Brand Relaunch Campaign. Created & Directed by Andrew Henderson
Brief: Reset brand strategy for a beloved INGO in a decade long decline. Response: Redesign and reset strategy to relaunch an integrated campaign throwing a spotlight on generous Australians as global change makers.
Results: After a 10-year / 30-point collapse in aided brand awareness since FY15 - arrested and reversed shrinking awareness with an increase of +10 points since FY23.
2025 1,000 Girls Campaign. Directed by Andrew Henderson
Brief: Building on a successful campaign platform for Australians to raise their voice for girls living in fear and violence. Response: Everyday people raise their voices and rewriting the story for vulnerable girls globally.
Filmed: Sydney, London and Melbourne. Ambassadors including Alex de Minaur, Rebecca Gibney, Jelena Dokic, Amy Shark, Charli Grant and Unice Wani. Leading full inhouse production to deliver integrated campaign across OOH, PR, digital, TVC and in-centre. Creative credit: Launched in 2018: 1,000 Girls was created by Creative Director, Rory Ellis.
Road to Kasama, 28min Documentary. Directed by Andrew Henderson
Brief: Bring awareness for people living with disability, stigma and isolation as the most disadvantaged globally. Response: Together with Dylan Alcott, - make a documentary in Africa to take all Australians on a journey of connection and understanding.
Breaking ground: When ‘experts’ say that short-form content rules, this 28min documentary has reached 83,000 YouTube views and attracted significant media and PR attention. Raising awareness: Across communities and the World Vision global partnership. Co-created: Thanks to the Dylan Alcott Foundation. Play full documentary in link below:
DAVID JONES 2003 - 2013
Scope: A decade shaping a beloved brand. Over 22 seasons, the hands-on creation of iconic campaigns, executed with the confidence to take the best of Australian fashion to the world.
A period that igniting customer imagination with record sales results & growth.
Results: In F10, David Jones had sales of $2bn, EBIT of $250m and a market capitalisation of $2.3bn.
GLOBAL PRODUCTION
Global canvas: Campaigns shot on location in Los Angeles, New York, Tokyo, Tahiti, Shanghai, Seville, Saint-Tropez, Santorini, Beijing, Barcelona, Dublin, Venice, Rio de Janeiro, Prague, Palm Springs, Capri, Queenstown and at home in outback Australia.
DAVID JONES INFLUENCE
Remit: As GM Marketing & Financial Services - a scope that included agency oversight - setting a singular creative direction that cascaded through brand, marketing, stores, VM, PR, events & online.
FINANCIAL SERVICES
Brief: Launch and transition store card holders to new DJs AMEX card. Response: Complete strategic development of Dream concept and implementation on saturation media budget including card livery, instore collateral, direct mail, print, outdoor and events.
AFTERPAY STRATEGY
Brief: How do you explain Afterpay to a 2015 audience still unfamiliar with buy now pay later? Response: By illustrating that in life, things are easier to swallow in smaller bites.
TEMPLE LUXE BY BERLEI
Brief: Launch TLBB into market with high calibre seasonal and digital content that inspires indulgence. Response: Strategic brand creation including name, livery and identity campaign concepts and delivery.
