Mount Franklin is Australia's largest bottled water brand, but had been invisible after years of boring ads about young people smiling in rainforests and glamorous supermodels looking thin and pretty. So we replaced them with a silly character played by Aussie actor Josh Lawson (House of Lies, Anchorman 2), and repositioned Mount Franklin as The Nation's Hydration. After two years the brand has bounced back with increased results in every metric. Won some writing awards too. Directed by Nick Ball and Steve Saussey (BBQ).