The agency is a collaboration between Mike Allen, the original founder, and long-time colleagues Stephen Yolland, Erin Lightfoot and Pat Langton
The Cox Plate Carnival at The Valley is very different from the other Spring Racing headline events - the Cox Plate itself is widely believed to be the best WFA race in the world, and it holds a unique position in the Australian racing calendar.
And in recent years, of course, it has been a huge news item through the efforts of the remarkable Winx, who has now won the race a record-setting three times, and this year is returning to try and secure an historic and unprecedented fourth W.S. Cox Plate win.
Again leading with their well-established campaign line - ‘Legendary’ - the new ad campaign truly sums up what this Carnival is all about. The Carnival is actually two amazing race days back-to-back - which is also unique - kicking off with the marquee Ladbrokes Manikato Stakes on the Friday night under lights, and then culminating on Saturday with the race where legends are made - the Ladbrokes Cox Plate.
Over the years MOP has developed creative strategies for major residential developments for some of Australia's largest developers. Clients include Metricon, Australand (Frasers Property) and The Becton Group.
Melbourne's new resort-style living in the North. Magnum Opus created a multi-layered advertising campaign to move premium home and land packages in this superb development.
Activity included strategy consultancy and revising the website and the area's core positioning, new photography, TV advertising, radio advertising, re-vamp of the onsite sales centre, location signage, outdoor billboards, and more.
The campaign produced an immediate surge in interest and sales.
In conjunction with Homelessness Prevention Week, we teamed up with local charity Avalon Centre to help their Homes For The Homeless initiative.
Thanks to all parties that made this film possible; Patrick Harvey for lending his voice, Paul McCosh for sound design and of course the wonderful actor Meg Langton.
Samsung Electronics Australia hosted an exclusive educational event at Parliament House in Canberra on 5G technology and the transformative impact it will have on the Australian economy.
5G will revolutionise the way the world does business. It will inspire new ways of working that will achieve an estimated $73 billion in Australian 5G enabled sales across all industries by 2035. This new network, capable of delivering speeds up to 100 times faster than current 4G, will touch all areas of our economy and society. It will enable driverless cars and facilitate virtual and augmented reality in classrooms and hospitals. In our homes, 5G will unlock the seamless connectivity required for the Internet of Things.
Leading civil construction company Winslow Constructors are taking a bold step to raise awareness of mental health conditions within the construction industry by painting a huge Hitachi ZX360 excavator blue to support mental health organisation beyondblue.
This new initiative raises awareness about the tragic reality that Australian construction workers are more than twice as likely to die by suicide than workers in other industries.
Posters, social and wallet cards were applied across the Winslow work place to raise awareness of mental health conditions within the construction industry.
Tell Australia just how fast their internet actually is - and what that means to everyone.
With an offering that literally blows their competition away, this launch TVC spot for Spirit (supported by eye catchign posters) clearly tells the core message in a simple uncluttered way. So if you think ‘the big boys’ are the ones to deliver you the best internet, ‘Think Again’.
The use of bright primary colours “literally” exploding with excitemewnt was (and is) emblematic of the Spirit offering. Click on the cinema spot and be ‘blown away”.
The carefully-argeted cinema and outdoor ads provoked a jump in awareness and very strong enquiry. The graphic design of the work played a major role in the success of the campaign.
Re-launch Phone Names in Australia.
Telstra Phone Words - the market leader in this space - is well known, so the purpose of making words into phone numbers is well understood by the market. That meant we didn’t need to explain what the business does, just “get it on the radar” with its bigger competitor. We decided to use humour to stand out. In a clever twist, when calling the numbers on the outdoor ads, callers would actually be put through to the Phone Names business.
Incongruous and funny talent contrasted with his activity was very eye-catching. The ads were deliberately kept very simple. Awareness of the Phone Names offering was substantially increased in a “short, sharp” low-cost campaign.
A new brand design element that is being implemented in all Metricon Home Display Centres and through all point of sale areas.
Victoria is much bigger than just Melbourne, and Metricon's business is much bigger than just Melbourne, too. As the number 1 builder in Australia and a leading player in Regional Victoria specifically, with sales offices and displays dotted all over the State, Metricon wanted a new brand spot that talked about their unique relationship with local communities. Also projected in radio and print, and at POS.
A re-brand for successful financial services and advice group Akambo.
This marketplace is all about having confidence in the advice you are receiving. So using strong colours with a bold new corporate indentity allowed Akambo to stand out over their competitors in the makret, as well as communicate authority.
A brand story that everyone can all buy into - advisors, staff, customers and influencers. A new logo, website, business cards and corporate brochure showcase the new look and feel, and gives the business the flexibility to promote different divisions with one consistent feel.
Summer excitement again as MOP help Metricon Homes and their partners to launch a major summer promotion for the third year running - the new “Get the Love” promotion launches with new TV commercials in Melbourne Metro and Regional Victoria, plus posters, brochures, online, radio and more.
There’s a lot of “world days” and ‘months” throughout the year but what better day to celebrate the unique work that Teachers do? The goal was to raise awareness of Kilvington Grammar by association with this well-known international event.
A social film was produced using an ear-and-eye-catching ‘spoken word slam’ format, showcasing teachers and students from the school. Posters were also placed across the school and social.
The feedback and results were amazing for a relatively small school, with over 90,000 views and counting on Facebook since 11 October 2017. The campaign also picked up lots of press from national and international publications.
Red Rock operates some of Australia’s most recognised hospitality and tourism businesses. Among these are Eureka Skydeck – Australia’s tallest Observation Deck, great bars such as P.J.O’Brien’s on the east coast, the iconic Pier Bar in Cairns, and top restaurants such as Frasers in Kings Park Perth, and Melbourne’s famous travelling Tramcar Restaurants.
Red Rock also operates many bars & cafes in Melbourne and Perth’s Domestic & International Airports with venues including Macchinetta Café and Two Johns Taphouse.
More than ever, clients are looking for smart, measured and strategic ways to manage, grow and market their businesses.
Convince young men to shake off the stereotype of “Aussie blokes” not being able to talk about what’s going on in their lives - and the fact that their lives don’t conform to some simplistic macho stereotype, and that’s OK.
Create copy and a “look” with a social film and clever headline-based posters that tackle the concept of what it means to be a man. Unusual media choices like street posters got the debate going where it needed to be - on the streets.
The results were fantastic, with all sessions booked out and very effectively raising the profile of the newstart company.
A critically significant and highly-praised high impact campaign which we were awarded in a competitive pitch because Magnum Opus is on the Victorian Government advertising agency panel.
By making the amount of time it takes a small child to drown in a pool, a river, or even a bath the core component of the advertising, which spanned TV, radio and posters, the agency communicated a vital piece of public safety information in an easily understood and simple to remember manner.
One of Australia's leading sporting clubs, Magnum Opus has guided the fortunes of Moonee Valley Racing Club - now known colloqiually as "The Valley" - for many years. We are responsible for a vast array of collateral material, year-round advertising, including the shift to night racing, and also the iconic Cox Plate carnival.
The scope of work includes strategic consultancy and market positioning, TV advertising, radio advertising, online ads, on-course advertising and event activation, membership campaigns, event promotion, and more.
Magnum Opus pro-actively approached the AFL with an idea to boost respect and affection for the umpires who keep the game on track, week in, week out.
The result was a TV campaign that was widely applauded not just at elite level but down throughout the competition as an important contribution to the broader AFL "respect" push.
Most racing clubs throughout the Spring Carnival solely on the fashion and entertainmenty side of the racing - essentially inviting people to join a great big party. All well and good, but just “doing the same” means the market gets very cluttered and it’s very hard to stand out from the crowd. Not what the Valley needed.
For The Valley, specifically, focus solely on what the Spring Carnival should really be about - racing! The Cox Plate Carnival at The Valley is different - it is known as one of the best WFA races in the world, with the best horses competing. So we put all our money on Winx with our campaign ‘Legendary’, celebrating past and present horses that have made history. And we combined that with stunning graphics and design.
Cox Plate Day sold out the week before the big day, with record attendance. The Manikato Stakes the night before also achieved a record crowd. 44,422 patrons walked through the turnstiles. A big part of this was the creative design of the campaign - bold, unmissable, and celebrating Winx’s remarkable achievements.
Communicate that Metricon Homes is the number one builder in Australia and show what that means to their customers.
A house is not a home. What people do in that house is what makes it a home - the joy people have from family time spent in such beautiful residences. So we continued Metricon’s well-known ‘Love where you live’ campaign but with a refreshed message about Metricon having become the number one builder in Australia. Critically, the messages were kept simple and emotional and were customer-focused, not “chest beating”.
Metricon continues to be Australia’s number one builder - still growing year on year. More people than ever now love where they live. A huge part of this success has been design that shows people enjoying their homes, not just focusing on the homes themselves - beautiful as they are - but focusing on what they help people to enjoy - an unmatched lifestyle.
An socially-sensitive and significant campaign which we were awarded in a competitive pitch because Magnum Opus is on the Victorian Government advertising agency panel.
Working around the core idea of "Think about what you're really gambling with", materials had to balance the need to convey harm minimisation messages without appearing to be "finger wagging" and producing a resentful response from the core target. It also played an important role in broadening community understanding of problem gaming generally.
Winslow is a major civil construction company operating in Victoria and Queensland. MOP has been progressively working with Winslow on a wide variety of brand materials, helping them with brochures, posters, PR events, recruitment materials, SEO and their web pages.
MOP will continue to work with Winslow Constructors to develop their brand and their market presence.
49 Cubitt Street, Creamorne Melbourne Victoria
Soaring high above Melbourne is one of its newest and most iconic buildings, which doubles as an important tourism destination, as popular with the local community looking for an eagle-eye view of their City as it is with interstate and international visitors.
Magnum Opus has brought a series of high-impact campaigns to TV to market this amazing facility.
Quite simply, one of the most famous and successful car ads ever created anywhere in the world.
The campaign firmly established Saab in Australia, was shown all over the world, and is still fondly remembered by the public 20 years later.
The theme song to the 30 second TV commercial became so popular people were entering record shops and asking if they could buy it.
With an offering that literally blows their competition away, this launch TVC spot for Spirit clearly imparts the message in a simple uncluttered way. So if you think 'the big boys' are the ones to deliver you the best internet, 'Think Again'.
An important campaign which we were awarded in a competitive pitch because Magnum Opus is on the Victorian Government advertising agency panel.
Carefully targeted against the core problem market - young men - the campaign immediately makes a strong and emotive argument against the carrying of weapons, which are often employed spontaneously where the consequences for both perpetrator and victim are not clearly foreseen in advance. Agency prepared poster advertising, radio advertising, and online ads.
What do you do when thousands of people who could afford to be in their own brand new dream home don't even find out how because they believe they are locked into renting forever?
Magnum Opus created a new brand for Metricon Homes as well as cut through advertising that made it abundantly clear that even with a low deposit, you can get into a new home. TV advertising, radio advertising, all print collateral, brand development, online presence, online ads - the works.
A blatant piece of subliminal advertising on our website to remind you of what we are all about. Enough.
Part of a series of three humorous TV spots to announce the arrival of EA Games' new Need for Speed game. The 3 spots garnered a cult following and the launch sales exceeded expectations.
We approached Wildlife Victoria to do a social video for World Environment Day, showing their Facebook audience the impact humans have had on the environment and the effect it has on our animals around the world.
Magnum Opus are "car people". Through and through. Cut us and we bleed steel, leather and car style.
Over the years we have been the brand custodians for Nissan, Saab (both in Australia, and internationally), Iveco, Holden Special Vehicles, For Performance Vehicles, and others. Not to mention various layers of the automotive distribution chain, like dealer groups.
We "get" car buyers. Really get them. What's in our heads could be worth millions to you. Just ask.
MOP was appointed by the Victorian Government to create an integrated campaign to create awareness of the 'Plan for Melbourne 2050 and beyond'. This involved the creation a campaign theme, production of all advertising, POS and literature to seek community involvement in shaping of the plan.
It's not enough to have a slogan and stick it under your logo and forget about it - even when it's a really good one, developed by Magnum Opus over 15 years ago.
You need to periodically "make that slogan make sense" to a new public. These simple new large-format billboards in Sydney, the Gold Coast, Melbourne and Adelaide do just that, with great impact, and very cost effectively to a mass audience.
Another significant campaign which we were awarded to boost tourism activity following widespread bushfires in Victoria.
The goal was to encourage both Victorians and interstate visitors to make more and better use of the huge range of leisure opportunities presented by Parks Victoria, including a website, and special interactive site for children, development of the "Ranger Roo" character soft toy for children, posters, TV advertising, and more.
Bully Zero Australia is a charity that combats bullying in all forms. In this case we partnered with them to create a TV commercial that run across all major networks.
One of Victoria's most successful and popular tourism destinations, Magnum Opus is responsible for strategic advice, TV advertising, radio advertising, posters, online ads, and more, sometimes working in conjunction with other Ballarat area tourism outlets such as Sovereign Hill.
A land of medieval adventure, right here in Victoria!
How do you project one of the most eclectic, interesting, and exciting locales in any city to the widest possible audience, both in Melbourne, regionally, and interstate?
You don't try and cram it into a neat box. The very diversity of St Kilda provides its unique charm. So it needs to be celebrated.
Over a number of years Magnum Opus have created a vast raft of collateral material, advertising and event promotion around the core theme of VIST PLAY STAY.
Australia's leading home builder has been guided by Magnum Opus's advice from the days when they were a Melbourne-only operation more than 15 years ago to the current day when they span Australia's eastern seaboard and beyond.
Magnum Opus provides Metricon with strategic advice and advertising and marketing materials in Melbourne and Regional Victoria, Sydney and Regional New South Wales. Queensland, and South Australia.
Activities include strategy development, internal communications, television advertising, radio advertising, billboards, transit advertising, online ads and more.
Spirit Telecom is an innovative telecommunications and internet company specialising in very fast Internet.
How do you tackle some of the most powerful organisations on the planet and steal market share from them? Answer: breakthrough creative that effectively targets the mindset of those who demand more from their internet, carving out a strong niche position in one of the most competitive marketplaces imaginable.
We have guided their public presence and communications from Day 1: from their logo through their market positioning and all their marketing collateral.
As we presented them to the public, Spirit Telecom is "the power of more". They are now one of Australia's fastest-growing new companies.
"Are you FireReady?" Another landmark campaign where the agency was invited into a competitive pitch because Magnum Opus is on the Victorian Government advertising agency panel.
The campaign is now considered one of the most important stages in ramping up fire awareness in the Victorian community, and was activated statewide. Using the core proposition created by Magnum Opus, it effectively communicated the need for a formal fire plan, a matter which is now considered the most basic component of being ready to combat or escape a bush fire, but when then was a novel idea. Mediums included television advertising, outdoor billboards, online and print.
How do you get 100,000 applications from a population of four million to ask to take on one of the most challenging jobs in town? Answer: employ Magnum Opus to develop one of the most unusual TV ad campaigns ever seen in Australia, with two-minute commercials with no voiceover, marrying "real life" images of police at work, in training, and at leisure, to a standout popular music track.
It remains one of the most successful advertising campaigns in modern Australian history, providing Victoria Police with a huge bank of potential candidates to choose from - and especially women - and also very positively affecting the general public's view of their new, diverse, modern police force.
Who knows what a nurse's life is really like? Answer: nurses. So if you want to recruit more nurses to a public health system seeking to recover from years of decline, why not let nurses tell their story for themselves?
That's what Magnum Opus did, giving video cameras to nurses to film their own activities and comment on their life. Then we created a standout two-minute TV commercial with an incredibly emotive opera track as the background - in Italian - to capture the emotion of their lives, and their single-minded dedication, interspersed with nurses talking "on the job". It remains the only recruitment campaign for public nursing in Australia's history that ever achieved its target.
Launch the new government initiative to help parents enjoy a better understanding of what their child is learning at school and to encourage them to interact more often, and more directly, with schools.
Using series of posters and CPM banners putting the parent in the class room accompanying thier child with a simple one-word headline - ‘Questions’.
With thousands of downloads of the app, it has made a genuine difference to families of all kinds throughout the community, and also elicited great feedback from parents across Victoria.
Business and marketing strategy development, design and collateral production for a new start up organisation facilitating electric charging of new motor vehicles.
A "world first" business offering, guided by Magnum Opus.
Great brands are never "still". They grow, evolve and change. Just like their audiences do. The longer a brand is a leader in the market, the more things it means, to more people.
So sometimes, it makes great sense to define and redefine the brand, ensuring that people's understanding of it keeps pace with what the brand is doing now.
Doing it with multi-award winning production values helps.
Working with the core idea of "The Pursuit of Character" as what sets this fine school apart from institutions that focus merely on cramming students with facts, Kilvington is presented to parents as a school that develops the whole student, not just their learning, whilst still ensuring academic excellence. Mediums used include newspapers and online.
The way to sell more wood is not to show lumps of wood. It's to show how exquisitely that wood enhances architecture, both internal and external, not only in trade advertising but also via a premium quality book distributed to key influencers like architects, designs, and builders. Sometimes the best ad we can write isn't an ad.
Part of our work for The Valley involves creating a regular magazine packed with comment, articles and practical information, to be distributed far and wide to their members and to racing fans. Most ad agencies would turn pale and say "We can't do that."
Well, we can.
A short message to express our support for all affected by the #manchesterbombings.
What do people want when they choose an Internet supplier? Amazing internet, of course. And with the NBN, as everyone keeps telling us, theoretically one day everyone will have amazing internet.
But what if you don't want to wait? Especially when hyper-speed internet is available right now. Faster than the NBN.
Strategy: Just tell people. Or to put it another way, keep it simple, stupid.
A fun spot to say Merry Christmas to all our clients. The spot was picked up and was featured on American publication AdWeek.