{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"RESILIENCE THROUGH CREATIVITY","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":"AGENCY 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":"CAMPAIGN SUMMARY","content":"The Final Order was a hyper-localised, integrated media campaign featuring 1,000+ local restaurants across film, radio and OOH. Wherever you watched or listened, you saw your local restaurant delivering one clear message: support local. The campaign’s power came from seamless talent integration - in film, Bliss n Eso rapped in front of or drove past nearby shops; in radio, the duo name-dropped local restaurants and their iconic dishes, helping support local businesses beyond Menulog’s closure in Australia.\r<br>\r<br>Cultural Context\r<br>\r<br>Menulog has a strong music heritage, featuring global stars like Snoop Dogg, Katy Perry, and Christina Aguilera. For this local campaign, Menulog Australia partnered with homegrown hip-hop duo Bliss n Eso.\r<br>\r<br>Amid Australia’s cost-of-living crisis, small businesses have been hit hardest. Rising costs and pressured consumer spending have forced thousands of local shops, cafés, and restaurants to close, reaching record levels and making survival more challenging than ever for local entrepreneurs.\r<br>\r<br>By giving real local restaurants across Australia valuable exposure, the campaign achieved its goal: helping local restaurants stay open even after Menulog had closed.\r<br>\r<br>While featured restaurants saw a measurable uplift in sales and new customers, the long-term goal was to remind Australians that by ordering local, they’re supporting local.\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"When Menulog Australia faced imminent shutdown following a global buyout, the brand was left with a final constraint: one remaining media budget and no future to advertise. At the same time, Australia’s cost-of-living crisis was forcing record numbers of independent restaurants to close — the very businesses that built Menulog’s marketplace.\r<br>\r<br>The creative idea was to turn Menulog’s final campaign into an act of support rather than self-promotion. Instead of advertising the platform, the brand redirected its remaining budget to promote local restaurants themselves — using creativity to keep communities visible even as the business prepared to disappear.\r<br>\r<br>AI enabled this idea to survive the scale of the challenge. Traditional production could never feature hundreds of small businesses meaningfully, but AI made it possible to hyper-localise a single creative idea into thousands of neighbourhood-specific executions. Wherever Australians watched or listened, they saw real local restaurants they recognised — not a national message, but a local one.\r<br>\r<br>By choosing local artists, local shops and local relevance over global celebrity and scale advertising, Menulog responded to economic pressure with cultural empathy. Creativity became a tool for resilience — helping small businesses stay top-of-mind when survival depended on it.\r<br>","is_link":false},{"keyword":"STRATEGY","content":"As Menulog faced imminent shutdown after a global buyout.. As Australia’s original food delivery platform, Menulog had deep roots in local communities. More than any other service, its marketplace was built on independently owned, local restaurants rather than chains. Menulog’s closure would impact thousands of small businesses across the nation. \r<br>\r<br>In a final move, instead of advertising itself, the delivery service channelled its entire remaining media budget into ads for local businesses. \r<br>\r<br>The ads came in the form of AI-powered, hyper-localised edits of a music video, featuring local artists Bliss n Eso, rapping about supporting your local faves. Depending on where you were viewing, you’d see regenerated images of nearby local restaurants and their actual dishes. \r<br>\r<br>The communication strategy was clear: feature as many local restaurants as possible and remind Australia of the importance of supporting their local restaurants and shops.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"The solution was a hyper-localised, integrated media campaign featuring 1,000+ local restaurants in 475+ bespoke assets across film, radio and OOH. \r<br>\r<br>Wherever audiences watched or listened, they saw their local restaurants united by one message: support local. \r<br>\r<br>The campaign launched with an AI-generated hero music video featuring Bliss n Eso performing in front of real local restaurants. A closed-loop AI was trained on their faces, looks and performance styles, blending real footage with AI-generated performances. \r<br>\r<br>Using a proprietary AI system, 25 fully localised TVCs were created for specific delivery regions, regenerating shopfronts in the film’s visual style and placing Bliss n Eso in front of or driving past nearby venues. \r<br>\r<br>A proprietary voice-cloning AI helped produce hundreds of hyper-local radio spots naming real restaurants. \r<br>\r<br>OOH used imagery pulled directly from the Menulog app, regenerated to match Menulog’s premium photography style and paired with headlines highlighting local restaurants. These ads were placed within local communities.\r<br>","is_link":false},{"keyword":"RESULT","content":"Despite the closure, the campaign became the most successful Menulog campaign ever run in Australia - proving what can happen when you truly support local.\r<br>\r<br>By choosing to feature local talent over a global pop star during a period of intense cost-of-living pressure, the campaign generated exceptionally high positive sentiment. The campaign outperformed our previous best-performing Snoop Dog ad, delivering +1 point uplift on key brand metrics and driving significantly stronger emotional response — all on a smaller production budget.\r<br>The campaign also delivered measurable commercial impact, driving a 16% increase in new customers and a 3% sales uplift for featured local restaurants. Together, these results demonstrated that supporting local businesses can create both strong community goodwill and meaningful business outcomes.\r<br>\r<br>Menulog eventually closed for business in November of 2025, but the businesses they featured in their ads continue to operate, serving the people of Australia. \r<br>","is_link":false},{"keyword":"DESCRIPTION OF HOW THE CREATIVE SOLUTIONS RELEVANT AND\/OR APPROPRIATE FOR THE CAMPAIGN AND TARGET","content":"As Menulog Australia faced shutdown after a global buyout, its final move was to channel its remaining media budget into ads for local businesses, helping them stay open even if Menulog closed.\r<br>\r<br>The AI-powered, hyper-localised campaign featured Aussie artist Bliss n Eso rapping in front of real shopfronts. Over 1,000 businesses were featured across 475 bespoke assets, all geo-targeted so viewers only saw restaurants they knew and loved - all with the message: support local. \r<br>","is_link":false},{"keyword":"URL","content":"https:\/\/our-last-order.com\/","is_link":true}],"files2":[{"name":"DM25_003.mp4","type":"mp4"},{"name":"DM25_003_DI01L.jpg","type":"jpg"}],"count":2}