explains: “We know from experience that authenticity is key in building a strong emotional connection, especially with younger adults. By co-creating with a community of content creators, we’re able to circumnavigate the veneer of traditional advertising and build awareness of the brand in a way that’s authentic and entice target consumers into discovering more about Magic Box.” 

The campaign is currently rolling out in Australia with in-store activity to support the campaign and drive purchase and trial. 

 Connecting Plots is also working across the Peter Lehmann range.

Lewis Steele joins in newly created Head of social role.

Connecting Plots today announces Lewis Steele joining in the newly created role as Head of Social. Steele’s remit will be focused on challenging the conventions and practices social agencies have been built on over the past 10 years.

 

“For us the opportunity that social media represents for brands has evolved significantly over the past 2-3 years with misinformed points of view and outdated operating & evaluation models compounding the issue” says Connecting Plots Co-Founder Tom Phillips who continues “things like the expectation to post weekly or to celebrate May 4th with an obligatory Stars Wars post rarely deliver business impact. We truly believe that social media is in need of a radical shake-up and fortunately for us Lewis shares this same point of view.” 

 

Steele joins the agency to lead their social offering across Nestle, Frucor Suntory, Casella and 4Pines. He comes to the role with over twelve years’ industry experience across accounts such as Heineken, Coca-Cola, Nestle, LEGO and Sky Entertainment, AfterPay and Sydney Water. His wealth of knowledge and experience is critical to the changing social landscape, having in-sourced social media teams into blue chip clients, developed integrated social campaigns and brought to market a number of significant attention earning campaigns. 

 

Steele commented “What excites me most about Connecting Plots is that there are two simple principles ingrained in the agency DNA that are combining with powerful effect. Marketing science and social first thinking. Taking proven marketing effectiveness principles from the likes of Ehrenberg-Bass and Binet & Field, and combining that know-how with our own social thinking and production processes, to deliver campaigns that are shifting the dial for our clients. 

 

Social continues to evolve at lightning speed, and with it comes waves of opportunity for agile brands looking to create impact. 

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