10th Edition
Welcome to the AHA! Newsletter, where we dive into standout campaigns from across Publicis Groupe, showcasing the creativity and insight that power our work. Each issue offers a window into the brilliant ideas and talent within our global network, delivering those moments when everything clicks—the AHA! moments that spark fresh inspiration and new possibilities.
Forever Classic
- Agency: Leo Australia
- Client: Bundaberg Rum
BUNDABERG RUM’S "Forever Classic" campaign marks the triumphant return of Bundy Bear, who’s shaken off a 15-year hibernation to bring some classic fun to the screen.
After his reappearance at the 2024 NRL Grand Final, Bundy stars in three new TVCs. Each 30-second spot showcases Bundy’s cheeky, larrikin nature as he engages in classic one-upmanship with his mates, celebrating timeless moments and classic Bundaberg Rum serves.
With over 70% of Aussies over 18 recognising Bundy Bear, the campaign emphasises the spirit of camaraderie and good times.
Supported by an Australia-wide out-of-home campaign, the spots highlight Bundy’s return and will roll out across key areas in NSW and QLD, bringing classic stitch-ups to life.
Meltdown Hotline
- Agency: Leo Chicago
- Client: Tillamook
TILLAMOOK shows how reactive marketing can be smart, simple, and surprisingly heartfelt with its latest activation: the Meltdown Line. When a child’s 911 call about stolen ice cream went viral, the brand quickly responded with a free tub and a phone number for anyone facing similar dairy-related injustices.
What makes this stand out isn’t the giveaway, it’s the tone. Tillamook doesn’t over-explain, dramatise, or distance itself from the silliness. It’s in on the joke. A child was robbed of dessert. A line must be drawn. By inviting people to call in with their own tales of frozen heartbreak, the brand doesn’t just react, it participates.
This activation reinforces Tillamook’s position as a brand that listens and acts. One that takes even the most miniature consumer emergencies seriously. And one brave enough to address the growing epidemic of parents-turned-thieves sweeping the country.
Sunset Takeover
- Agency: Leo Peru
- Client: Corona
CORONA’S "Sunset Takeover" campaign brings a rare moment of calm to the bustling streets of Lima, where traffic and billboards often compete for attention. In a brilliant activation, Corona took over digital screens on key roads during some of the hottest days of the year to broadcast the breathtaking sunset live.
This thoughtful gesture allowed drivers, stuck in traffic, to pause and enjoy the last sunsets of summer—without distractions.
The activation also showcased how brands can create meaningful, unexpected experiences in urban environments.
Bucket List
- Agency: Publicis Groupe Hong Kong
- Client: AXA
With 1 in 2 people likely to face a critical illness, AXA saw an opportunity to shift the narrative—from fear to empowerment. Enter AXA Bucket List Ai: the world’s first text-to-dream generator.
The experience uses generative AI to visualise your dream—then disrupts it with a glitch, mirroring how illness can strike without warning. It’s a powerful metaphor that transforms critical illness insurance into an emotional, motivating choice.
By turning risk into reason, AXA makes planning for the future feel not just necessary—but deeply personal.