{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF AI","is_link":false},{"keyword":"ENTRANT COMPANY","content":"THINKERBELL, MELBOURNE","is_link":false},{"keyword":"TITLE","content":"THE LAST ORDER","is_link":false},{"keyword":"BRAND","content":"JUST EATS GLOBAL - MENULOG AUSTRALIA","is_link":false},{"keyword":"ADVERTISER","content":"MENULOG AUSTRALIA","is_link":false},{"keyword":"AGENCY","content":"THINKERBELL, SYDNEY","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"MARGIE REID","is_link":false},{"keyword":"CHIEF STRATEGY OFFICER","content":"ADAM FERRIER","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"JAIME MORGAN","is_link":false},{"keyword":"NATIONAL CHIEF CREATIVE OFFICER","content":"JIM INGRAM","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"PAUL SWANN","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"SESH MOODLEY","is_link":false},{"keyword":"ART DIRECTOR","content":"JACK BURTON","is_link":false},{"keyword":"COPYWRITER","content":"LUCAS FOWLER","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"RENE SHALALA","is_link":false},{"keyword":"DESIGNER","content":"LUKE SIKORA","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"KIELY DECKER","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"OSCAR KENNEDY","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"JOSH MANNING","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"HECKLER, SYDNEY","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"HECKLER, SYDNEY\/MUSHROOM MUSIC, MELBOURNE","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"Following a global buyout, Menulog Australia faced imminent closure, leaving the brand with a final media budget but no future to advertise. At the same time, Australia’s cost-of-living crisis was placing unprecedented pressure on independent restaurants - the core of Menulog’s marketplace and brand identity.\r<br>\r<br>The brief was to use Menulog’s final campaign to support local restaurants in a way that felt meaningful, not symbolic. The objective was twofold: help drive tangible awareness and demand for local businesses, while delivering a powerful brand experience that reinforced Menulog’s long-standing commitment to local communities.\r<br>\r<br>The challenge was scale. Featuring hundreds of independent restaurants across Australia would be impossible using traditional production. Consumer behaviour had also shifted toward hyper-relevant, localised content - with audiences increasingly disengaging from generic national advertising.\r<br>AI became the solution. A single creative idea was designed to be infinitely adaptable, using AI to generate thousands of hyper-local executions across film, radio and OOH. Every audience saw and heard real restaurants from their neighbourhoods, integrated seamlessly into a cohesive visual and audio system.\r<br>\r<br>The result was a campaign that used AI not as spectacle, but as infrastructure - enabling relevance, efficiency and a deeply local brand experience at scale.\r<br>","is_link":false},{"keyword":"URL","content":"https:\/\/our-last-order.com\/","is_link":true}],"files2":[{"name":"CD11_006.mp4","type":"mp4"},{"name":"CD11_006_DI01L.jpg","type":"jpg"}],"count":2}