Rainbow-Emitting, Eagle-Winged Goat


CHOICE has been giving unbiased advice and reviews to Australian consumers for over 50 years, however it has almost no brand awareness with Gen Y. Our solution was to target one insight that was relevant to Gen Y; that too much choice actually makes them unhappy.

We wanted to show that the real benefit CHOICE provides its members is a greater confidence when making purchase decisions. This freedom allows them to spend less time thinking about if they’re making the right purchase, and more time to think about the things that really matter to them; like how good it would be to have an eagle-winged, rainbow-emitting goat.

Via Workshop Sydney

Alex Davidson