Case History Database

Aware Super, an underdog brand with low awareness, found its voice by building a strategy around a core truth: its commitment to "help." By turning its internal pink character, "Sam," into a distinctive brand mascot, the campaign brought warmth and personality to a complex category. This approach successfully grew membership faster than the category, proving that simple fundamentals can deliver outsized results and a significant uplift in funds.

Gretchen Fox	Chief Marketing Officer	Aware Super
Sally Gross	Head of Brand	Aware Super
Jo Elford	Senior Brand, Events & Partnerships	Aware Super
Meredith Williams	Senior Manager, Social Media	Aware Super
Cassie Flemming	Creative Lead	Aware Super
Mel Gandevia	Content Producer Lead	Aware Super
Alvaro Bretel	Author / Executive Head Brand Thinker	Thinkerbell
Jack Monro	Author / Head Brand Thinker	Thinkerbell
Adam Ferrier	Chief Thinker & Founder	Thinkerbell
Belle Thompson	Head Thinker	Thinkerbell
Tom Jensen	Lead Thinker	Thinkerbell
Regina Stroombergen	Head Tinker	Thinkerbell
Ben Couzens	Executive Creative Tinker & Founder	Thinkerbell
Asier Carazo	Chief Strategy Officer	Atomic 212
Emily Wilson	Strategy Director	Atomic 212
Steph Davis	Client Lead	Atomic 212
Bess Kershaw	Planning and Trading Director	Atomic 212
Gaiane Walger	Performance Director	Atomic 212
Jesse Abdurazak	Performance Manager	Atomic 212
Lorraine Woods	Chief Trading Officer	Atomic 212
Jay Malag	Trading Director	Atomic 212
Georgie Leslie	Client Service Director	Atomic 212
Mathew Anastasi	Group Account Director	Atomic 212