lenna boland

The inaugural PUMA LOVE RUN was held on Valentine’s Weekend 2011. With the tag ‘meet someone fit’, and tees indicating if you were single or a couple, its major hook was you could 'pull more than a muscle' and find love on the run.

As an integrated campaign it has been highly commended by the Ogilvy Network, One Show, MADC and a winner of the Australian Marketing Institute 2012 Awards for Marketing Excellence.

The print campaign was awarded on BEST ADS and radio won bronze in AWARD Awards.

For over 40 years the AAMI Insurance girl has turned her head and benevolently smiled at the end of every commercial. A brand icon all Australians instantly know and identify with. In a brave move, this much-loved logo is finally out from behind the desk. The end becomes a new beginning as AAMI is given the legs to run free, rescuing families, taming wild ostriches, floating magically down from trees. This fantastical commercial relaunched the brand, showcasing all of AAMI's insurance products in one bold piece of communication. The campaign continued in outdoor,  print, online and digital. It's fun, epic and very, very AAMI.

There's nothing you wouldn't do for your kids: dare to ride a vomit-inducing graviton, or stand for hours chaperoning your tween to the latest spotty boy band.

Ahhh yes, there's nothing you wouldn't do for your family, but there's something you should do, and that's take out AAMI Life Insurance.

This simple human truth instantly connected with our audiences, policies hit record levels, breathing new life into a category about death.

Enjoy the beautiful agony, with a few interactive spots thrown in as well.

Rhonda is Mine, Hot like a Sunrise, Beautiful Brakefoot, Kiss Me Ketut. 

It may not be considered the coolest campaign in the world but it’s won the hearts of Australia. Which is pretty cool. You know you’re onto something when school kids quote your lines unprompted on the bus, the chicks in finance ask if Ketut & Rhonda are getting it on, and older Aussie blokes stroll down Balinese beaches with a ‘Rhonda is Mine’ t-shirt on.

For over 3 years the continuing romance of two characters from an insurance campaign has managed to get everyone hot down under. 

In the final chapter a new man entered the scene. TV, editorials and social media went ballistic as one question was posed: Who's Right for Rhonda?  It was up to the nation to decide.

A cheesy love story to sell car insurance.  You bet.  Ketut scored the redhead, we scored awards including a 2015 APAC Effies Gold for Sustained Success and 2014 AMES Gold for Creative Effectiveness,  as well as my personal fave, a winning greyhound named 'Kiss Me Ketut'. 

Here's the case study, the ads and a flavour of the Rhonda & Ketut mania. 

One of my most bizarre projects in which I faced Germaine Greer with two mascots dressed in oversized POPCORN and CHOCTOP costumes...whatthe!!

For 17 days we followed the lives of two mascots for the Melbourne International Film Festival, and made a documentary of them. What could be more appropriate to sell a film festival, than a film about a film festival?

Two guys wore non-breathable, polyurethane costumes for the entire festival. And we shot their every move. The plot was crowd-sourced, via the film schedule and their TWITTER followers.

Check out the trailer and case study below.

Being ill and without an income comes with its own 'without an income' consequences.

Like having to move back in with Mum and witnessing things a son should never see, or taking in a boarder, like this orange terry-towelling-dressing-gowned guy. Oh dear, unsavoury indeed. 

Luckily, with AAMI Income Protection, all these consequences can be avoided.

Who doesn't love a human pyramid as a visual metaphor for how Sensis can make your business grow. All accompanied by a kicking version of 'Gonna Build A Mountain'.

The relaunch of the Sensis brand worked across many channels, here's the TV and print. 

A couple of fun retail spots for BP and Velocity's Frequent Flyer partnership programme.  

One with a dubious 'Siegfried and Roy' and one with a monkey. Fill up and fly peeps. 

Bank schmank. They're all the same.  But what differentiates Bank of Melbourne is that it's from Melbourne. 

To advertise their low home loan rate we highlighted it by placing it within iconic Melbourne environments. 

Simple retail messaging, wrapped in the brand's identity differentiated it from the bank pack. Looked pretty too, my fave Chinatown. 

The love between AAMI's 'Rhonda & Ketut ', Australia's No. 1 couple, was in crisis. Following the release of the latest TVC the rumour-mill went into overdrive.  

Collaborating with WHO Weekly three exclusive stories were run as features in Australia's leading celeb magazine. They appeared not as traditional ‘ads’ but as real-life exposes.

Such was  Ketut's popularity he officially made it into Who's Sexiest People 2013 list. A fictional character alongside the likes of Danni Minogue and David Beckham. Fiction and reality blurred as the campaign reached fever pitch.

With her savings from AAMI, Rhonda travelled to Bali, where she got lucky....or did she? 

The immortal words 'Kiss Me Ketut' were uttered to a nation. They loved it so much we did a Christmas remix, released on national breakfast TV programme, Sunrise. 

A tad overindulgent, yes, but I love it, if you're fan enjoy.

We initially called this campaign 'Remember when you were a dickhead?'.

In a humorous way it called out to parents to remember what they were like as young drivers, thereby encouraging them to give their kids all they help they need with AAMI's Skilled Driver's Course.

Even better, it gave us a chance to bust out the 80s shoulder-pads and glam metal hair. 

A small sound byte from our 'Remember When' TVC became the basis for a Facebook promo. We jumped at any excuse for a down and dirty 80s clip, bring on the fireballs and slow-mo head-turn...but it didn't stop there as the song created its own PR.

Facebook fans requested who sang it - was it Pat Benatar, Brian Mannix?

Finally, due to popular demand we  released the full version on iTunes. Rad. 

MYER, Australia's largest department store, had lost the love and personal touch with their customers.  We brought it back at Christmas.

Introducing MYER's Christmas Angels, the little helpers that ensure you make the right present choice. The campaign worked across all channels, from 6 TVC spots to digital and instore. And there's an angel with Wagnerian horns, gotta love that. 

It proved to be one of their most successful and memorable campaigns in decades. 

AAMI needed a way to launch their new Facebook page and capitalised on the popularity of their new TV character Rhonda.

Just by liking AAMI, Facebook fans were remixed into the commercial, their profile pic appearing in the ad as it aired on national TV. It was a great success, as people got a kick out of seeing themselves in the scenes of the actual TV ad.

Here's a case study to show how Australia 'Got their Rhonda Face on'.

Who doesn't love a bit of pink love? 

Motorola's release of their pink phone found its perfect partner, Melbourne's Queer Festival. Let's talk pink. 

What could be more Australiany Summery Christmassy than jumping into a pool of presents?

Of course, it was raining when we shot it, ahhhh the magic of the season.  

Jump in: it's Summer, it's Christmas. 

For over 40 years AAMI Insurance have been known for their lighthearted approach to life's prangs, bumps and bingles. 

To celebrate this legacy we invited people to share their own personal 'ding' via Twitter/Facebook, then displayed them in an online gallery for all to see.  

'Dings of Our Lives' went ka-boom, using old media memories to engage and crowd-source new AAMI tales via social media.

This is bit old, but I love it, so here it is.

The Motorola RAZR V9’s positioning was a ‘fashion icon reinvented’. To communicate this we invented our own fashion icon, FARL KAGERFELT – the man who put the urrrrrrrrr in couture. FARL guides us through an interactive site that allows you to reinvent yourself posting the new you on Facebook for all to enjoy.

The campaign achieved great results and press, winning Adobe Website of the Week. It also won me Badjar Ogilvy's Creative Award for the year, the prize a stint at Ogilvy Toronto under the creative directorship of Cannes Gold award-winning CDs, the brilliant Janet Kestin and Nancy Vonk.

KRAFT wanted to entice women to try their LU biscuits. Biscuits with a sophisticated European taste. Yummy!

Who better to make Europe's sexiest biscuit than deliciously, sexy European factory workers? Meet Pierre and Claude in all their chocolatey glory: The MEN of LU. 

Online the campaign continued as you could get up close and personal, voting for your favourite LU stud.

Crown's catchphrase is 'a world of entertainment'.

Here's what I call my mixed bag of entertainment, from Grab for Cash promos to sophisticated high-rolling print. 

Highlight: Watch as Dame Nellie Melba wigs out.

The Sunrise Foundation is an organisation that aids elite athletes suffering from depression. Just because they break records doesn't mean mental illness can't break them.

This series of posters were released to help raise awareness and encourage those suffering to get help.

A series of outdoor executions to coincide with the Olympics and Kodak's digital camera range. 

A couple of poems about cauliflowers and buttons.