Leaving your corner of the forest.

You can’t stay in your corner of the Forest waiting for others to come to you. You have to go to them sometimes.

 —Winnie the Pooh

01 . June . 2021

Leaving your corner of the forest.

Kyran Docker
Creative Director

It’s a little trite in brand circles to discuss building brands to ‘be your friend’, but in a world reaching for more genuine connections, consumers are expecting authenticity from their brands. Thanks to social media, the connection between brand and consumer has become closer than ever before. Once distant monoliths, you now have 24/7 access to whatever brand you like, from your Health Insurance to your breakfast cereal.

Brands are discovering new ways to form personal connections with their customers. Everyone can remember a brand that went the extra step and gave you the warm fuzzies during your interactions, a Tim Tam with your delivery, a personal note, a free gift, planting a tree with every purchase, a second pair delivered to those in need, the list goes on. But while the little things are nice, what’s important is how companies are using their platform for the larger things. Listening to your audience and committing to making their world better, standing your ground, and showing support for the things that matter can not only be the right thing to do, but can lead you to develop loyal customers.

In the states, years before the Black Lives Matter reckoning for brands, Nike was thrust, or thrust themselves, into the centre of the conversation with the release of their 2018 ‘Dream Crazy’ spot. Part of Nike’s 30th anniversary of Just Do It, the campaign starred former NFL star Colin Kaepernick, tennis legend Serena Williams and skateboarder Lacey Baker inspiring people to dream crazy. It contained the now famous line ‘Believe in something, even if it means sacrificing everything.’ The backlash was swift and strong and overblown, there was burning of shoes, cancelling of orders and snipes from the President. However, the bank holiday weekend following the release resulted in a 31% increase in online sales, Nikes overall valuation increased by $6 Billion in the months after the campaign launch. Manish Dudharejia writes that there are four key takeaways to learn from the Colin Kaepernick Ad.

Four key takeaways

01.

Approach controversy wisely.

02.

Embrace the backlash.

03.

Know who will rally behind you.

04.

Never sacrifice values.

Dream Crazy
2018

Nike

According to a recent broad study, Impact of Culture: What it Means for Brands Today, conducted by MAGNA and Twitter along with its localised extension, shows that Australian brands involvement in and leadership of social issues is not only what consumers want, it’s what they expect.

The study found that:

  • Almost three quarters (74%) of Australians thought of culture other than that of tradition.
  • More than half think it’s important for brands to be involved in social issues and movements, and almost half think it’s important for brands to be involved in events and trends.
  • The top ways for brand involvement include giving back to the community (59%), supporting social issues that benefit everyone (52%), demonstrating that they put their customers first (52%), and are inclusive of all (52%).
  • Involvement in culture is nearly as valuable as having positive brand perceptions.
  • Almost one fifth of a consumer’s purchase decision is made up by a brand’s cultural involvement.
  • Brands supporting social issues have the most potential to impact consumer purchase decisions.

Speaking to Adnews, Emily Float, head of agency at Twitter Australia, notes that the way culture is defined has changed but its importance has not.

“Consumers want brands to get involved in the issues and moments that matter most to them and those that do, will reap the rewards,” she said.

“For marketers, this presents an exciting opportunity because involvement in culture is something in their control. Price and quality will always be the top driver of purchase decisions, but those are relatively set, and brand perceptions can take years, if not decades, to meaningfully shift.

“A brand’s involvement in culture is something that can be changed with a single campaign, and it’s something Twitter in particular is well positioned to help with.”

So, after you’ve spent so much energy making all these new friends, when are you going to head over to their corner of the forest?


INCMI: May

Ch-ch-ch-ch-changes! Turn and face the strange this month, as lots of changes are on the horizon, and others are desperately needed.

Both Pepsi and Guinness have released ads this month fantasising about what life post-covid will be like. You know the past year was weird when the thought of an overcrowded bar table has started getting us all choked up and emotional.

Speaking of Covid, The ABC’s producer and broadcaster, Dr Norman Swan has compared Australia’s vaccination ads to something produced by a “communist government committee,” so…. not a glowing review.

The Australian Government has had a rough track record lately. Their recent “milkshake ads” about consent were so awful, they seem to have been made with the sole purpose of providing a Mystery Science Theatre 3000 style mockery platform for those you show it to. Described as “disappointing, confusing and cringe-worthy,” the ads were quietly pulled following intense backlash. If you want to wash the taste of milkshake out of your mouth with some actual information about consent, Clementine Ford and independent agency The Royals have released a response video, featuring a mature and useful conversation about consent.

The Feed made a fake influencer account to expose the rise of sponsored content on social media. When “25 per cent of Australian influencers are involved in fraudulent activity,” are advertising regulators going to be able to update their guidelines to deal with our new media platforms?

Veet has gotten a makeover, with their new approach highlighting that body hair (or the removal thereof) is an individual choice to make. A welcome change from the old “burn it all and salt the earth” approach to hairy legs.

Following in the footsteps of companies like Cheer CheeseNestle and even The Washington Football teamBen’s Original has started rolling out the packaging for their new name, made to distance themselves from the racist connotations of their old brand. Any step in the right direction is always a good thing.

Over Mother’s Day, A director put together a tribute to both his commercial actress mother and cheesy 80s and ’90s ads with a series called Mom’s Spots, a compilation of all of the retro advertisements his mother starred in during his youth. A reminder that they just don’t make sweaters that garish anymore.

Over The Bridge, a non-profit mental health group, has released an album called the Lost Tapes of the 27 Club, using AI to create songs from famous musicians like Kurt Cobain and Jimi Hendrix, whose lives were all lost at 27 years old. The organisation is aiming to change the narrative away from the romanticisation of these early deaths by imagining what these artists might have created, were they still with us.

Five industry professionals have gotten together to list The 50 Movie Posters That Changed Entertainment Marketing. From Saul Bass’s paper cut outs for Anatomy of A Murder to Silence of The Lambs’ oft-imitated surrealism, check out just how much posters have evolved over the years.

Press Release: Tradie Body

Tradie: Storm the room

Tradie storms our screens with new TV spots via The Incubator

NRL’s Cameron Munster, Josh Addo-Carr and Christian Welch are set to storm our screens off the field this week, starring an uproarious series of new TVCs celebrating Tradie’s proud Melbourne Storm sponsorship. Whether trying to squeeze three big rigs into a tiny bathtub, or unleashing an epic deodorant battle, the boys whipped up a perfect storm while showcasing Tradie’s signature body wash and deodorant range.

Ben Goodfellow, Tradie founder says: “We’re extremely proud to be sponsors of the Melbourne Storm, one of the most successful clubs in NRL history, and we’re sure they’ll be great ambassadors for our Tradie body range. Plus our products will help make all their victories smell even sweeter this season.”

“The boys were game for everything we threw at them during filming, and we’re excited to show how much fun these ads are.” said Kyran Docker, Creative Director at The Incubator.

The two new 15 second spots will air on National TV from Sunday 23rd May.


Client – Tradie
Tradie Founder – Ben Goodfellow
Tradie Brand Manager – Simone Hyde
Creative Agency – The Incubator
Account Director – Jeremy Walsh
Creative Director – Kyran Docker
Copywriting – Sophie Hanlon, Sean Brisbane
Production Company –  Truce Films
Director – Nicholas Clifford
Executive Producer – Elise Trenorden
DOP – Joel Betts
Offline Post – Luke Dickinson
Grade/Online –  Retrobox
Sound – Windmill Audio


INCMI: March

So what have you been up to lately?

As the Weirdest Year Ever™ is in our rearview mirrors, we’re looking down the road by looking back at some of the weird and interesting things that have happened over the last bit of time.

Burger King c̶l̶e̶v̶e̶r̶l̶y̶ celebrated International Women’s Day insulting women. Austin, Texas-based agency Hunt, Gather reworked the campaign with its own twist for a line of merchandise, with all proceeds going to the Girls Empowerment Network.

Earlier in the year Burger King also overhauled their global brand that will feel very familiar to us in Australia. McDonalds, not too far behind has unveiled a global packing redesign of its own, that feels a bit “Hey can i copy your homework?” “Sure, just make sure you change it a little.”

The 2020 auto industry great logo flattening party rolls on with Kia the latest to flatten up, joining ToyotaNissanBMWMINI and Volkswagon. Any left?

Jeep landed themselves in a bit of hot water with their Super Bowl submission in a two-pronged attack. First being flooded with a wave of negative comments around its tone deaf plea to a country divided, then in a case of ‘maybe you should have vetted your talent better’ the ad was pulled completely after it was revealed that Bruce Springsteen was arrested for DWI, reckless driving and consuming alcohol in a closed area three months prior.

The Teeter-Totter Wall along the US-Mexico border has been named the overall winner of the Beazley Designs of the Year awards of 2020.

Industry leader Campaign Monitor has released their annual Benchmarks Report that breaks down key findings from their mountain of 2020 email marketing data.

The roll-out of Apple’s iOS 14 includes a tracking prompt set to disrupt Facebook Ads targeting. We’re yet to see how this will affect campaigns, but it has really got Facebook rattled.

The great 90’s show Rugrats is getting a really creepy makeover. Is this really what we need to be giving the next generation?

Amazon made a misstep by rebranding their logo to look like … Hitler. Yeah. That guy.

INCMI: July

Here we are again, because time is a flat circle and a week is a month is a day. There’s been a lot of bending, twisting and pivoting going around, and I gotta say, it’s hurting my back. From where we’re sitting, the pressure is making some diamonds though.

There’s little doubt you haven’t seen the Nike spot that ripped through the internet like wildfire last week. “You can’t stop us.” If you haven’t seen it, you should – if you have, watch it again.

The great logo flattening party of 2020 continues with Toyota the latest to flatten up with mixed results from Nissan, BMW, MINI and Volkswagon who have steamrolled their brands.

If you’re looking for some reading the folks over at Campaign Monitorare releasing a series that focuses on diversity and equity in marketing.

For the first time in its 55-year history, Vogue Italia has commissioned children to design eight special edition covers, it’s one of many unexpected cover designs at the moment, from David Hockney’s exclusive cover for Telegraph Magazine to frontline workers as cover stars, the current crop of covers are a great twist on the normal.

As the world’s collective mental health takes a dive around the world R U OK? Day 2020 is working on what happens next, focussing on increasing skills and building confidence in navigating the steps after someone opens up about their struggles. Learn what to say next at ruok.org.au

Meditation App Headspace & Snapchat have joined forces to open up conversations around mental health and to help users on their platform feel better and call on their friends for support.

Burger King has given up on 2020 in the states and launched a Christmas campaign six months early to bring some simple joy in these uNpReCidEnTeD tImEs.

Designed in 1920 Cooper Black has become ubiquitous the world over from hip hop album covers, food packaging, advertising, a tonne of store fronts, Garfield comics and the Pet Sounds album cover by The Beach Boys. Vox looks into the origins and deconstruct all the reasons it’s been pop culture’s favourite font for so long.

After two years in development, Evian is embracing the circular economy by launching their first label free bottle made from recycled plastic.

The tourism industry has been one of the hardest hit of 2020, but as restrictions start to slowly lift in some states the SMI (Standard Media Index) is reporting early data showing ad spend lifting in July and August for domestic tourism. Tourism Australia relaunched domestic campaigns in May with its Live From Aus campaign and Destination Gold Coast has launched with its Come Back and Play Queensland campaign.

Press Release: Tradie Workwear

Tradie: Workwear

Tradie goes for ‘ultimate iso’ in new outback Workwear spot

Aussie underwear label Tradie has taken self-isolation productivity to a whole new level in their latest spot. Some people bake sourdough, others do 5,000 piece jigsaws… but that’s not challenging enough for Tradie’s favourite brand ambassador Nick Cummins: he’s putting their Tradie Workwear range to the ultimate test during iso, by building a humungous fence.

Filmed in outback Broken Hill, the spot features Honey Badger, clad head to toe in Tradie Workwear, planting the first of 23,495 fence posts ­– with questionable success, but infinite style. Why is he building a massive fence? Who knows? Who cares? While we may never understand the enigmatic workings of the Honey Badger’s mind, one thing’s for certain: Tradie workwear is the best clothing choice for a mission this epic.

“I’m really excited for the release of our new Tradie Workwear advert,” says Ben Goodfellow, founder of the iconic Tradie brand. “Continuing on from our last ‘no bounce’ outback spot, Nick is now demonstrating how tough our Tradie Workwear really is when working out in the elements. I’m sure all Australians are going to love this advert and it will cement Tradie as Australia’s favourite true blue, tough as nails workwear brand.”

Melbourne creative agency The Incubator was once again tasked with building on Tradie’s highly popular advertising archive. Kyran Docker, Creative Director at The Incubator said “It’s been great to be part of the ongoing evolution of this brand, and seeing the effort it takes to dig a hole.”

The 30 second spot will air on TV for the first time on 7th June 2020.

VIEW SPOT

Client -​ Tradie Underwear
Tradie Founder -​ Ben Goodfellow
Tradie Brand Manager -​ Simone Hyde
Creative Agency -​ The Incubator
Account Director – ​Jeremy Walsh
Creative Director – ​Kyran Docker
Writer – ​Skye Davidson
Production Company – ​Plot Media
Producer -​ Virginia Kay
Director -​ Nicholas Clifford
DP -​ Joel Betts
Editor -​ Luke Dickonson
Grade/Flame – Chris Reynolds  
Sound design – Dead on Sound
PR Agency – Lampoon Group
Lampoon Group CEO – Josh White


INCMI: October

It seems young Danes really like to cut a rug — studies say they’re the booziest teens in Europe — and, like most, they don’t like to be preached at about their bad habits.

In this interesting take on Anti binge, they use the metaphor(?) of pushing the sausage, instead of pushing your alcohol consumption. Brilliant, or overcooked?

Yahoo‘s got a fresh new brand by Pentagram.
I’ll just go Yahoo something.

Aussies are spending seven minutes more every day listening to audio than last year, with radio staying on top and podcasts overtake owned music for the first time, according to the fourth annual GfK Share of Audio study released this month.

Adidas is on a journey to shift from marketing efficiency to marketing effectiveness, admitting a focus on ROI led it to over-invest in digital and performance marketing at the expense of brand building.

UK Bookmakers Paddy Power’s have Scottish musician Lewis Capaldi at 1/2 odds on favourite to be featured in the 2019 John Lewis Christmas Campaign. While you’re here – just watch the 2013 The Bear & the Hare again, because #feels.

While we’re on Christmas Advertising, we’ve started to see them trickle out – loving this Walkers Crisps with the spirit of Christmas, Mariah Carey.

facebook rebrands as FACEBOOK … for clarity.

Russel Howcroft likened our pitch on Gruen to this 1988 British Rail advert – we hadn’t seen it – but it’s a feast.

Gruen - The Pitch 2019

The Pitch

We’re pleased to announce the team made their small screen debut last night on the other side of the camera. We were stoked to be invited by the ABC to take part in ‘The Pitch’ on Gruen, where two agencies go head to head to ‘sell the unsellable’.

Banning online shopping, in favour of brick and mortar stores, was a difficult pitch and we’re proud of our ad “Open Up”, which explores the real cost of the convenience associated with online shopping.

Unfortunately, the votes were against us on the night. However, in an unprecedented move, Russell came to our defence saying the spot was brilliantly written, and on the night likened it to the famous 1988 British Rail advert written by poet W.H. Auden.

So even though we didn’t strictly walk away winners, Russell’s argument was so compelling we were awarded the first ever losing agency half trophy, well, a full trophy but half the kudos.

Congratulations to David Guillotti and the team at Balance, for taking home the win. Till next time.

Also, a big thank you to the team, who helped make it happen:

Managing Director – Jeremy Walsh
Creative Director – Kyran Docker
Strategic Director – Alison McDowell Roadmap Strategy
Copywriters – Kyran Docker & Skye Davidson
Story Boarding, Assistant – Patrick Hui
Director, Editor, Grade – Brett D’Souza
Runner, Assistant – Vesna Grdjan
Cinematographer – Simon Green
Gaffer – Andrew Lock
Sound Mix/Design – Marc Judson


INCMI: August

Over the weekend Disney opened up the cave of wonders that is their massive back catalogue at the D23 conference and finally let us in on the Disney+Platform launching in November. Straight out of the box it’s packed with more than 7500 television episodes (including The Simpsons), 500 movies (Marvel, Pixar, Star Wars) and more than 45 original series (New Lizzie McGuire, huh?). Stan is shook. Netflix is looking over its shoulder.

We frothed over last years VB capsule collection, the Melbourne Bitterdrop and lapped up the Farmers Union range – but the move into beverage extensions with VB Tea seemed a step too far.

The latest HILDA report was released and it doesn’t look great. The Conversation dug into data and finds Aussie disposable incomes are lower than during the GFC.

Apple takes a swipe at ad tracking with its upcoming OS.

Adobe finds 81% of emoji users believe that people who use emojis are friendlier and more approachable and 64% of emoji users are willing to make a purchase with an emoji. ??

Youth Sense digs into the best and worst places to grab the attention of Gen Z.

Ad standards launched a new campaign to shine a light on the sexism, racism and other issues in ad land.

The Australian arm of Gillette moves away from the ‘The best a man can be’ campaign out of the US, and instead focuses in on local heroes in a very serious brand new spot.

Popeyes sells out of chicken sandwiches following The Twitter Sandwich-apocalypse, putting its newfound popularity at risk. The chain burned through two months of inventory in 2 weeks!

Tradie: No Bounce

Tradie has launched a new campaign to promote its ‘No Bounce’ men’s underwear featuring brand ambassador Nick ‘Honey Badger’ Cummins, developed by Melbourne creative agency The Incubator.

Tradie HQ has been working hard to tackle what ​must​ be one of life’s biggest problems. Those moments when men are running around like a rat in a blender and the old boys pop a bit left of centre. The new technologically advanced ‘No Bounce’ pouch keeps the tackle out of the left wing and the scrum half, cosy and safe in the centre.

The spot highlights Nick ‘Honey Badger’ Cummins’ best assets. His charm and charisma.

It follows a busy couple of weeks on-air for Tradie, after their ladies’ Aussie Fit range launched a fortnight ago with brand ambassadors Danielle Scott and Charlotte Caslick backed by Cummins, (all represented by Lampoon Group) stepping out of the studio and into iconic Australian landscapes, showing off some of our breathtaking coastlines, and rugged, red country.

Says Ben Goodfellow, founder, Tradie: “I’m really excited for the release of our new No Bounce undies advert. Filming Nick ‘Honey Badger’ Cummins in his natural habitat, Outback Australia, allowed us to create our funniest advert to date. I’m sure all Australians are going to love this advert and it will cement Tradie as Australia’s favourite Australian owned underwear brand.”

Lampoon Group Founder and CEO, and Nick Cummins’ Manager, Josh White, also said that “Nick really enjoyed getting into outback Australia this year to shoot the new No Bounce campaign with Tradie. This is Tradie’s biggest campaign yet and we are all thrilled with how it has turned out.”

Says Kyran Docker, creative director, The Incubator: “Taking Tradie out of the studio has been a natural evolution of the brand, and we’re thrilled with how it’s come together. To be able to demonstrate not only Nick’s great sense of humor, but to also show off what makes this country fantastic, has been a wonderful experience, and has resulted in great content that we can’t wait to share.”

The spot will bounce onto screens this Sunday August 25th.


Client -​ Tradie Underwear
Tradie Founder -​ Ben Goodfellow
Tradie Brand Manager -​ Simone Hyde
Creative Agency -​ The Incubator
Account Director – ​Jeremy Walsh
Creative Director – ​Kyran Docker
Writer – ​Skye Davidson
Production Company – ​Plot Media
Producer -​ Virginia Kay
Director -​ Nicholas Clifford
DP -​ Joel Betts
Editor -​ Luke Dickonson
Grade/Flame -​ Chris Reynolds
PR Agency – ​Lampoon Group
Lampoon Group CEO – ​Josh White