The business opportunity:
The Star is a hotel and entertainment centre in Sydney. We were briefed to create a half-page print ad about its sponsorship of the Tropfest short film festival. That sounded boring, so we ignored it.
Instead, we created the Story Tee: a series of T-shirts featuring various synopses for stories set at The Star, which brought the campaign line - "There will be stories" - to life.
Thousands wore them, and people who submitted photos of themselves in their Tee had a chance to win a story of their own: an exclusive stay at The Star.