WORK FOR GOOD CUT - ALTERNATIVE
Campaign (2026)
WORK FOR GOOD CUT - ALTERNATIVE (Campaign)
Incommon - Sydney Jewish Museum
Incommon
Shortlist
| Title: | Incommon |
|---|---|
| Brand: | Sydney Jewish Museum |
| Product/Service: | Incommon |
| Client: | Sydney Jewish Museum |
| Entrant Company: | Howatson+Company |
| Agency: | Howatson+Company |
| Production Company: | Howatson+Company |
| Editing Company: | Howatson+Company |
| Creative Director: | Gavin Chimes - Chief Creative Officer |
| Release Date: | 2025-08-26 |
| Individual Credits: | Simon Friedlander - Creative Director |
| Individual Credits: | Phoebe Gribble - Copywriter |
| Individual Credits: | Olive Jones-Evans - Art Director |
| Individual Credits: | Dom Hickey - Chief Strategy Officer |
| Individual Credits: | Joe Ronan - Strategy Director |
| Individual Credits: | Ellena Mills-Stainer - Chief Design Officer |
| Individual Credits: | Trent Michael - Design Director |
| Individual Credits: | Jason Nguyen - Designer |
| Individual Credits: | Simon Merrifield - Studio Lead |
| Individual Credits: | Holly Alexander - Head of Production |
| Individual Credits: | Charlotte Breene - Producer |
| Individual Credits: | King Yong - Head of Post Production |
| Individual Credits: | Fraser Kelton - Senior Editor |
| Individual Credits: | Mark Broome - Videographer |
| Individual Credits: | Belle Simmonds - Group Business Director |
| Individual Credits: | Aoife Lehane - Bussiness Director |
| Individual Credits: | Michael Rossiter - PR Senior Account Director |
| Notes for Judging: | Antisemitism is rising amongst young people in Australia. Yet with only 120,000 Jews in the country, most Aussies have never met someone Jewish. So instead of calling out the hate, we tackled the ignorance that led to it and gave people something to love. Incommon reimagines parts of Jewish culture as products for everyone to enjoy, no matter their background. Designed and packaged like a drop culture brand, with copy that entertained as it educated. Sent to non-Jewish influencers to have cultural convos with every unboxing. Available online, in stores and at the Sydney Jewish Museum. In 6 weeks weeks, the Incommon campaign achieved huge results: • +175 million total views of creator content. • +5.4 million young Australians reached, more than half the target demographic in the country. • One creator video became the #14 most trending on TikTok Australia. • A 10% uplift in people who agree with the statement "I see similarities between myself and Jewish people," measured through independent brand tracking. • 85% positive sentiment across all comments. • In monitoring the campaign, TikTok recognised new, covert ways hateful comments were beating their detection, resulting in an updating of their global content moderation policy, making the platform safer for all minorities. |
| Additional Credits: | Chris Howatson - Chief Executive Officer Anna Boucaut - Group Head of Digital Chloe Schumacher - Senior Experience Designer Scott Zonneveldt - Digital Experience Development Molly Krait - Senior Media Manager Naomi Waters - Business Manager Daniel Nadel - Photographer Sydney Jewish Musuem Ilana Gertskis - Head of Marketing and Audience Development Kevin Sumption - Chief Executive Officer The Dor Foundation Jenna Minchuk - Head of Digital Strategy Tanya Cherny - Head of Partnerships & Development Tahli Blicblau - Chief Executive Officer The Powder Room Vivien Frank Jewellery Harkham Wines Zenith Records Mosaic Music & Sound Work Works TikTok Jed Horner - Regional High Harm Policy Lead Daniel Klug - Head of CSR Partnerships Kelly Bayer Rosmarin - Australian Unity Chief Executive Officer & Group Managing Director |
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