Philips Hue, a connected lighting system for the home, had initially impressed early adopters and tech enthusiasts when it was launched in 2013. However, two years later, Philips faced the challenge of expanding its reach and connecting Hue to a broader audience in Australia. The company needed to demonstrate the extraordinary lighting capabilities of Philips Hue in a way that would appeal to a wider demographic. The challenge was to transform the perception of Philips Hue from a tech novelty to a practical, innovative, and interactive lighting solution for everyday use.

Pizza Hut was set to launch its first-ever festive pizza and needed a unique and engaging way to celebrate and promote this new product. The challenge was to create a campaign that would resonate with the public and generate excitement for the festive pizza. The company recognized that the Christmas season was no longer just a day or a week, but a period that was getting longer each year. They wanted to capitalize on this insight and launch their campaign early, but in a way that would be humorous and entertaining for their audience.

When the COVID-19 pandemic hit, Carex, a leading brand in personal hygiene products, faced an unprecedented challenge. The demand for their products skyrocketed, leading to a complete sell-out across the UK. This situation forced the brand to halt its advertising campaigns to avoid frustrating its consumers who were unable to find their products on the shelves. As the pandemic continued to spread, the need for personal hygiene products, especially among key workers, the elderly, and the homeless, became more critical. Carex was tasked with the challenge of not only meeting this increased demand but also communicating their efforts to their consumers.

Reebok, in collaboration with Houston Texans defensive end JJ Watt, was faced with the challenge of promoting their new training sneaker, the JJ I, in a highly competitive athletic footwear market. The campaign needed to not only make the JJ I stand out amongst its competitors but also align with JJ’s 'Hunt Greatness' platform and Reebok’s 'Be More Human' brand message. The challenge was to balance these messages across various platforms including TV, online, retail, and print, as well as through retail activations at select Academy Sports & Outdoor locations.

Robinsons SQUASH'D, a new, ultra-concentrated and portable cordial, was introduced to the market with the aim of providing adults with a convenient way to enjoy squash anywhere. The challenge was to create a marketing strategy that would not only celebrate the great taste of Robinsons on the go, but also inspire people to get outside and enjoy squash in new and interesting ways. The company needed to create a buzz around the product and encourage consumers to engage with the brand in a unique and exciting manner. The goal was to create a new category in the market and establish Robinsons as the dominant player in this category.

Samsung, building on the success of their 'Rethink Role Models' campaign and Netball partnership, wanted to further demonstrate the role social media plays in supporting sport in Australia. The challenge was to promote the launch of the new Galaxy A5 in a way that would engage both Netball superstars and sporting fans across the country. The company aimed to create a campaign that would not only showcase the new mobile device but also encourage active participation from the audience. The campaign needed to be delivered via various channels including TVC’s, digital, social and at game content.

Samsung was faced with the challenge of promoting its newest devices, the Samsung Galaxy S6 Edge and the Samsung Galaxy Note 5. The company wanted to create a unique and engaging marketing strategy that would not only showcase the features of these devices but also resonate with the public. The challenge was to create a campaign that would stand out in the highly competitive smartphone market and attract potential customers from all walks of life. The campaign needed to be innovative, engaging, and interactive, leveraging the 'Big On' brand platform developed by iris.

The challenge was to launch the latest Samsung Galaxy Note 5 in Asia without having hands-on access to the device. The smartphone was only available after the New York Samsung Galaxy global launch event, leaving a very short window to produce content around its most innovative features. The task was to create a buzz and generate interest in the product in a very short span of time, without the physical device being present in the region.

Samsung, building on the success of their 'Rethink Role Models' campaign and Netball partnership, wanted to further demonstrate the role social media plays in supporting sport in Australia. The challenge was to promote the launch of the new Galaxy A5 in a way that would engage both Netball superstars and sporting fans across the country. The company aimed to create an action-packed campaign that would put the mobile device at the heart of the sporting community, encouraging fans to get involved and show off their skills using the hashtag #GalaxyAGame.

Heineken, a globally recognized beer brand, was looking to penetrate new distribution channels and access a more premium market. The company aimed to launch a new product that would not only drive awareness and trial but also maintain a standout presence within an elite audience, specifically style-conscious males aged 18-35. The challenge was to introduce a new brand idea that would become the alcoholic beverage of choice in bars and nightclubs around the world. The company needed a unique and innovative approach to capture the attention of this target audience and ensure the successful launch of the new product.

IKEA, a multinational conglomerate known for its ready-to-assemble furniture and home accessories, was faced with the challenge of tailoring its global loyalty program, IKEA Family, to the US market. The company aimed to make the program a primary vehicle for capturing customer data, developing insights, and activating sales through data-driven marketing. The challenge was to create a value proposition that would resonate with the US market and encourage participation in the loyalty program. This required a comprehensive understanding of customer behavior and preferences, which could only be achieved through the analysis of vast amounts of data from various sources.

Johnnie Walker, a globally recognized whisky brand, was looking for innovative ways to make its sponsorship of the Vodafone Mercedes McLaren Formula 1 team more engaging and meaningful to its consumers. The brand wanted to create a campaign that not only promoted its association with the glamour of the racing circuit but also conveyed a strong social message. The challenge was to design a campaign that would seamlessly blend the brand's association with the Formula 1 team and its commitment to responsible drinking.

Barclays, a multinational investment bank and financial services company, has been a long-standing sponsor of football, with a 20-year history of supporting the sport. The challenge was to celebrate this milestone and highlight Barclays' ongoing commitment to football, including its title sponsorship of the Barclays Premier League and the Barclays FA Women’s Super League, as well as its involvement in grassroots initiatives nationwide. The campaign needed to not only reflect on the past two decades but also look forward to the future of Barclays' association with football.

BMW, a renowned automobile manufacturer, was looking to enhance its lifestyle credentials and appeal more to women. The company wanted to capitalize on current cultural trends and create intriguing lifestyle content to make the brand more approachable and desirable to both media and consumers. The challenge was to find a unique and innovative way to achieve this goal, while also showcasing the diverse range of cars in the BMW fleet, from the glamorous BMW 2 Series Convertible to the sustainable supercar, the BMW i8.

BRITA, a renowned water filter company, faced a challenge in changing its brand perception from being merely functional and product-led to inspiring, purpose-led, and culturally relevant. The company aimed to address the serious issue of single-use plastic without resorting to negative or shaming tactics. Research conducted by BRITA revealed that over half of Brits believed they could do more to reduce their environmental footprint at home. The excessive purchase of single-use plastic, including buying plastic bottled water, was identified as the nation’s biggest ‘green guilt’. The challenge was to help people make small, manageable changes to their habits that would make them feel good about their contribution to sustainability.

Delta Air Lines was facing a significant challenge in the wake of the pandemic. The long-haul travel industry was in recovery mode, and Delta's communication activities had been relatively modest. There was a pressing need to bolster the brand's presence and differentiate it from other US carriers. The target audience was identified as active long-haul travellers with a keen interest in golf and/or sports. The challenge was to leverage Delta's partnership with the Masters golf tournament to re-establish the brand on the potential traveller's radar.

Domino's, a leading pizza delivery company, was facing a significant challenge in maintaining its market position among Millennials. This demographic was becoming increasingly elusive due to the rise of Dark Social, a term referring to social sharing that cannot be tracked by web analytics. Domino's needed a fresh, innovative approach to remain relevant and top-of-mind for this group. The company discovered that Millennials were expressing their reactions to daily life and food in a more emotional, nuanced, and abstract way, using memes, GIFs, and emojis. However, when it came to expressing their love for pizza, they were at a loss for words. Domino's saw this as an opportunity to create a new language for pizza lovers.

Earth Hour, a global grassroots movement initiated in 2007, aimed to unite people and deliver a strong message about the importance of climate change. Over the years, the symbolic action of switching off lights for one hour has grown awareness about the issue. However, the challenge was to transform this awareness into tangible action beyond the symbolic hour. The goal was to demonstrate to people how their individual actions could ripple into larger, collective impacts for the future. The challenge was to encourage people to donate one of the most powerful communication tools they have – their social media feed.

Formula E, a progressive and exhilarating racing franchise, had built a strong audience base in its first three seasons. However, the franchise wanted to expand its reach and attract more people from different markets around the world. The challenge was to develop a marketing strategy that would not only appeal to the traditional, older motorsport fan but also tap into the interest groups of different audiences. The goal was to position Formula E as a unique and exciting motorsport that does things differently from other franchises. The strategy also needed to shift from focusing solely on race days to building excitement before and after the race.

With the introduction of the Gen 2 car in Season 5, Formula E faced a new challenge. The improved battery of the Gen 2 car eliminated the need for regulatory pitstops that were prevalent in previous seasons. This change, while technologically advanced, removed a layer of unpredictability and drama from the races. The challenge was to find a way to enhance the racing experience and reintroduce an element of unpredictability and excitement for the drivers, media, and spectators. The Formula E team needed a creative and innovative solution that would not only maintain the interest of the existing audience but also attract new followers.

Automobili Lamborghini, a renowned luxury car manufacturer, annually organizes a flagship loyalty event, Lamborghini Giro, for its most loyal and enthusiast customers. The event, which typically sells out in 24 hours, involves a five-day, four-night multi-city trip across some of the most breathtaking highways of North America. The challenge was to maintain Lamborghini’s premium brand standard while refreshing the identity of the Giro event each year, depending on the location. The event needed to not only highlight the impressive cars but also the Lamborghini Lifestyle. The company sought to create a unique and memorable experience for the 20 exclusive guests, who were to travel from Colorado Springs, CO to Taos, NM, concluding at the Four Seasons in Santa Fe, NM.

The FIFA World Cup is one of the most significant sporting events globally, and adidas, as the lead global agency, faced the challenge of standing out amidst the noise of other sports brands. The conventional approach of creating a celebrity-studded affair was not enough to make a significant impact. The challenge was to create compelling content that would 'own the internet' on the day of publishing and overshadow any mention of a rival brand. The content needed to resonate with the audience and create a significant social impact.

Adidas, a leading sports brand, was looking to leverage the 2018 World Cup to enhance its brand visibility and engagement. The challenge was to create a compelling content strategy that would resonate with the global audience and extend Adidas' proposition, 'Creativity is the answer'. The brand aimed to demonstrate that creativity can inspire others, bring people together, and elevate individuals from humble beginnings to the world stage. The challenge also involved owning the internet on the day of publishing, which required a unique and engaging approach to content creation and distribution.

Adidas, in partnership with Iris, faced a significant challenge in launching their new range of outdoor apparel, TERREX, into a rapidly growing and congested outdoor market. The market was saturated with various products, brands, and sports, making it overwhelming for consumers who were expected to invest heavily in these individual pieces. The TERREX range was focused on a layering system, including Base Layer, Mid Layer, Insulation, and Outer Layer. However, the primary challenge was that consumers did not understand the concept of layering and its versatility. The target audience for this range was 18-35 year olds and anyone with a love for the outdoors.

Adidas, a globally recognized sports and fashion brand, was facing a significant challenge in positioning itself as a credible outdoor brand. Despite having high-performance product lines in snow/ski, mountaineering, hiking, and trail running, it was not perceived in the same light as other established outdoor brands like North Face or Arcteryx. The primary challenge was to bring to life its new platform 'United By Summits' and position Terrex, an Adidas product line, as a credible outdoor brand. The task was to break away from the 'sea of sameness' in the outdoor category, which was characterized by similar visuals, narratives, and expectations, and to paint a realistic and inclusive portrait of the outdoors.

Adidas, a soccer-first sports brand, faced a significant challenge in the run-up to the World Cup 2022. The company aimed to make Weston McKennie, Gio Reyna, and Jesus Ferreira the most recognized athletes in the US Men's National Team (USMNT). However, in North America, Adidas' competitors were leading partners of the USMNT and several of their athletes. The challenge was to reach fans where they frequent most, which is social media, and extend the reach even further to inspire local communities. The goal was not only to increase the visibility of the athletes but also to engage new fans and the next generation.

Adidas, a globally recognized sports brand, has been launching its iconic football boot brand, the Predator, since 2002. However, the challenge in the recent launch was to break away from the traditional male-dominated narrative and spotlight the growing influence of women in football. The company recognized that women's football is filled with stereotypes and perceived impossibilities. The task was to shatter these stereotypes and position the Predator Edge boots as a change agent. The challenge also included ensuring that the campaign was largely made and run by female creators, a significant shift from the usual practice.

Alight, a new spinoff from a formerly well-known brand, faced the challenge of making a significant awareness push as their brand started to debut globally. The company was particularly focused on making an impact at industry conferences in Chicago, Las Vegas, and Barcelona. The key to their concept was their new brand promise, 'Reimagining the way people and organizations thrive.' The challenge was to bring this concept to life in a way that would resonate with their target audience and differentiate them from larger, more established competitors.

Alight, a leading provider of integrated benefits, payroll, and cloud solutions, faced a significant challenge in 2021. With new leadership and M&A in preparation for their IPO, the company was transitioning from selling HR products to adding value to the C-suite through a happier, healthier workforce. This shift was particularly crucial amid a global health crisis where the health, wealth, and wellbeing of workers became a top priority for every leader. The company aimed to address one of the most pressing problems of our time: The Great Resignation. However, reaching and influencing the C-suite, a total addressable market of 1.4 million, was a daunting task. The challenge was to create a bold, provocative campaign that would resonate with this audience and position Alight as a solution to the workforce crisis.

Sanofi, a global healthcare leader, was looking to establish a Consumer Direct marketing program for Synvisc, a visco-supplement treatment for Osteo Arthritis of the Knee. The primary challenge was to identify and manage leads effectively to drive increased conversion. The company needed a comprehensive strategy to not only generate leads but also to manage them through a customer journey that would result in higher conversion rates. The challenge also involved developing a highly relevant communication stream that would engage the customers and prospects effectively.