Sallie Hudson

Brand strategist, creative director and writer. Owner Daisy Ideas creative collective.

Australia

A strategic creative with over 25 years' experience in Australia, NZ and the UK. From small start-ups to global giants, I help companies, organisations and agencies with brand strategy, creative concepts and copy. As well as delivering end-to-end smaller budget campaigns, activations and assets with my 'Daisy' collective. I enjoy solving problems and creating joy! I am particularly good at turning complex into simple, dry into engaging, and confusing into clear. I love helping my clients and becoming part of their team. I work remotely from Noosa (who wouldn't if they could?) and fly in for face-to-face meetings and workshops when needed. Give me a call!

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Portfolio

BRAND STRATEGY, NAMING, KEY MESSAGING/COPY PLATFORMS - SPECIALISING IN SMEs

Value Proposition, Strapline, Tone of Voice, Key Messages/Copy Platform, Explainer Video
Med CPD - Career Health

Brand strategy for a start up medical professional development platform. Working with Throttl.

Naming
Ascender

Naming of a large Asia Pacific Payroll company, for Host Havas.

Brand Proposition, TOV and Copy Platform
Outback Tails - Authentic Australian Design

Creating brand positioning, TOV and copy platform for an ethical Australian dog accessory line that collaborates with Indigenous artists and supports Australian animal welfare NFPs.

TOV & Copy Platform
Pycon Homes. Builders + Designers

For an established custom builder. Taking an established Brand Strategy, and from creative direction, crafted the tone of voice and all the main copy for the brochure and website. Working for Andy Pilkington of Pilko Thinking.

Value Proposition, Values, Key Messages/Copy Platform
CW Products

B2B for an established custom blind/roller shutter manufacturer targeting distributers. With Throttl.

INSURANCE & FINANCIAL SERVICES - CUSTOMER EXPERIENCE, TACTICAL CAMPAIGNS, EDM/DM, ACTIVATIONS AND MORE

Allianz Frontline Guides
Customer Experience

A series of guides for Allianz Frontline staff to lift the customer experience. from Value to Claims to Complaints. Created strategy for content and execution, managed qualitative research with stakeholders to understand problems and solutions, wrote content, designed UX and final guides. Guide content is confidential, contact me to understand this area of my work.

Customer Experience
Customer Festivals

Theme, Look and feel, design, content and activations for internal customer festivals to engage all staff with the customers' experience. Have worked on the past 5 for Allianz and TIO. Content is confidential to Allianz, contact me to understand this area of my work.

Event Activation
Bankwest Home Loans B2B "Fly Bankwest"

Award winning activation to engage mortgage advisers with Bankwest's Business Class Home Loan service. Concept, design and copy for Host Havas.

EDM, DM, POS, Display, Microsite
Bankwest "Personal Loans"

Drive uptake of personal loans with a reno helper microsite that showed what you could do for different loan amounts. All creative by Daisy, production Host Havas.

DM, EDM
Bankwest Income Protection

Getting people to take out income protection by equating it to other essential protection they use without question.

NFPS - BEHAVIOUR CHANGE, AWARENESS CAMPAIGNS, ACTIVATIONS, COMMS

Event Activation
Sydney Water Bring it to Win it

Get cricket fans to bring their refillable water bottles to the game, using RFD tags, scanners and instant win prizes. 25,000 participation, bringing bottle to 3 games or more. All creative by Daisy, activation of experience by Because.

Social Video
05/15/2018
Sydney Water 'Lift Your Game'

Social video to support the Sydney Water 'Lift Your Game 'campaign with Cricket NSW, Sydney Sixers and Sydney Thunder. Conceived, modelled and animated by Daisy.

Roadshow
Sydney Water Tiny Home

Water conservation roadshow, using a tiny home to showcase all the small changes that can make a big difference. I conceived, scamped, wrote and creatively directed, working with Because.

Activation - Virtual Reality Game
Sydney Water 'Beat The Bottle' VR Game

A VR game aimed at encouraging 10-15 year olds at the Royal Easter Show to use refillable water bottles rather than buy plastic. Gamers had to count the plastic bottles on their 'bottle pressure gauge' a hand held counter. Those counting all of them won a prize. I conceived, storyboarded, wrote and creatively directed, working with Because.

Experience at Sydney Royal Easter Show
Sydney Water 'Pipes & Drains' Lifesize Board Game

Lifesize Snakes and Ladders Style board game to teach kids how to love water and not waste it at home. Creative by Daisy, production and activation of experience Because.

Experience at Sydney Royal Easter Show
Sydney Water 360 Virtual Reality Experience

360 degree VR educational experience to get Easter Show visitors to think about the purity, sustainability and value of tap water. (Use Chrome for 360 degree view.) I conceived, storyboarded, wrote and creatively directed, working with Because.

Activation at Golf Courses
Cancer Council NSW "Improve your long game"

Getting 40+ male golfers to wear sun protection. Now in its 10th year, this is one of CCNSW's most successful campaigns. End to end delivered by Daisy.

OOH
Cancer Council NSW teen sunscreen campaign

OOH campaign to remind parents to give teens their own tube of sunscreen. Research shows teens will wear sunscreen, but forget or don't have the money to buy and take with them. End to end delivered by Daisy.

Education at Primary Schools
Eat It To Beat It "Fruit & Veg Sense"

Content for Cancer Council NSW parent seminars to educate on healthy eating for the whole family . End to end delivered by Daisy.

DM, EDM, Display to Primary Schools
Cancer Council NSW "SunSmart Program Acquisition"

Strategy and comms to drive sign up of Primary Schools to the best practice sun protection program SunSmart. Two years' of acquisition saw an 80% uplift in Primary School participation.

Social Video
10/26/2018
ReachOut Parents Explainer

ReachOut Parents needed a short, engaging explainer video that captured a real story of one parent. Conceived, interviewed parent, wrote and directed. End to end delivered buy Daisy.

Reachout
Quiz: What's your parenting super power?

Take this quiz to discover your natural parenting style. Work through the different scenarios to reveal your strengths, and learn how to use each of the parenting styles to support your teenager. End to end delivered by Daisy.

Explainer Video
03/10/2020
Noosa Chances Applicant Video

Concept, script, storyboard and creative direction for explainer video for Noosa Chances educational scholarships NFP.

RETAIL & FMCG - BRAND ACTIVATIONS, TACTICAL CAMPAIGNS, SHOPPER

Vimeo
02/04/2019
Toro TVC

Created a new 'Toro Too Easy' platform for the brand, with an 'Ease into Spring' launch campaign of TVC, social, print and POS. Daisy concept, copy, creative direction and design for Ten past Ten.

OOH, POS, TVC, Radio, Dig Display
Toro Too Easy Brand & Spring Campaign

Created new 'Too Easy' Platform for brand. Rolled out into Spring campaign. Daisy concept, copy, creative direction and design for Ten past Ten.

Experience at Australian Open Tennis
02/27/2017
Woolworths Summer Sensorium

Taking tennis fans on a unique food journey through a multi-sensory brand experience, using all five senses including 360 video projections and voice over.

Instore
McGuigan "Pocket Wine Guide"

Free pocket wine guide to drive sales post International Winemaker of the Year award. Concept, copy and design for Host Havas.