iSelect is a well known brand in Australia once known for its irreverence and humour. After years of agency changes, the brand had lost its way. iSelect had shed its personality, its iconic orange colour and tagline and was suffering its worst financial performance in years. We won the latest pitch on the brand by bravely ditching their modern positioning as a 'life admin' brand and instead focusing on the benefit they provide consumers - 'smaller bills'. But with the fun and irreverence they once had. And we did that by creating - THE BILLUSIONIST. An illusionist, but with bills.

As a somewhat ridiculous metaphor for iSelect's ability to take people's bills and make them smaller, a couple have just discovered their energy bill has increased again. The woman frustratedly exclaims, 'we need iSelect!'. Then, in a dramatic plume of orange smoke, a glittering orange magician appears in their lounge room. "Enter the Billusionist! An Illusionist. But with Bills!". Snatching the problem bill, he combines it with a ball of other bills and swallows them. He then asks the man to open the mandarin that's been in his hand this entire time... "Is that your bill!?". To the couple's surprise, the open the mandarin to discover... a SMALLER BILL.