The bobble-head that brought the brand to life

Challenge

Mitre 10 needed a way to make its ‘The Block’ sponsorship more engaging for customers and viewers, while driving attention back into stores.

Idea

We turned Mitre 10’s Ambassador and ‘The Block’s host Scott Cam into the ultimate DIY companion with a playful bobble-head activation that delivered tips, advice and his trademark one-liners.

How it worked

• Collaborated with PopIdeas to develop renders, prototypes and the final interactive Talkin’ Scotty product.

• Extended the idea across the full campaign, covering box artwork, instruction manual, countertop display, in‑store posters, eDMs, social content and a micro‑site.

• Shaped a cohesive experience that carried the idea from shelf to screen and into store, keeping the tone fun, ownable and on‑brand.

My Role

Senior Art Director, working alongside a Copywriter and reporting to the ECD. I developed the idea, then liaised directly with PopIdeas to bring the product to life, before shaping the campaign, script and look and feel, and producing the packaging design for the box art and instruction booklet myself. I also worked alongside a production company and director on the shoot.

Craft

The trickiest part was technical: we worked with Nine Network on transmitting a signal within the program and TV commercials, so Talkin' Scotty could respond to it in real time. Getting the product right took equal attention on the physical side: iterating on 3D renders, selecting exact PMS colours to match brand and likeness, and reviewing physical samples before the run was approved.

Outcome

Launched live on The Block, Talkin' Scotty turned a sponsorship into a talking point that pulled customers back into stores. It connected sponsorship, content and commerce across TV, packaging, POS, digital and in-store into one integrated activation. Stores across the network started making and sharing their own Talkin' Scotty content, and increased their initial orders once they saw how well it performed. The campaign was recognised on Campaign Brief's Hot List: Agency Mover & Shaker for its creative impact.