In 2022, DDB Group Melbourne won Australia’s largest pitch of the year and developed Smith St, a bespoke agency model for Coles supermarkets. The Great Lengths campaign was a complete turning point for the Coles brand (not to mention the stock price). Before the campaign came out, most punters thought that Coles food was lower in quality than their bigger competitor Woolworths. Not only did this campaign, drastically transform those perceptions, it helped deliver a new tone of voice for one of Australia’s biggest advertisers. Two years later and the Coles brand is liked, listened to and trusted more than Woolworths on almost every recordable metric. So much so, that for the first time in it’s history the company is finally bigger and more profitable than it’s long-held rival, in no small part because of the health of its brand.

Along the way, we managed to create a heartwarming Christmas spot with Rudolph the basset hound, and a new value expression for Coles retail which let me to shoot a stuntman popping a wheelie on a trail bike through the aisles of a supermarket. Oh, and we helped build new habitat for picky little koalas, amongst a thousand other things.

Awards:

META’s  Australia Awards, Creative Campaign, Winner.

1 x Campaign Brief, The Work In Book Christmas.

1 x Campaign Brief, The Work In Book. Coles The Longest Table.

The Work. Print Craft - Illustration. 'The Picky Little Koala’.

The Work. Miscellaneous. 'The Picky Little Koala’.