Bashful » STRATEGIC ADVERTISING

PLAY: JAG MUSIC VIDEO FEATURING: RUBY ROSE

GET BACK

Music Video / Print / Outdoor / Online PR / Social media

JAG, a once iconic brand had over time completely lost its way. It needed a comeback.

Positioned as a “Rock Chic Denim Innovator”; we reinvented both the brand and the product to reboot JAG before everyone’s eyes using shareable content.

JAG was on everyone’s lips and sales went up 20% above its budgeted targets.

PUT YOURSELF IN THE HANDS OF A GOLDWELL COLOR EXPERT - REDHEAD

PUT YOURSELF IN THE HANDS OF A GOLDWELL COLOR EXPERT - BLONDE

PUT YOURSELF IN THE HANDS OF A GOLDWELL COLOR EXPERT - BRUNETTE

THE CRAFT OF COLOR

Brand Video / Print / Online

As the most trusted expert in color precision, hairdresser education and salon support, Goldwell wanted to take a stand against the devaluation of in-salon colour by competitors selling DIY home hair color.

Under the brand theme “Hair Coloring is Craftsmanship” Bashful set out to strengthen the emotional connection with salon-owners and hairdressers. We also help to remind clients why they are going to a Goldwell salon and pay premium price for a color treatment.

REAL FIGHTERS

Web/Video/Product development/PR Stunt/Print/Outdoor/Social

What happens when a tough brand goes soft? You tell them to harden the #&@$ up.

First we fixed the product by taking Lonsdale back to its sporting roots. Reinvented the brand by creating “Real Fighters” – a gang of “outsider” sports stars who never give up. They all had one thing in common – a fighting spirit.

The result; 50 million impressions - national news across all networks and features in all newspapers and a brand is reborn.

DON'T BE A VICTIM

Brand development /Website design/Social/Print

Goldwell is only available in professional hair salons. The professional hair category has little differentiation with brands offering similar products and services.

To set Goldwell apart we exposed that its competitors sell inferior hair colour direct to consumers in general retail and supermarkets; setting up Goldwell as champions of 'Salon Only' colour.

This reinforced their salon credentials and warned consumers of poor results from home hair colour thus driving more customers to their salons.

WHO ARE YOU?

iPhone App/Website/Social Platform/Print

KMS wanted to create buzz amongst hair stylists with its new styling products.

So we created a digital pop-culture adventure that tapped into people's desire for fame. We asked them: 'Who are you? You've got 15 Seconds'. They recorded and shared their response for the chance to win their own commercial about themselves on national TV.

We saw an array of creative entries from snake wranglers to drag queens and over 100,000 YouTube views.

RULES FOR MEN

TVC/Brand Development/Website Design/Social/Print

We started with a blank piece of paper and ended up with a name, logo, brand positioning, E-commerce website and a fully integrated print, outdoor, TVC and social media campaign. The Men's Shop was born.

We positioned it as an unpretentious yet aspirational men's apparel store accompanied with the thought 'style can be bought'. This was brought to life with an in the know 'rule book' to help men navigate modern etiquette and style.

WEBSITE

WE HAVE A SECRET

Retail Communications/TVC/POS/Web/Social/Catalogue

Trade Secret sell in-season designer brand merchandise at 'up to 60 per cent off' other stores' prices. They are allowed to do this by not advertising the brands they sell. Here lies our challenge.

Our approach was that everyone has a secret. So our ads explore characters revealing the Trade Secret coupled with characters telling their outrageous true secrets. Of course the Trade Secret secret always came out on top.

JEANS 4 GENES

TVC/Brand Strategy/ Outdoor/Print/Radio

J4G started 20 years ago. It raises money to help prevent and fight childhood disease. The problem is that wearing jeans to work is no longer a privilege. It needed a reinvention.

So we handed J4G over to the 'Kids'. Who better to fight for a cause that affects them and their peers?

PLAY: 45" TVC

FREE FUN!

Brand Identity/Outdoor /Web Videos/Website/Content/Social/Radio/Direct Mail

Sydneysiders see Darling Harbour as touristy, tired and expensive. So how do you launch a new family precinct right in the middle?

We decided to focus on the giant free playground partnering with Nickelodeon to lure kids (no preconceptions) for a chance to be one of the first 100 to have a go. They then pestered their parents into trialing the new family precinct. The launch was jam-packed and PR coverage reached 8.9m people.

WEBSITE

PLAY: CASE STUDY

MONDAYS SUCK

TVC/Social/Print

Magazines are in general decline from online sites offering free content. So how does a weekly gossip magazine create sales in this environment?

Our solution focused on making your weekly gossip dose as habitual as buying your regular coffee or bus ticket. Famous set out to own the purchase occasion (Mondays) in a fun unique way.

In contrast to the general magazine market, Famous was the only magazine to increase sales during that period.

FUN AHOY!

Brand Strategy/Experiential/Promotion

Shopping at CS Square had become routine for young families - their primary audience. They would run in just for the essentials. We needed to shake things up and inspire shoppers to explore the other retail stores. So we sought to disrupt mums' routines through their kids.

How? We transformed it into a giant pirate's wonderland for them to enjoy. The effect was immediate. Suddenly it was a pleasure to shop and young families discovered parts of CS Square they had never seen before.

VIEW: GAME

EVERCOOL

TVC/Sub Brand Development/Social/Print

Van Heusen developed a men's suiting range for the Australian climate with technology that keeps you cooler when wearing the suit.
We created a sub brand of
Van Heusen - 'Evercool' to highlight these unique properties.

A print and TV concept brought
to life a contemporary product demonstration designed to showcase Evercool's unique qualities -
'To keep you cool under pressure'.

FIND YOUR EDGE

Brand Video/Brand Development/Website Design/Social/Print

As a relatively new brand in Asia, Wrangler needed to define an own-able market positioning.

'Discover your wild side' is a brand defining voice that harnesses the 'cowboy' heritage whilst igniting a sense of spontaneous adventure to explore the undiscovered.

Executed through 'Find your edge', the new creative platform saw images capturing people on the edge free from their urban surrounds and in a place of wild spontaneous abandon.

STYLE SPACE

Brand Identity/Outdoor /Web Videos/Website/Content/Social/ Direct Mail

MidCity Centre is located in one of the most competitive retail landscapes in the world.

Adopting the positioning of style over fashion, we enlisted international style celebrity Nicole Ritchie as our chief 'media buy'.

We generated tremendous media 'noise' by securing millions in PR through her in-centre appearance and ribbon cutting. Digital and social media sent it viral.

With a 10 times ROI Sydney Metro population claimed a 52% awareness of the launch.