My Approach
I focused on the core insight that Aussies are tired after a year of constant hustle and want Christmas to feel easy. From that, I shaped the idea around positioning Red Rooster as the simple, complete solution for the festive meal. The work aimed to shift perception from Reds being just a meal option to the ultimate one-stop destination for a complete meal experience – from mains to desserts.
Challenges
The main challenge was standing out in a crowded Christmas season. Red Rooster isn’t known for desserts, so the creative needed to clearly show the Festive Treat Box as a full meal solution. The balance was making the message strong enough to shift perception while keeping it simple and easy to understand.
Conclusion
This campaign showed the value of a clear insight and a focused idea. By keeping the message honest and straightforward, the work gave Red Rooster a defined role at Christmas and helped reinforce it as a one-stop festive option.
My role
I led the concept from start to finish. From idea development, art direction, storyboarding to full production. It was an end-to-end process, ensuring the insight, visuals and final execution all stayed tight and consistent.
