Double The Clever

The challenge

It was an honour to be invited to be on the ABC’s weekly advertising program, Gruen. We went head-to-head with another ad agency as part of the pitch competition. The task? To convince Australians that we need to double our population.

The tendency to interpret new evidence as confirmation of our existing beliefs or theories.

Behavioural insight  |  Confirmation Bias

The solution

Looking back at Australia’s history, we found that we seriously punch above our weight when it comes to world-changing inventions. If we doubled our population, we’d double our clever. And that would mean so many more incredible inventions that we can only dream of right now.

The results

We’ve now trademarked the Spa-B-Q™ and we’ll be taking orders shortly. As for the result on Gruen. It was a tie. But we’d love to know what you think.



Glenn Dalton – Executive Creative Director

Chris Hince – Associate Creative Director

Andy Segal – Associate Creative Director

Lani Cush – Strategy Lead

Virginia Krantz – Producer

Designer – Sophia Duhrin


Michael J. Lutman – Director

Jason Byrne – Producer

Jack Davies – Production Manager

Matthew Jenkins – DoP

Barun Chatterjee – Gaffer/Grip/AC

Ella Carey – Art Director

Nat Burley – Hair and Makeup Artist


Daniel Lee – Editor

Colour Grade

Martin Greer – Colourist

Front of House

Justin Bodanac – Sound Engineer

Kath Momsen – Producer


Clerk 1 – Tim Mayer

Clerk 2 – Madeline Dyer

Nick Farnell – Voiceover