Category Archives: News

Mitsubishi Heavy Industries take air exploration to the extreme in new campaign via Connecting Plots

Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) has launched a new campaign with Connecting Plots under its brand positioning ‘The Experts in Air’.

The new campaign continues to build on its rich engineering heritage, constant innovation and high customer satisfaction and trust scores through the Canstar and Choice Awards.

The campaign, directed by Tony Rogers from Guilty, puts a playful spin on the simple thought that to truly understand air, MHIAA technicians take air exploration to the extreme. To keep customers truly satisfied they continually explore the air, in ways that go above and beyond pure engineering and science.

“Air conditioning isn’t a particularly exciting purchase for anyone and the way the category advertises is formulaic and incredibly rational,” says Dave Jansen, Co-Founder & Creative Partner at Connecting Plots. “Hopefully this gives people something different to think about so that when the day comes to purchase A/C, we’re the brand they think of.”

“This work continues our journey of pushing MHIAA to be more distinct in a category of sameness,” says MHIAA Executive Marketing Manager, Jenny Perello. “The Experts in Air platform has already delivered strong growth for the business with a significant increase in sales YTD.”

The campaign launched on Sunday 17 July across TV, online, social, print and POS, working alongside media agency Speed.

Jägermeister launches first NPD in seven years via Connecting Plots

Jägermeister has launched its first new product SKU in seven years into the Australian market via the Australian team at Brown-Forman.

The unique fusion of Jägermeister’s original recipe and the subtle Cold Brew coffee flavour is a strategic move for Jägermeister as they look to shift preconceptions around the brand and its consumption habits while increasing market share. 

The launch campaign ‘When the night is brewing’ by Connecting Plots positions Jägermeister Cold Brew coffee, with its unexpected coffee and Jägermeister flavours, as the catalyst to unleash the night’s potential in new and unexpected ways. 

“We all know that moment, where we have the opportunity to set our night in a direction that we’ll remember forever,” says Dave Jansen, Co-Founder and Creative Partner at Connecting Plots. “It’s often a question of choosing between the same thing we’ve done before or trying something new and unexpected. That’s the moment we want to own.” 

“Jägermesister wants to celebrate those epic nights that we remember forever,” says Ollie Dickson, Marketing Director ANZPI for Brown-Forman, who continues “Jägermeister Cold Brew Coffee is the perfect drink for this transitional moment when those unexpected twists and turns come to life. This new product will play a critical role in our portfolio and growing market share.”

‘When the night is brewing’ comes to life as an integrated campaign via media placements in OOH, digital, social and point-of-sale. 

At the heart of the campaign is a consumer promotion which offers the most unexpected night possible. In partnership with Time Out, Jägermeister Cold Brew Coffee gave one lucky winner and a mate exactly 48 hours to pack their bags and head overseas for the ultimate unexpected night out. 

The competition, which ended on Wednesday 22 June, received over 2000 entries, with consumers eager to win the opportunity to travel abroad and experience an unexpected change to the everyday.

Westinghouse voted most trusted retail brand in refrigeration, Reader Digest Awards 2022

Westinghouse has been voted as the Winner of Australia’s top three most trusted brands in the highly competitive Fridge category, as judged by Australians in the 2022 Reader’s Digest Trusted Brands Survey.

Now in its 23rd year, Reader’s Digest Trusted Brands survey asks everyday consumers to rank which products and services have the best reputation. The independent annual survey is carried out by leading market research company Catalyst, which surveys more than 3,300 Australians across 70 consumer categories from various industries and sectors. Features that drive Australians to consider a product trustworthy include being of premium quality at an affordable price, being reliable and cost effective, having a positive reputation and business longevity. 

We’re 5+ years into a great partnership with the team at Electrolux and are immensely proud to play our small part in helping them achieve this accolade.

Fantastic Furniture ‘When It Feels Like Home’ is an Effie APAC Finalist

Connecting Plots’ Fantastic Furniture 'When it feels like home, you feel like you' campaign is down to the final two in the Retail category of the 2022 Effie APAC Awards.

“We’re honoured that our first ever entry has been shortlisted for an APAC Effie,” says Connecting Plots co-founder and creative partner, Dave Jansen.

Within the 107 finalists for this year’s awards, 28 finalists were from Australia, including Ogilvy, The Monkeys, HERO Melbourne and Leo Burnett.

“This work for Fantastic Furniture is a demonstration of timeless creativity meeting modern connectivity. It proves when creative is rooted in a deeply felt and relatable human insight and the campaign is designed to get attention in every channel, it works. ‘When it feels like home, you feel like you’ proves that with everyday low-prices and on-style furniture, Fantastic enriches Aussie homes, allowing life’s precious moments to play out to the backdrop of our furniture.” 

The final round of judging was led by chairwoman, Nicole McMillan of Carlton & United Breweries and the eight Heads of Jury – Akira Mitsumasu of Japan Airlines, Dhiren Amin of NTUC Income, Fern Canning of Edelman, Jane Lin-Baden of Publicis Groupe, Karl Cluck of TikTok, May Ling Chan of KFC Malaysia, Siew Ting Foo of HP and Vishnu Mohan of Dept. 

“Across the board, we are seeing more diversity in terms of entries received – from non-traditional markets such as Indonesia and Vietnam, as well as submissions from independent agencies and clients, says McMillan. “I’m pleased that some of these entries have also made it to the finalist list, and I can’t wait to reveal the full results at the Awards Ceremony.” 

The full list of finalists can be found here, with the winners being recognised in an awards ceremony in September.

Westinghouse launches laundry range with new campaign via Connecting Plots

Westinghouse, part of Electrolux Group, has launched a new campaign to drive awareness around the brand’s official entry into laundry appliances after a 10 year hiatus.

With over 60 years of innovation behind them, Westinghouse is now offering a sophisticated and beautifully designed laundry range that brings to market innovative features for Westinghouse consumers.

“Laundry provides Westinghouse an opportunity to drive significant growth, leveraging the success of our recent kitchen campaign,” says Electrolux Group’s acting Marketing Director Christina Kumcevski. “Westinghouse has always been about making daily family life a little easier through innovation (in the kitchen), now that innovation can extend into the laundry, a room in our homes we’d all like to spend less time inside.”

The campaign is a continuation of the existing brand platform ‘Now You Can’, developed by Connecting Plots, which has helped Westinghouse achieve +30% increase in sales over those two years, and also elevate Westinghouse’s consideration up into 3rd in the kitchen category.

The new laundry campaign continues to break category conventions with a unique, stylised visual language and with playful characters who can now get their laundry chores done quickly, allowing them and their families to thrive, giving time for the more important things in their life, thanks to their Westinghouse appliances.

“Creative in the whitegoods category is bland, always focused on features. Our creative for Westinghouse keeps the message simple and drives home the relevance for the audience by showing how the innovation lets them focus on the things they love in life, not chores,” says Connecting Plots Co-Founder Dave Jansen. “Pushing the visual language into something more stylised helps to stand apart from our competitors and create long term brand impact.”

The campaign is rolling out across digital and social.

Fantastic Furniture launches ‘Aussie Made’ integrated campaign via Connecting Plots

Fantastic Furniture has launched a new campaign celebrating their Australian made story, showing how buying Aussie made furniture feels as comfortable as their couches.

“Fantastic Furniture are extremely proud of our history as a brand that was born over 30 years ago in Sydney’s west. We know that home is more important than ever, and we also know that our customers love our home-grown Aussie made products,” says Will Dance, Head of Marketing. “With 83 stores right across Australia, we believe all Australians deserve affordable and stylish furniture at a ‘Fantastic’ price. We’re excited to be giving our Aussie Made sofa range the focus it deserves, knowing the range is supporting Australian manufacturing and our local community, which we think our consumers will love too.”

The campaign by Connecting Plots is the next extension of the ‘When it feels like home, you feel like you’ platform, connecting the special role Fantastic Furniture plays in making homes more comfortable with the Australian manufacturing credentials of the brand.

“Furniture is a key ingredient in making our homes comfortable and welcoming,” says Connecting Plots’ Co-Founder and Creative Partner, Dave Jansen. “In our years of working with Fantastic Furniture we’ve explored how the brand helps its audience have the home they want regardless of their budget. With the new work we are adding proof to that comfort. This creative shows that by making furniture right here in Australia, Fantastic Furniture is helping Aussies feel comfortable in their homes and in their choices.”

The campaign features Fantastic Furniture’s Australian made sofas and mattresses and will be rolling out across television, OOH, radio, digital and social channels.

Connecting Plots Announced as Official AR Lens & Video Partner for Snapchat

Connecting Plots has been announced as an official AR Lens and Video Partner for Snapchat working alongside Snap Inc’s APAC HQ in Sydney.

With a focus on unleashing the true power of Snapchat as an e-commerce platform and marketing tool, the partnership will combine Snap Inc’s leading technology in AR and video with Connecting Plots’ creative and platform-centric thinking to create best practice creative and strong business results for Connecting Plots’ existing client base as well as new advertisers across the Asia Pacific region.

From conceptual design through to execution, this new partnership will see Connecting Plots create fit-for-channel AR lenses and filters and immersive video experiences in-house for the team at Snap Inc.

“We pride ourselves on both our creative work and our platform-focused approach to advertising” said Connecting Plots’ CEO, Tom Phillips. “This new AR and Video partnership with Snap will enable us to deliver first-to-market innovation opportunities for our clients as well as allowing new brands and partners to achieve better outcomes and reach audiences in more persuasive ways.”

Connecting Plots has been creating custom Snapchat lenses and video content for its clients since the beginning of 2021, refining its in-house augmented reality offering to ensure its clients are maximising the platform possibilities to achieve transformational results.

AR Lens Development

Snap Video Development

Connecting Plots Launch First Campaign as New Digital Creative Agency for Henkel’s Home Care Brands

Connecting Plots has been selected as the digital creative agency for Henkel’s home care brands.

The win follows a competitive pitch for Henkel that kicked off in February of this year and will see Connecting Plots design and execute all digital campaigns from now through to 2024. Included within this remit are the full range of Henkel’s home care brands, which includes Bref Toilet Care and Somat Dishwashing Products.

“We’re thrilled to be working with the team at Henkel,” says Connecting Plots’ CEO, Tom Phillips. “We’re excited by the huge potential that the brands have and love that the team at Henkel are so open to the bold and creative thinking that we pride ourselves on.”

As its first task, Connecting Plots has developed a new platform for Bref Toilet Care, named ‘Keep Your Happy Place Clean’, which celebrates the ‘sanctuary’ that is the beloved bathroom. The campaign will be rolling out in the coming weeks, alongside media agency Wavemaker and experiential agency The Live Agency.

“In partnering with Connecting Plots, we look forward to bringing innovative products and an exceptional experience to our consumers in the home care category,” says Melissa Sherry, Henkel’s ANZ Marketing Director for Laundry and Home Care. “Connecting Plots impressed us with their creativity and strategic thinking during the pitch process and we are pleased to appoint them as our new agency.”

Connecting Plots has also been appointed as the digital creative agency for Henkel’s Beauty Care Consumer portfolio.

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.”

Connecting Plots launch branded AR lens filter for Schwarzkopf x TikTok

Connecting Plots has created a branded AR lens filter for Schwarzkopf and TikTok.

#Live Colour Change celebrates Schwartzkopf’s passion for hair, by inspiring their audience to create their own style and experiment with new and different looks with the bold and adventurous colours featured in the live colour range. 

This campaign was brought to life through a Branded Effect and Hashtag Challenge package (including 1x TopView and 1x One Day Max), and supported by InFeed ads. The purpose of the branded effect was to allow the TikTok community to ‘try before they buy’ and ultimately to drive purchase consideration once they have interacted with the branded effect and seen what they look like with different hair colour.

The campaign reached at least 4M Australian’s, by delivering over 32M ad impressions at a cost effective CPM of $6.78. On top of the incredible reach, the community embraced the interactive and fun branded effect, creating 3,739 pieces of UGC (more than 50% of which used the #, branded effect and official music, 17x vs benchmark). The combination of ad formats across reservation and auction drove a lift of 8.9% in ad recall, 2x vs Kantar norms for the personal care category. More importantly, the campaign delivered a lift of 5.02% for purchase intent, delivering on the campaign objective of driving consideration.

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.

WW appoints Connecting Plots as lead creative partner.

WW, the new Weight Watchers, has appointed Connecting Plots as their new lead creative partner.

The relationship coincides with the exciting announcement that one of Australia’s much-loved broadcast journalists, Samantha Armytage, has joined the WW family as its newest ambassador and whose weight loss and wellness journey is celebrated in their latest “It Works” campaign.

“We’re extremely proud and excited to announce our newest ambassador, Sam Armytage” says Managing Director of WW in Australia and New Zealand, Mathieu Le Renard. “Working with a digitally led creative partner in Connecting Plots has opened up our potential for sharing our inspiring stories at scale.”

With her demanding travel schedule and 3am wake up calls, Armytage found healthy habits slipping down in her list of priorities. Sam joined WW in January not only for support in reaching her weight loss goal, but also to develop healthy habits that could be sustained within her busy lifestyle. The campaign focuses on how WW has worked for Sam, having lost 10kg in 4 months she’s feeling stronger, healthier and more in control than ever.

“We’re thrilled to be working with WW, a prestigious brand with a strong purpose in helping create healthy habits that last. ” Says MD of Connecting Plots, Tom Phillips, who continues “we look forward to helping WW bring to life this purpose with the work we create together.”

The campaign is rolling out across digital, social and PR.


Miller Genuine Draft launch first project with new creative partner Connecting Plots.

Miller Genuine Draft has launched its first project with creative communications agency Connecting Plots. The Miller Design Lab is a sold out series of creative and cultural events in Melbourne.

A consumer experience at the intersection of cultural trends and creativity, Miller Design Lab Australia is part of a global platform and has been curated by world renowned designer and creative Jeff Staple, and adapted locally by Connecting Plots in collaboration with and supported by an exclusive media partnership with Concrete Playground.

It is an exciting opportunity to be one of the first markets around the world to launch Miller Design Lab” says Brigitte Kedicioglu, who heads up the Miller brands in the local market, “and it is an important strategic step for us to grow our premium credentials in a credible way in Australia.”

As a business we’re passionate about creating brand experiences that are talked about in culture…” says Connecting Plots Managing Director, Tom Phillips, who continues “… Miller Design Lab is a fantastic representation of how brands can collaborate with the design community to create something truly remarkable.

Miller Design Lab brings together Australian creators via art, design, fashion, music & technology to create art installations across various mediums that can be experienced by consumers, alongside panel discussions and other events. Collaborators include; light sculptor, Meagan Streader, street artist, Buff Diss, Pitch Studios Founder & Creative Director, Christie Morgan and textile creators, DREAMCATCHERSDREAMTIME X Think Positive Prints.

Miller Design Lab launched last week at SoHigh Gallery Windsor, Melbourne and runs until March 30. 


NESCAFE Blend 43 celebrates unlikely neighbours in new work via Connecting Plots.

To champion a progressive and modern Australian and build upon the newly launched brand platform “Raise a Cuppa”,  NESCAFE Blend 43 in partnership with Connecting Plots has launched a new social campaign, “#MeetMyNeighbour”.

#MeetMyNeighbour is the brand’s opportunity to convey its true authenticity, and goodwill for the community, by sharing the real life friendships and relationships created from being someone’s neighbour and the role ‘a cuppa’ plays in those relationships.

A series of films and supporting teasers, each telling the story of unlikely friends brought together by a shared fence, but whose relationships are of great value to each other.

One film tells the story of Bryce, a plumber in his 20’s and Robin, an immigrant in his 60’s who both became friends after an epic house party and another telling the story of Marty a private school boy from the city who moved his family to the country and ended up forging a bond with Bob, a neighbour who acts as a father figure in Marty’s life.

#meetmyneighbour is a collaboration between Connecting Plots and Facebook to generate fit-for-channel assets