We have been creating and producing content before it was the new cool in advertising. A lot of us grew up in radio, TV, film and on the stand-up stage... so it’s been a natural evolution of 3rdspace to select and work with natural born storytellers. Even our Head of Business has a degree in drama.

A lot of the work has been created and directed by Gary Eck, a guy who I spotted doing stand-up 20 years ago in Canberra and gave him a gig writing for my breakfast show. Gary and I reconnected in the early days of 3rdspace, when he was writing and co-directing Happy Feet 2 with George Miller.

We got him involved in a few briefs and what blew me away was his ability to spot a true human insight and build an idea off it that would fit with our content strategy.

My gut tells me it’s because people like Gary and our other writer/directors don’t take a brief and then Google what everyone else has done within the category for inspiration. They think about it as if they were the customer of the brand and tap into their observations of life.

If you think about stand-up comedy, it’s observational, raw and the humour comes from people seeing a bit of themselves in the story… that’s successful content.

Rob Logan started his career in radio which took him to head of content and marketing at 2dayFM for a decade, before moving to TV and then founding 3rdspace – The Content Company

Often brands jump at the chance to use new technology without thinking about the bigger picture. What’s this content trying to achieve and why are we doing it? Is it just making new content using new (ish) media platforms, just for the sake of it?

 

Here at 3rdspace we’re all about content with purpose, every time a brief comes across our desk – We ask how this content will add value to peoples lives and what is the best way to bring that content to life to have true impact.

 

One such buzz platform, is that of Virtual Reality. It seems like everyone these days is trying to get a piece of the VR pie, often without thinking about the WHY, and just jumping on the train to give it a go just because everyone else is, to add that string to their bow. VR can be an incredible storytelling tool, if used in the right way, to really share a story in an immersive way, that was previously impossible. It’s with this in mind that we decided to use VR to create a highly emotive series of VR experiences for Vinnies as part of the CEO Sleepout, working with our partners at PWC.

 

On any given night in Australia one in 200 people are homeless – that is a total of 105,237 people.

 

It’s heartbreaking to read these statistics, but with Vinnies and PWC we felt we had to go beyond the statistics to enable people to understand the impact.

 

We produced a series of three VR experiences around Domestic Violence, Homelessness and Mental Illness, collaborating with PWC’s content production team, so some of Australia’s leading CEOs could be placed in the middle of a situation in a fully immersive and somewhat confronting situation.

 

Feedback on the night can only be described as highly thought provoking, and poignant as the CEO’s were brought into real-life scenarios facing many Australian’s every day.

 

For us, this is the powerful way for VR to be used to its full advantage, an immersive story  that creates a lasting impact. We’re looking forward to making more content that utilises this technology, where appropriate and we are very honoured to be working alongside an organisation of passionate people that are committed to creating positive change.

 

Thanks to all at Vinnies and PWC on this very special collaboration.

Content Agency 3rd Space has recently started working with the lovely people at Crust Gourmet Pizza. In our first campaign, Crust needed a localised solution for South Australia to prompt brand awareness and trial.

So…. we employed two new delivery drivers for them. Meet Travis Boak and Tex Walker, the two local rival AFL captains.

Our solution embedded the brand in the parochial and passionate minds of South Aussies, who being a two team town, LOVE their footy!

The value offer: The Captains’ 2 for $30 Deal.  All customers have to do is jump online, order the deal and pick their captain for the chance to have one of the boys deliver direct to their door.

The timing has been perfect leading into footy finals, not only with the two captains being the new Crust ambassadors, and also the fact that pizza is the natural go-to food for watching the footy.

We kicked off the campaign with a short clip of the two Captains delivering Crust Gourmet Pizzas to fans across Adelaide, with plenty more deliveries and surprise content still to come: https://www.facebook.com/crustpizza

The campaign seems to have ticked a lot of (pizza) boxes for Crust – Surprise, Celebrity, Passion, Finals, Rivalry, Fun and so far, the most commented and shared social campaign on Crust Gourmet Pizza’s Facebook page - so we’ll tick the engagement box too.

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