On top of doing traditional advertising that promoted the 'Do one thing well' philosophy,
we decided to demonstrate it.
Together with the street artist INSA, we took the craft of painting traditional outdoor advertising and updated it for the digital age. First, we repainted a wall over and over again, creating four 'frames'.
Then we edited the frames together to form an animated GIF or 'GIF-iti'.
For most people a marathon is enough of a challenge, but not Vincent O’Neill. Here, he speaks of his drive to keep pushing himself to be more, in both sport and life.
Trail runner Christian Schiester describes how he turned his life around through sheer determination and hard work.
Two-time triathlon world champion Helen Jenkins speaks of how she uses setbacks as a form of feedback to help her become a better athlete.
Professional tennis player Gael Monfils explains that even at the most serious level, the best way to raise your game is to relax, stay positive and just have fun on the court.
In 2012, we showed the world what it means to be Made Of Sport. This year's brand campaign is all about the athletes' continuous improvement and their striving for better achievement. Because
even once you've reached your best, you can always be even better. BETTER YOUR BEST.
// art direction CD Dean Maryon CW Joe Craig Photographer Ben Ingham
We created a new global brand line for Ketel One that speaks to
its history (it's handcrafted by a family with 321 years and 11 generations of distilling expertise) and acts as a motto for
their drinkers to live by.
The ads shown launched in the Australian market. More examples to be added as the campaign rolls out globally.
// art direction CD Galen Graham CW Joe Craig, Will Lowe
PlayStation 'The World Is In Play' posters, done in collaboration with the following artists:
Charles Glaubitz / Matt Furie / Niark 1 / Siggi Eggertsson /
Jasper Goodall / Jody Barton
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