Write a short summary of what happens in the film

Give a Flybuys is a 3-minute music video or anthem - that repositions Australia’s oldest loyalty program by showing that savviness is something to be proud of. Throughout the ad we see a cast of everyday Australians, all miming to the same punk-rock voice. Performed by frontman Blake Scott from the Peep Tempel, his unapologetic sound embodies the new Flybuys. This ‘GAF’ attitude is also mirrored in the performance of each character. A cast of characters all invented from a wealth of shopping data. As we cut from person to person, across the country – they each break the fourth wall to boast about their savviness and what they’ve redeemed thanks to Flybuys. From groceries, to holidays, school uniforms to Moscato – it’s clear that this collective share the same pride in points-collecting. Because when you Give a Flybuys, you take more.

Please tell us how disruption in your market place inspired the work

Until this point, Flybuys had relied on their traditional, older grocery buyers to drive program engagement. But the data was telling us that to protect the brand, we needed to make a drastic shift now. So we focused all our media spend on the under 35 audience. Which required a complete repositioning of the program - with a simple, yet provocative angle. At a time when people didn’t give a F%^K about Flybuys. We told them that if they ‘Give a Flybuys’ by scanning their card. They can take more. Positioned as a 3 minute music video, voiced by the lead-singer of a post-punk band, with an implied swear word as the brand line - it clearly didn’t look like anything in the market. A risk which paid off. 4-weeks after the launch, we saw a 30% increase in app downloads. And a 16% increase in registrations from 16-24 year-olds.