The Campaign

In Australia, politics is particularly vicious. We’ve had 5 prime ministers in the past 5 years. So when we were asked to advertise the Sunday Mail’s coverage of the 2016 Australian Federal Election, we knew there’d be a heck of a fight. Our idea was to show the issues that the politicians would use to bash each other in this fight—the “weapons” of the election.

Creative Execution

We created 3D renders of three savage medieval weapons, each altered to feature a hot-button political issue: 1. the boatfuls of asylum-seekers that have divided the country; 2. Australia’s urgent lack of affordable housing; and 3. the raging debate over clean energy.

Indication of how successful the outcome was in the market

The campaign was designed to reinforce the Sunday Mail's value to its readers. Brand tracking results are not available.

Our strategy was to differentiate the Sunday Mail's editorial from all others, while reinforcing the brand’s value to its readers. The posters were positioned at point of sale directly above the stand of Sunday Mail newspapers, maximising the brand’s in store presence.