Atlas Iron. One vision many hands.

SHED have been working closely with ATLAS to bring to life the Brand Pillars and Values developed by The Right Group.

Atlas pride themselves on being an employer of choice who offer their people a strong culture and a great inclusive working environment that is full of diverse opportunity.

Our strategic insight was that the ATLAS SPIRIT and Atlas' success is in everyone's hands. The company has a very single minded vision that they want everyone to commit to in order to realise it.

We asked everyone in the company from the Chairman and MD down to demonstrate their commitment by making a physical mark.

As part of a series of Atlas gatherings, each employee dipped their hand in paint and made a print that was subsequently scanned and filed in a database.

Most of the other mining companies are very corporate and predictable when it comes to their look and feel. Atlas, while being incredibly successful with bold growth plans and strategies in place are just not that kind of Company! When we presented the concept we weren't sure how they would react but they literally grabbed it with both hands and encouraged us to run with it.

These handprints are being used as part of the new corporate look and feel, appearing in the employee handbook, on recruitment templates and collateral and are a major feature the 2012 Annual Report and a new 6 minute branding film recently directed and produced by SHED.

In what we believe to be a first in Annual report design, shareholders are encouraged to find out more using their smartphones and the augmented reality app Aurasma lite. The images printed on the page literally come to life allowing the viewer to hear Atlas' history and future plans from the mouths of Chairman David Flanagan and MD Ken Brinsden.

Atlas prides itself on being a good corporate citizen and philanthropy and charitable works are encouraged throughout the organization. There is a video that explains this important part of the Atlas culture and another where we hear from an employee what its like to be a part of the Atlas family and have a hand in their success.

The simple act of making that mark of commitment has been a real leveler and a great success within the Atlas camp that's proving to be a powerful and tangible metaphor that says everyone in the Atlas family is important.

As the idea continues to roll out, it will give all of Atlas' communication touch points a very personal and human feel that will set them apart as a brand and an employer.

SHEDcsc Features.

SHEDcsc have recently completed a 6.5 minute corporate film for resources client Atlas. The video was written, directed and produced by SHEDcsc and shot on location over 7 days in the Pilbara by D.O.P Mark Zagar. Sound and original music was created by Tim Count at MDS. With the offline edit and online post production happening at Firstlight and Sandbox respectively. This marks the end of an extremely busy period for SHEDcsc and Atlas, that also included the design and production of the 2012 Atlas Annual Report featuring augmented reality technology.

SHEDcsc Deliver.

The new owners of the national coffee delivery franchise Cappuccino Express, briefed SHEDcsc to produce a radio campaign targeting potential new franchisees. Our campaign was based on closing down sales for failed ventures to make the point that unlike many other passions, a love of making great coffee can be easily turned into a money making business. SHEDcsc wrote and produced a campaign of 3 radio ads plus a standalone Cappuccino Express radio brand spot.

SHEDcsc turn Green.

GreenHOUS are a Perth based company who source state-of-the-art energy saving products from around the world for distribution throughout Australia. With electricity prices continuing to soar, SHEDcsc developed the 'Power To Save' positioning to inform the public that by choosing to use GreenHOUS products, they can take control of their power bills instead of being at the mercy of the government and the power companies. The campaign work to date has included the GreenHOUS website, designed and built by SHEDcsc, along with print, radio and POS.

SHEDcsc get Professional.

SHEDcsc has been appointed as the agency of record for the Professionals Real Estate Group WA & Northern Territory. Campaigns to date include 'Go For Gold', a listings incentive that ran during the Olympics. 'Get Hit By A Moving Van', a joint Professionals/Thrifty, free moving van promotion and 'PMP', a campaign pushing the benefits of Professionals Property Management. All of these campaigns have included press, radio, web, direct mail and POS elements.

SHEDcsc on-board with The West Coast Pirates.

SHEDcsc have joined the WARL (WA Rugby League) team to help secure WA as home to the NRL's newest franchise. The campaign to rally public support for a WA based team included a TV ad, digital, print and radio. Feedback has been extremely positive with thousands signing up to show the NRL that WA is ready for the Big Game.

SHEDcsc in Danny Green's corner.

SHEDcsc are working closely with Soul Films director Martin Wilson and the Green Machine to help combat 'One Punch Violence'. SHEDcsc wrote a series of tv scripts, one of which has been produced and presented by Danny Green and his management to the State Government for support and funding.


We were contracted by Rob Stocco from Solutions Plus to create a new campaign for Pharmacy 777. The brand positioning we arrived at was 'We Believe In Your Good Health'. The 4 TV spots featured Pharmacy 777 pharmacists and were produced and directed by Splitscreen's Lee Guy Wallis and Scott Wright. The TV ads were supported by a suite of new press ads and in-store point-of-sale.


In November 2011, SHEDcsc developed new employer branding creative for ATLAS IRON through a strategic alliance with The Right Group. Launching with the Employee Handbook.


Back in September we were approached by Netball WA to develop a new brand positioning for the State Team the West Coast Fever. The big news was Former Australian Diamonds National Coach Norma Plummer's appointment as Head Coach. Norma brings a formidable reputation and track record to the team. Her no nonsense approach is bound to make a difference this season and it was the inspiration for our new 'TOUGH LOVE' campaign. The campaign started with a re-design of the members website followed by membership brochures, posters and press.

Watch the rest of this campaign.

Allpest: Spider
Allpest: Cockroach
Allpest: Rat
Allpest: Termites


Through our friends at Splitscreen, we were asked to create a new TV campaign for WA's leading Pest Controllers Allpest. The budget was tight so the brief was to use stock footage. It was both an interesting and fun challenge that we were all very happy with in the end. Unfortunately the same can't be said for the rats, cockroaches spiders and termites. They were all mortally offended and have no doubt complained to the Advertising StandardsBoard. A very risqué viral is on its way so watch this space!

Watch the rest of this campaign.

Liquor Barons: Expensive
Liquor Barons: Saloon
Liquor Barons: Hair of the Dog
Liquor Barons: Honeymoon
Liquor Barons: More than a Mouthful
Liquor Barons: Bubbles
Liquor Barons: Space Race
Liquor Barons: Firkin


Back in Oct 2011 we were approached by Liquor Barons to develop a new brand positioning for the group. This was in conjunction with a new TV campaign to leverage their sponsorship of the International Summer of Cricket Series on 7.
The new positioning line, 'We Know Our Drinks. We Know Our Drinkers.' was brought to life via a campaign of 8 quirky spots that evidenced LB's extensive product knowledge by way of some rather interesting facts. The TV ads were supported by retail radio.


It was a big weekend for Perth with the Commonwealth Heads of Government in town along with her Royal Highness Queen Elizabeth II. To add madness to the mayhem, it was also a long weekend! We seized the opportunity and created a topical ad for Liquor Barons that raised a few glasses and nodoubt a few eyebrows!

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Every year Native Animal Rescue cares for almost 3000 native animals and birds. Their goal is to help them recover, then release them back into their natural habitat. To do this, they rely almost entirely on public support in the form of donations and volunteers. They are adorable creatures in need of your support, so our solution was to let them speak for themselves.