April 28, 2021

Julia Morris says ‘I love money!’ in new national campaign for Homestar Finance

MEDIA RELEASE: B&T

Award-winning online home loan provider Homestar Finance has partnered with Now We Collide to launch its first national above the line campaign, starring Australian comedian and TV personality Julia Morris.

Morris’ comedic flair brings an element of glamour and excitement to the competitive world of home loans in the national ad for the challenger brand.

The work runs across TV, social media (YouTube, Facebook and Instagram) and digital media.

Julia’s character is that of a glam celebrity, in a luxurious mansion bragging about how she has got the highest home loan rate on the market, before opening an envelope from Homestar Finance and realising their lowest rates on the market might be better, leading her to question her own IQ scores.

Independent creative agency Now We Collide was responsible for the creative strategy, design and production of the campaign and collaborated with Dan Thomas (Julia’s husband) to develop the TVC creative and scripts.

Media agency Kaimera led all the media strategy, planning and buying.

The campaign launches in conjunction with Homestar’s brand refresh and website redesign, developed by Now We Collide. The new brand identity reflects Homestar’s vision to provide faster, easier property ownership for all Australians through personalised service and great rates.

Keir Maher, managing partner and CEO at Now We Collide, commented: “It’s been a lot of fun bringing this campaign to life, and putting some much-needed humour and life into what is very often a pretty dry area—personal finance.

“Working with a comedic talent like Julia Morris was a joy, and the result is a campaign which will stand out and provide real cut-through with the target audience.”

“Homestar is a challenger brand backed by highly experienced financial professionals. For their first national campaign we wanted to show that they’re prepared to take risks and challenge the status quo.”

Homestar marketing lead Caroline Ashmore added: “With some of the lowest rates in a highly competitive market, the timing seemed perfect to launch our first national above the line campaign.

“We encourage all Australians to rethink how to save on their home loans and partner with businesses that put their customers first.

“Now We Collide have been a great partner, taking the time to understand our unique proposition and using a collaborative approach to help us achieve this high-quality campaign.

“It’s been a great opportunity to showcase our great rates and personalised services to customers in a new, energetic way.”

Nick Behr, CEO at Kaimera, added: “It’s been a great experience collaborating with Homestar Finance and Now We Collide on this integrated consumer campaign. We’ve taken an agile and strategic approach to push Homestar’s refreshed message out to those that are most receptive.”

February 11, 2021

Now We Collide strengthens team with new hires and promotions

MEDIA RELEASE: AdNews, Mumbrella

Independent creative agency Now We Collide has announced a string of new promotions and hires after a steady year of growth following new business wins and expanding remits with existing clients.

Current senior creative producer and strategist Naomi Young has been promoted to client services director and will work alongside CEO and managing partner Keir Maher in managing client relationships and steering positive business outcomes for Now We Collide clients.

“What has continued to excite me about Now We Collide is that we are an agency with a clear and unique proposition, combining the smarts and clever thinking of a digitally-minded creative agency with production mastery," Young says.

"I am excited to be taking on this newly created role which enables us to maintain the forward-thinking and strategy-led approach that serves our clients in the best way possible.”

Young is a multi-disciplined advertising account director and producer with over 10 years experience in strategy, coordinating integrated campaigns and achieving outstanding business outcomes for clients such as Facebook and Goodman Group.

Young will be supported by a new producer and account management team featuring new hires Sally Muul and Amy Watson.

Muul joins from DDB where she was account manager and Watson joins from Chello where she was leading production as a producer and account manager.

The agency has also invested in new creative roles with current senior art director Kurt Toohey being promoted to creative director with ongoing support from chief creative officer and managing partner Ryan Bodger.

Over the last 18 months, Kurt has successfully led design, art and creative direction on a number of campaigns and projects including above the line campaigns for ESPN, Facebook, Universal Pictures and Obela.

The creative team also expands with the addition of art director Kate O’Donnell who previously worked as art director and designer at Archibald Williams.

“While 2020 threw up unexpected challenges for everyone in the industry, we achieved solid growth because we were able to adapt quickly, transform strategies and deepen client relationships," Maher says.

"Diversifying and strengthening our creative and client management teams gives us the perfect platform to continue achieving the best outcomes for our clients in 2021.

“I believe we’ve truly rounded out our incredibly talented leadership team with the promotions of both Naomi and Kurt, and the addition of Kate, and look forward to working with this great group of creatives on many exciting projects to come.”

January 29, 2021

Kayo, ESPN and Now We Collide deliver AR campaign for Super Bowl LV

MEDIA RELEASE: MumbrellaB&T

In the lead up to Super Bowl LV, sports streaming service Kayo and ESPN have launched an AR-driven campaign that will take NFL fans behind the scenes of quarterbacks Tom Brady, Patrick Mahomes and Russell Wilson’s stories of success.

Created by Now We Collide the interactive out-of-home (OOH) ads aim to drive emotional engagement and interest in the Super Bowl. Leading the OOH component are two street murals designed by sports artist Lee Olson and painted by graffiti artist Reubszz.

Scanning the QR codes on the OOH ads will reveal the video content featuring the quarterbacks. Digital and social is also supporting the campaign.

The films were created by building on Now We Collide’s experience working with ESPN on weekly content initiative and campaigns since 2016. The mobile-first strategy behind the campaign was selected in recognition of the viewing behaviour of Australian NFL fans.

Carl Burgmann, head of social for Kayo, said: “This year, for Super Bowl 55, we wanted to try something new and appeal to sports fans at all levels, to connect them with the moments, stories and legends of Super Bowl.”

Ryan Bodger, chief creative officer of Now We Collide, added: “This campaign is really exciting for us, marrying AR tech to heighten the storytelling experience to give fans an intimate moment with the superstars of the NFL, bringing their unbelievable achievements to life in an exciting new way.

“We know people emotionally connect with and share inspirational stories – especially in sports. When you see these films you can’t help but feel an emotional connection to the players and the game itself, whether you are an NFL fan or not.”

Brady, in his tenth Super Bowl and first for the Tampa Bay Buccaneers, will take on Mahomes, the defending champion quarterback for the Kansas City Chiefs, in this year’s blockbuster.

ESPN marketing manager for Australia and New Zealand, Mark Porter, said: “The Super Bowl is one of the biggest sporting events on the planet. Beyond the half-time show and the spectacle that surrounds Super Bowl, there are some incredible stories that people may not know. We wanted to share these incredible Super Bowl moments and remind sports fans what makes this event so great.”

The Super Bowl will air live in Australia on ESPN and Kayo from 10:30 AEDT on 8 February.

Credits

ESPN
Mark Porter – Marketing Manager

Kayo
Carl Burgmann – Head of Social
Ashley Streeting – Paid Social Specialist
Stephanie Lukin – Senior Brand Marketing Manager

Now We Collide
Executive Producer – Keir Maher
Executive Creative Director – Ryan Bodger
Creative Director – Kurt Toohey
Project Producer – Amy Watson
Shoot Producer – Sally Muul
Films Director & Editor – Sarah Peisley
Special Content Director – Simon Morehead
Copywriter – John Kerswell
Story Writers – Sarah Peisley / Ryan Bodger
Art Director / Designer – Lee Olsen / Kate O'Donnell
Mural Artist – Reubszz
Director of Photography – Pat Harris
Sound – James Martel

November 18, 2020

Facebook Australia and Now We Collide deliver ‘Keep going. Keep growing.’ campaign.

Facebook Australia partners with Now We Collide to deliver ‘Keep going. Keep growing.’ campaign to help Aussie small businesses.

MEDIA RELEASE: Campaign Brief, B&T

Facebook Australia has teamed up with local independent creative agency Now We Collide to launch a new digitally integrated campaign to drive awareness of Facebook tools for Australian small businesses. 

The ‘Keep going. Keep growing.’ campaign shares the growth stories of three Australian small businesses: Native Australian food revolution Warndu in South Australia, Sydney-based Aussie Mobile Vets, and Sydney fitness community Flow Athletic. 

The series of video ads and supporting digital media created by Now We Collide share how each of these businesses has adopted Facebook tools to grow and prosper through 2020. The campaign forms part of Facebook’s ongoing global initiative to support small businesses. 

Now We Collide has been working with Facebook Australia as appointed creative agency and production partner since 2018, helping to deliver data and insight led creative across a raft of campaigns and initiatives.

Commenting on the campaign, Facebook ANZ Marketing Manager Regan Houlihan said, “Navigating 2020 has been extremely difficult for many small businesses around the world and in particular, in Australia. With this campaign, we wanted to shine a light on some of the positive outcomes we’ve seen small businesses achieve using Facebook tools. 

“Now We Collide are a hugely collaborative partner, providing the creative and production expertise to bring this campaign to life in a unique and meaningful way. They’ve helped us remain agile with our marketing efforts, finding new ways of working during the pandemic.” 

Keir Maher, Lead Strategist and CEO at Now We Collide, added: “For over two years now we’ve been immersed in the Facebook business, bringing our own unique blend of strategic, adaptive, and digitally-led thinking to each and every project. 

“This campaign is no exception, we worked closely with the Facebook team from strategy all the way through to production, helping them communicate their support of local small businesses clearly and authentically.”

Credits:
Facebook
Alexandra Sloane - ANZ Marketing Director
Regan Houlihan - ANZ Marketing Manager
Amelia Gilbert - AU Marketing Executive

Media 
Dentsu 

Now We Collide
Ryan Bodger: Creative Director
Keir Maher: Strategy
Amy Watson: Producer
Edward Copestick: Director (Warndu / Aussie Mobile Vets)
Selina Miles: Director (Flow Athletic)
Kurt Toohey: Art Director
John Kerswell: Copywriter
Josh Flavell: Director of Photography (Aussie Mobile Vets/Flow Athletic) 
Miles Rowland: Director of Photography (Warndu)
Mark Parry: Editor

June 26, 2018

Facebook Kicks Off A Major National Ad Campaign

Facebook is rolling out a major ad campaign across Australia in an attempt to reassure users that the platform can be trusted and will do better.

The national 'Here Together' ad campaign, created in-house, addresses issues of online safety, privacy, and the brand's integrity.

Launching in Australia today across out of home, digital, TV and cinema, the eight-week ad campaign is intended to restore trust in Facebook. It aims to inform users about its efforts to combat fake accounts, data misuse, and fake news – all of which the social media platform declare are “not our friends”.

This creative will also feature six-second animations.

We've listened to what Australians expect

The promotional crusade follows its recent data calamity with Cambridge Analytica, a rise in fake news and calls for the platform to be more transparent and open.

Managing director of Facebook Australia and New Zealand (ANZ), Will Easton, says: "We've listened to what Australians expect from us, and they expect action."

"It is our responsibility to make sure Facebook is a place where everyone can stay closer to the people they care about, and to make sure it's a positive force in the world."

Speaking to AdNews, Facebook ANZ Head of Marketing, Alexandra Sloane explained how the in-house creative team in the US developed the original asset, and locally it carried out research and engaged with its content agency, Now We Collide, to create the end result.

"We understood what Australia and our community needed from us in terms of an update on ways we're going to improve the experience of our platform," Sloane says.

"Through a mixture of Australian user-generated content, as well as live-action video, we localised the Australian community that we represent. Also, the script and voice-over are addressing particular research insights we uncovered."

Spots remind viewers why they engage with Facebook

The video spots remind viewers why most engage with Facebook in the first place – as a portal to connect with family and friends.
“Then something happened,” the ad voiceover says. “We had to deal with spam, clickbait, fake news and data misuse.”

Facebook Head of Communications Australia and New Zealand, Antonia Sanda, tells AdNews that local research, both qualitative and quantitative, was at the heart of the Facebook ad campaign.

“It’s very much focused on meeting the needs of the Australian community, absolutely,” Sanda says.

Sloane says a lot of the insight Facebook got from Australian consumers was that they wanted to hear about the actual updates to the platform.

As a result, it has also launched a new landing page to accompany the campaign, as a resource that pulls in all the updates in one place. Sloane says this gives users "a sense of how we're changing – how we're doing better and taking a broader sense of responsibility."

Ad campaign media placement is key

From there, the media agency Mindshare came on board, with CEO Katie Rigg-Smith explaining why they chose certain marketing channels.

"The out-of-home campaign is focused on eye-level, longer dwell time formats across street furniture and transit centres to deliver more detailed information on how Facebook is changing," she says.

"While cinema will be used to celebrate the 60-second video creative in a highly engaging environment."

Sloane adds that the whole campaign is really about starting a more meaningful and open relationship with Australians.

"We have to start by being more open and transparent with our community, and acknowledging and listening first of all, and then addressing the things that are important to our community head-on," she says.

"And so we hope that we've not just acknowledged the broader responsibility that we have, but that we're also demonstrating action that we're taking."

Written by Keir Maher, CEO at Now We Collide, an independent creative agency based in Sydney, Australia. We use insights, strategy and clever, creative thinking to produce contagious advertising campaigns and content for today's connected brands and consumers.

November 15, 2017

ESPN Partner With Now We Collide

ESPN Partner With Now We Collide And Launch New Brand Playbook ‘It’s Your Prime Time’

In a competitive pitch Now We Collide have been chosen as the lead creative and content agency for ESPN Australia going into 2018.

The announcement follows successful project based work from Now We Collide which has contributed to the biggest year on record for ESPN in Australia, with audience growth across both broadcast and digital channels - a massive 21% increase in TV ratings so far this year, while the ESPN Digital Network audience has surged to reach 2.6 million unique visitors a month.

With ESPNS’s focus on creating high quality content and getting it in front of fans - all devices and screens and with sports now being 24/7, ESPN is redefining what Primetime means to their audience.

Now We Collide developed the creative and content strategy which speaks to this new way of consuming content and appeals to a younger and more ethnically diverse audience than those of traditional sports broadcasters. Using bespoke research and audience insights as a foundation, the integrated creative provides a distinct positioning for ESPN across all brand assets including TV & digital - social video templates and content, EDM, digital display, print and out of home media as well as the establishment of a brand campaign playbook for ongoing campaigns.

“We worked in close collaboration with Now We Collide, every step of the way, and their clear understanding of our audience and our brand position in Australia has led to a longer term commitment from ESPN to the agency. They are the perfect fit for us at this time” Says Patrick Bour, Director of TV and Marketing at ESPN.

Chief Creative Officer for Now We Collide, Ryan Bodger said, “ESPN gave us the ability to highlight our deeper understanding of the ESPN audience and the need for a more unified and personalised approach in the multi-channel world of sports entertainment. We used this to develop standout creative while giving the fans ownership of ESPN embracing ‘Prime Time’ as their own.

“The most satisfying thing for us as an agency is seeing the success that ESPN is having through our collaboration. Audience numbers are consistently growing across owned and earned channels. The recent US Open coverage in September was a huge audience success with ESPN audiences up a massive 172% supported by integrated campaign creative, all consistent with the ‘It’s Your Prime Time’ playbook. With NFL and NBA seasons kicking off we’re looking forward to another big year ahead. It’s an exciting time for us as an agency.” commented Keir Maher Now We Collide CEO.

April 19, 2017

A Video Led Campaign With Social At The Heart

We loved collaborating with UPI Australia and our tech partners ShareRoot to develop this integrated video led campaign with social at the heart for the release of The Secret Life of Pets. Hats off to the team at UPI for being brave enough to unleash the power of UGC - which, when planned and executed correctly, can deliver serious return on investment. The campaign proved such a success, including delivering a huge box-office return, the guys over at Marketing Magazine have published our campaign case study

August 25, 2016

#SecretLifeofMyPet Campaign Launches with Great Success

UNIVERSAL PICTURES AND CHANNEL 7 SUNRISE

GIVE ONE AUSSIE PET THE CHANCE TO APPEAR IN A GLOBAL ANIMATED FEATURE FILM!

Universal Pictures Australia and Channel 7 Sunrise have kicked off a massive 4 week promotion for the upcoming animated film THE SECRET LIFE OF PETS.

In a unique and unprecedented promotion, the pair has joined forces with the film’s production company Illumination Entertainment to exclusively give one Australian pet the chance to be animated and featured in THE SECRET LIFE OF PETS 2.

It’s no secret or surprise that Australia has a deep and abiding love for pets. More than 63% of Australian households own a pet and more than 83% of Australians have owned a pet at some point in their life*.

 “The promotion taps into Australia’s love of pets and extraordinary interest in pet content, both viewing and sharing. As a country of proud pet owners, we love showing off our furry companions. Now, thanks to The Secret Life of Pets, we’re giving owners the ultimate prize with the chance to immortalise their pet on the big screen,” says Universal Pictures Australia Marketing Director, Suzanne Stretton-Brown.

Working with partner video content agency Now We Collide & UGC technology firm ShareRoot, the competition has been designed to maximise social sharing.

To win the money-can’t-buy prize, entrants are required to submit a photo or video showcasing their pet’s star quality. People can enter a video or photo of their pet at the dedicated website or via social with the hashtag #secretlifeofmypet on Instagram or Twitter.

The moderated submissions will be aggregated and then showcased in a gallery on the competition website.  The best 5 entries as voted by a Channel 7 Sunrise judging panel will go into a voting phase where Australia will vote for their favourite Australian pet.

We are set to receive a huge amount of UGC content through this campaign that will be used to extend and amplify the film release here in Australia. We’re expecting to see UGC video content drive a big proportion of entries. Says Now We Collides’ Head of Content Strategy Keir Maher. 

“This project is incredibly exciting as it’s one of the most unique and innovative uses of UGC we’ve ever seen. It’s watershed moment for UGC marketing,” CEO and co-founder of UGC marketing technology firm ShareRoot said.

The Secret Life of Pets opens in Australian cinemas on September 8 but has already broken box office records around the world.  In the U.S, the film became the biggest opening ever for an original film, animated or otherwise.

Entries for the SECRETLIFEOFMYPET competition close at midnight on Thursday September 1st. The Top 5 finalists will go into public voting from Monday September 5th where the pet with the most votes by midnight Friday September 9th will be awarded the major prize.

* (2013) Pet Ownership in Australia Summary, Animal Health Alliance

COLLABORTAING PARTNERS:

Channel Seven
Now We Collide
ShareRoot
Mediacom