ABOUT

John Dory’s wanted a culturally relevant campaign for its Value Added Campaign (VAC) that would connect with a younger, social-first audience. The insight was that audiences are more likely to engage with brands when the content feels native to the culture, language and behaviours they already engage with online.

From this came Clock the Flavour, a concept inspired by the “clock it” trend, turning a familiar piece of social language into a playful way to get audiences to notice John Dory’s value offering. I developed the campaign concept and copy, then directed, filmed and edited social content pieces designed specifically for TikTok and Meta.

The content performed strongly on TikTok, with influencer participation helping extend the campaign’s reach and engagement. The campaign was a success, creating a culturally relevant way for John Dory’s to connect with a younger audience.