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<channel>
	<title>Daniel Borghesi</title>
	<link>https://daniborg.com</link>
	<description>Daniel Borghesi</description>
	<pubDate>Thu, 03 Jul 2025 01:32:49 +0000</pubDate>
	<generator>https://daniborg.com</generator>
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	<item>
		<title>THE PLASTIC FORECAST</title>
				
		<link>https://daniborg.com/THE-PLASTIC-FORECAST</link>

		<pubDate>Sun, 12 Nov 2023 04:45:00 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/THE-PLASTIC-FORECAST</guid>

		<description>THE PLASTIC FORECAST



YEAR: 2023AGENCY: M+C SAATCHI
PRODUCTION: COLLIDER STUDIO

Plastic has bled into every part of our planet.
Even our rain.
The Plastic Forecast, developed with the help of scientists at Minderoo Foundation, combines research on atmospheric plastic with daily weather forecasts to estimate the daily ‘plastic rain’ in an easy-to-understand weather report.
The science was brought to life by supporting partner, Collider Studios, who created a data-driven design system and 3D plastic cloud that reacted to the live weather conditions.


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		<title>FOREVER GOLDEN</title>
				
		<link>https://daniborg.com/FOREVER-GOLDEN</link>

		<pubDate>Thu, 12 Jun 2025 02:33:48 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/FOREVER-GOLDEN</guid>

		<description>FOREVER GOLDEN



&#60;img width="2394" height="1347" width_o="2394" height_o="1347" data-src="https://freight.cargo.site/t/original/i/42573530872f118ced0d4ec2d2ccd9a551c8ebc7bc0afa3dd166368becdd4c48/-1.jpg" data-mid="234489101" border="0"  src="https://freight.cargo.site/w/1000/i/42573530872f118ced0d4ec2d2ccd9a551c8ebc7bc0afa3dd166368becdd4c48/-1.jpg" /&#62;
YEAR: 2025AGENCY: M+C SAATCHI
PRODUCTION: GOOD OIL
DESIGN: OOFT STUDIO

For too long, the Socceroos have been seen through the rearview mirror, compared to the so-called ‘Golden Generation’ of 2006. But with a sixth consecutive FIFA World Cup™ locked in, we thought it was time to reframe the narrative.


Forever Golden is the new brand platform for the Socceroos – created by us at M+C Saatchi in partnership with Football Australia – and it flips the story. Instead of asking if our best days are behind us, it dares to ask: What if they never left?


From winning a major trophy in 2015 to taking Argentina to the wire in Qatar, this team keeps delivering. So rather than rely on nostalgia, we built a campaign rooted in belief, momentum, and the energy that fuels football in Australia – from the terraces to the couch at 3am.


We worked with OOFT Studio to give the team a new look too – a bold, kinetic identity that moves like a flag in full swing. It feels modern, alive, and driven by the people who support it.


Tony Popovic, Head Coach, Socceroos, said: “We know just how special it is to wear the Socceroos jersey. The pride it instils in us as we represent our friends, our family and our nation. This campaign reminds us that while the past provides us wonderful moments and memories that live within all of us – the best is still to come. We’re excited to now take that journey towards the World Cup.”






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	<item>
		<title>DOUBT NEVER DID</title>
				
		<link>https://daniborg.com/DOUBT-NEVER-DID</link>

		<pubDate>Thu, 03 Jul 2025 01:32:49 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/DOUBT-NEVER-DID</guid>

		<description>DOUBT NEVER DID




YEAR: 2025AGENCY: M+C SAATCHI
PRODUCTION: MOFA


‘The great Australian dream’ is one big myth. Because there’s no one dream.
Every dream is worth chasing.


To help CommBank relaunch their brand, we created a bold new platform: Doubt Never Did. A rallying cry to shake off self-doubt and chase your own version of the Australian dream, whatever that may be.


The campaign kicked off by seeding doubt, literally, across 200+ high-impact sites nationwide. Massive OOH placements with one word: DOUBT.
 Some were defaced. Tagged. Ripped down. Which suited us just fine. Because one week later, those same sites flipped to reveal the full message: Doubt Never Did.Each OOH placement linked to powerful true stories of overcoming doubt. Like Matildas superstar Mary Fowler, recovering from an ACL injury. Shaun Christie David, who left a banking job to open a restaurant with no hospitality experience. And Zoe Karatzovalis, a part-time dancer turned founder of her own all-abilities performing arts studio. 



We launched a brand film directed by the brilliant Yianni Warnock (MOFA). Iconic Aussie rock band Wolfmother got involved — covering Bon Jovi’s It’s My Life for the soundtrack.


It’s all about giving doubt the bird — and chasing whatever dream you want. Not the dream we were all told to chase.


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&#60;img width="1778" height="1000" width_o="1778" height_o="1000" data-src="https://freight.cargo.site/t/original/i/30b8305e7b18dda686eaf52f6431db388159913e11067bce3c6a5c3fa4981cce/Street-posters_3a.jpg" data-mid="237607794" border="0"  src="https://freight.cargo.site/w/1000/i/30b8305e7b18dda686eaf52f6431db388159913e11067bce3c6a5c3fa4981cce/Street-posters_3a.jpg" /&#62;



This new brand platform opened up a wave of product marketing, with 'No Doubt' built to answer consumer uncertainty across every touchpoint.



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	<item>
		<title>LIFEBLOOD</title>
				
		<link>https://daniborg.com/LIFEBLOOD</link>

		<pubDate>Tue, 24 Sep 2024 00:50:05 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/LIFEBLOOD</guid>

		<description>LIFE IS THE REASON



YEAR: 2024AGENCY: M+C SAATCHI













Lifeblood’s awareness was in decline, intention to donate was flat, 50% of bookings were no-shows, only 3% of Australians donated, and they needed 100,000 new donors to meet demand.
 ‘Life Is The Reason’ set out to gather 100,000 real, personal reasons behind blood, plasma and platelet donation, with the goal of attracting the 100,000 new donors Lifeblood needs.
We flipped the conversation surrounding blood donation on its head. Getting Aussies to rethink all the reasons they don’t donate, or can’t be bothered, to all the powerful reasons they should.The campaign launched in late September 2024. In the first three weeks, we had over 6,250 reasons submitted. We gained over 900 pieces of media coverage and reached over 11M Australians, outperforming campaign reach benchmarks by 653%.
 
 And most importantly, we cracked 100k. We delivered more than 107,000 new donors by the end of the financial year.&#38;nbsp;
Reasons are still being collected here. Donate, and share yours.


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&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5cf55e09ab12cd646416684e538e78e511a6a34094efe2645a534b959389850a/LITR_Rooftop-Billboard-LFOOH-Mock.jpg" data-mid="218564539" border="0"  src="https://freight.cargo.site/w/1000/i/5cf55e09ab12cd646416684e538e78e511a6a34094efe2645a534b959389850a/LITR_Rooftop-Billboard-LFOOH-Mock.jpg" /&#62;

&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/26e0848379fb5ea01b5f55c227a937e826033faeb2c129209bb8fac336cac1cd/LITR_Inside-Billboard-LFOOH-Mock.jpg" data-mid="218564537" border="0"  src="https://freight.cargo.site/w/1000/i/26e0848379fb5ea01b5f55c227a937e826033faeb2c129209bb8fac336cac1cd/LITR_Inside-Billboard-LFOOH-Mock.jpg" /&#62;&#60;img width="1811" height="6372" width_o="1811" height_o="6372" data-src="https://freight.cargo.site/t/original/i/edd58c2feff14e0e7b3650048574abe080ced336e33b37c97cc2b62ecc7a53de/Final-SFOOH.jpg" data-mid="218651817" border="0"  src="https://freight.cargo.site/w/1000/i/edd58c2feff14e0e7b3650048574abe080ced336e33b37c97cc2b62ecc7a53de/Final-SFOOH.jpg" /&#62;



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</description>
		
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	<item>
		<title>MYOB</title>
				
		<link>https://daniborg.com/MYOB</link>

		<pubDate>Wed, 25 Sep 2024 03:41:14 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/MYOB</guid>

		<description>EVERYONE’S BUSINESS



YEAR: 2024AGENCY: M+C SAATCHI
PRODUCTION: GOOD OIL























Good business has knock-on effects.
 So we quickly realised everyone benefits from a business with MYOB. Which is why MYOB believes everyone deserves the best business software at the best price possible.
So of course, our new brand platform ‘Everyone’s Business’ was born. We soft-launched it through a retail offer with fully transformative powers.

&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0317f3ad55471b1552f025971dc0ad0c6bc2cb8095d94ce80d8dd7f9def44572/Final-Hero-LFOOH---Silks---V3.jpg" data-mid="219933020" border="0"  src="https://freight.cargo.site/w/1000/i/0317f3ad55471b1552f025971dc0ad0c6bc2cb8095d94ce80d8dd7f9def44572/Final-Hero-LFOOH---Silks---V3.jpg" /&#62;

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</description>
		
	</item>
		
		
	<item>
		<title>DO LESS WORK WORK</title>
				
		<link>https://daniborg.com/DO-LESS-WORK-WORK</link>

		<pubDate>Thu, 20 Feb 2025 08:08:03 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/DO-LESS-WORK-WORK</guid>

		<description>DO LESS WORK WORK



YEAR: 2025AGENCY: M+C SAATCHI
PRODUCTION: MOFAEveryone 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.






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&#60;img width="5120" height="2880" width_o="5120" height_o="2880" data-src="https://freight.cargo.site/t/original/i/a06d84fe59db44acede92415f9af2893e53c45850a46e07fed7eb0d88332ee1d/Billboard-3.jpg" data-mid="227154383" border="0"  src="https://freight.cargo.site/w/1000/i/a06d84fe59db44acede92415f9af2893e53c45850a46e07fed7eb0d88332ee1d/Billboard-3.jpg" /&#62;
&#60;img width="2632" height="1378" width_o="2632" height_o="1378" data-src="https://freight.cargo.site/t/original/i/6c8c947a60729635aa0e0b9fbb8ad1d7bcf9cedf64bded3f2e72bbf9ddb1fe9f/Design.gif" data-mid="227154384" border="0"  src="https://freight.cargo.site/w/1000/i/6c8c947a60729635aa0e0b9fbb8ad1d7bcf9cedf64bded3f2e72bbf9ddb1fe9f/Design.gif" /&#62;

</description>
		
	</item>
		
		
	<item>
		<title>FOR ALL THE WAYS WE CAN</title>
				
		<link>https://daniborg.com/FOR-ALL-THE-WAYS-WE-CAN</link>

		<pubDate>Sun, 12 Nov 2023 04:45:01 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/FOR-ALL-THE-WAYS-WE-CAN</guid>

		<description>FOR ALL THE WAYS WE CAN






	YEAR: 2022AGENCY: M+C SAATCHI
PRODUCTION: FINCH
	For nearly a decade, CommBank’s ‘Can’ brand platform stood the test of time. But in 2022, we got the chance to freshen things up.We twisted ‘Can’ into a more helpful and hopeful version of itself, launching with a massive brand campaign, but more importantly, influencing the bank’s behaviour.


 
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&#60;img width="6326" height="2657" width_o="6326" height_o="2657" data-src="https://freight.cargo.site/t/original/i/82380f9f9777d4b58fff5f2d95b7601bf67f9575012c47454bd916129ad11ced/CB-Hero-layouts.jpeg" data-mid="196597818" border="0"  src="https://freight.cargo.site/w/1000/i/82380f9f9777d4b58fff5f2d95b7601bf67f9575012c47454bd916129ad11ced/CB-Hero-layouts.jpeg" /&#62;
&#60;img width="6326" height="2657" width_o="6326" height_o="2657" data-src="https://freight.cargo.site/t/original/i/275a332cd497d0a1521ff68487995c8ac69167257b9ad3eb6001943b1c396594/CB-Hero-layouts4.jpeg" data-mid="196597819" border="0"  src="https://freight.cargo.site/w/1000/i/275a332cd497d0a1521ff68487995c8ac69167257b9ad3eb6001943b1c396594/CB-Hero-layouts4.jpeg" /&#62;</description>
		
	</item>
		
		
	<item>
		<title>TOMORROW'S TILLIES</title>
				
		<link>https://daniborg.com/TOMORROW-S-TILLIES</link>

		<pubDate>Sat, 20 Jul 2024 14:06:48 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/TOMORROW-S-TILLIES</guid>

		<description>TOMORROW’S TILLIES






	YEAR: 2024AGENCY: M+C SAATCHI
PRODUCTION: WILDEBEEST
	CommBank is the largest supporter of women’s football in Australia, and the major sponsor of the Matildas.
They were expanding their Growing Football Fund, to empower 50,000 young women over a two year period. The girls who could one day line up for the Tillies.
So we launched Tomorrow’s Tillies, and announced a new kind of squad. Of 50,000 young girls.
We thought we’d give ‘em the good news by having today’s Tillies call them (fair to say they were stoked).
Most amazingly, CommBank let us change their brand platform from ‘We Can’, to ‘They Can’, until the end of the Paris Olympics.



&#60;img width="3931" height="3736" width_o="3931" height_o="3736" data-src="https://freight.cargo.site/t/original/i/1fcc13de7e6cbd3d0b257ad91dedbcb0a67832c36b8906a66ef5b4b8f092b3aa/Matildas.png" data-mid="215904834" border="0"  src="https://freight.cargo.site/w/1000/i/1fcc13de7e6cbd3d0b257ad91dedbcb0a67832c36b8906a66ef5b4b8f092b3aa/Matildas.png" /&#62;</description>
		
	</item>
		
		
	<item>
		<title>WE ARE THE WARNING</title>
				
		<link>https://daniborg.com/WE-ARE-THE-WARNING</link>

		<pubDate>Sun, 12 Nov 2023 04:45:01 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/WE-ARE-THE-WARNING</guid>

		<description>UNCLOUD: WE ARE THE WARNING





YEAR: 2023AGENCY: M+C SAATCHI
PRODUCTION: THE GLUE SOCIETY
With government campaigns doing nothing to slow the vaping epidemic, we got young Australians whose mental and physical health had been affected to write their own warning labels, presenting them to decision makers while reforms took shape.These weren’t warnings from faceless legislators, they were warnings from the heart. 
We also launched UNCLOUD, a platform for them to warn other young people of the horrors of vaping addiction and help them see the truth.
The warnings and broader campaign appeared across youth culture with supporting films and outdoor. Others were encouraged to visit UNCLOUD.ORG to share warnings of their own.


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&#60;img width="1000" height="671" width_o="1000" height_o="671" data-src="https://freight.cargo.site/t/original/i/330c2c2a7e080b226bc3f043a1239c220a747523593fbfa952472ed52abbb95a/Sio_1b-copy.jpg" data-mid="197114313" border="0"  src="https://freight.cargo.site/w/1000/i/330c2c2a7e080b226bc3f043a1239c220a747523593fbfa952472ed52abbb95a/Sio_1b-copy.jpg" /&#62;
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&#60;img width="1000" height="671" width_o="1000" height_o="671" data-src="https://freight.cargo.site/t/original/i/b03b36d87e8e09ff3893cc5bf9a8ea28491cf8ce3accd1a19c008dfe84563f7c/Kate_1b-copy.jpg" data-mid="197114311" border="0"  src="https://freight.cargo.site/w/1000/i/b03b36d87e8e09ff3893cc5bf9a8ea28491cf8ce3accd1a19c008dfe84563f7c/Kate_1b-copy.jpg" /&#62;
&#60;img width="1000" height="671" width_o="1000" height_o="671" data-src="https://freight.cargo.site/t/original/i/77f1ce0e494cedee6245df70ab93b1a1b25e6d900bd8961c6217665dfd1e45fb/Jade_1b-copy.jpg" data-mid="197114308" border="0"  src="https://freight.cargo.site/w/1000/i/77f1ce0e494cedee6245df70ab93b1a1b25e6d900bd8961c6217665dfd1e45fb/Jade_1b-copy.jpg" /&#62;
&#60;img width="1000" height="671" width_o="1000" height_o="671" data-src="https://freight.cargo.site/t/original/i/0b7e85191855c81d1ba3d581ba41c7d026a008c544d5acea56c46b73872836fb/Joy_1c-copy.jpg" data-mid="197114309" border="0"  src="https://freight.cargo.site/w/1000/i/0b7e85191855c81d1ba3d581ba41c7d026a008c544d5acea56c46b73872836fb/Joy_1c-copy.jpg" /&#62;


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&#60;img width="3072" height="1920" width_o="3072" height_o="1920" data-src="https://freight.cargo.site/t/original/i/fc6bd6e60cc630325b6a1be25c735286d1017c39ddc9bae5fb533c80021099c3/file.jpg" data-mid="207862735" border="0"  src="https://freight.cargo.site/w/1000/i/fc6bd6e60cc630325b6a1be25c735286d1017c39ddc9bae5fb533c80021099c3/file.jpg" /&#62;


</description>
		
	</item>
		
		
	<item>
		<title>A LIFE CHANGING LIFE</title>
				
		<link>https://daniborg.com/A-LIFE-CHANGING-LIFE</link>

		<pubDate>Tue, 14 Nov 2023 01:57:46 +0000</pubDate>

		<dc:creator>Daniel Borghesi</dc:creator>

		<guid isPermaLink="true">https://daniborg.com/A-LIFE-CHANGING-LIFE</guid>

		<description>A LIFE CHANGING LIFE





	YEAR: 2021AGENCY: M+C SAATCHI
	There are life-changing careers, but there aren’t many that change two lives.
A Life Changing Life shone a light on the two-way street that is a career in the Australian support sector.
At the heart were a suite of content films where six real Australians candidly revealed how their lives had been changed by their support workers, for the very first time.
In less than 8 weeks, we generated 1.4 million organic impressions, 1.3 million clicks to the website, 11,000 job board visits, and 500 new applicants - but its effects are still being felt.


 

&#60;img width="1192" height="843" width_o="1192" height_o="843" data-src="https://freight.cargo.site/t/original/i/b6387100a6a1c12cf98d9b2372dc0882d1ee28111db547bb1b9eb55091d466d9/A-Life-Changing-Life_Logo_LockUp_RGB_Option2-01.jpg" data-mid="196779130" border="0"  src="https://freight.cargo.site/w/1000/i/b6387100a6a1c12cf98d9b2372dc0882d1ee28111db547bb1b9eb55091d466d9/A-Life-Changing-Life_Logo_LockUp_RGB_Option2-01.jpg" /&#62;
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