AUNZ Work of the Week: Just Eat and ABEL

In an effort to shake off tired category tropes, Australian indie ABEL’s ‘This Body Says’ brand platform for Just Eat Takeaway gives voice to warring body parts deciding what to order.

Staring at a food delivery app, paralysed by choice, has become a modern ritual. Rather than another campaign touting the variety and convenience of food delivery, ‘This Body Says’ looks past the couch and deep into the human experience.

It’s a dilemma-first campaign that sidesteps literal food shots for the weird, wonderful world of internal monologues, and is set to roll out across 10 European markets (a cheeky pick for AUNZ Work of the Week then, but we couldn’t go past the local indie’s efforts).

From its Sydney base, the independent agency produced 50 unique pieces of creative and over 3,000 total assets, proving its model against global networks.

This ambitious pan-European rollout became a rigorous test of the agency’s foundational promise: to deliver big-network impact with indie agility. The creative solution relied on visual storytelling and pared-back voice-overs, a deliberate choice to ensure the humour and message could be seamlessly transcreated without losing its charm, avoiding the pitfalls of dialogue-heavy spots.

Navigating 10 different markets is a delicate balance, and the simple, consistent visual language for the internal world of the body leaves room for local nuance. The result is a campaign that feels grand in scale and surprisingly intimate.