Community News news.
Local news gets a makeover. The Rare digital team recently had the pleasure of working with the Community News Group team to help them take the next step into digital, helping them rebuild their website and create a more personalised experience for their readers. One revamped look, several new features and some serious enhancements later and, presto! After 30 years of delivering local news to our letterboxes, the Community News also delivers it via a new and improved website. You check out the launch party and Campaign Brief's wrap here.
Perth's Longest Lunch is one of the many causes that Rare supports. Now in its second year, Perth's Longest Lunch is a fundraising event for non-profit organisation Brightwater Care Group and, as the name suggests, it goes on for quite a while. Held in Grand Ballroom at Crown Entertainment Complex, the lunch started at 12 noon, finished around 6pm, and in the process raised $250,000 for Brightwater. If you didn’t make it, look out for next years lunch. It’s a brilliant opportunity to rub shoulders with the who’s who of Western Australian business and get in some serious networking.
Stop the press!
In news just to hand, Rare has been appointed to The West Australian newspaper account. Needless to say we’re all over the moon with this win. And there was no time for resting on our laurels, we were hard at work from day one and have just finished our first work for them. It’s a TV commercial to promote their '$1 for 30 days’ digital offer. Big thanks to Beautiful Pictures for helping out with the production and to The Office of John Cheese for the seamless animation. Nice work all round!
Looks like we’ll be spending more time at the beach from here on in. Happy to announce that, following a competitive tender process and creative pitch, we’ve been appointed to the Catalina Estate account, a public sector project developed by Tamala Park Regional Council (TPRC) and project managed by Satterley Property Group. This 2,600-lot land development is located in Perth’s highly competitive northern corridor and divided into three precincts - Catalina Central, Catalina Grove and Catalina Beach. Look out for the launch early in 2016.
Woo-hoo! After years of work Elizabeth Quay finally opened her doors. And boy, were we excited! This project has been close to our hearts since its inception so nothing was going to stop us from being there for the opening celebrations. We’ve done a lot of great work for EQ over the years, from the amazing 1.6km hoarding and visual identity system, to the latest brand identity work that you can see when you visit this landmark project.
It was a busy start to the year with lots of new work, including two new TVCs to help launch the TAFE Choices ‘Make Your Name’ campaign for WA’s State Training Providers, a piece of new business we were thrilled to pick up at the end of last year. Produced by Split Screen Productions and shot over three days at 12 locations, all the actors are TAFE students. Post was by The Office of John Cheese and sound design by Brainestorm Recording Studios.
What a night!! Thanks to everyone who joined us to help celebrate our 10th birthday and the festive season at The Laneway Lounge in the city. There was certainly a lot to celebrate! Ten fantastic years with a great crew of people, some fantastic clients who we now count among our friends, and a whole lot of work that we’re very proud of. Our big bash made Campaign Brief. Take a look at some of the pics here.
Rare/McCann appointed to Defence Housing
Our latest new business win made Campaign Brief WA and The West Australian - thewest.com.au. We were appointed, along with our friends at McCann Australia & New Zealand, to help Defence Housing Australia bring their brand to WA with a landmark apartment development in Fremantle. Located between Quarry and Queen Victoria streets, it will feature 166 modern apartments, ground floor commercial space and a high amenity public laneway that will connect the project to the surrounding community. Can’t wait to get stuck into this project!
New look, new work for Plunkett
When it comes to home building experience, Plunkett have it all over the competition. They’ve been building new homes for West Aussies for more than 100 years. Over the last few months the Rare team have been working feverishly on a new brand identity for Plunkett Homes and sub brand Domain by Plunkett, as well as putting together a series of new TVCs to help launch the new look. You can see the work here.
A helping hand for the Black Cockatoo
Did you know the black cockatoo is under threat of extinction? Neither did we, until a few of the Rare team dropped in on new client Kaarakin: The Black Cockatoo Conservation Centre. According to one report, if nothing’s done the Carnaby’s Black Cockatoo will be extinct by 2029. That’s just 14 years from now! The guys at Kaarakin do amazing work to conserve black cockatoos by rehabilitating injured birds for release back into the wild. Needless to say we’re looking forward to doing anything we can to help the cause.
Ben’s Big Bash
Ben’s Big Bash was a fund raising event that Rare got behind earlier this year. It was organised by 15 year old Scotch College student Ben Phillip whose goal was to raise $10,000 for the McCusker Alzheimer’s Research Foundation by giving ordinary West Aussies the chance to step out on the hallowed turf at the WACA and play in a Super 8 Knockout Competition. Ben had a very personal reason for taking on the project. Six years ago, when Ben was just 9, his father was tragically diagnosed with Lewy Body Disease, a form of dementia, which is essentially a combination of Alzheimer’s and Parkinson’s disease. Ben’s Big Bash made the front page of The West Australian and smashed its target.
Here’s to the microwave ninjas.
Potatoes are for boilers and bakers and microwave ninjas. Our latest work for Fresh Potatoes will remind people just why the humble potato should be a pantry staple in every household and, if all goes to plan, will have people stopping by their favourite veggie shop to pick up a bag of fresh potatoes on the way home. The campaign, which builds on previous work that Rare has produced over the past 2 years, is appearing on posters across the city, charming the pants off radio listeners and being written about in Campaign Brief. You can read the article here.
It took 110 years to produce this ad!
We produced a new TV campaign for the wonderful folk at not-for-profit community health and wellbeing organisation Silver Chain who are celebrating 110 years of caring for Western Australians. The campaign, which highlights the special moments Silver Chain carers share with their clients, was directed by Paul Komadina, produced by Beautiful Pictures and shot by the very talented Mr Alan Myles. Check it out here.
Believe it or not, up to 10% of the population hears voices in their head - something we were as surprised to learn as you probably are. To help raise awareness of this fact and let people know that help is just a phone call away, we created two TV spots for non-profit organisation Hearing Voices Network Australia. Big thanks to Director Paul Komadina, Beautiful Pictures, DOP Allan Myles and James Hawkes.
RARE TURNS TEN!
Who in their right mind would start a business on April Fools Day? Rare, it seems. On April 1 2005, Callum and Brett threw open the doors of what was then called Rare Creative Thinking and, according to Brett, promptly went out for a long lunch. Congratulations on 10 years gentlemen. It’s been a wild, fun-filled ride for all us that work at Rare and we look forward to more of the same.
Rare has a new BFF
Rare has jumped into bed with Sydney based SMART McCann Worldgroup, part of the McCann network (they’re the clever people who did the Dumb Ways To Die campaign) to form Rare:Smart. The joint venture was formed to work on the multi-million dollar Real Insurance brand. You can read all about it here.
Ho! Ho! Ho!
So, our ‘working’ trip to Bali was to oversee the outsourcing of the production of one our most important creative projects - the agency Christmas card. And it’s a ripper. A touch daggy and sporting a deliberate spelling mistake (that only one or two people have picked up!!). Anyway, enjoy our ‘making of’ movie and, as the chubby gent in red says - have yourself a very merry Christmas! See the video here.
CB Agency of the Year Finalist…again!
Agency of the Year is the major award given out during the annual Campaign Brief awards at the Oasis Ball, and it’s usually down to the big three agencies to fight it out for bragging rights. But every year Rare has the ‘big boys’ looking over their shoulders to see what we’re doing. And with good cause. This year we were a finalist for Agency of the Year, as we were last year, and the year before. In fact, Rare has been a finalist or runner up for Agency of the Year in seven of the last nine years. A pretty remarkable achievement.
Is it a bird? Is it a plane? No, it’s Supernova!
He’s won Gold at the Lola Awards in California, set up his own photography business at 17, won Gold at the Young Guns International awards, completed the John Curtin Leadership Academy, created the ‘Minute of Noise’ campaign to raise awareness about the effects of domestic violence on kids and co-founded a magazine to promote and inspire local art, design, music, fashion and places…and now he can add Supernova of the Year to his list of achievements. The award is given out at the prestigious Campaign Brief Awards to the person (25 or under) who is making an impact early in their career and is considered a future industry leader. No brainer really.
New faces in digital and design.
Rare has boosted its digital and design teams with two new hires. Vladimir Mitrovic, a multidisciplinary design professional with over a decade of experience, has moved into the Design Director chair. Vlad worked in leading design studios in Melbourne for 10 years, specialising in Brand Identity, Digital and Environmental Design, before moving to Perth (sans motorbike) where he has freelanced for the past two years. Siobhán McGurrin, who joins as Digital Account Executive, hails from the UK and brings with her a wealth of experience in digital, social media and ecommerce across numerous industries. A passionate blogger with a Masters in Fashion and Lifestyle Journalism, Siobhan spent the last three years working in-house for two lifestyle brands and managing multiple retail clients in an agency.
A fun night was had.
Everybody ‘glammed up’ for the PADC Awards on Friday night, where we picked up a Bronze award in brand identity for local band Villain (well done Vinay!) and four finalists – the WACA for Brand Identity and Brand Application, and Green Planet Grass ‘boobs’ and ‘flying saucer’ in Newspaper Non Retail.
Brothel? Abattoir? Drug Lab? Morgue?
A series of posters erected in the widows of our new office had passersby wondering what sort of dodgy business was moving into the neighbourhood. The ‘coming soon’ posters were designed to call attention to the location and create a bit of ‘buzz’ among local residents and businesses. Seems they achieved the desired effect with people taking photographs of the posters. A few of the cleverer types who read the purposely nonsensical copy twigged that the highlighted letters in the headlines spelt out RARE. Everyone else probably attached their photos to the letter of complaint they were firing off to the City of Perth. Wait till the locals discover it’s actually an ad agency that moved in. That’ll get tongues wagging!!
New office, new business wins.
Just as the dust was settling after celebrating our move to new premises in Murray Street, we were popping the champagne corks again after learning we’d just been appointed to the Department of Education account following a credentials only pitch. Then hot on the heels of that win we were appointed to the LendMe account, a new player in the hotly contested loans/mortgage market.
Potatoes are on the boil at Rare.
It’s time for the humble potato to take its rightful place at the head of the dinner table! After recently being appointed to the Potato Marketing Campaign account, we’re now hard at work on a new TV campaign designed to do just that by changing the misconception that potatoes are unhealthy and inconvenient. Stay tuned.
Runner up Agency of the Year. Again.
The Campaign Brief Agency of the Year award recognises the agency that has delivered the best all round performance over the course of the year. Last year, Rare was runner up. Again. Darn! That makes it six years in a row that Rare has been a finalist or runner up for this prestigious award. A pretty remarkable performance.