AWARD School Folio

Laundry Lemonade (PR)

• Deliverable: A PR idea that inspires people to take action.

• Proposition: A cleaning product that’s powerful because it’s natural.

• Target audience: Environmentally conscious home owners/occupiers.

• Strategy: Immersion/True activation. Create a thoughtful experience involving senses beyond sight and shock value, like touch and taste.

• Challenge to self: Go beyond massive washing lines with clothes billowing in the breeze, or stunts centred around the physical act of washing.

Speed Mates (Direct)

• Deliverable: An idea that debunks the concerns of Australians living with a disability, who would like to participate in sports and recreation.

• Proposition: It is possible for every body to participate in sports and recreation.

• Target audience: Adults and children living with a disability and their carers.

• Strategy: Human experience. Instead of othering, tap into our universal craving for belonging.

• Challenge to self: Go beyond performative symbols on parking or ramps; moreso than doubting their abilities, people with disabilities seek accessible means to get involved.

Mates for Life (Film/TVC)

• Deliverable: A 30-second film ad.

• Proposition: Australia's most trusted ute.

• Target audience: Outdoor enthusiasts, tradespeople, and people involved in agriculture or construction.

• Strategy: Funny bone. Tap into the target audience's personality and love of rugged adventure, combined with classic Aussie vernacular.

• Challenge to self: Go beyond the intergenerational 'grandpa passed down to grandson' trope toward something framed a little differently.

#SpilltheChaionDEI (Social Media)

• Deliverable: A social media idea that works for either Instagram or Facebook.

• Proposition: You don't have to pick sides.

• Target audience: Tea and coffee drinkers aged 16-50.

• Strategy: Invitation. Welcome a socially conscious audience to take part in a meaningful gesture and share their kindness, literally.

• Challenge to self: Create a movement with an ambitious goal: inviting political discourse and addressing MOOD's mental health cause 'face first'.

Lil Monie (Commercial Creativity)

• Deliverable: Come up with a product, business, or entrepreneurial idea.

• Springboard: Financial literacy rates in Australia are falling sharply. Statistics suggest around 8.5M adults (~45%) are financially illiterate.

• Strategy: Gamification. Learn by doing through small actions with minimal friction, e.g., a simple tool integrated with existing playlists.

• Challenge to self: Go beyond financial courses or fact sheets toward an accessible way for users to engage with an oftentimes daunting topic.