Soap Creative’s gaming division SMG Studio hits the jackpot with latest app game ‘One More Line’

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F2AhuiuWSmoIJ4qJBKorpaO61kA5GmzpJemk8gxTqFk.jpgCB Exclusive – Sydney-based SMG Studio has launched its second game title – One More Line. The highly addictive game was developed in a week and is generating AUD$15k+ in daily revenue for the fledgling game developer.

Says Ashley Ringrose, Soap Creative and SMG founder: “SMG is an independent gaming studio foremost, but for Soap, it’s also an investment in our own product to demonstrate to brands the opportunity gaming presents. To put that investment into perspective, we’re now generating daily revenue from owned IP that would take 8-10 staff in a typical agency to generate.”

0xBkNBahQfLHV3UI63HahBKMeLBjZsO0oNdL--mZlxY.jpgOne More Line has been described as “Nokia Snake meets Spirograph”, a
reference to the original mobile hit and the iconic geometric drawing
set. In One More Line, players navigate a rapidly moving line through a
slalom of obstacles that they can grapple onto or avoid. Aside from
being a highly addictive time waster, the gameplay produces colourful
geometric patterns leading its creators to dub it the game where “your
death will be beautiful.”

You can see a stream of player generated images by searching the hashtag #onemoreline:

game has smashed its way into app store charts across the world with
one million+ downloads in seven days, over 62 million plays and is
currently sitting at #6 in Australia and is Top 10 games in 34 other
countries. With no paid media, the success of the game is largely driven
by word of mouth and editorial features. It premiered at the PAX
Australia gaming conference a fortnight ago where it received high
praise from gamers and industry press. The strong reception prompted the
studio to accelerate its release for all mobile and tablet devices.

Ringrose: “One More Line was one of five game concepts born through
rapid prototyping sessions with the team. We immediately saw the
potential in this and created daily iterations that honed the gameplay.
By the end of the week the entire office was buzzing away on One More
Line. We then spent another three weeks polishing and testing the game.”

The distinctive ‘Space Disco’ soundtrack in the game was created by SMG Studio collaborator Jared Underwood from Batterie music who had previously never composed music for a game before.

Studio is backed by Soap Creative which established the dedicated
gaming unit in mid-2013 to capitalise on the agency’s gaming experience.
The four person team launched its debut game OTTTD ‘Over The Top Tower
Defence’ in May 2014 which picked up various indie game awards and
quickly established the studio as a quality developer in the indie
gaming scene. The studio is currently working on multiple games
including the release of its first console title Hyper Death Robot
Party, which is slated to launch in mid 2015 on Xbox One and PS4.

studio was one of just 10 companies funded by Screen Australia’s $20
million Games Enterprise grant before it was cut. Prior to establishing
SMG, the Soap team had developed other mobile titles including
Thumbzilla, selling over 150,000 copies before transitioning to an
ad-supported model with six million downloads and Diggin’ Dogs published
by Chillingo, publisher of Angry Birds and Cut The Rope.

One More Line is available for free on mobile and tablet devices from the iTunes Store, Google Play and Amazon.

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November 28th 2014 Uncategorized

Don’t miss the Big Issue of CB – featuring OZ/NZ TVC Production + Content Report – out next week

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CB-COVER-DEC-2014.jpgThe bumper perfect bound Summer issue of Campaign Brief – which features the annual TVC Production + Content Report – is out next week.

The mag includes profiles on the top commercials + content directors on both sides of the Tasman.

Also in this issue:
- How the DDB network is molding a creative powerhouse
- Why Michael Canning went to where it’s 72andSunny
- Those clever boys and girls at M&C Saatchi
- Ad industry veteran Gawen Rudder reveals why most great creatives come in pairs

AGENCY PRODUCERS: Get your FREE COPY. Simply email your name, position, and agency to:

Subscribe Now @ only $44 per year. To get so much more than what’s on the blog, make sure you are a subscriber
to the print edition of Campaign Brief. CB is the only advertising creative magazine in the region, which celebrated its 30th anniversary in 2014.

Subscribe online (where you can also view and read current and past issues).

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November 28th 2014 Uncategorized

Bestads Six of the Best reviewed by Gerry Human, CCO, Ogilvy & Mather, London

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GSCH portrait alt7.jpgEach
week Bestads picks the very best advertising in the world, in every
medium – which is reviewed by a top creative director or team to select
their own personal favourites.

This week’s guest judge is Gerry Human, chief creative officer at Ogilvy & Mather, London.

Winner: Festival Mix Brasil, Everyone Is Gay.
A textbook example of how to take a truthful insight (everyone does
things that some other people consider ‘gay’), turn it into a solid
proposition (if everyone’s gay, Festival Mix Brasil is for everyone) and
deliver it with simple, joyous confidence. Expect to see this at next
summer’s Cannes Festival, the gayest awards of them all. And I mean that
in a good way. READ MORE…

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November 28th 2014 Uncategorized

Grill’d launches second video in branded content series to support low carb range via Magnum PR

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Screen Shot 2014-11-28 at 8.05.19 am.jpgOver-the-top gym behaviour, paleo confusion, unbalanced protein diets or this week’s hot new super-food. Trying to stay on top of the latest health fads is a confusing and futile exercise and this extreme behaviour is parodied in the latest video by healthy burger group Grill’d and Magnum PR.
The new video ‘Healthy Guy’ follows the popular first video in the series ‘Healthy Girl’, which has already amassed 300k YouTube views in just two weeks since being published.  This time the spotlight is on extreme male behaviours and general confusion of Australian men around diets, food terms and exercise,  delivered by a comedic character in a tongue-and-cheek way.

The branded content video series was created to support the launch
of the new Low Carb SuperBun that makes all Grill’d burgers low carb. It
has been published across the brand’s social media channels and is
being amplified by PR, influencer seeding and paid media including
Mamamia and Pages Digital. The aim is to deliver a simple message that
the introduction of the Low Carb SuperBun makes the Grill’d menu even
healthier, and therefore being healthy even easier.

Says Simon
Crowe, Grill’d founder and MD: “Word-of-mouth marketing, branded content
and social media are all key focuses for us to get our brand message
out there, rather than traditional above-the-line marketing.
philosophy has always been about quality fresh ingredients and nutrient
dense food, however more recently we’ve seen a lot of confusion out
there and people going to some pretty crazy extremes ‘to be healthy’. At
Grill’d we aren’t interested in these passing fads, rather choosing to
be guided by the latest research regarding the long term benefits of a
low carbohydrate diet. With the Low Carb SuperBun, we can now offer all
of the burgers on our menu as a low carb option, allowing more people to
be able to enjoy burgers in a contemporary, premium and healthy way.”

Matt Holmes, creative director Magnum PR: “It’s been great seeing
people engage with the video across social media in the past fortnight
and make a difference through product and brand awareness.  Engaging
content like this is helping to continue to grow the Grill’d social
media community across all channels while also creating new advocates in
the health space. The bar is now set to see whether our male character
and the scenes and behaviour we’re calling out resonates as well.”
Client: Grill’d
Creative Concept: Magnum PR
PR & Social: Magnum PR
Production: The Precinct
Writer/Director: Richard Vilensky

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November 28th 2014 Uncategorized has election promises #setinstone in a new campaign via Leo Burnett, Melbourne

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setinstonebench.jpgElection promises are made to win elections, but are typically forgotten afterwards. In the lead up to the Victorian State election this Saturday (tomorrow), has engaged Leo Burnett Melbourne to ensure the promises made by both major parties are harder to break.
Over the last few days, eight key election promises from both Labor and the Liberal Party have been etched into 19kg chunks of stone. These enduring reminders of what’s been promised were presented to the public by Crikey founder Stephen Mayne on the steps of the Victorian State Library yesterday. Representatives from both parties were invited to come along and stand by their commitments, but failed to attend.
setinstonesteps1.jpgThrough #setinstone, Victorian voters are being empowered to have their
say on which election promises politicians should be held most
accountable for. And with voters helping spread these engraved promises,
it’s hoped that the party that comes to power will be more likely to
fulfill them, rather than break them.
The promises will be displayed outside the setinstonesteps2.jpgVictorian State Library until the election tomorrow.

Agency: Leo Burnett Melbourne
ECD: Jason Williams
Creatives: Joe Hill / Garret Fitzgerald
Group Account Director: Ari Sztal
Creative Coordinator: Joanne Warrener
Social Media Manager: Chris Steele
Photography: Harvard Wang / Brandon Rice
Editor: Matt Peters
Client: Crikey
Campaign Manager: Michael Nugent

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November 28th 2014 Uncategorized

City of Sydney decks CBD with festive season branding in a six-week campaign via Holt

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HOLT_COS_Christmas_00.jpgThe City of Sydney local government area has begun rolling out this year’s Christmas branding, in a six-week campaign via Holt, that will cover the CBD and surrounds in festive spirit across the spectrum of outdoor, digital and print media.
The campaign creative centres on the clean-lines of a triangular, tree shaped identity, as the contemporary distillation of a recognisable Christmas motif. The ‘tree’ itself is further made up of hundreds of smaller, prismatic triangles in a myriad of bold, rich, jewel-like colours. As though in flux from a gust of wind, small ‘leaves’ of colour are blown from the tree shape, into its surrounds.

HOLT_COS_Christmas_01.jpgSays Christopher Holt, creative director at Holt: “The 2014
Christmas campaign will be highly visible throughout inner-Sydney via
city flags. This got us thinking about how to utilise the nature of the
medium to augment the creative and give it life. The notion of wind was
the basis of this idea.
“From here, the visual brand we
developed for Christmas in Sydney this year was inspired by the famous
woodcut Travellers Caught in a Sudden breeze at Ejiri by 19th Century
Japanese print-maker and artist Hokusai, and Jeff Wall’s contemporary
photographic interpretation of this work, A Sudden Gust of Wind. In this
case, the wind seems to physically blow the spirit of Christmas off the
tree and out across the city.”
The use of a palette of more the
350 individual colours was also HOLT_COS_Christmas_03.jpgdeveloped with clear intent and careful
thought as to how the creative could positively influence the emotional
experience of being in the urban landscape of the City of Sydney during
the Christmas period. Holt said the use of colour aims to create a
joyful sense of celebration and a festive mood amongst city-goers.
choice of typography was also important to the creative, explained
Holt, whose studio opted to realise the ‘Happy Christmas’ messaging in
Outsiders, a contemporary slab serif font designed by Henrik Kubel at A2
Type foundry in London.

Says Holt: “It has a lightness that
softens the hard edges of the tree mark, adding a sense of character and
giving the identity and campaign a friendly, inclusive voice.”
campaign, which represents the commercial activations and community
celebrations of the 2014 Christmas period in Sydney, will cover the city
as it rolls out across metrolights and citylights, city flags, banners,
large-scale outdoor billboards, posters, print and online advertising,
website, promotional collateral, experiential executions, digital
applications and retail activations.

Steve Howlett, head of
creative at the City of Sydney, whose in-house team will roll-out the
creative, says the annual Christmas brand and campaign is integral to
the City’s standing as Australia’s only global city.
Howlett: “The great cities of the world have Christmas experiences that
makes them even more joyous destinations at that time of the year. Our
annual HOLT_COS_Christmas_18.jpgChristmas campaigns aim to put Sydney on the global ‘festive
season map’, creating strong commercial returns for business, making it a
special time of year for the people who live and work in this city and
drawing in visitors from around the world.”

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November 28th 2014 Uncategorized

McGuigan Wines appoints Bloke Sydney to raise brand awareness in Australia and in the UK

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mcguiganwines.jpgThree-time International Winemaker of the Year, McGuigan Wines, has appointed Sydney creative agency, Bloke, after a three way competitive pitch to raise brand awareness both in Australia and the UK.

Says Mike O’Rourke, creative partner at Bloke: “Wine advertising has become so serious. It used to be fun and it’s what made Australian wines stand out from the rest. We’d like to bring some levity back and we’re really pleased that the team at McGuigan felt the same way.”
The McGuigan name is synonymous with Australian winemaking, with four
generations of the family having made wine their life. Demonstrating a
deep commitment and passion for hand-crafting fine Australian wines,
McGuigan Wines was crowned International Winemaker of the Year at the
prestigious International Wine & Spirits Competition (IWSC) in
London in 2009, 2011 and 2012.

Says Scott Burton, marketing
manager for McGuigan Wines parent company Australian Vintage: “Bloke’s
campaign idea sits perfectly with our overall marketing strategy. It’s
about leveraging our brand values of warmth, openness and authenticity
to create that connection and resonance with the consumer. We’re really
looking forward to working with Bloke to bring it to life.”

O’Rourke: “McGuigan have essentially done the hard work for us, making
award-winning wine for four generations. All we need to do is project
their message in such a way that people’s first instinct at the liquor
store is to reach for a McGuigan.”

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November 28th 2014 Uncategorized

Sydney brothers Alex and Rich Brophy put a spin on Secret Santa with new initiative ‘Go Halves’

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Go Halves Half Gift .jpgA couple of Sydney brothers are about to change the workplace Secret Santa forever. Go Halves is a new charitable initiative that puts the power to do good in the hands of everybody.

Go Halves is so simple, it’s a wonder it hasn’t been done before. Participants simply split their workplace Secret Santa limit in half; half goes towards a gift, the other into a pool with their workmates which is donated to a charity of their choice.
Rich & Alex Brophy.jpgThe idea is the brainchild of two Sydney brothers, Alex (right) and Rich Brophy (left).
After their aunty lost her eyesight a few years ago, they wanted to do
something for the charity that supported her through the tough times.

Alex Brophy, editorial chief of Pinstripe Media: “Seeing how much
VisAbility helped her adapt to a new life, how much they supported her
off their own backs, it was pretty incredible. We came up with Go Halves
as an integrated approach to raise money for our cause, then realised
that everybody has something they’d love to support at Christmas.”

many other fundraising platforms, 100% of donations go directly to the
charity, a point of difference the Brophy brothers are adamant about.

Rich Brophy, a freelance creative: “Most other fundraising platforms
take a cut before they pass your donation on, which seems a bit stiff to
us. To us, Go Halves is about making positive social change, not making
a buck. Our hands-off approach means we don’t have admin fees, so all
the money goes directly to your charity.”

Kochie.jpgIt’s an initiative
that’s struck a chord with Sunrise host and Port Adelaide Football Club
chairman David Koch, who has come on board as an ambassador of Go

Says Koch: “I think it’s a terrific initiative with a
lot of merit. At this time of year people can forget about those less
fortunate, but really, it’s the most important time to show your

Koch’s family business will be supporting Youth Off The
Streets with their office Secret Santa this year, a charity that Koch
and his wife Libby are very close to.

Says Koch: “We’ve been
involved with Father Chris Riley and his work establishing Youth Off The
Streets for a number of years now, and what they’ve done to help
disadvantaged youth turn their lives around is tremendous.

strength of an initiative like Go Halves is in people donating money
they might have spent on, let’s be honest, forgettable office gifts, and
instead making a real difference.

“The way it starts a discussion around the causes close to people is just as important.”

Halves has been brought to life with the help of Newcastle-based
digital agency Mudbath, who have donated their time and sharp digital
skills to the initiative.

To get get everything you need to Go Halves this year, register at

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November 28th 2014 Uncategorized

Melbourne’s ad community attends MADC’s exclusive After Party at The Newmarket Hotel

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10257670_769390203096715_2226782124892577396_n.jpgMelbourne’s advertising community turned out in force last night at MADC’s exclusive After Party.

The sell out event was held at The Newmarket Hotel’s downstairs chic club.

Espresso martinis flowed as new presidents Jim Ingram & Ben Couzens rounded out the night with promises of a re-vitalised MADC.

Click here to view more pictures of the night.

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November 28th 2014 Uncategorized

Tasmanian Road Safety Advisory Council unveils ‘Thank You For Sharing’ campaign via Red Jelly

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Screen Shot 2014-11-28 at 6.45.08 am.jpgHobart based creative agency, Red Jelly has launched its latest piece of creative work for the Tasmanian Road Safety Advisory Council (RSAC).
The campaign, ‘Thank You For Sharing’ promotes considerate road use behaviour by giving positive feedback to drivers, cyclists, motorcyclists and reminding them of their inherent good citizenship.

RSAC14094_Share the Road_A2_OP_LOWer.jpgRed Jelly commissioned Australia’s top puppet theatre Terrapin – also from Hobart – to create the puppetry and performance.
copywriter Chris Bellears, also a well regarded local musician and
songwriter penned the campaign song ‘Say Thank You, Not **** You’
Says Andrew Timbs, creative director, Red Jelly: “It
was important we delivered this road safety message in a unique way
that would get noticed, be sharable and memorable. It was also important
our idea was ‘sticky’ especially when it was most needed – out and
about on our roads – hence the use of song and a strong radio
The work spans across TV, radio, ambient and online, and is in market now.

Tassie road users can pledge to share the road at

Agency – RedJelly
Creative Director – Andrew Timbs
Copywriter – Chris Bellears
Art Directors – Marcus Saunders and Jerome Gaslain
Account Director – Sara Sharif
Account Manager – Lachlan Wittick
Strategy – Eaon Pritchard
Media Manager- Tania Warren
Production – Lee Renfree
Print Producer – Abbey Doggett
Puppetry – Terrapin
Director – Andrew Timbs
TV Producer – Vanessa Lee
DOP – Katie Milwright
Editor/Colourist – Juan Melara
Sound Design – Heath Smith
Client – Road Safety Advisory Council (RSAC) Tasmania

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November 28th 2014 Uncategorized