Best of Australasian Branded Content Marketing

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We’ve shared 17 great examples of branded content marketing from downunder, highlighted by regional experts in our 2016 Australasia Report edited by Emily Bull at

Pedigree: K9FM

A BOBCM HQ fave: a radio station for dogs (see full case study).

Air New Zealand: Meanwhile in New Zealand

Highly watchable series of short films, including this remake of the tale of The Tortoise and the Hare.

Metro Trains Melbourne: Dumb Ways to Die

Public service announcement campaign that went viral to  become one of those multiple awards winning big culture moment examples of what Google call HERO-content (see full case study).

Air New Zealand: The World’s Most Epic Safety Video

Turning the one piece of content that all airlines are obliged to create – the safety announcement – into content that not only the captive audience on board but also people all over the world wanted to watch.

NZ Transport Agency: TinnyVision

Public service announcement campaign using Snapchat to get message across to young kiwi audience about the dangers of driving when stoned.

Destination NSW: Plonk

Comedy series about a bumbling attempt to make a serious wine programme exploring the iconic wine regions of Australia now in second season.

Bayer: The Advantage Family

YouTube Channel featuring real life pet stories and how-to HELP-type videos on pet nutrition and health.

Nutri-Grain: Unstoppable

Series of short films about individuals with inspiring stories that are linked to the brand’s – ‘the only limits are those you place on yourself’ – repositioning.

Perth Racing: AshBecLee

Seven part comedy web series encouraging people to rethink what a day at the races involves.

Air New Zealand: Kiwi Skeptics

Online reality show documenting Air New Zealand’s attempts to turn four Australian ‘Kiwi Sceptics’ into advocates to help make NZ an Aussie destination desire.

Blue Ball Foundation: Game of Balls

Public Service Announcement using porn parody of ‘Game of Thrones’ for an Australian testicular cancer charity.

Optus: Netflix Launch with Ricky Gervais

Viral anti-ad featuring Ricky Gervais spruiking Netflix Australia launch. Grand Prix winner of the 2015 BE Fest regional branded entertainment awards.

University of Western Australia: Unlimited Series

Inspiring tales of WSU alumni and the role the university has played in their journeys including former Sudanese child soldier Deng Thiak.

Whiskas: Catstagram

Empowering cats to post own pics to Instagram from their POV with ‘wearable’ tech.

Coca-Cola: Share a coke

Reconnecting Aussies with Coca-Cola by replacing the logo on millions of bottles with 150 of Australia’s most popular names, and then making the fans the face of the campaign.

DB Export: Brewtroleum

Kiwi men are asked to save the planet by drinking more DB Export beer (in order to help make beer-derived biofuel commercially available).

SPC: #MyFamilyCan

Short films promoting Australian grown and produced food by humanising the farming process.


This round-up of great work from Australasia was put together with kind help from the following:

  • Emily Bull, Executive Producer and Co-Founder of
  • Jason Burrows, Managing Director, EP Television Jungle Co
  • Jason Carnew, General Manager, Haystac
  • Adam Ferrier, Global Chief Strategy Officer / Partner, Cummins&Partners
  • John Ford, CEO & Founder, The One Centre
  • Roshni Hegerman, Strategic Planning Director, McCann
  • Mike Hill, former CEO, Holler
  • Cameron Jurd, Founder, Oxygen360
  • Alex Light, Commercial Director, VICE Australia
  • Danielle Long, Editor, Branded Arts Review; Curator, Festival of Mumbrella’s Branded Entertainment Festival
  • Ciarán Norris, Director – Marketing & Business Insights Consultation, American Express
  • Christie Poulos, Global Head of Video, King Content
  • Lauren Quaintance, Co-Founder and Head of Content, Storyation
  • Anathea Ruys, Head of Fuse Asia Pacific, Omnicom Media Group Asia Pacific
  • Ahmad Salim, Group Business Director, Colenso BBDO
  • Ayal Steiner, General Manager Australia and New Zealand, Outbrain

Justin Kirby, is an author, strategist and curator of the Best of Branded Content Marketing (BOBCM) series of publications and events.

About the author

Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judge industry awards, and advise brands and agencies.