Merivale is the one of the largest hospitality groups in Australia, boasting an impressive portfolio of over 90 venues. While each brand is as unique as the next, one thing they all have in common is they accept Merivale Gift Cards.

For just 48 hours, Merivale wanted to offer a historic deal – 20% off Gift Cards. Yes you're reading correctly.

To showcase this once-in-a-blue-moon offer we needed to do something different. We needed to be 'un-Merivale'.

A group-wide gift card promotion had never been done before, and as part of a freelance booking I was brought in to bring some fresh thinking for this campaign.

It began with a high-concept brainstorm, with many ideas proposed, tested and ultimately shot down – however one idea stood out from the rest.

In the digital age of hackers, phishing links, WhatsApp scammers, it can be hard to know what's real and what's fake. Confident and a little bit self-aware, 'This is not an error' was the simple tagline that informed the eclectic, Y2K-inspired motion graphics.

20% off Merivale. This is the real deal, and it can be yours if you act quick. All of this was the result of a weeklong sprint to command the attention of Sydney in less than 48 hours.

Credit to Pollyanna Guthrie (Senior Creative), Scott Wrigg (Creative Director) and the rest of the Merivale team who championed the idea and carried it over the finish line beyond my tenure.

As part of the conceptual process I also created a few unused concepts based on the idea of gift cards 'entering the world of Merivale'.

Again, hyperstylised and colourful, this alternate route puts the offer up close and personal, screaming urgency and deliciousness.

To showcase this once-in-a-blue-moon offer we needed to do something different. We needed to be 'un-Merivale'.

Brandon Wehbe acknowledges and pays respect to the traditional custodians of the land on which he works and lives, the Gadigal people of the Eora Nation.

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