Frost* Design Blog

June 24th, 2010 10:56 AM

Easing the Pain

After developing the identity for Sydney Airport’s new retail precinct, we started working on the advertising for the improved shopping precinct at the international terminal. Research revealed travellers find last minute holiday preparations highly stressful, reaching a crescendo at the airport. So we developed a strategy that taps into this insight and a new ‘medical condition’ was born – Pre Flight Tension or PFT.

An unbranded teaser campaign launched PFT with outdoor, online and radio executions. A variety of scenarios (all a little too easy to relate to!) are brought to life in a humorous manner, designed to pique interest before the launch phase messages released two weeks later. The redeveloped retail precinct was announced and travellers encouraged to plan ahead so they could spend more time at the airport and enjoy the new shops and restaurants – the perfect antidote to PFT!

Find out if PFT affects you by taking the test on our microsite www.easepft.com.au

March 04th, 2010 5:51 PM

beforeplay

There was no holding back when ACON asked us to evolve their ‘Culture of Care’ campaign. With an obvious twist on the word ‘foreplay’, the headline ‘Beforeplay’ captures the notion that communication should play an integral part in any sexual relationship. We art-directed a nude photo shoot with a renowned Australian photographer  and developed a bold graphic language with exclamation marks and single quote marks. The placement of these marks on t-shirts creates an added level of innuendo. The campaign launched to coincide with the Mardi Gras and rolled out across posters, press ads and banner ads. With publicity partners PLAY we developed T-shirts, a fortune teller and other collateral items.

November 06th, 2009 10:08 AM

Like a virgin

We  took over Southern Cross station in Melbourne this month with a suggestive campaign for Tourism NT, in partnership with their media agency MPG. The campaign line “Explore untouched territory” makes a cheeky link between the destination and advertising partner Virgin airlines. The “Station Domination” aimed to take advantage of increased foot traffic at Melbourne’s busiest station in the lead-up to and during the Melbourne cup with an immersive brand experience built on the iconic NT campaign. The campaign includes lightboxes, hanging banners, rotating columns, glass posters, floor graphics, trolley posters, locker posters and chair strips.