In short, Ogilvy Australia was seen as a dinosaur. Certainly by the Australian advertising community; but worryingly, more than a few marketers also thought we were a traditional agency network that was too cumbersome to keep up in the new media landscape. Fortunately, this was a problem of perception, not reality. Ogilvy had some of the freshest minds in Australian advertising across its two major offices and various subsidiary companies. The objective of this design exercise was to show how those minds could take something of zero interest and reinvent it in a way that would surprise and delight.

We went back to the future - literally - and created a piece that applied fresh thinking and design craft to a medium almost as old as writing itself. The result was Fresh Daily; a promotional calendar made from the artful arrangement of 365 days’ worth of bread bag tags.

‘Fresh Daily’ proved to existing and prospective clients alike that Ogilvy is a group of people capable of looking at something supremely ordinary – a plastic bread tag – and turning it into something extraordinary. Whilst the part individual promotional pieces like this play in overall success is difficult to quantify, since it went out, Ogilvy’s Sydney and Melbourne offices are firmly back on the Australian advertising radar, making 138 pitch shortlists in the last 12 months. The positive reaction internally also suggests our long-standing clients are on board with the new creative focus.