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theprojects — culture

We Are A Team of Passionate Thinkers + Makers We believe that our magic stems from our people, which is why we have built a team of individuals |from a wide variety of backgrounds, areas of expertise and interests all obsessed with what’s next in culture. With each team-member able to contribute in unique and different ways, beautiful and unexpected things happen when we collaborate

We make brands matter and audiences care

We Are Collaborative We define success up from the beginning and hold the opinion that operating as an expert for our clients yields smart, creative and commercial solutions

theprojects — values

Who We Are

Why We Did It

the projects* is a Sydney based, Global independent brand consultancy.

We’ve done this with the strategic intention to offer fully integrated brand experiences that deliver beyond a singular event.

How We Work We put strategy at the heart

The Outcome

of everything we do.

We make brands matter and audiences care through experiences that maintain cultural relevance and deliver tangible ROI for our clients.

How We’ve Evolved We started in 2008 specialising in experiential and have evolved into a full service offering over the last 10 years (Experiential, Strategy, Content, Merchandise, Design).

Our view We believe anything is possible. Which translates into our global values: · Curious · Connected · Passionate · Agile

Curious We are always hungry for what’s next in culture and are heavily influenced by our relationship with the wider world- we have our ear to the ground to ensure we stay a step ahead. Culturally Influential Not only do we obsess over culture, we are passionate about actively shaping and participating within it. This is why we always strive to make our client partners influential forces that authentically resonate within the lifestyles of audiences large and small around the world.

theprojects — footprint

the projects* has been born, bred and headquartered in Sydney since 2008. We have since grown outwards globally, a true reflection of our commitment to Australian culture and global ambition.

offices

Global

· Los Angeles · London · New York · Hong Kong

51 global employees 40+ global clients $20 million global turnover

© theprojects* 2017 ALL RIGHTS RESERVED

theprojects — story

We work across multiple markets with one consistent vision and a global view on culture and brand experience. We are one team, communicating daily to understand global market pressures and best practice standards for our clients. Agile We are able to adapt our process to fit each project in tandem with the needs of each client and the expertise of individuals on our team.

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Since inception we've been passionate about making the best experiences possible for brands and audiences the projects* Sydney opened

LA office opened

Expand on cultural offering

Offer a more strategic, branded approach to experiences

London office opened

Hong Kong satellite office opened

Content & merchandise departments launched

2008

2011

2012

2014

2015

2016

2017

Widens experiential offering to brand consultancy and design

Complements US and AUS operations, gives European insight

Open access to the Asian market and lengthen the Sydney working day

Offer a full experience service from beginning to end

the projects* Sydney was born from rooftop launch parties. Our beginnings are in locally important but niche events.

Opened opportunity to tap into global cultural insights and work with clients globally

the projects* incorporates influencer strategy

We now offer a full 360 service, with the capacity to design, produce, and manage experiences, complete with content, merchandise, branding support, and digital strategy.

Š theprojects* 2017 ALL RIGHTS RESERVED

New York opened

the projects* has delivered over 1200 experiences across a decade in Australia 003/015


A collaborative approach  e pride ourselves on being up-front and W collaborative, working as one team to get the most out of partnerships and events. We believe in challenging, dissecting and moving beyond the brief to produce the best work.

A team of thinkers and makers that lead clients from concept to impact

 hilst all functions of the projects* W work together in unison and continue to experience growth, production and experiential activity still remains at the heart of our business. This is heavily influenced by our strategic and creative team of specialists.

Š theprojects* 2017 ALL RIGHTS RESERVED

We act like trusted consultants, unafraid to take an opinion on brand direction, bound in strategic insight. Everything we do is co-created with our clients, melding your team and ours to ensure work is both on-brand and culturally relevant. Working through online documents allows us to work collaboratively in real-time with both clients and partner agencies.

Core capabilities

Strategy Everything we create, be it experiential, content, ATL campaigns or merchandise we have a team of strategic thinkers who ensure our creative solutions are culturally relevant and effective for our brand partners

Merchandise We produce high quality merchandise that gives audiences a tangible piece of brand to take home.

Production With Experiential driving the core of our business the projects* creates memorable experiences that create deep brand engagement with audiences.

Creative & Design Our design team are top-of-field creatives crafting brand work that connects with audiences beyond the aesthetic

Content Studio Our content arm creates original, on-brand, and culturally relevant content to budget and deadline

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We apply a holistic process to uncover our clients’ business objectives and deliver results that go beyond the brief Design Team

Uncover Insights

We interrogate and challenge the business intent of each brief to tailor our process for each project

By fundamentally understanding the business challenge, we can confidently identify internal experts who will drive the best outcomes for the project

We use our strategic and cultural specialists to uncover brand, audience and cultural truths to shape and shift our strategy and creative

Strategic Opportunity

We simplify, taking cultural truths and behavioural data to clarify our single minded approach to creating a creative solution

Creative Solution

Best in Class Execution

We then outline a creative concept that will drive our experience and deliver on our objective

With a strong strategic and creative foundation, we have the ability to deliver best in class execution with a team of experienced makers and producers

Measure, Review and Iterate Following the execution we thoroughly measure the data and review the outcomes with the client and take learnings to influence the next execution

Clear Rationale Ongoing Collaboration

Strategy & Creative

“What I love about working with the projects* is they will always challenge us with the painful truths that unlock great thinking.  We’re excited to have them leading the strategy and creative for our two biggest new product launches for 2018 .” ç- MARK WIEDERMANN, FRUCOR

Collaboration

Execution

“ the projects* ability to collaborate with us internally but also with our other agencies partners has been first class”

“the projects* led and made possible the execution of the best Good Food Guide Awards in recent memory. With senior board members publicly expressing that it was the best GFG in the past 30 years. The learning for Fairfax as a whole is that through injecting experts such as the projects*, we can deliver a greater result for the business.”

- JO BURKE, LION

© theprojects* 2017 ALL RIGHTS RESERVED

Identify Clear Objectives

- MICHAEL LAXTON, CMO FAIRFAX MEDIA

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ADAM ROSS Executive Creative Director

PAIGE LEWIS Senior Project Lead

SHAUN PROFETA Head of Strategy

Experienced business builder with extensive media agency and corporate management experience

An award winning creative strategist with 14+ years communications experience

5+ years integrated marketing and PR, coming from a background in luxury, boutique and FMCG brands

5+ years developing campaign and content creative for brands like Beats By Dre and Apple Music in the U.S.

Sports, entertainment, corporate partnerships

Technology, social impact, native content, corporate innovation

Technology, fashion, music, corporate partnerships, event management

Technology, music, content strategy, creative, communications, branded entertainment

TELSTRA, MINDSHARE, UNIVERSAL MCCANN

LAND ROVER, CALVIN KLEIN, LION

MERCEDES-BENZ, MYER, LION, I.AM+, SCENTRE GROUP

BEATS BY DRE, APPLE INC., PERNOD RICARD, LION, YOUTUBE

WALTER FLAMENCO Art Director 10+ years experience in visual communications and branding, with strong cultural insight and a keen eye for design.

KELLY WONG Head of Production 15+ experience in concepting and producing large-scale experiences for premium clientele in Australia, Asia and Europe

IMOGEN TYNDALE Commercial Strategist Social impact and creative strategy specialist with global industry experience across many leading FMCG, hospitality and tech brands

SASHA JEPPESEN Junior Strategist A natural thinker with experience working on experiential and content programs for brands: Sony Electronics, Lion, Perrier Jouet, and Samsung

Fashion, music, art, technology, design

Corporate activation, consumer journey, event management

Social impact, human-led design, technology, corporate strategy

Technology, fashion, entertainment, branded experiences

CALVIN KLEIN, AMAZON, LION, MERCEDES-BENZ, FRUCOR BEVERAGES

MERCEDES-BENZ, FAIRFAX MEDIA, YOUTUBE, PERNOD RICARD

WESTPAC, FRUCOR, FAIRFAX, NESTLE, OZHARVEST

AMAZON, CALVIN KLEIN, SCENTRE GROUP, COTY AUSTRALIA

We pair our field specialists to each project by expertise

© theprojects* 2017 ALL RIGHTS RESERVED

We have a team of experts to collectively support every facet of your business

MATT MCCANN Global Chief Operating Officer

How we intersect with other brands Technology Culture Entertainment Business Design 006/015


Our event lens takes a multifaceted approach to experiences that create cultural brand relevance

How We use data and cultural research to inform design and ensure that it will be both effective at engaging audiences and original in market.

Cutting Edge Design

Strategic Partnerships

*I.am+ packaging and event design

*Mercedes-Benz food and fashion execution

We utilise the best of new technology to create innovative experiences that move audiences seamlessly between the on and offline worlds.

Š theprojects* 2017 ALL RIGHTS RESERVED

We design not in line with industry, but ahead of it, delivering events that connect brand to consumer in original ways.

How Our experiences rely on technology for event management, digital sharing, installations, and measuring consumer experience.

We create brand love We look to the wider world for inspiration, gaining insight from different countries, people, subcultures, industries, and brands. How Strategy compiles a best-in-show report from around the world, going beyond what competitors are currently doing to where the industry is going.

Global Cultural Insight *Target cultural and influencer playbook

Innovative Technology Integration *Amazon and Calvin Klein collaboration, joining tech and fashion through customer experience

We borrow from people and brands to gain credibility, market access, and resources to take our clients further. How We bring partners into projects for producing events, creating content, gaining social reach, and product innovation.

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the projects* scope of events encompasses best in class experience at any scale, consumer and trade facing Medium

Large

The Urban List

Lion The Dining Table pop-up restaurant 170 guests per session (2 weeks) NSW

Fairfax Media Subscriber events and panels 680 guests per event (monthly) NSW, VIC

Pernod Ricard Perrier Jouet pop-up experience (4 days) 120 guests per day, NSW

Lion

Trade launch event, cocktail event 15 guests NSW, VIC, QLD

Pernod Ricard Absolut Elyx VIP events 15 guests NSW COS Media launch dinner 20 guests NSW, VIC YouTube VIP music launch event 15 guests NSW

Meat & Livestock Australia Pop-up dining experience (1 week) 180 guests per day, NSW Scentre Group Internal business conference (3 days) 200 guests NSW, NZ Lion

Š theprojects* 2017 ALL RIGHTS RESERVED

Small

Little Creatures travelling roadshow 800 guests per event NSW, VIC, WA, SA

Mercedes-Benz Night Noodle Markets 3000+ guests (2 weeks) NSW, VIC, QLD Mercedes-Benz Mercedes-Benz Fashion Week Australia 1000+ guests (2 weeks) NSW

Little Creatures Embargo Festival (one week) 350 guests,

Samsung

White Glove VIP events 15 guests NSW, VIC, QLD

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Lion

Case Study 1 For the first time, Lion & the projects* created a restaurant which was an industry first.

Event Purpose & Goal

Lion - Vibrant Beer Culture’s category brand ‘Beer The Beautiful Truth’

· Increase consumer knowledge and preference of beer in a fine dining environment

Drive and elevate perception of beer in a fine dining environment. Increase consumer selection of beer over wine in dining situations by 30%.

· Education of food and beer pairing, and how best to do this in a dining environment · Increase consideration of beer over wine in Sydney restaurants by 30%

Date Of Completion 3rd September 2017

· Generate a suite of educational content for Lion beyond the experience, to be amplified across digital platforms for mass reach

Agency Role

· Engage influential chefs and industry leaders to generate authentic beer ambassadors in trade

· End-to-end strategy and execution · Event strategy, creative direction, tone · All digital and physical design including animated logo, menu design, printed artwork and signage · Event execution, production and management, influencer & talent management · Content strategy and creation including talent management, pre,during and post event amplification Outsourced Vendors · · ·

Venue - Porteño Restaurant AV - Production Tech Stylist - Lucia Braham

Outcomes · 200 tickets sold out in under 6 hours for all dining sessions, originally forecasted at one week. · Event content reached over 387,000 in collaboration with two media partners. · 90% of attendees felt they knew more about beer following the event and would be interested to learn more. · 3 leading category ambassadors in the dining space. ROI and Measurement

·

 aige Lewis Senior Project Lead P (3+ years at the projects*)

· Commercial revenue was the key ROI measurement for Lion’s business, to ensure the event’s internal support from senior stakeholders. Due to highly successful ticket sales, this event will be going forward again in 2018

·

Genevieve Bateman Project Lead (1+ year at the projects*)

· Increased brand and product perception, through consumer education of beer and food pairing

·

 haun Profeta Head of Strategy S (2+ years at the projects*)

· Digital engagement with online video and written content, resulting in a heightened awareness of the Dining Table event and Beer the Beautiful Truth campaign

the projects* Team

·  Kelly Wong Head of Production (3+ years at the projects*) · Raymond Palmer Senior Event Producer (1 year at the projects*) · Walter Flamenco Art Director (3+ years at the projects*) ·

© theprojects* 2017 ALL RIGHTS RESERVED

Lion’s key experiential agency; managing partnerships, events, design, strategy and execution across 7 brands and corporate.

Client Name

· Comprehensive guest feedback surveys following the event, addressing the preference of beer over wine during dining situations

Elena Fombertaux Graphic Designer (2 years at the projects*)

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Event Experience

· Event Branding, Messaging, Identity and Design Execution

Scentre Group Case Study 2

Flipping the traditional conference model to inspire the most senior national leaders in Scentre Group.

Event Purpose & Goal

Scentre Group

· Introducing a new direction for Scentre Group Brand Experience senior marketers, to be communicated down to 3000 employees nationally

Inspire the most senior leaders of the largest global retail outlet to think different and drive greater commercial outcomes for the back half of the year. Date Of Completion 15th June 2017

· Generate a shift in internal brand perception, from a highly conservative organisation to revolutionary. · Increase YoY Scentre Group Brand Experience employee satisfaction nationwide by 25%

Agency Role · End-to-end strategy and execution · Event strategy, creative direction, tone · All digital and physical design including animated logo, menu design, printed artwork and signage · Event execution, production and management, influencer & talent management · Content strategy and creation including · talent management, pre,during and post event amplification

Outcomes

Outsourced Vendors

ROI and Measurement

· End-to-end strategy and execution · Strategic direction · Creative design development · Event theming and management · Creation of all digital and physical assets · Run-of-show management including live-to-screen

· Inspiring and stimulating different conversations in a flat environment, the outcome of that is a clear understanding of the group’s 2017/18 customer experience objectives and resulted in an increase in national sales from the prior financial year.

the projects* Team ·

 aige Lewis Senior Project Lead P (3+ years at the projects*)

·

Genevieve Bateman Project Lead (1+ year at the projects*)

· Highest return rate for the organisation at a rate of 88% · Recall rate was above 75% for 5 key messages from the conference

© theprojects* 2017 ALL RIGHTS RESERVED

2 Year relationship with Scentre Group, executing events across australia and new zealand for consumer, B2B and internal

Client Name

· Change of internal perception of the 2017/18 Scentre Group Brand Experience direction, measured through digital surveys post-event

· Internal feedback forms were distributed and completed post-event, providing Scentre Group with a clear understanding of their employee satisfaction rating.

·  Kelly Wong Head of Production (3+ years at the projects*) · Wayne French Junior Event Producer (1 year at the projects*) · Walter Flamenco Art Director (3+ years at the projects*) ·

Lily Ha Graphic Designer (2 years at the projects*)

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Event Experience

· Event Experience, Space Design, Overall Attendee Journey, Interiors, Signage, Expo's And Exhibits

Amazon Fashion x Calvin Klein Case Study 3

Fusing two of the world’s most iconic brands to create a first by personalising the physical experience and dynamic pricing.

Event Purpose & Goal

Calvin Klein & Amazon Fashion

· The purpose of the pop-up was to transform the brick and mortar store into a experiential, techled retail experience that seamlessly blended the technology expertise of Amazon and the fashion credentials of Calvin Klein, to celebrate the collaboration of Calvin Klein with Amazon Fashion and promote their exclusive range of clothes.

As a result of a strategic partnership, creating a new revenue stream for Calvin Klein in the US market. Date Of Completion 31st December 2017 Agency Role · · · · · · ·

Strategic direction and approach Location negotiations & logistics management POS management and staffing Full fabrication management Physical store design and management Stock and inventory management Data capture and management

Outsourced Vendors · · · · ·

Fabrication: Bednark Lighting/Sound/AV: One Dream Scaffolding: Safeway Atlantic Security: Myerson and Associates Staffing: Radar 360

the projects* Team ·  Jack Bedwani Founding Partner (9+ years at the projects*) ·  Kelly Wong Head of Production (3+ years at the projects*) ·

Sasha Jeppesen Junior Strategist (1 year at the projects*)

Outcomes · To date, 30,041+ visitors have spent time in the Calvin Klein x Amazon Fashion pop-up stores (NYC + LA) · To date, the average conversion rate (visitors vs. total transactions is 32% © theprojects* 2017 ALL RIGHTS RESERVED

Executed a one-of-a-kind retail pop-up to celebrate the collaboration of Calvin Klein with Amazon Fashion and promote their exclusive range of clothes.

Client Name

· To date, there has been 4.1M+ Social Media Impressions · Total Social Reach: 45Million+ · Utilisation of Amazon technology and connecting Los Angeles and New York stores. · Engagement with top tier brand ambassadors including Karlie Kloss ROI and Measurement · Daily sales outcome at which the targets were outperformed by 30%. · These targets were set by the client during the briefing. ·

New customer conversion to Calvin Klein

· Digital reach and engagement with Calvin Klein and Amazon channels · Data capture from all touch points of the event - from POS to interactive engagement

· Amy Robinson - Senior Producer (6 months at the projects*) · Angelle Mills Smith - Producer (6 months at the projects*) · Lindsey Weinstein - Producer (5 years at the projects*) · Thomas Ryan - Strategist (1+ year at the projects*)

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Event Experience

· Event Experience, Space Design, Overall Attendee Journey, Interiors, Signage, Expo's And Exhibits

Mercedes-Benz Case Study 4

Bringing to life the best of the Mercedes-Benz brand in an immersive fashion week Australia partnership.

Event Purpose & Goal

Mercedes-Benz

· Generate cut through for Mercedes-Benz in a highly saturated brand environment for the fashion industry leaders

3-year partnership strategy and execution, solidifying Mercedes-Benz’s position as leading supporter of global fashion. Date Of Completion 21st May 2016 (the projects* also executed in 2017 and will again in 2018) Agency Role · Creative direction, large-scale spatial styling and set build · Print and digital design assets including large and small-scale signage · Amplification tactics including interactive light displays, display vignettes · Immersive brand installations for Mercedes-Benz and featured designer, Toni Maticevski Outsourced Vendors · Venue - Carriageworks · Catering - Fresh Catering · AV - Production Tech · Props & Furniture - Decorative Events · Set Build - Staging Rentals · Signage Printing - Coleman’s Signage

· Bring to life Mercedes-Benz’s global fashion ATL campaign in an immersive experience for Fashion Week attendees · Generate high levels of socia engagement and impressions for Mercedes-Benz channels Outcomes · Increased consideration of Mercedes-Benz in a leading cultural industry · Mercedes-Benz engagement and entertainment of 300 partnering dealers

© theprojects* 2017 ALL RIGHTS RESERVED

5 Year relationship with Mercedes-Benz that spans their food, fashion and arts partnerships including fashion week Australia and Night Noodle Markets nationally.

Client Name

· Successful collaboration with 4 x key stakeholders · Due to this execution, we have gone on to produce 2017 and 2018 for Mercedes-Benz ROI and Measurement · Mercedes-Benz internal brand awareness of partnership, as a third party tracker · Data utilisation for Mercedes-Benz vehicle dealers to upsell based on a premium partnership · Social media impressions and engagement

the projects* Team ·  Paige Lewis Senior Project Lead (3+ years at the projects*) ·  Kelly Wong Head of Production (3+ years at the projects*) ·

Shaun Profeta Head of Strategy (2+ years at the projects*)

· Walter Flamenco - Art Director (3+ years at the projects*) ·

Elena Fombertaux - Graphic Designer (2 years at the projects*)

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Event Experience

· Event Governance: Pre, During, Post Event

Fairfax

Case Study 5

Client Name

Event Purpose & Goal

Fairfax Media

·

Adding value to Fairfax Media subscribers beyond existing media platforms and generating a new revenue stream for the Australia’s largest media powerhouse. Date Of Completion 30th November 2017

Helping a media business create a new revenue stream & mitigate revenue declines of a traditional model.

·

· Management of monthly Subscriber events in both Sydney (SMH) and Melbourne (THE AGE) across the 2017 calendar year · Execution of 20 end to end tactical events throughout the year, and oversaw the following; · Venues - sourcing and negotiating costs and terms · Event concepts - design, branding/styling, stage-set · Event production - catering, sound & AV, staffing · Call LIVE panel and run of show · Development and overall management of production budget · Management of all third party suppliers (pre, during and post event)

Increase subscriber spend by $280,000 annually

Outcomes Drive new revenue streams for Fairfax media

· Increase retention of subscribers through exclusive subscriber events, featuring awardwinning journalists (from The Age and SMH), who come together and discuss relevant topics ·

© theprojects* 2017 ALL RIGHTS RESERVED

2 Year partnership with Australia’s largest media company, executing experiential across The Age and SMH.

· Increase retention of subscribers through exclusive subscriber events, featuring awardwinning journalists (from The Age and SMH), who come together and discuss relevant topics

· Agency Role

Drive new revenue streams for Fairfax media

Increase subscriber spend by $280,000 annually

ROI and Measurement · Mercedes-Benz internal brand awareness of partnership, as a third party tracker · Data utilisation for Mercedes-Benz vehicle dealers to upsell based on a premium partnership · Social media impressions and engagement

Outsourced Vendors · Venue - Varied throughout the year · Catering - Varied throughout the year · AV - Varied throughout the year · Props & Furniture - Varied throughout the year the projects* Team ·  Lucia Lubbate Senior Project Lead (6+ years at the projects*) ·  Kelly Wong Head of Production (3+ years at the projects*) ·

Wayne French Junior Strategist (1 year at the projects*)

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Lion

Case Study 5 Reestablishing little creatures into the heavily populated craft beer space with a 3 year roll-out strategy.

Event Purpose & Goal

Lion: Little Creatures

· Tap into over 100,000 consumers, encouraging post-event consideration of Little Creatures

Mass engagement with a boutique brand, fuelling the conversation pre, during and post-event.

· Established a differentiating creative campaign that strengthened Little Creatures’ brand in a highly cluttered craft market

Date Of Completion Current - Commenced March 2017 and will continue until end 2019

· Creation of an experiential concept that leveraged the brand purpose of It’s Good To Be a Little Different, in the form of a travelling roadshow

Agency Role · Lead creative and experiential for the travelling road show · Strategy, creation, development, implementation and management of all activity associated with Little Creatures Live. · Sponsor negotiations · Pre, during and post marketing activity · Pre-event ticket sales · Post-event reporting and analysis Outsourced Vendors · This is a national tour, for which we tap into a wide range of trusted local suppliers. the projects* Team

Outcomes · Exposure to over 100,000 people through a set of strategic experiential activations · Ticket sales beating expectations of 75,000 by 15%

© theprojects* 2017 ALL RIGHTS RESERVED

Lion’s key experiential agency; managing partnerships, events, design, strategy and execution across 7 brands and corporate

Client Name

· Reduced required investment in Year 2 due to venues looking to fund directly, due to popularity of event ROI and Measurement · Attendance measured through sponsorship partners and ticket sales · Required investment measured based on YoY funds allocated for Little Creatures Live

·  Thomas Tilney Senior Project Lead (1 years at the projects*) ·  Kelly Wong Head of Production (3+ years at the projects*) ·

Wayne French Junior Strategist (1 year at the projects*)

·

Shaun Profeta Head of Strategy (2+ years at the projects*)

· Raymond Palmer Senior Event Producer (1 year at the projects*) · Walter Flamenco - Art Director (3+ years at the projects*) ·

Elena Fombertaux - Graphic Designer (2 years at the projects*)

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Theprojects* Events Credentials  
Theprojects* Events Credentials  
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