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YAKKA

BRAND DEVELOPMENT & LAUNCH
  Business Brief

The Yakka brand was tired and sales had waned to an unacceptable low. The brief called for something special – very special.

  Marketing STRATEGY

It started as something my dad used to say after a couple of hours’ hard labour. Then I wrote it as a commercial for workgear – and put some hair on it with a legendary soundtrack.

  CREATIVE STRATEGY

Extending the reference of ‘hard labour’ to ‘Hard Yakka’ created a brand that stole the ground from under the workgear market.

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