Creative Advertising

TikTok #MeetMyPie

*COMING SOON*

#MeetMyPie is a Tik-Tok first digital campaign idea made in response to the Cannes Young Lions 2023 brief for TIkTok Australia. That hijacks an iconic symbol of the often exclusionary true blue Aussie identity, to one that unifies and celebrates our modern multicultural community.

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In order to create a respectful and genuine strategic and creative idea, in-depth primary audience and market research interviews were conducted with 10+ Australian migrants. Wider primary and secondary research was also conducted to accurately understand the current Australian multicultural landscape and be aware of our own biases and personal blindspots. The resulting campaign aims to balance the sensitivity of identity building, the lightness of the platform and existing audience culture, while crating a distinct enough cut through to generate community amongst diversity while celebrating the multicultural identity of Australia.

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**Some aspects of this project may be subject to confidentially agreements. Further details and my role in them are available upon request.**

So mysterious right... Is she playing hard to get? Trying not to get sued? who knows... contact me to find out more :)