A pleasure and privilege to take Creative Lead on a new brand Sound for Kanzi Apples, embarking on a melodic mission to etch KANZI on the mind-shelf of premium apple loving grocery buyers.

Briefed to SCA by Claxon Agency, working closely with HBMA, our task was to convey the juicy sweet tang and superior crunch of KANZI and make it stick.

KANZI launched last week on video and audio platforms: TV, BVOD, podcast and radio to celebrate the new Kanzi season.

This is the full sung version of a number of assets created for this launch campaign.

Creative Lead / lyrics: me
Composer / Sound Design: Graham Hunter
Vocal Lead: Kate Black Scout Management
VO: Jacqui Duncan

KANZI - the ear worm that's good for apples.

There are just some ideas that are so perfectly silly they must be brought to life, whether or not they see the Light of Day.

Note I say “perfectly silly” because I’ve heard plenty of just “silly” ideas on audio platformsthat bear no relevance to the brand or the brief objective.

In my experience, perfectly silly ideas come easily because they are perfectly inspired by the brief. 

Pataks Pappadums was one of those briefs: to put Pataks in the top 3 brands on the mind-shelf of our target market. If you like big fat crunchy Pappadums you will like Pataks.

I love it because it’s silly and simple and catchy and it’s uniquely Pataks. 
I love the pitter-patter of the alliteration that helps to make it stick.
I love that it doesn’t let you down with the standard VO tag on the end; it even finishes with its own little audio logo, a gift from the edit, that so easily happened, just like the rest of it.

Unfortunately, it never went to air but if you’re hankering for some Pappadams tonight and you like’em big and fat well… you’re welcome.

I love your Pappadums

This pro-active piece was “captured” rather than ideated. 
An extended moment of intense inspiration that overwhelmed me one day in the lead up to Mother’s Day.

I was on the light rail on my way into work like any other day when suddenly, I was missing my Mum. We lost her in 2006 so thinking about her was not unusual but on this day, without warning, I was overcome with emotion. The tears welled. My heart hurt.  I felt a bit sick.

I got to work and dropped my bags and made a beeline for the studio.
“Shelley, I’ve got to get something down, can you record me now?”
“Sure, have we got a script?”
“No.”

The resulting audio was originally, informally pitched but never saw the light of day. 

I imagine it as the foundation or inspiration for a multi-platform campaign that encourages us to communicate more openly.
To reach out; to share feelings. To say the things that we will only regret, if we do not say them.

Light of Day - Call your Mum.

There is a rhythm to our lives.
For most of us, for a good part of the day, it’s a familiar tempo.
I’m not saying that’s a bad thing. 
We might consider ourselves the most creative, outrageous, unpredictable person you ever met. Your own tempo might be as funky and freaky and synchopated AF but we all have our routines. Things to do. Responsibilities to meet. We have our favourite foods. And drinks. 

Alcoholic Seltzers were a new product category in Australia in 2019.

Along with the objective to educate our audiences about what this new tonic WAS, we   were tasked with convincing the client that our audio component could effectively “cut through” and amplify the launch campaign for what was typically a “visual” brand.

Same. Same. Same. Same. Same. Same. Different.

We all live by our own life tempo. If you want to be heard, try something new.

Quincy - drink different

Launching the GYG "Clean is the new healthy" position onto our audio platforms, this interruptive campaign saw our host brand, Guzman Y Gomez invite other national brands into their schedule, for their ads to be interrupted by GYG company founder and CEO Steven Marks.

Including 30sec, 15sec and talent voiced commercials, the Interrupted ad break featured 3 different partner brands (per break), each “bumped into” by Guzman Y Gomez, essentially giving GYG “ownership” of the break.

This pro-active, creative initiative resulted in a high-frequency, 4 week campaign, partnering with Anytime Fitness, OMF and Finder.com.

Cut-through was instantaneous and response hugely positive, as our audiences and industry colleagues were caught by surprise in our ad-break.

GYG interrupts ANYTIME

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End October / the first weeks of November have delivered more death by domestic and family violence. Lillie James, Alice Rose McShera, Analyn Osias…

As we braced ourselves for the Melbourne Cup Day interest rate rise … I thought about the upcoming holiday season – financial stress, alcohol and high emotion.  

The triggers for domestic violence are compounding.  If things keep going the way they are, more women will die before the New Year.

The new PSA campaign for Marys House Services (60sec and 30sec) is created to keep our vulnerable women and families top of mind. To educate our audiences with the devastating statistics of domestic and family violence and to remind all of us, that even when we feel like we can’t help, we absolutely can.

Please donate if you can and share because you can and join us in saying, “We do not accept domestic violence in our community.”

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Lisa Burton

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