the team life at gpy & r blog contact we re a creative agency based in melbourne sydney brisbane auckland and wellington we are gpy & r what we do work we create ideas that become powerful experiences . experiences that create a cultural exchange and inspire action . here are a few of our favourites . you re accepted minus18life saving stickers australian road safety foundationawardsletter of gallipoli ii legacyawardsmelanoma likes me melanoma australiawhilst many people think melanoma only happens to older people in actual fact more and more young australians are being diagnosed with melanoma . it is the most lethal cancer for those aged between 15 and 30 . melanoma was not top of mind for them and traditional advertising warning messages were easy to ignore . coupling that their appetite for mainstream media was at an all time low . they barely watched tv listened to radio or read press . they were however voracious users of social media so our summer promotion needed to be built around their interaction with that . gpy & r brisbane gpy & r melbourne awardsquestion the answers monash universityfronted by australian actor david wenham we set out to break from traditional university advertising tropes in this tvc . starting with a positioning that challenges students to question the status quo we needed to deliver the same sentiment in the creative . slow motion shots of students playing frizzbee in the quadrangle was just never going to make the cut . mcwhopper burger king y & r nzto promote world peace day 21st september 2015 www.peaceoneday.org burger king us called for a burger wars ceasefire with their long standing rival mcdonald s. via full page open letters in the new york times and the chicago tribune and out of home billboards . burger king proposed the two restaurants set aside their differences . to join forces to cook and serve the mcwhopper a peace loving burger that combined all the tastiest ingredients from the mcdonald s big mac and burger king s iconic whopper . y & r new zealand nrma motorservedrought draught young henrys brewerybloquet ribs & rumpstumble schweppesclient schweppes australiaoffice melbourne we think schweppervescence feels a bit like this . gpy & r melbourne awardsdonation posters ptv on any given night there are over 26 000 young people in australia who don t have a place to call home . so right where you expect to see the problem we provided a solution . partnering with public transport victoria we embedded public transport terminals into billboards to allow everyday commuters to donate directly to youth homeless charity ladder . making for a simple and effective donation mechanism that also delivered a heartfelt message . changing the destination for homeless young people in melbourne forever . gpy & r melbourne awardscantenna sp lagerthe sp cantenna was a promotion created specially for the 2015 rugby league season in papua new guinea designed to help increase sales of sp lager beer cartons . it was a gift at purchase promotion giving customers who buy a carton of sp lager everything they need to make a high quality tv antenna out of the carton itself . gpy & r brisbane awardssmall business australia postshowcasing small business around australia from mt franklin to kangaloon mataranka to minyerri and bowral to melbourne the statement is clear ; with their extensive network and infrastructure australia post is the perfect partner to help make your business dream come true no matter how small or large . the campaign rolled out across television social and digital media press and outdoor and throughout australia post s assets including in stores and online platforms . gpy & r melbourne living memories break y & r nzbrake is a charity that educates drivers and supports victims of road tragedy . while established in the uk it was new to nz and required increased awareness and support.five lives are lost on nz roads every week . so we brought this statistic to life by making contact with five families who had lost loved ones on the road . then working with forensic scientists and weta digital we created images of these five people as they would have appeared today if they were still alive . five lifelike portraits unforgettable content that could spread through multiple earned media channels . y & r new zealand disguise packaging australia postyou wish fish bcfthe campaign directly targeted bcf boating camping fishing club members using an edm and a surprise and delight offer with a sales incentive attached.an invitation was sent out as an edm to bcf club members with offer and product demonstration video inviting the customer to spend over 50 at their nearest store on a particular weekend to get the promo item free . the promo item you wish fish was created specifically for this direct campaign.club members were targeted because they re high value customers worthy of a surprise and delight offer . they were also chosen so we d be able to track sales against their unique club member numbers.by using their bcf club member numbers we could track the response to the campaign simply and accurately . gpy & r brisbane letters of gallipoli legacy2015 marked the centenary of anzac day a national holiday that commemorates the australian soldiers landing at gallipoli in world war 1 . to mark the occasion we created letters of gallipoli a podcast that re told the anzac story as it happened 100 years ago . by using real letters that were written by australians while they were aboard ships stuck in the trenches and dying in hospital beds you could follow their stories like never before . each episode was played by gold fm on anzac day . gpy & r melbourne awardspowerballoons tatts lottopowerball is australia s richest lottery . however in recent months jackpot levels had been low . the brief was to create a disruptive promotion to remind australians how winning powerball could change their lives . a well known powerball brand tvc features an ordinary australian couple who change their tinny for a luxury powerboat . our strategy was to show this in print and other media as well as bring it to life in the real world with a disruptive outdoor activation . gpy & r brisbane the airborne ad australia postpro vision oakley oakley pro vision is a reinvention of oakley s sunglasses packaging which for the first time allows people to see through life through a professional athlete s lens . a combination of technologies and a pioneering packaging design can now literally put you inside a barreling wave with the world s best professional athletes . launched at the world surfing championship event at bells beach pro vision allows fans to see in completely controllable 360 degree view exactly what it looks like to compete on the world tour . gpy & r melbourne awardsbreast milk lewis road creamery y & r nznew zealand has the highest breast cancer rate in the world and breast cancer cure are a single minded charity committed to funding research to find a cure . because breast cancer cure commit their donations strictly to research we needed a brand partner and an attention grabbing idea to deliver reach . our target audience is a pragmatic rational upper socio female . and studies showed us that she was significantly more influenced by cause related products . our idea breast milk the cow s milk that funds the cure . by creating a product that our target audience purchase 2 3 times a week we could deliver a routine donation without them having to change any behaviour whatsoever . we approached partner lewis road creamery who have a growing following among our target audience and for three months they would rebrand their most popular organic blue top milk as breast milk contributing 20c from every bottle to breast cancer cure . as expected breast milk generated a flurry of support all over social media as well as large media outfits all over the globe getting behind the idea including the daily mail huffington post and buzzfeed . but more importantly . breast milk was selling out . y & r new zealand survival calendars suncorpwhen you live in queensland it can feel like every month brings a new disaster . floods wild storms hail bushfires mother nature really lets us have it on a regular basis.so we created the 2015 survival calendar for suncorp insurance customers . every page included an accessory for a seasonal weather event including rope to secure a tarp to the roof tape to reinforce windows during a hailstorm a space blanket to treat exposure a waterproof sleeve for important documents even an emergency flashlight could be popped out from one of the calendar spreads.the calendar provided a whole year s worth of tools to help protect our customers 365 days a year . gpy & r brisbane smoking make olders qld governmentthe number of young females smoking was rising at an alarming rate . but research showed that traditional messages of poor health and even death didn t resonate with the target . the main driver that would change their behavior was by seeing the effects smoking would have on their appearance in a very personal way.right across queensland we set up what looked like makeover stations but then shocked young smokers with make olders showing the effects smoking would have on their looks . wrinkles saggy skin pursed lips and more.over 150.000 people viewed the make olders through our partnerships with video bloggers and pr for the campaign reached over 14 million people . gpy & r brisbane why why not climate reality projecton the 23rd of september 2014 the world s leaders gathered in new york to attend the united nations climate summit . on the agenda was the urgent action needed to preserve the planet and the future of mankind . we created a global campaign designed to make it unlike any other global summit before . for the first time ever we gave a voice to a group that has the most to win or lose from the discussions and decisions that are arrived at our kids . and in the process did something previously considered impossible we got them into the united nations general assembly . to sit alongside 160 heads of state and do what kids do best ask why our strategy was to put a new kind of pressure on world leaders who were attending the summit and deciding their climate commitments . appealing to them as parents not merely as politicians . gpy & r sydney step up dfr army reservegpy & r melbourne awardsthis calls for a cocktail schweppes people are incredibly routined when it comes to drinks ; they order cocktails at fancy bars on special occasions drink beer by the bbq and arrive at dinner parties laiden with wine and champagne . boring we wanted to challenge not only the perceptions of cocktail appropriate occasions but also to give people the confidence to get creative with the drinks they make at home . and to bring this all to life we wanted to produce a campaign that pecked at these engrained habits until people felt inspired to give it a go be it because it s wednesday mix the hump day because you left your phone at work mix the off the grid or simply because your boss went on holidays mix the booyah . to launch the campaign we made over 100 pieces of contextual communications including 27 tvc s and 70 print executions and will continue to react to anything or anything we reckon calls for a cocktail . and every time we create a new drink we upload it to our drinks hub to ensure people always know where to go when they get thirsty . got to the end of this