Silver at Pitch-Chella 2025

After another stella performance in Pitch-Chella, our team of Sophie Morris, Samantha Keah and Chelsea Schultz write about their experience, the campaign and what it means to be part of the emerging talent in the Media Industry:

For the second consecutive year, our team had the privilege of taking part in IMAA’s Pitch-Chella, an industry awards programme aimed at giving early career media professionals the opportunity to tackle real briefs, gain valuable experience and present their thinking to leading figures in the field. We’re proud to have brought home Silver for both campaigns!

Pitch-Chella is open to agency talent with under five years of experience and serves as a valuable platform for professional development. The purpose of the competition is to get the names of young professionals out there in the early years of their careers, help them build new skills, gain knowledge on how to respond to live briefs and grow their confidence. It’s an excellent way to network, gain great exposure for both individuals and their businesses, and overall contribute meaningfully to the wider industry group.

This year’s event partnered with Mission Australia. With the brief designed around making a positive impact, ensuring that the work resonates beyond just the competition itself. Sponsors for this years even twere; Audience 360, Meta, Pinterest and NewsCorp Australia.

Our campaign, The Unhidden Mission, tackled the issue of hidden homelessness in Australia. Based on the insight that many Australians are unaware of the scale or signs of homelessness in their communities, we designed a campaign that would challenge assumptions by blending into the everyday media landscape. We proposed placing subtle creative across high-reach environments including digital and social platforms, out-of-home placements, and prime-time television in a way that initially appears unrelated to a charitable cause. The campaign builds to a moment of reveal, encouraging audiences to re-evaluate their assumptions about what homelessness looks like.

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Central to our concept was a partnership with The Inspired Unemployed, using humour as a disarming entry point into a serious topic, along with podcast collaborations to share lived experiences. Through "day-in-the-life" creative, long-form storytelling and carefully placed media, our campaign aimed to bring visibility to those affected by homelessness and prompt a national conversation that’s long overdue.

For our team, it was a new opportunity to step away from day to day responsibilities and focus on developing a full campaign response from insight to execution in a high pressure, pitch style environment. Beyond the practical skills gained, the experience encouraged collaboration, sharpened presentation abilities, and broadened our understanding of how to respond effectively to client needs. We were able to build lasting connections with other professionals across the industry and contribute to the broader independent agency community.

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