An award-nominated social content series was created for XXXX’s ‘Winch to Win’ summer campaign. The series of Reels, part of the brand’s owned content, engaged Queensland’s target audience—outdoor enthusiasts passionate about fishing, 4WDing, camping, and more.

The creative concept focused on the deep passion this audience has for outdoor hobbies, even during everyday activities like work, house chores, and commutes.

All videos were shot on an iPhone 15, with each Reel designed for the platform and kept under 15 seconds. The top-performing organic videos were boosted with paid media to further drive engagement and build awareness of the overarching social competition.

Role: Senior Strategist, AFFINITY

Year: 2023/24