We're a creative agency based in Melbourne, Sydney, Brisbane, Auckland and Wellington

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We believe ads can be beautiful and rewarding. We love making ideas people want to spend some time with. Here are a few of our favourites.

Life Saving Stickers – Australian Road Safety Foundation

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Letter of Gallipoli II – Legacy

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Melanoma Likes Me – Melanoma Australia

Whilst 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)

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Question the Answers – Monash University

Fronted 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 NZ

To 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 Motorserve

Drought Draught – Young Henrys Brewery

Bloquet – Ribs & Rumps

Tumble – Schweppes

  • Client: Schweppes Australia
  • Office: Melbourne

 

We think Schweppervescence feels a bit like this.

(GPY&R Melbourne)

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Donation 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)

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Cantenna – SP Lager

The 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

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Small Business – Australia Post

Showcasing 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 NZ

Brake 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 Post

You Wish Fish – BCF

The 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 – Legacy

2015 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)

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PowerBalloons – Tatts Lotto

Powerball 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 Post

Pro 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)

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Breast Milk – Lewis Road Creamery, Y&R NZ

New 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 – Suncorp

When 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 Government

The 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 Project

On 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 reserve

STEP UP – DFR, Army reserve

GPY&R MelbourneMADMIN_MDFA_A4_Posters_3 MADMIN_MDFA_A4_Posters_2 MADMIN_MDFA_A4_Posters_1

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This 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 article? This calls for a cocktail. (Produced & Edited by Studio 162)

(GPY&R Melbourne)

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Love From Land Rover – Land Rover, Y&R NZ

The project was an instinctive response to an online auction – an opportunistic way to go ‘Above & Beyond’ for a group of loyal Land Rover fans, increase brand adoration, and target relevant media outlets to publicise the final production year of the iconic Land Rover Defender – the direct descendent of the Series One. It was a story about a few that resonated with many – the idea of parting with a prized vehicle due to circumstance was widely identified with and created significant empathy. And ultimately a touch of jealousy.

Y&R New Zealand

Brand Launch – CrownBet

Australians had become fed up with ‘sameness’. The wagering market was saturated with companies shouting about the same offers and platforms, all in the same way. The industry was ripe for change.

Enter CrownBet…

The all-new, highly advanced betting platform with uniquely Australian ownership and an affiliate reward program with the physical world of entertainment offered by Crown Resorts – suddenly we had a genuinely different story to tell. With CrownBet, the game was about to change.

Mobile Medic – Defence Force Recruiting

  • Client: Defence Force Recruiting
  • Office: Melbourne

Mobile Medic is the first medically diagnosable advertising lioreated for the Australian Defence Force.

Mobile Medic is a highly-targeted recruitment campaign that travels to medical universities around Australia. On the day students use the Mobile Medic app to test their diagnostic skills on real medical emergencies.

The posters are the patients and their iPhones and iPads are the diagnostic tools.

(GPY&R Melbourne)

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Search GPS – Rip Curl

  • Client: Rip Curl
  • Office: VML/GPY&R Sydney

Rip Curl SearchGPS revolutionises the way surfers interact with the ocean. Bringing together innovative motion tracking, real-time environmental data and intuitive information design in a fully mobile platform, SearchGPS finally allows surfers to capture, learn from and share the moments they spend their lives searching for.

Created in partnership with our friends at VML
logo-vml

Visit the VML Sydney website

WHAT KATE SEES – SCHICK, Y&R NZ

Screen Shot 2016-02-04 at 2.59.30 PM

For whatever reason, beards are trending. This of course presents a significant problem for razor sales the world over. However, anyone who has actually grown a beard knows the reality – they’re feral, irritating pests that take on a persona of their own, then cling to the host face for dear life.

So to illustrate this, we photographed a series of bearded men, and replaced their facial hair with wild mammals. The call to action used the global Schick brand line ‘Free Your Skin’, inviting New Zealand men to rid themselves of their unwanted furry pest once and for all.

Y&R New Zealand

Model Commuters – Public Transport Victoria

  • Client: Public Transport Victoria
  • Office: Melbourne

With more Victorian’s using public transport than ever before, the onboard passenger experience was getting worse. More passengers onboard, means less personal space and tensions over travel etiquette were beginning to rise.

The challenge was to encourage better travel etiquette amongst Victoria’s public transport users to make the experience far more pleasant.

We created life-sized model train figurines, complete with their own packaging, and placed them onboard various trains, trams and buses.

These Model Commuters then became in-situ demonstrations of the correct travel etiquette, teaching fellow commuters how best to behave.

The Sharks: Feeding Time – NRL

  • Client: NRL
  • Office: Sydney

The Cronulla Sharks have unveiled ‘Feeding Time’, their 2014 campaign. Sharks legends Andrew Ettinghausen and Stuart Raper travelled to Cape Town, South Africa, to find the fiercest version of the Sharks mascot in the flesh.

Taking the seal decoys used by scientists to study the behaviour of Great Whites, the lads dressed them in each one of the opposition’s team jerseys before throwing them overboard, one by one.

The tattered jerseys themselves will be auctioned off to fans later in the season with all proceeds going to shark conservation.

The content will be available to fans at the Sharks website, as well as appearing during home games at Remondis Stadium and on interactive print that let fans Blippar video evidence of how a Bulldogs, Knights or Titans shirt was torn to shreds.

The ‘Feeding Time’ activation is part of the broader repositioning of BORN WITH IT, created for the club by Patts Y&R Sydney, reaffirming to fans Australia-wide that ferocity, fearlessness and a sense of fun are some of the qualities that the Sharks have had from day one.

Citizen – Better Democracy NZ, Y&R NZ

  • Client: Better Democracy NZ
  • Office: Y&R New Zealand

Voter participation in New Zealand is on a steady decline, and recent public referendums have been ignored by those in power. The population is slowly becoming disillusioned and numb to the workings of government.

Our brief was to re-engage New Zealanders in the democratic process. On a global level, technology is fueling change. The use of Twitter during the Arab Spring uprising is just one recent example of the power to connect and organise people. The Citizen App aims to harness this growing power, by creating a tool that allows not just New Zealand, but the world to vote, creating Democracy in real time. Knowing your opinion is supported by the vast majority can strengthen resolve and inspire action, creating a force for change and a global platform for media reference.

Each phone that activates the app is given a Citizen number, no identifying personal information is collected. Every day a question is asked of the Citizenry. Once a Citizen has voted, they can view the results, then pose a question of their own. The topic that trends most often becomes the question for the following day. Results are viewed on an interactive map, revealing differences of opinion across countries, regions, and suburbs. The open source results can be shared by anyone: private citizens and media outlets all over the world. Citizen (version 1.0) was successfully launched nationwide in New Zealand – a test market for future launches, with Australia and USA scheduled for the end of 2014.

Visit the Y&R NZ Website

Air Force FM – Defence Force Recruiting

  • Client: Defence Force Recruiting
  • Office: Melbourne

 

We sent engineering students all the parts they needed to assemble a functioning radio, except the instructions. Students had to prove their problem solving and circuitry skills, wiring, folding, gluing, testing and soldering the components to complete the radio successfully.

Once assembled, each radio was tuned to Air Force FM, our dedicated radio station created just for this campaign. The station broadcasted our ad on loop, instantly offering successful students a fast track to an exciting career.

(GPY&R Melbourne)

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LEAD THE WAY – DEFENCE FORCE RECRUITING

  • Client: Defence Force Recruiting
  • Office: Melbourne

This new campaign for Defence Force Recruiting focuses on the distinct way Navy Officers lead as part of a team. The creative focuses on the variety of roles within the Navy and how these Officers go about their job.

(GPY&R Melbourne)

IN A LEAGUE OF ITS OWN – AFL

  • Client: AFL
  • Office: Melbourne

The Australian Football League signalled the start of the 2009 season with a new TV commercial. The commercial draws inspiration from the varying skills of AFL players and showcases how these skills apply across a range of sporting codes. AFL is portrayed as being in ‘a league of its own.’

(GPY&R Melbourne)

BURST – SCHWEPPES

  • Client: Schweppes
  • Office: Melbourne

After years of product centric communication it was recognised that the Schweppes brand was loosing relevance which in turn was driving declining market share. GPY&R developed a master brand communications strategy to address this by reminding people of the indefinable properties of Schweppervescence and it’s positive effect on feeling and emotion. From this strategy the Burst campaign was born with multiple film based executions forming the bulk of the campaign.

(GPY&R Melbourne)

BUST OUT THE BEANZ – HEINZ

‘Bust out the Beanz’ encourages consumers to rekindle the love they have for this treasured Aussie classic, and ‘bust out’ their forgotten cans of Heinz Beanz left in the cupboard.

 

(GPY&R Melbourne)

Road Mode – VIC ROADS

  • Client: Vic Roads
  • Office: Melbourne

Stops Messages. Saves Lives.

Mobile phone related accidents accounted for 25% of driving accidents in Australia in 2011. VicRoads, the Australian Government’s Department of Road Safety, asked GPY&R Melbourne to help reverse this trend. Rather than another ad campaign, Patts Melbourne developed a new tool that allowed drivers to change their behaviour behind the wheel.

Road Mode is available on the Google Play App Store. Download Now.

SCHIBLIMINIZER – SCHICK, Y&R NZ

  • Client: SCHICK
  • Office: Y&R New Zealand

Men are bored of Christmas. Schick wanted to bring back that boyhood excitement.
Y&R NZ’s solution@f0 ‘The Schibliminizer’, a Facebook application that subliminally embeds mens’ Christmas desires in their missus’ brains via a seemingly cute and thoughtful Christmas video posted to her Facebook wall.

Visit the Y&R NZ Website

Missing Persons Pre-Roll – Australian Federal Police

  • Client: Australian Federal Police
  • Office: VML/GPY&R Sydney

VML Australia teamed up with YouTube and the Australian Federal Police to create a new method for locating missing persons using interactive YouTube pre-rolls.

The national campaign, titled ‘5 Seconds To Change a Life’, was launched in conjunction with Missing Persons Week and served YouTube users with geo-targeted pre-rolls containing images of missing persons last seen nearby.

The videos leverage the YouTube ‘skip’ button in a unique and powerful way by prompting users to hit either ‘yes’ (indicating they’ve seen the missing individual), or ‘no’ (prompting the ad to be skipped). If users hit ‘yes’, they’ll be directed to the AFP website to provide more information.

36 missing individuals were featured, and over one million Australians saw the photos.

Says VML Creative Lead, David Jackson, “People want to help but don’t really know how. This campaign gives YouTubers a simple way to assist in a worthy cause without too much effort. We hope it can really make a difference. If even only one person’s found, it will have been worthwhile.”

Google couldn’t be happier about their involvement. Roberta Macdonald, Google Head of Creative Agency Engagement, said: “Millions of Australians watch YouTube every month, so the chance that even one person might recognise and help find a missing person is high. The Australian Federal Police and VML are setting an inspiring example of how to use YouTube to bring attention to important societal issues in eye-catching and effective ways.”

Says VML’s Aden Hepburn, “We’re really proud to be finding new ways to utilise mainstream YouTube functionality to increase awareness and help the AFP with such an important initiative.”

Created in partnership with our friends at VML.

View the missing person pre-rolls
logo-vml

Visit the VML Sydney website

SMART MOVIES – QUICKFLIX, Y&R NZ

  • Client: Quickflix
  • Office: Y&R New Zealand

This TV campaign is our first for Quickflix, Australasia’s leading online movie company. It features two TV & film actors, on set, in costume, between takes. We join them mid-conversation, as they discuss the merits of Quickflix.

Visit the Y&R NZ Website

2013 FINALS – AFL

  • Client: AFL
  • Office: Melbourne

Legendary You Am I front man, and passionate AFL fan, Tim Rogers is reunited with AC/DC’s “Long Way to the Top” in this year’s AFL Finals campaign.

In the new TV spot, Tim takes us on a metaphorical journey that riffs on the iconic AC/DC song to show that there’s nothing quite like being at an AFL Finals game, to witness greatness.

(GPY&R Melbourne)

NOTHING LIKE IT – AFL

  • Client: AFL
  • Office: Melbourne

The campaign showcases people from around the world being shown the game for the first time to prove once and for all that our game, Australia’s game, is truly an extraordinary sport, unlike anything else in the world.

(GPY&R Melbourne)

WHERE SPRING COMES FROM – SPRING VALLEY

  • Client: Spring Valley
  • Office: Melbourne

People know Spring Valley for its brightness, popping caps, glass bottle and liddle facts. In recent years however the brand had launched into new drinks categories beyond juice which were ultimatly unsucessful and which confused people’s idea of what Spring Valley stood for as a brand. The ‘Where Spring Comes From’ campaign was developed to refocus the Spring Valley brand back around fruit juice and back to being the bright, simple, lively brand that Australians love.

(GPY&R Melbourne)

DO YOU FIT? – DEFENCE FORCE RECRUITING

DO YOU FIT? – DEFENCE FORCE RECRUITING

  • Client: Defence Force Recruiting
  • Office: Melbourne

As part of a campaign to recruit a wide variety of roles in Navy aviation for Defence Force Recruiting, the “Do you fit?” campaign invited potential recruits to become an essential part of the world’s most advanced helicopters.

(GPY&R Melbourne)

PAPER BARON – DEFENCE FORCE RECRUITING

  • Client: Defence Force Recruiting
  • Office: Melbourne

Paper Baron, a fun multiplayer iPhone game that takes an old favourite, paper planes, to the next level. Created entirely from paper not pixels, the game involved challenging friends and co-workers to become the Paper Baron of your local area by flying your plane the furthest. To achieve this, the game was made GPS-aware, which meant people could create airstrips wherever they wanted and even take on complete strangers on their own turf. With its fun and addictive gameplay, Paper Baron gave the Air Force a fresh way to educate and lure new recruits, and allowed them to fly into the radar of young, casual gamers.

(GPY&R Melbourne)

BIG BASH LEAGUE – CRICKET AUSTRALIA

  • Client: Cricket Australia
  • Office: Melbourne

In 2010 Australian cricket was facing a significant challenge. A ‘lost generation’ of Australian youth saw cricket as their dads game, and not for them. Through understanding what the next generation of Australians were looking for in their entertainment, we were able to reinvent and relaunch the domestic State T20 competition as a true mass entertainment product: The Big Bash League.

 

 

(GPY&R Melbourne)

Impossible Airfield – Defence Force Recruiting

Impossible Airfield, created for Defence Force Recruiting, is a full-scale military operation that sets out to prove to the Australian public that the Air Force isn’t just a bunch of flashy pilots. That they’re a diverse force ready to operate anytime, anywhere.  The three-part online series features 250 troops from a multitude of unsung roles as they attempt the impossible: To travel to the middle of nowhere, build a fully operational airfield and land their largest aircraft, in 36 hours.  Each episode contains hotlinks that allow viewers to delve deeper and learn more about each of the featured jobs, from the troops themselves. This in-depth look at each aspect of the mission means the content becomes not just a documentary, but an interactive recruitment ad as well.

(GPY&R Melbourne)

FASHION INDUSTRY EXPOSED – LG

  • Client: LG
  • Office: Sydney

We were asked to tell the world that The LG Kompressor vacuum out sucks the market leading Dyson. Having nowhere near Dyson’s budget we developed a viral film designed to have cut-through. The hope was that enough people would find it entertaining to share it. The video obviously hit a global social nerve with more than 6 million views worldwide.

(GPY&R Sydney)

IT’S NO PICNIC – CADBURY PICNIC

  • Client: Cadbury - Picnic
  • Office: Melbourne

Most people dream of being on TV at one point or another. An integrated campaign for Cadbury Picnic appeals to this desire by offering Australians the chance to make their own TV advertisement. The campaign challenges chocolate lovers to eat a Cadbury Picnic bar in the space of a 30 second commercial break. Digital, direct and TV channels were used throughout the campaign.

(GPY&R Melbourne)

THE FLEET – Defence Force Recruiting, Navy

THE FLEET – Defence Force Recruiting, Navy

  • Client: Defence Force Recruiting
  • Office: Melbourne

The concept that two heads are better than one is taken to the extreme in a series of print and outdoor advertisements for the Australian Defence Force. The Navy is represented as one big machine that relies on the collective power of each individual member to function.

(GPY&R Melbourne)

Superdraw Bath – Tatts Lotto

  • Client: Tatts Lotto
  • Office: Brisbane

How do you describe what it’s like to win Superdraw? It’s like experiencing all the best feelings you’ve ever had all at once. ‘Bath’ is the latest instalment in the Superdraw campaign

(GPY&R Brisbane)

Intervention – Lost Dogs Home

In March of 2015, we started a conversation with Australia about the benefits of desexing with this TVC.

Working with partner The Lost Dogs Home Australia we rolled out a fully integrated campaign that tackled this tricky subject.

(GPY&R Melbourne)

CREEKBED – SUNCORP BANK

CREEKBED – SUNCORP BANK

  • Client: Suncorp Bank
  • Office: Brisbane

The problem with running a farm, or agribusiness, is that you’re at the mercy of Mother Nature. This campaign for the Farm Management Deposit Account, shows how Suncorp can help farmers through the ups and downs of their business.

(GPY&R Melbourne)

SPEECH – COTTEE’S CORDIAL

  • Client: Cottee's
  • Office: Melbourne

The Cottee’s ‘Speech’ campaign aims to take the brand back to its roots by celebrating the simple goodness of childhood – and the fact that no matter how many kids end up in your back yard at the end of the day, there’s always enough Cottee’s to go around.

(GPY&R Melbourne)

Fight Back: The Battle Against Media Buzzword Syndrome

 (ADNEWS MEDIA SUMMIT DOCUMENTARY)

This short documentary reports on an outbreak that threatens media, marketing and advertising industries all over the world: Media Buzzword Syndrome. It’s a condition that causes people to use meaningless buzzwords in everyday conversation. But help is at hand. By attending the AdNews Media Summit, you’ll hear key insights and leading trends from industry leaders who will cut through the jargon.

(GPY&R Melbourne)

DENNIS & JENNY – AGL

  • Client: AGL
  • Office: Melbourne

This campaign captures how AGL can help customers reduce their energy usage and save money on their bills without having to sacrifice the things they love.

In the campaign, Jenny is her neighbourhood’s table tennis “superstar” hosting tournaments in her garage and Dennis is the “leader of an interplanetary army” and a video game aficionado. Both of them are able to keep doing the things they love but still save money on their energy bills.

(GPY&R Melbourne)

CLEAN YOUR SOCIAL LIFE WITH AJAX SOCIAL WIPES – AJAX

  • Client: AJAX
  • Office: Brisbane

Each day, millions of users are bombarded with social noise and clutter as a result of their past ‘likes’.

VML & GPY&R teamed up with Colgate’s hero surface cleaning brand, Ajax, to create an easy solution for people to clean their social networking feeds. Called Ajax Social Wipes, it’s a new online tool that lets users single-handedly Spring Clean their Facebook and Twitter accounts, with one easy wipe!

Users simply connect their Facebook or Twitter to the Ajax Social Wipes tool and it automatically rounds up all the pages or profiles that people have ‘Liked’ or ‘Followed’. The Facebook option aggregates all ‘Liked’ Pages for easy spring cleaning, while for Twitter the Ajax Social Wipes tool detects unwanted spam, flushing all bots from the user’s account within minutes.

Said Damian Facciolo, Marketing Manager at Colgate Palmolive “Ajax Wipes are all about efficacy and convenience. Creating a product that delivered these same benefits in the parallel online world we all regularly inhabit, felt fresh and, frankly, like a no brainer”.

Aden Hepburn, Managing Director of VML says; “Agencies don’t often get the chance to create something that people really want or need, and whilst this is a little bit of fun, it’s a utility tool that a lot of people will find is actually something they’ve subconsciously wanted for a while… it will essentially help them clean up the social clutter they’ve been building up for years!”

All punters need to do to start wiping is log in to www.ajaxsocialwipes.com

(GPY&R Sydney & VML)

TARP – SUNCORP INSURANCE

  • Client: Suncorp Insurance
  • Office: Brisbane

Most Direct Mail goes in the letterbox. Ours covered it. To demonstrate our credentials in storm season, we created special mini-tarp DM pieces.

(GPY&R Brisbane)

UNITED BY THE MOMENT – CRICKET AUSTRALIA

  • Client: Cricket Australia
  • Office: Melbourne

GPY&R and Cricket Australia have released a new advertising campaign for the Vodafone Test Series, aptly titled, ‘United by the Moment’. The campaign reinforces Australians’ emotional connection with sport and serves as a reminder of how cricket brings all Aussies together in support of our team.

(GPY&R Melbourne)

INSTANT MILLIONAIRE – Tatts Lotto

  • Client: Tatts Lotto
  • Office: Brisbane

The Royal Edition ticket is Instant Scratch-Its richest prize. So we created a rich user experience. A scratchable print ad that lets people scratch away their old life to see what life would be like as an instant millionaire.

(GPY&R Brisbane)

SIGNED FINDS – St VINNIES

  • Client: St Vincent de Paul
  • Office: Sydney

We developed a multi-platform campaign for Vinnies designed to drive foot traffic through the charity’s 253 stores across NSW. ‘Signed Finds’ had recruited leading local and international music artists to donate autographed, pre-loved, personal items that were hidden in Vinnies outlets throughout the state. Fans of these bands  searched for hints about the shirts’ whereabouts through a dedicated Facebook page and then hit the stores to find them.

(GPY&R Sydney)

HOMEPAGE FOR THE HOMELESS – LADDER

  • Client: Ladder
  • Office: Melbourne

(GPY&R Melbourne)

Awards

  • Awards

Breath – MEDIBANK

This commercial is a ‘chain-breath’. One person breathes in, another breathes out. IN. OUT. All through the film. For as long as you’re breathing, you’re covered with Medibank Health Insurance

(GPY&R Melbourne)

DUST ANIMALS – DEFENCE FORCE RECRUITING

DUST ANIMALS – DEFENCE FORCE RECRUITING

  • Client: Defence Force Recruiting - Army
  • Office: Melbourne

The “Fly Army” outdoor campaign for Defence Force Recruiting, promoting the role of Army Pilot, employs a visually stunning metaphor to highlight the skill of Army pilots, and the awesome power of the helicopters they fly.

(GPY&R Melbourne)

GAME SIGNATURES – AFL

GAME SIGNATURES – AFL

  • Client: AFL
  • Office: Melbourne

As part of the “This is Greatness” campaign for the 2011 Toyota AFL Finals Series, GPY&R Melbourne created ‘Game Signatures’, a collection of unique autographs created from player GPS tracking data where the player is the pen.

(GPY&R Melbourne)

SWIMMING POOL – Schweppes

SWIMMING POOL – Schweppes

  • Client: Schweppes
  • Office: Melbourne

If you ask people about Schweppes Lemonade they generally say that they prefer it. But increasingly, at the supermarket shelf, people have been reaching for the product that is cheapest. The Schweppes Lemonade campaign was developed to counter this concerning trend by reminding people of the latent connection that they feel with Schweppes Lemonade and combat the pressure of price. The Lemonade ‘Swimming Pool’ campaign was executed through ‘path to purchase’ outdoor media using arresting visuals that ignite the sense of positive nostagla that is ever present with Schweppes Lemonade.

(GPY&R Melbourne)

BIG AD – CARLTON & UNITED BREWERIES

  • Client: Carlton & United Breweries
  • Office: Melbourne

The ultimate beer commercial. It doesn’t get any better. Or bigger

(GPY&R Melbourne)

Talking Boony – VB

  • Client: VB
  • Office: Melbourne

A doll based on legendary beer-drinker and Australian Cricketer, David Boon, that responded to signals sent from the TV during commercial breaks by calling for another round of VB.

(GPY&R Melbourne)

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About GPY&R

We think you have two choices when you see an ad. You can walk away from it, or you can walk towards it. We make the kind of ads people want to get closer to. The ones people choose to spend some time with. The kind that don’t feel like you've been hit over the head with marketing. The rare ones that people actually like.

We make ideas for every medium (and quite often invent new ones) to get our message to the right people, in the right place, at the right time. We understand today’s advertising game and we love creating work that people genuinely like to engage with and share.

We have offices across OZ and NZ and represent in every discipline - brand architecture, campaigns, corporate design, activations, promotions, DM, CRM, digital, mobile, social, shopper marketing and very serious retail. We are part of a global network of 186 Y&R agencies. Y&R’s positioning is ‘The Global Boutique’ – we have the resource and the creative ambition of a global network, along with the care and local passion of a boutique agency.

We have twice been included in BRW magazine’s 50 most innovative Australian companies, have won Campaign Brief and Adnews agency of the year titles. We have twice been Australia’s most awarded agency at Cannes and EFFIEs agency of the year. And the Gunn report have ranked us top 20 agencies in the world. So we don’t totally suck.



Ben Coulson, Chief Creative Officer, GPY&R ANZ

Creative excellence is what drives everyone who works at GPY&R. We aim to make world class work for every client and in every discipline. Cannes lions and Effies are our two benchmarks and we’re determined to produce work that the world looks up to.

Our Service

We have inspired and talented people doing great things in many specialized fields. As the industry diversifies, we make sure the best skills are available to our clients, under the one roof.

Direct marketing

Motion & content production

Software

Integrated advertising

Design

Product innovation

Brand strategy & planning

Events

Retail & shopper marketing

Mobile & emerging platforms

Technology services

Data analytics

Brand consulting

Social

Delivering happiness

Happening right now on GPY&R Twitter

People

We are over 600 of the most talented and diverse people in advertising today. We all share one ambition: world class work.

Phil McDonald

Phil McDonald

Chief Executive Officer, ANZ, Y&R Group

Phil has been with the Y&R Group for 10 years and has over 25 years experience in advertising and communications in the Australian and Asian markets. He is as versatile as he is experienced, he has run regional accounts, headed up award winning agencies and been a head of strategic planning. He enjoys rolling up his sleeves and working with his clients and team on brand strategy and creative ideas.

Phil has been a government appointed board member of the Pacific Film and Television Commission and is a past Chairman of the Brisbane International Film Festival. He coached and played senior rugby union for well over a decade, but his competitive playing pursuits are now limited to the golf course.

He is passionate about enduring client relationships and world class creativity that delivers business results.

Ben Coulson

Ben Coulson

Chief Creative Officer ANZ, Y&R Group - Melbourne

Ben Coulson is the Chief Creative Officer for the Y&R Group in Australia and New Zealand, and a member of the Y&R global creative board. Under his watch GPY&R was the most awarded Australian agency at Cannes in 2015, is the current Australian Direct Marketing Agency of the Year and has twice been included in BRW magazines 50 most innovative Australian Companies. Ben is currently ranked one of the top 10 Chief Creative Officers in the world by the Won Report, and Cannes Lions Festival. Ben believes in Ruthlessly relevant creativity – meaning he strives to make sure all GPY&R work speaks to the right person, in the right place, at the right time. He no longer drinks coffee.

Keith Newton

Keith Newton

Chief Planning Officer, Y&R Group - Sydney

Keith recently returned to Australia after 12 years in New York. During those years, Keith ran the strategic planning department of Young & Rubicam on Madison Avenue, and was their Manager of Creative Strategy Worldwide. For six years he was a worldwide Group Planning director for Ogilvy New York working with global clients such as Nestle, Coca–Cola Co, Kodak, DuPont, William Grant (Stolichnaya), and SAP. He was recently involved in repositioning global brands for four of these companies. For the ANZ region, Keith also runs Brand Asset Consulting which houses BAV, Y&R Group’s proprietary brand management tool and global database.

Jon Steel

Jon Steel

Global Planning Director WPP & Chief Strategy Officer, GPY&R - Perth

Jon Steel is Chief Strategy Officer and Vice Chairman of George Paterson Y&R and for the past nine years has been the global head of planning for the WPP Group. Widely regarded as one of the best planners in the world, Steel started his career at London’s Boase Massimi Pollitt before joining what is now Goodby, Silverstein & Partners in San Francisco. He received a David Ogilvy Gold Award for proving that research and creativity work hand in hand, and has won eleven gold Effie Awards (including a Grand Effie) from the American Marketing Association for advertising effectiveness. Steel is the author of Truth, Lies & Advertising, an enthusiastic, irreverent and insightful look at what it takes to create great ideas, and Perfect Pitch, an enthusiastic, irreverent and insightful look at what it takes to sell them.

Sasha Firth

Sasha Firth

Managing Director, GPY&R - Sydney

Sasha is the Managing Director of GPY&R Sydney, and has worked in the advertising industry for more years than she is ready to admit! With Y&R for over 3 years, she has also worked with leading brands and agencies in London, Melbourne, Adelaide and Sydney. Sasha has won a series of Effectiveness and Creative Awards over the years and has managed diverse portfolios including Financial Services, FMCG, Retail, Travel and Electronics. At GPY&R she also works closely with Keith Newton and Y&R Group to help shape client strategies and engage the specialist skill sets we have available to deliver best in class executions. She has consulted on Brand Creation, Identity, Repositioning and Corporate Acquisition.

Matt Farrugia

Matt Farrugia

Managing Partner, GPY&R - Melbourne

As Managing Partner of GPY&R, Matt leads the Melbourne agency working across creative, innovation, brand strategy and technology; consulting, developing, rolling out and managing marketing strategies and solutions for many clients in sectors across retail, government, FMCG and more. Matt speaks regularly at industry events and is an executive member of the International Academy of Digital Arts and Sciences.

Julian Bell

Julian Bell

Managing Partner, GPY&R - Melbourne

Julian is Managing Partner at GPY&R Melbourne. In recent years his campaigns across Defence Force Recruiting, AFL and Cricket Australia have received local and international recognition for both effectiveness and creative excellence. Julian’s client experience spans Governement, Retail, FMCG, Sports Marketing, Automotive and Financial Services categories. He has worked at some of the worlds most recognised advertising agencies including RKCR Y&R and AMV BBDO London, before settling down at GPY&R in 2007. Julian is currently on the Communications Council’s’ Account Management Group (AMG) committee and a lecturer in Account Management at Adschool.

Fiona Caird

Fiona Caird

General Manager Y&R Group - Brisbane

Fiona is one of Queensland’s most experienced communication practitioners. Her passion for the fresh is undiminished. She has worked overseas for a number of years. Firstly, in NZ where she spent a large part of her career as a senior partner in one of NZ leading Direct Marketing and Sales Promotions agencies working on accounts such as Lions Breweries, Air New Zealand, ANZ Bank and the launch of the Auckland Warriors NRL team. Fiona then moved to the US to work on Hewlett Packard and Diners International. Over the last 15 years back in Brisbane, Fiona has worked closely with Suncorp Group, a number of Queensland Government departments and GOCs, Tatts Group, AFL and the Brisbane Lions.
She has a great understanding of what it takes to run a complex, multifaceted piece of business and is one of our best client partners in the region.

Brendan Greaney

Brendan Greaney

Creative Director, GPY&R - Brisbane

Brendan shivered through twelve Melbourne winters before moving his family home to the Sunshine State where he is now joint Creative Director of our Brisbane office.

Over the years he has worked on some of Australia’s leading brands and been recognised at some of the world’s most prestigious advertising festivals along the way.

Brendan brings this wealth of experience to Brisbane where he is a passionate believer in building the city’s creative reputation, co-founding Brisbannes, the city’s own festival of creativity, in 2012.

He also brought home a passion for AFL football and hopes that one day the Lions might play finals footy again.

Romanca Jasinski

Romanca Jasinski

Executive Producer, GPY&R - Melbourne

Romanca is Head of TV, Content & Photography at GPY&R and one of the most experienced Producers in Australia. Romanca began her career at FCB & Thomson White before moving to Grey. There, she produced numerous TAC commercials that not only won many industry awards but also, more importantly, helped reduce the road toll. Since 1998, Romanca has been part of the Y&R family, working across brands as disaparate as Carlton & United Breweries, Schweppes, AFL, Cricket Australia and the Australian Defence Force to name just a few. In her time she has been involved in six Cannes Gold Lion winning campaigns – proving that hard work does pay off.

In recent years she has broadened her skill set as the industry has developed, expanding into producing a wide range of stills and digital work. She enjoys the challenge of working across multiple mediums and delivering cost efficiencies that can bring world-class content to market for all of GPY&R’s clients. There’s nothing else she’d rather do. Apart from maybe sipping French champagne on a yacht as her ten-year-old son swum down below.

Bart Pawlak

Bart Pawlak

Executive Creative Director, GPY&R - Sydney

Bart Pawlak has plied his trade as an advertising creative and copywriter for the past 15 years.

He began his career at McCann-Erickson where he created campaigns for global brands such as MasterCard, Johnson & Johnson, Microsoft XBOX, Coca-Cola and Bacardi, among others.

Since joining George Patterson Y&R, Australia’s longest-standing ad agency, he has risen through the ranks from Senior Writer to Group Head and more recently Creative Director.

He, along with his creative collaborator David Joubert, now holds the title of co-Creative Director of GPY&R Sydney, looking after brands such as Emirates, LG, Colgate and Revlon. He also regularly creates campaigns for the Government at State and Federal levels.

Bart is a drawer, painter and photo taker in his spare time. His first and lasting passion, however, is for writing.

His work has been published in D&AD, as well as receiving recognition at Clio, New York Festivals, OneShow and, of course, Cannes.

He lives in Sydney’s Sutherland Shire with his wife and three daughters.

David Joubert

David Joubert

Executive Creative Director, GPY&R - Sydney

David Joubert is a passionate art based Creative Director, currently living and working in Sydney.

Born in South Africa, he has plied his trade in various markets, spending most of his formative years at Ogilvy Johannesburg, before relocating for 3 years to Leo Burnett Singapore, as a senior art director.

There, he created successful campaigns for major brands such as McDonald’s, Diageo and Asia Pacific Breweries, to name a few.

Eventually returning to South Africa, he rose to Creative Group Head at TBWA/Hunt Lascaris, the 8th most creative agency in the world at the time.

At Hunts, he created further successful campaigns for Adidas, Nissan and Tiger Brands.

He has been with GPY&R for 6 years and in that time has been integral to building the creative culture and product of the agency.

He works across all business in the agency and has won gold at New York Festivals, Clio’s and Andy’s. Silvers and Bronzes at Cannes.

As well as a collection of awards in all other major shows around the globe, including D&AD.

Mike Hyde

Mike Hyde

Planning Director, GPY&R - Melbourne

With a career bridging both creative and media agencies, Mike is able to bring a unique perspective to the challenges brands and businesses face in a modern and dynamic world.

Mike has a passion for people, insight, creativity and effectiveness; strongly believing that the four are intrinsically linked. He brings this belief to the Planning team, agency and clients, taking a collaborative approach to developing work that connects with people, and contributes to real business and social outcomes.

Andrew Thompson

Andrew Thompson

Creative Director, GPY&R - Brisbane

Andrew has been in advertising for nearly 20 years, beginning in New Zealand and then Sydney and Brisbane. Along the way he’s learnt that great creative work not only requires talent, it requires trust. So he’s particularly thankful to the clients who have trusted him in achieving multiple effectiveness and creative awards.

From multinationals like Kellogg’s, Unilever and Diageo, through to local clients like Suncorp Insurance, Energex and the Queensland Govt, Andrew likes to think he has a wide range of brand expertise. Along with a strangely helpful knowledge of inane music and sports trivia.

Lucielle Vardy

Lucielle Vardy

Executive Planning Director - GPY&R Sydney

Lucielle is Executive Planning Director at George Patterson Y&R Sydney where she runs the Planning Department and proprietary research tool RECON. Before moving to GPY&R, she fulfilled senior roles in the media, marketing and advertising industry, at companies TBWA, Mindshare, Virgin Mobile and Sony PlayStation. She has also run her own strategic communications consultancy and achieved her Chartered Marketer Designation (CM). A strong believer in knowledge transfer, she has: spoken at a number of youth symposiums, contributed to a book ‘Hitchhikers Guide to Mobile’ and helped coach young talent through the Media Federation of Australia’s NGEN initiative. In 2014, Lucielle was awarded the B&T Women in Media Award for Strategy.

Jake Barrow

Jake Barrow

Creative Director, GPY&R - Melbourne

Jake grew up in the remote town of Red Cliffs, Victoria – population 2600. It was here, when voted “Funniest Kid in High School”, he considered his advertising career born. Not long after he found himself making use of his humour working on blue chip brands at some of Australia’s most respected advertising agencies.

Having created campaigns for brands the likes of ANZ, AGL, Defence Force Recruiting, Origin, Public Transport Victoria, Heinz and Schweppes, he now resides as Creative Director of GPY&R Melbourne.

As one of the most awarded creatives in Australia he’s been ranked in the Top 20 Creatives in the world in the Gunn Report and at Cannes Lions, his work features in the book “100 Ideas that Changed Advertising” and in 2014 created a global adoption movement for the Lost Dogs Home. Jake is a modern thinker and passionate believer in ideas that truly connect with people.

Outside of advertising he hopelessly clings to his amateur boxing career and is owner of the best looking cat in Melbourne.

Steve Kane

Steve Kane

Managing Director, Y&R NZ - Auckland

I believe delivering both creative and commercial results for clients isn’t an ambition, it’s a mandatory.

Over the course of my career I’ve held senior positions in NZ and the UK across a broad range of marketing disciplines including suiting, PR & experiential and Creative Director.

It’s thanks to this breadth of experience I’m able to harness the collected intellect, experience, sensibilities, eccentricities and humanity of Y&R NZ for the benefit of the agency’s clients.

And I’ve been fortunate to develop and work on highly successful and award-winning campaigns for global brands such as Mercedes Benz, McDonald’s, Cadbury, IBM, Microsoft, Tiger Beer, Specsavers, Xerox as well as more local household names brands including ANZ Bank, Air New Zealand, Instant Kiwi and Tourism New Zealand.

One day I hope to finish the New York Marathon, unassisted.

Josh Moore

Josh Moore

Chief Executive Officer & Chief Creative Officer, Y&R NZ - Auckland

Creating beautiful experiences that excite people every day – this is the new job of advertising agencies. Making sure people engage with our clients, products, and brands, by making it fun.

My career over the last 15 years has successfully spanned both sides of the Tasman, giving me a unique ability to work insightfully on both Australian and New Zealand brands.

Founding, growing, and eventually selling my own agency in Sydney in 2011 honed my abilities as a business person and a creative, and is now a huge part of the skill set I bring to clients.

I look forward to meeting you, understanding your business, and your business challenges. Until then I can be found hanging out with my wife and kids in Ponsonby or in the City Works Depot, dreaming up a new way to engage kiwis.

Want to join the team?

Can you play a game of dice? Get in touch with us. We always have something going for that special someone and we would love to hear from you.

For all career opportunities please email: careers@gpyr.com.au

We are good at – Live Scores

Zigging not zagging
92%
Long meetings
68%
Freshly brewed coffee
92%
Running up the stairs
46%
Decoding marketing words
87%
Getting in early
61%
Left handed guitar
34%
Making Radness
99%

Life at GPY&R

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