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If you’ve been diagnosed with high cholesterol, then cheese isn’t just cheese. It’s a deliciously tempting slice of guilt and remorse. So to promote Kraft’s cholesterol lowering cheese, we decided to play up its unique emotional benefit: it’s cheese you can enjoy without regret.
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JWT Melbourne
Australia
Most people know JWT as a world class agency, some even know that we pioneered the communications business.
We would say we like to think ahead. That we know how to communicate effectively,...
The Rosella Complex, Building 18A, 64 Balmain Street, Richmond Melbourne Australia
+613 9868 9111
Richard Muntz
Executive Creative Director / JWT Melbourne
Richard started life in business as a management consultant. His path to Executive Creative Director of JWT Melbourne took him via "street" magazine publishing and public relations....
Kraft Foods Ltd. - Kraft Vegemite Cheesybite
History / JWT Melbourne
Kraft launched Vegemite Cheesybite with a print and TVC campaign communicating the premise that it's Vegemite but different. Vegemite is an Australian institution. Almost every...
My Piece of Paper - Skills Victoria
Victorian Government / JWT Melbourne
This year’s campaign sees Skills Victoria partnering with Origin to showcase how a developing industry such as renewable energy can benefit from a skilled workforce. The ad features...
Kraft Food Ltd. - Peanut Butter
The Bears / JWT Melbourne
Research into Kraft Nuts Peanut Butter revealed that people are addicted to the taste. They love it so much, they have intense cravings for it. During the same study, they were also...
Chemmart - Chemmart Pharmacy
Hoarse Whisperer / JWT Melbourne
After Jimmy Jaques, known as the voice of harness racing in South Australia, lost his voice right in the middle of a call, he literally became a national talking point and internet sensation...
VicRoads
CityGT / JWT Melbourne
Talking on the phone while driving in Australia is illegal, yet 80% of young drivers admit they regularly do. VicRoads wanted a new way to engage with young drivers, so we developed...
Drive IQ / JWT Melbourne
Practicing to get a driver’s license in Victoria consisted of viewing 2D illustrations of driving situations, coupled with multiple choice questions. VicRoads knew that this...
Melbourne Writers Festival - 2010 Melbourne Writers Festival
Writer’s Block / JWT Melbourne
“Writer’s Block” is a 45 second cinema and online commercial that was created as part of the “Stories From Every Angle” campaign for this year’s Melbourne Writers’...
Kraft - Vegemite
Wormer, Vegecadoer, Edger / JWT Melbourne
Everyone has their own way of eating Vegemite. It’s an Australian tradition; whether you’re a Wormer, an Edger, a Dunker or maybe even a Vegecadoer. This radio campaign features...
Tweet Writer / JWT Melbourne
The Tweet Writer idea was inspired by the 2010 Melbourne Writers Festival theme of “stories from every angle”. The digital concept engages users allowing them to see what their...
Ford - Fiesta
Spheres / JWT Melbourne
“Spheres” is a 30 second TV and cinema commercial that was created as part of the “Life’s better connected” campaign for the pan-regional launch of the new Ford Fiesta....
International Fund for Animal Welfare - IFAW
Stop the Slaughter / JWT Melbourne
Commercial whaling was banned in 1986. Today, whaling nations use a legal loophole of scientific research and continue to kill thousands of endangered whales for commercial use...
Stories from the Street / JWT Melbourne
Every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues. We saw a perfect opportunity to take the festival...
Ford - Territory
Test the difference / JWT Melbourne
Through a series of unique, real life challenges, Ford Engineers put the New Territory to the test. The Territory’s smart engine, interior and handling technology is tested in...
Kraft - Philadelphia
Love it Shamelessly / JWT Melbourne
This campaign aimed to transform perceptions of Philadelphia as a cream cheese spread to unlimited creamy pleasure. It communicated that with Philly, women no longer have to apologise...
