A launch campaign for Australia’s first official battery recycling scheme
Client: Battery Stewardship Council
Creative Agency: Republic of Everyone
PR Agency: The Bravery
Challenge: The Battery Stewardship Council needed a name, brand, and launch strategy for Australia’s first government-backed battery recycling scheme. The initiative brings together importers, retailers, and everyday Australians to give dead batteries a new life.
Solution: We developed B-cycle—a simple, memorable name supported by a bold and vibrant brand identity. To make recycling education more engaging, we introduced a touch of humour by partnering with an Australian comedian to share the message. We pitched for the business and won! What you see is the original name and logo that secured the client.
Impact:
– A launch video watched 26,000+ times organically in just 24 hours
– OOH that reached 9.5 million Australians
– 35,000+ visits to the website on launch day alone
– Over 46 million media impressions
– And most importantly, 900,000+ kilograms of batteries recycled in just six months
SCOPE: BRANDING • PR • WEBSITE • VIDEO • OOH • RETAIL • SOCIAL • POS
Earth Day Campaign
Client: Sendle
Creative Agency: Republic of Everyone
PR Agency: Sling & Stone, USA
Challenge: America has an online shopping addiction. With 165 billion packages shipped every year, carbon emissions are skyrocketing destroying habitats for animals like the grizzly bear. Sendle, the first 100% carbon neutral delivery service, set out to launch in the US with a bold question: How do we get shoppers to see the environmental cost of their convenience and choose a better way to ship?
Solution: On Earth Day (April 22, 2022), we collaborated with artist Laurence Vallières known for transforming discarded cardboard into striking sculptures to expose the grizzly truth about online shopping. Together, we unveiled a 10-foot cardboard grizzly bear and cub in Seattle’s Lake Union Park (the heartland of e-commerce), sending a powerful message: It’s not just how you shop, it’s how you ship. Think before you ship, and choose retailers that offer 100% carbon neutral delivery.
Impact:
– 383 media stories across the US and Australia
– 173M+ impressions putting carbon neutral shipping on people’s radar
– 84K+ social engagements sparking conversations
SCOPE: EXPERIENTIAL EVENT • PR • WEBSITE • VIDEO • SOCIAL • POS
Campaign for stronger nature laws (Small production budget)
Client: Environment Centre, NT
Agency: Republic of Everyone, Sydney
Production: Global Headquarters, NT
Challenge: The Northern Territory is home to some of Australia’s most breathtaking landscapes and ecosystems. The fish are bigger, the campsites more spectacular, and the views utterly unforgettable. But while Territorians enjoy the best nature in the country, they also live under the weakest nature laws in Australia.
Solution: We tapped into humour and nostalgia, riffing on the iconic Crocodile Dundee line: “That’s not a knife. That’s a knife.” Our twist: “If the NT has the best bloody nature in Australia, it should also have the best bloody laws to protect it.”
The campaign rolled out through a 30-second TVC, newspaper ads, and bus wraps—bringing the message to communities across the Territory.
Production: With just $25K to cover a 2-day NT shoot and a 1-day Sydney shoot, we kept it lean: casting unpaid ECNT supporters and partnering with a local NT production company.
Impact:
– Secured firm election commitments from NT Labor and key Independents during the August election–
– Independent polling showed 70% of Territorians supported stronger nature laws—a remarkable shift in public sentiment
– Proved that with creativity (and a bit of Dundee spirit), $25K could punch far above its weight
Disease Awareness Print Campaign
Client: GSK
Agency: Area 23, New York
CGI: Lamano Studio
Challenge: For years, healthcare professionals (HCPs) have believed that rheumatoid arthritis (RA) was just a physical disease. New research, however, indicates that RA is not just a physical disease and that the disease causes patients to suffer emotional effects as well.
Solution: We brought the deep emotions of RA to life in a memorable way by harkening to the emotional range of the dramatic arts. And by placing iconic moments of “drama” right in the joints, we compel rheumatologists to associate a strong emotional component anytime they think about classical disease elements, such as joint damage.
AWARDS
• 2017 Silver Clio Health (Print Technique: Art Direction)
• 2017 Global Award (Illustration)
• 2017 Global Award (Rheumatology)
SHORTLIST / FINALIST
• 2018 The One Club Health (Wellness & Pharmaceutical: Print & Outdoor)
• 2017 Cannes Health Pharma (Print & Outdoor Craft: Illustration)
• 2017 Clio Health (Print Technique: Illustration)
• 2017 Global Award (Art Direction)
Integrated Campaign for ARIKAYCE
Client: Insmed
Agency: Area 23, New York
Typographer: Kevin Cantrell
CGI: Zombie
Challenge: For far too long, HCPs treating MAC lung disease have been fighting a losing battle. Because there was no treatment specifically designed to combat the debilitating effects of MAC lung disease, healthcare professionals (HCPs) were forced to try and get by with a series of random and ineffective generic drugs. That is, until now.
In the fall of 2018, Insmed launched the first FDA-approved treatment specifically designed to kill MAC lung disease—ARIKAYCE.
Solution: In order to solidify the purposeful design and powerful efficacy of ARIKAYCE in the minds of HCPs, we created a campaign built on the fundamental belief that for every villain, there is one weapon that can kill it.
*MAC lung disease is an infection caused by a group of bacteria called Mycobacterium avium complex (MAC).
AWARDS
• 2019 Bronze Clio (Art Direction)
• 2019 Manny Awards (Best Professional Print Campaign)
SHORTLIST / FINALIST
• 2019 Manny Awards (Best Med Device)
• 2019 Manny Awards (Best Rare Disease)
Disease Awareness Print Campaign
Client: Janssen
Agency: Area 23, New York
Photographer: Ale Burset
Challenge: As Janssen was gearing up to launch a new rheumatoid arthritis (RA) treatment with ground breaking efficacy against structural damage and depression, we needed to create a Healthcare Professional (HCP) campaign designed to shed light on the broader symptoms of RA.
Solution: By widening the focus of rheumatologists—to see the person beyond their joints—we helped them rethink their treatment priorities and understand that the damage of RA goes well beyond just structural.
AWARDS
• 2017 Bronze Clio Health (Print Technique: Photography)
• 2017 Bronze Clio Health (Print)
• 2017 Silver Communication Arts (Photography Annual)
SHORTLIST / FINALIST
• 2017 Global Award (Photography)
• 2017 Global Award (Rheumatology)
Featured in Luerzer's Archive
Print & TV campaign for Eprinex
Client: Merial
Agency: Saatchi & Saatchi Wellness, Sydney
CGI: The Craft Shop, NZ
Challenge: Worms are a major cause of loss of productivity in cattle. Eprinex was losing market share amongst 23 other competitors in the cattle drench market.
Solution: We relaunched Eprinex with a fresh, visually interesting campaign with the aim of regaining market share by showcasing its productivity benefits.
