Pete’s Work | DIGITAL, PRESS & OUTDOOR
As the Marketing Executive for the Triple M radio network, I worked with a team of marketing pros and graphic designers to promote Australia’s leading rock radio network across five capital cities. My participation in the creation of all of the below ranged from creative ideation and development, to project managing photo and film shoots, to briefing designers, to media placement.
TRIPLE M | KENNEDY MOLLOY ‘DUOS’
When Australian comedy icons Mick Molloy and Jane Kennedy reunited for Triple M’s new national drive radio show, they came up the idea of launching with an outdoor and digital campaign that saw them assuming the roles of some other iconic pop culture duos. As a part of the Triple M marketing team, I not only helped determine which duos we would pay tribute to, I also worked closely with photographers, stylists, hair and make up artists and graphic designers to make Mick and Jane’s idea a reality. The first round of ‘Duos’ creative was a finalist for Best Marketing Campaign award at the 2018 Australian Commercial Radio Awards. In 2019, round two of the ‘Duos’ campaign was the category winner.
TRIPLE M | BREAKFAST SHOW ‘STREET ART’
A collaboration between SCA Marketing and Triple M Content, renowned street artist HaHa was commissioned to create an original piece of art that celebrated Triple M and it’s deep connection to Melbourne. The full piece was displayed on the biggest billboard in the city for several months. It was then used as inspiration to make digital and outdoor campaigns for Triple M’s various breakfast shows in Melbourne, Sydney, Brisbane and Adelaide. My role in this campaign involved briefing HaHa and sourcing many of the iconic images used in his piece, as well as securing permission and rights to use those images in the subsequent advertising campaign. I also briefed a graphic designer on using HaHa’s art as the basis for the creative developed for the other cities.
TRIPLE M ROCKS FOOTY | ‘CALLING IT AS THEY SEE IT’
In an over saturated world of football commentary that often sounds the same from one network to the next, Triple M Rocks Footy stands tall above the crowd with a roster like no other. Bringing the colour, candor and no punches pulled perspective of the game to life in outdoor and digital needed to go beyond standard talent photos and station logos. Which is how the Marketing team landed on ‘Calling it As They See it’. Each Monday, I would trawl through the preceding weekend’s commentary and highlights, finding quotes that best embodied the Triple M Rocks Footy attitude. By that afternoon, a graphic designer and myself would have produced up to half a dozen new pieces of creative that would be live across digital and outdoor sites that same day in Sydney and Melbourne, keeping the campaign fresh and immediate for the entire AFL and NRL season.
TRIPLE M | THE GRILL TEAM ‘AWKWARD PHOTOS’
The Triple M Content team had an idea; Showcase the fun, and yeah, sometimes awkward cast of their Sydney breakfast radio show, The Grill Team. My contribution to this campaign was helping source and choose the images we would recreate and use for inspiration, while also briefing stylists, hair and makeup artists, photographers and graphic designers to make the final campaign as fun and yeah, awkward, as possible.
