‘Do Less Work Work’ is a platform that playfully highlights the difference between the work sole operators love, and the tedious admin ‘work work’ holding them back.

We handed the mic to comedian Tom Cashman, where his signature style turned a product truth into a cultural moment: nearly 2 million views in the first week, bolstered by a wave of sole-operator influencers who picked it up and ran.

From there we unleashed the full-scale integrated campaign; everything from film, out-of-home, stadium signage, radio, social and digital - each channel bespoke, but all landing the one message.

Developed across a multi-agency network, I flew the creative flag from an MYOB perspective - actively shaping the creative work and direction, while also jumping on tolls and producing work alongside the rest of the team.