One of the proudest acheivements in my time as Creative Director of Media Playground was working with Shane Johnston, PBC and Laga Industries to create the Fresh Water Brand, and community based brand Strategy. Core to the brand strategy was discovering a gap in PNG rugby development. There was no junior school competitions or organised training or development. Core to our belief in creating a brand was that it would create an effective change in the community, this provided us our opportunity. We developed and executed on behalf of Fresh Water - setting up and running the Fresh Water Footy Clinics and grassroots Footy Foundation. A footy development foundation and clinic to develop footy skills of both Rugby and Rugby league to junior schools across PNG.
After securing local league legend John Wilshere and Wallaby Will Genia to spearhead the project with us, both the brand and foundation were lauched with incredible success. The water brand sales skyrocketed, and community opinion and brand equity rocketed with the sales. There is no better measure of a brand's impact on a childs life then the smiles and incredible happiness, that we witness on the clinics. Fresh Water brought an idol into these childrens lives and gave them hope for the future.