Our response

A practical, memorable campaign that brings rules to life:

Developed the “Call Before You Clear” Message – A simple, engaging tagline designed to educate and encourage compliance.

A Standout Campaign Identity – A visually impactful and memorable identity rolled out across all activation elements.

Marquee, Flags, Table Cloth & Magnets – Brought the message to life and drew attention in a busy show environment.

On-Brand & Approachable – Every element reflected DCCEEW’s values while feeling engaging and accessible.

Designed for Engagement – Messaging and visuals were tailored to spark valuable face-to-face discussions.

The fruits

The Primex activation delivered tangible results. Survey participation increased despite lower overall attendance, showing the refreshed creative captured attention and drew people in. Passersby were intrigued by the “Call Before You Clear” message, with more people stopping, noticing, and engaging than in previous years. Most importantly, the campaign laid a foundation for DCCEEW to build on, strengthening connections with landowners and contractors across the region for years to come.

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The fruits

Brochure:
We created a bold, fold-out brochure to grab attention at the expo and start conversations. Designed to be picked up and flicked through fast, it gave a snapshot of what Sunshine Sugar is all about and the many career paths on offer-from farming to engineering to sales and science. It was all about sparking interest and making it easy to find out more.

Landing Page & Downloadable guide:
We built a custom “Sweet Futures” landing page to bring everything together online. It featured videos, pathways, and a downloadable guide that broke down each career option in more detail. The guide doubled as our lead magnet, encouraging young people to leave their details so Sunshine Sugar could stay in touch.

Expo Presence:
We made sure Sunshine Sugar stood out at the Northern Rivers Careers Expo with a suite of event-ready creative:

• Pull-Up Banners Two bold banners featuring the core campaign messages-“Your Future is Sweet” and “Where Will You Grow?”- designed to catch eyes and spark interest as students walked past.
• Media Wall: A branded backdrop that brought the campaign to life in the space-perfect for photos, content capture, and helping the team look the part.
• Merchandise: We added some fun into the mix with tote bags, trucker caps, and phone grips that gave students a reason to stop, chat, and take the message home.

Real Stories Content Shoot:
To bring the campaign to life, we facilitated a shoot with Sunshine Sugar featuring real young people currently working at Sunshine Sugar. Through photos and short video testimonials, we captured their experiences, career journeys and future goals. These authentic stories were rolled out across socials-paid and organic-to show students what’s really possible and help them picture themselves in the same boots.

Campaign Look & Feel:
This wasn’t just about one event. We created a strong messaging and visual platform Sunshine Sugar can build on-at schools, events, online and everywhere in between. Clear tone of voice, consistent visuals, and strong messaging now give them a solid base for any future youth engagement.