Emma Borland

In 2018, Audible launched their new gift memberships, just in time for Christmas, of course. I wrote this campaign which lived all over the Audible site (I’m talking ALL over), in emails to our member base of over 6mil Americans and throughout in-store displays in Amazon stores across North America (Wholefoods, Amazon Books). In the Christmas period alone, we sold 92.6k gift memberships. Not bad.

My role: Concept, copy, making sure my designer was hydrated.

I was debating whether to put this little project in here, but hey, it’s fun and we’re all here to have fun aren’t we? This was a cover letter I turned into a little book when I was hustling for work in NYC.

My role: Writing the thing, making the thing, forcing the thing upon creative directors all around the city.

The Victorian Government were launching their #changeourgame campaign to promote gender equality in sport.

We launched this campaign at an interesting time, the women’s Australian rules league had just taken off and was a HUGE success. Nobody was doubting women can play sport. We wanted to push the conversation further, so in partnership with three of Victoria's top female athletes, we asked, how long do they have to wait for equality in the sports they love?

My role: Concept, copy and fan of all girls who don't let gender get in the way of their dreams.

Vodka Cruiser, Australia’s favourite alco-pop, were bringing back three of their most loved original flavours. This is a big deal for a LOT of twenty-something girls.

Rather than announcing the news in a standard Facebook post, we created the internets biggest game of Would-You-Rather using Facebook's new chatbot feature.

We were in the first five brands to use the chatbot feature in Australia.

My role: Concept and copy.

Jeep wanted to say 'give the gift of adventure this Christmas’. We created the Jeep 'Advent-ure Calendar', with 25 days of off-road adventures around Australia to be discovered.

My role: Concept, copy and playing Christmas songs throughout the brainstorming process... in September.

This year Newscorp challenged Australian creatives to solve their biggest problem, how to sell a newspaper in 2017... using a digital campaign.

This idea won the Victorian Cannes Young Lions competition, ranking me in the top ten Australian creatives under 30 last year.

My role: Concept & Copy & Credit Card details for entry submission.

Maxwell & Williams are one of Australia's leading homewares brands and are stocked in over 40 markets globally.

Every Australian is given a white set of Maxwell & Williams plates when they move out of home, but people don’t buy dinner sets any more. Instead, we build collections around pieces we like and collect over our lives.

We gave Maxwell & Williams a brand refresh that was distinct, and inspired people to bring out Maxwell & Williams for all of life's best moments, big and small.

My Role: Concept and copy

When Laminex, Australia’s leading bench top surfaces, asked us to run a four page print ad in Home magazine, we thought, don't people just get all their renovation inspiration online these days?

They'd already bought the ad space so we decided to bring the online world offline. Our ad mimicked the style of Pinterest. Using Shazam's image recognition, people could scan the images of kitchens and bathrooms they liked and save them straight to their Pinterest boards.

My role: Concept, copy and long time admirer of rich people's kitchens.

RUOK are Australia’s biggest non-for-profit mental health organisation. ‘Thanks for asking’ was a campaign that showed the world how one conversation, one person asking ‘RU OKAY?’ can change a life.

Launching just before RUOK day in 2105, people wrote thank you letters online to someone that who has had a conversation with them that's changed their life. Borrowing rituals from Japanese paper folding, where each fold is considered carefully, we built a website that read the thank you letters and interpreted the words by turning each letter into a unique piece of origami. These origami letters were sent, opened and shared through social media.

Role: Concept & Copy

The Melbourne Convention Centre came to us because they had these big ol’ screens around the centre and nothing to put on them.

While they said 'just a nice screensaver will do', we heard 'opportunity'. We put sensors all around the centre to measure things like foot traffic, the food and beverages being sold, the tweets and online posts of visitors, and the paper, water and electricity usage. Then, we used the screens to show off the data we collected in interesting ways.

These 'screensavers' were a big hit and are still living in the centre today.

My role: Concept and copy.

In 2017, Creative Raw challenge was to inspire people to donate their birthdays to 'One Girl', an organisation that aims to educate girls all around the world (for those playing at home, this means rather than buying someone a present, friends and family would donate to the charity instead).

These days, Melburnians spend more money on going out for lavish birthday dinners than actually buying presents, so we created the Dinner Donation.

The Dinner Donation is a Facebook app where you can invite people to a fake birthday dinner event at a Melbourne restaurant and instead of attending the dinner, guests can donate the value of their meal directly to One Girl.

This idea was awarded runner up for Creative Raw 2017.

My role: Concept and copy.

Every year, Macquarie bank send out financial reports to their business customers. They're big, heavy, dense and frankly quite bland documents sent out by MAIL (ouch). So when they told us they were going digital this year we said a big halleluja and gave them a complete makeover. 

My role: Concept and copy.

In the AKQA hackathon, we had 24 hours to figure out how to use Google Glass to help the Red Cross.

Even more than bushfires and floods, the ageing population living in isolation is the biggest burden on the Australian Red Cross. We created the Guardian, a Google Glass app that keeps elderly people connected to society.

24 hours later we had a case study, a working prototype and a headache but this idea won first place.

My role: Concept, copy and talent sourcer (the old lady featured is my Nanna. She even gave me mates rates).

This was my entry for the Cannes Young Lions competition in 2017. This idea won first place and saw me flying to France to represent Australia as the number one copywriter under 30 in 2015.

The Murdoch Children's research institute does wonderful work for child illness, but unfortunately dense medical reports can't ease the fear of a small child who doesn't understand what's happening to their body.

Our idea was to create personalised children's e-books that put all of the centre's research into stories that kids could understand when they were diagnosed with an illness. People could even turn their kids into the star of the story. Each book sold drove profit back into the institute.

My role: Concept, copy & midnight snack runner.

DisneyXD wanted to be the favourite Foxtel channel of young boys, and challenged us to come up with a way to engage them online to get them watching more of the show offline. 

This idea got shortlisted in Young Lions 2015. 

My role: Concept, copy and bossing around a very nice designer friend to get it into shape while my art director was on holiday.