Page 87 - The EDIT | Q2 2017

Behind the scenes of
‘Streets talking ice cream - Vogon’
Ideas
87
Meet the team!
L-R: Elyse Foley, Bill Luu, Jamie Nelson, Lisa Huynh, Ben Lynch, Kathryn Furnari, Jack Monro, Alex Sperling, Susannah Collins, Nina Hoang.
Tell us a bit about yourself and what you do at PHD
Ben Lynch: I’m a Planning Manager on Unilever in Australia, working across their Ice Cream
— including Street’s (Wall’s) — Homecare and Spreads brands.
I am a curious knowledge seeker who enjoys understanding the why behind consumer (people’s) behaviour and determining the best way to use information. From this, I have built an extension onto my role, making me a source for data analysis, as well as data automation. Taking on a media first, such as this, was a welcome challenge for my type of aptitude, and I loved it!
Can you describe the process behind coming up with the idea?
Coming into year two of ‘Street’s Talking Ice Cream’ campaign, we had already built a brilliant base concept, whereby we created individual personalities for our
ice creams, and then placed
them into environments/situations which allowed our frosty larrikins to poke and prod humor at
adult situations.
One such example was the placing of a billboard above
a popular gentleman’s pub in Melbourne, which took reference to the film Brokeback Mountain. On the billboard, a Bubble
O’Bill asks a Gaytime ice cream,
“Gaytime?”, to which it replies, “Whoa there cowboy!” It was very edgy, albeit light-hearted, adult humor.
Nevertheless, after one year
of running this campaign, we quickly learnt you can’t make enough creative and buy enough contextual placements to really do the concepts justice!
That was all until we started collaborating closely with Google and using their dynamic creative tools, such as Vogon. From this collaboration, our creative agency partner, DDB, were able to learn how to create a substantial quantity of varying
THE EDIT ISSUE 06 | Q2 2017