Jim Curtis

Music videos have long celebrated the artists, but rarely the fans.

In today's culture, where fans expect to co-create and see themselves in the work, it was time for an artist's work to not just reflect, but genuinely feature the faces of the people who love them.

Introducing From Fan to Featured.

Mastercard redefined what Priceless means for a new generation by inviting real fans not just behind the scenes, but into the spotlight.

To launch Lady Gaga's biggest single in five years, we didn't just make a music video. We remade it, starring real fans.

Tourism Australia wanted to convince Americans to visit Down Under. In order to cut through the clutter of sameness that is tourism advertising, we created the greatest movie that never was. 

In 2006, Dos Equis launched one of the most iconic characters in advertising history — The Most Interesting Man in the World (created by Euro RSCG). In 2016, the campaign came to close and the man took a one way flight to Mars.

After a 10 years off the air, we decided it was time to bring the man back. But how do you explain his absence? How do make sure his return cuts through?

Last year VB became the first Australian brewery powered 100% by solar farms. This year they went a step further by finding a new source of solar energy: their drinkers. Introducing the VB Solar Exchange - the world’s first energy program that allows the public to exchange their own solar energy for beer. That’s right, rather than selling their excess solar energy back to the grid for a fixed price, people can now send it to VB and get a better price for their energy paid in beer.

In October 2025, Friend.com took over New York City with the largest MTA campaign of all time. It’s fair to say New Yorkers didn’t warm to the idea that AI was now going to listen to everything they say and become their… friend.

Heineken responded with one single billboard.

Together with @clemengermelbourne @gluesociety @room11__ @universityoftasmania @revolver.ws @robbeamish we are building Earth’s Black Box. A black box recording device for Earth - storing hundreds of data sets, measurements and interactions relating to the health of the planet. It will be an indestructible and independent ledger, to hold leaders to account and inspire urgent action and reaction in the population. The box will be located on the West Coast of Tasmania - landing in early 2022. However it is already recording.

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The margins that separate the world's best athletes from the competition are smaller than ever before. This documentary by director Gotham Chopra and Under Armour follows Stephen Curry, Kelley O'Hara and Anthony Joshua at the height of their careers as they search for new ways to stay on top.

When NYX recently launched their newest product “Duck Plump” lip gloss, many of their fan base began to question if “Duck Plump” sounded a little like something else… This gave the brand the perfect opportunity to flip the script and use the Super Bowl as the ultimate stage to regain the power and poke a bit of fun at men on a day traditionally reserved for masculine beer ads.

We’re in the age of the group chat. But what was meant to bring us together has actually resulted in less time spent IRL.

Which is why Heineken stepped in to help the group chat become real again. Very real.

Too often, successful people are only viewed under a light of unrealistic perfection. We never meet their vulnerable side. Their human side.

This creates a flawed perception of what success really is.

The truth is, successful people have to fight through doubts and fears - just like all of us. Like a duck swimming on a pond, above the surface they appear calm and composed, yet below the surface they’re paddling furiously. We just can’t see it. 

Until now...

Each year the price of Super Bowl ads are discussed as much as the ads themselves. Which is why Dos Equis made a big game ad so interesting, instead of paying the network to air it, they asked the network to pay them.

One of the biggest threats to progress on climate change is misinformation. So in partnership with the Australian Youth Climate Coalition, we set out to stop the spread of misinformation by changing the online algorithms of climate change sceptics and surface the truth in their news feeds. How? With a simple cookie recipe.

Send this link to any climate change sceptics you know. It’ll take them to what looks like a normal website for a cookie recipe.

oneminutecookie.com

However, the moment they click it, specially designed technology built into the site will update their online cookies and trick the internet into thinking they care about the climate. Because of this, they’ll start getting served news stories about climate change, hopefully breaking them out of their echo chambers once and for all.

Find out more: newsjacker.org

A small business owner needs to be a jack of all trades. A numbers person, but also a gut-thinker. A motivator and boss, yet also an empathizer and friend. Energetic yet relaxed. Focused on the now, but planning for the soon. Here, but also there.

Lessons in these areas can come from anywhere. Or more specifically, as this show will prove, lessons in these areas are best when they come from everywhere.

Introducing Unlikely Business Lessons, the show that delivers business lessons from the unlikeliest of places. From cult members to child prodigies, rodeo clowns to orchestra conductors, chess masters to convicted felons. If there’s a business lesson to be learned, this show will find it.

If you ask an Australian for their thoughts on the beer Carlton Dry, it’s likely they’ll mutter something vague like “it’s a beer.” This is because the brand was created in the early 2000s with no real backstory, provenance or longterm brand assets.

Well, we couldn’t let those other beers from the beaches of Mexico or the elegant cliffs of Italy have all the fun.

Also, canapés canapés canapés.

Since Neale Daniher was diagnosed with Motor Neurone Disease back in 2013, he has always been the voice of Fight MND, a charity created to help find a cure for the debilitating condition. But in 2022, it unfortunately took away one of his greatest weapons: his voice. This left Fight MND with a unique problem - how do you continue to create a rallying cry to the entire countrv when vour onlv spokesperson has lost the abilitv to speak? I Bv leveraging the duet teature on Tiklok, the whole or Australia could donate their voice to Neale, and help him give his loudest speech yet. And when he spoke, everybody listened.

We all know the agonising feeling of waiting for a new keg to be hooked up. Carlton Draught (one of Australia’s most iconic beers) used this relatable moment to poke fun at the ridiculous amount of pomp and ceremony in the world.

Sure, the CFO at Carlton Draught might not be happy with us changing every single Carlton Draught keg in the country with a 60-strong crew of ceremonial guards, choir and canons. But great marketing always treats the product with reverence and Carlton Draught never disappoints in this area.