GOOD TIMES
As Group Creative Director at Ogilvy Sydney, I oversaw the entire KFC Australia account. In 2012–13, we launched the “Good Times” campaign with Joel and Benji Madden, who were massive in Australia at the time - with Benji front and center as a coach on one of the country’s most popular shows, The Voice. The timing gave us a cultural edge: we weren’t just working with global rock stars, we were tapping into household names Aussies were already talking about.

We put the audience at the heart of the idea, asking fans nationwide to share their stories of what a good time meant to them. From Facebook submissions to on-the-ground activations, those stories shaped a song the Madden brothers wrote and performed live on Australia Day in front of thousands.

SAY IT WITH CHICKEN
KFC Australia wanted to stretch their advertising dollars further. Instead of pumping out a dozen one-off meal promotions that barely connected to each other, they needed a campaign that could do more heavy lifting while still hitting the same audiences. Enter Say It With Chicken. Built around the insight that Aussie blokes rarely roll into KFC solo, the idea tapped into the cultural moment of encouraging men to be more open with their mates. But instead of going all soft and sentimental, KFC leaned into their playful side: mates expressing their thanks not with awkward words, but with buckets of crispy chicken. The result was a fun, flexible storytelling platform where every promotion felt part of the same big idea and where a simple meal run became the ultimate way to say cheers.