DANIEL BORGHESI is an award-winning Creative Director from Melbourne, Australia. He’s sold cars to aliens, created a new kind of weather, and made plenty of skippable pre-rolls.



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DO LESS WORK WORK




YEAR: 2025
AGENCY: M&C SAATCHI
Everyone becomes a sole trader for the work. Not for the work work.

What is work work?

Work work is the work regular work creates. Invoicing. Taxes. Admin. All that stuff.

So we launched SOLO by MYOB. An app for sole traders that took care of all that. Like magic. Then coined the new phrase ‘work work’, through comedian Tom Cashman.

Which really took off. Like magic.