TOBIAS’PORTFOLIO

ART DIRECTOR

PROPOSITION: Create your ultimate gourmet burger. INSIGHT: Couples take bites out of each others burgers and friesIDEA: The ultimate burger is one that brings people closer together.

RATIONALE: People in relationships share things when getting closer as a couple. This is the ultimate burger for bringing people closer.

EXECUTION: Couples enter their creations into the kiosk. Their creations get combined to create a burger for couples

1 flavour for 2 people to become closer in their love for each other

McCouples

Mc valentines

DIGITAL POSTER

FRAME 1 FRAME 2

FRAME 3

They pick personalised backgrounds for their poster ad of the burger they created

KIMKIMKIM

KANYEKANYEKANYE

THEKIMYE

McCouples

McCouples McCouples

McCouples

McCouplesWEBSITE

McVALENTINES

Couples submit their burger onto the website where they get judged. For further personalising of their burgers, couples can add their story of how they met.

HOW WE MET

TVC

VO: Relationships have this bond of sharing things

VO: Everything down to the occasional toothbrush

VO: Now it was time for a gourmet taste to be shared

VO: Hence, McValentines! The gourmet taste of relationships!

FITLYMPICS

PRODUCT: Fitbit

INSIGHT: The Olympics brings out the competitive nature within peopleIDEA: Allow countries to race against each otherEXECUTION: Allow fitbit users to choose their country to run for. The data of fitbit users for each county is combined, to allow countries to compete against each other. See your efforts in helping your country as a fellow fit-lympian.

PR: Build further PR by getting high profile people involved, helping their country in the Fit-Lympics

MOBILE APP People select their country to run for. The fitbit data is allocated to that country where each country can now compete. The mobile app also has gamification of goals and olympians such as Usain Bolt.

FIT-LYMPICSFIT LYMPICS

LOGIN

SIGN UP

WHICH COUNTRYDO YOU

RUN FOR?

AUSTRALIA

SELECT

FIT-LYMPICS

YOU HAVE CONTRIBUTED XXX KILOMETERS

THIS WEEKTO YOUR COUNTRY

2ND PLACE YOU RAN 60% THE SPEED OF

USAIN BOLT

CONGRATULATIONS

USAIN 60ACHIEVED

SHARE TWEET

FIT-LYMPICS FIT-LYMPICS

DIGITAL LEADERBOARD POSTER(REAL-TIME UPDATES) Public view to draw new fitbit users to help their country

FITLYMPICS

SHARK AT THE AIRPORTPROPOSITION: See the sharks at Underwater World

INSIGHT: The first place an international tourist sees, as they step on Australian ground, is the Airport.IDEA: Bring the sharks to the airportEXECUTION: place plastic shark fins on the luggage pick up conveyer belts. It will look like a shark is swimming with the luggage.

EQUIPMENT

PLASTIC SHARK FINS SNORKEL

SUNSCREEN PAINTBALLPROPOSITION: Spend more time in the sun.

INSIGHT: 18+ adults neglect using sunscreenIDEA: Make sunscreen funEXECUTION: SPF 50+ Sunscreen pellets.

RATIONALE: Create a fun and adrenaline pumping event of applying sunscreen for 18+ people

PACKAGING

SENSITIVE TEETHTARGET AUDIENCE: 20-45 year old adults

PROPOSITION: No toothpaste, no defence

RATIONALE: Colgate Sensitive helps people get through the day eating the food they love. What becomes of the food we love and crave each day without Colgate Sensitive?

INSIGHT: Eating food can hurt people with sensitive teeth.

FOR SENSITIVE TEETH

FAREWELL THE FISTCLIENT: Australian GovernmentPRODUCT: Alcohol and Violence Awareness

PROPOSITION: One punch can kill

INSIGHT: Young people communicate through emoji’sIDEA: A mobile update that removes all fist emojis out of respect to those fallen from the coward punch.

ONLINE PETITION as a request to remove fist emojis from facebook and other forms of social media

The fist emojis removed will be blanked out in the mobile interface

Grabbing their attention by disrupting their form of communication

FAREWELL THE FIST

ONE IN FIVE AUSTRALIANS AGED 18 TO 19 HAVE BEEN A VICTIM TO

ALCOHOL FUELED VIOLENCE

#FAREWELL_THE_FIST

SHARE

EXECUTION: A team up with facebook, twitter and high profile people to build PR

RATIONAL: Younger people communicatethrough emoji’s. A disruption in their form of communication draws their attention.

WIFI FOR ESSENTIALSTARGET AUDIENCE People with a social conscience to help the homeless

PROPOSITION Connect the homeless.

INSIGHT:The homeless use mobiles for the wifi to connect with services for food, clothes and shelter

DONATIONS HELP THE HOMELESS CONNECT TO HELP

THE BODY BUDDY PRODUCT: Weight Scales Alternative

PROBLEM: Adults have an unhealthy relationship with their scales. They get depressed over their weight.

IDEA: Instead of scales with numbers, the scales will have health indicators (colours).

EXECUTION: Calibrate the scales for you by entering your gender, age and height.

The scales will internally calculate your “healthy weight” - without telling you what that weight is. Through the BMI calculations.

PLATFORM: Platform lights up with colour through LED lights inside

BLUE = UNDERWEIGHT ORANGE = OVERWEIGHT

RATIONAL: Health is communicated in colour for adults, in order remove numbers of their weight. So that they can focus on health as a whole.

1. Wrestling scene crowd cheering in the background

TVC

2. Wrestler hits opponent with a chair. The chair never breaks

3. Frustration builds with the chair not breaking

PROPOSITION: IKEA is durable. (reposition)

RATIONALE: IKEA furniture is well-known for being cost effective. Now IKEA wants to reposition themselves for consumers to know that they are as durable as they are cheap.

EASY TO MAKEHARD TO BREAK

Rama

WEBSITE GAME (GAMIFICATION) IN-GAME ITEM UNLOCK = ONLINE DISCOUNT

Fight against friends and NPC’s, with IKEA furniture and items. Gain points to unlock more IKEA furniture to fight with.

Rama

Rama

Unlocking furniture earns discounts on the IKEA online retail store

The adventure discountPROPOSITION: Get people to go outdoors

INSIGHT: Northface’s customers consider themselves seekers of adventureIDEA: Reward the adventurous EXECUTION: The further away you are from a brick and mortar retail outlet of Northface, the greater the discount. Northface cares about their customers that they want to reward those that live for adventure!