The Work That Made Me: Nada Duyker

The ad/music video from my childhood that stays with me…

Surprisingly (since I don’t drink beer) it would have to be Carlton Draught’s ‘Big Ad’. It was just so over-the-top and ridiculous, but so well done that I would (almost) consider becoming a beer drinker. I feel like it was well before its time, and something that would still hold up today.

The ad/music video/game/web platform that made me want to get into the industry…

I got into the industry by accident! There was no one campaign or ad that I noticed. But one thing I have always loved is pop culture and the influence it has on people. The rise of platforms like TikTok and their impact on the ‘real world’, combined with working in influencer marketing, has meant I’m always immersed in culture. 

The creative work (film/album/game/ad/album/book/poem etc) that I keep revisiting…

The DDB/Mango Macca’s 50th Birthday Campaign – it was one of the reasons I was so excited to join the team here. 

From top to bottom, it was so beautifully integrated, from social to PR to OOH. And the work tapped into so many cultural truths about Macca’s. 

The social component – Macca’s, Remixed, which saw six TikTok influencers take over the iconic Macca’s ‘ba da ba ba ba’ jingle and remix it – totally made sense as part of the overarching campaign strategy, but it was platform specific. I hope we see more of that kind of work from brands and agencies in 2023.

My first professional project…

My first big influencer campaign was with Sydney Water during the drought. It was one of the first ‘always on’ influencer campaigns of its kind, spanning four iterations. It was a mix of both more traditional influencer marketing and influencer content creation to help spread awareness and tips around water saving.

The piece of work (ad/music video/ platform…) that made me so angry that I vowed to never make anything like *that*…

Not a specific piece of work, but I am wildly opposed to ‘pose and post’ type content. Influencer marketing and influencers themselves are so stereotyped by this type of content.

The piece of work (ad/music video/ platform…) that still makes me jealous…

Telstra’s Coverage Matters campaign on TikTok was a fantastic example of using the platform to create content that speaks indirectly to the brand and is super effective. 

The creative project that changed my career…

A combined influencer and social shoot campaign for a housing community. It was one of the first times I considered the possibility of influencers outside of social.

The work that I’m proudest of…

A social shoot with Part Time Rangers, an emerging seltzer brand, last year. It was an idea I executed start to finish, alongside clients who really trusted the creative direction and idea. The brand itself is also quite feel-good, with proceeds from each can donated to animal welfare. I was so proud of how it all ran. Plus, our shoot day just happened to be the only sunny day that week, which always helps.

The recent project I was involved in that excited me the most…

Starting at Mango! I’m at an agency that truly understands the power of influencer marketing, working alongside brilliant people and some of Australia’s most famous brands. I can’t wait for what 2023 holds, both for me professionally and for the ever-evolving influencer marketing industry.