Bulla was launching their luxury ice-cream brand but needed it to scoop true to their unfakable Aussie roots.

Far from full of themselves in a category dripping with big talk, we took a spoon-in-cheek approach. Creating a tone that was playful but purposeful. Then staking our category claim by naming the home of Murray St—Colac, Victoria—the ice-cream capital of Australia.

This work was created and sold-in by me and an AD in one week. Post-launch, it served an unprecedented $1M in sale in the first two months. Four years down the track, my ‘creamiest premiumest’ headline is still doing the rounds on billboards across Australia.