Love Our Work: Claire Stapleton on Ausify Your Algo

The 'Ausify Your Algo' campaign, created by Bureau of Everything, encourages Aussies to take back control of their algorithm by actively searching for local artists. The cinematic work replicates a music video with a distinctly Australian feel, rather than a traditional TVC, and features beloved artists such as Thelma Plum, Keli Holiday, G Flip, and Shannon Noll.

Claire Stapleton praises the campaign and explains why it stands out to her.

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LBB> What's a piece of work you love?

Claire> Music Australia’s 'Ausify your Algo' by Bureau of Everything.

LBB> What do you love about it?

Claire> Have you seen it? It’s nice. I'm jealous. But it’s more than just the aesthetic and the ABCs of Aussie musicians. It nails what artists go through. We are not seeing Australian artists, hearing artists, or finding artists because of algorithms. They are getting buried. I read in LBB's article that just 8% of the music Australians listen to is local. And this is a super sweet way to get the algo power back. The perfect middle finger to the problem.

LBB> Is it in line with work that usually grabs your attention?

Claire> Anything that is clever, cool, and shifts behaviour, I'm into. Massive congrats to the client, agency, digital studio, sound engineers, and the production crew on this. As well as the film and OOH, what also grabbed my attention was the campaign site. 

On the home page I chose a vibe and ended up listening to a few sample tracks before I clicked into YouTube Music and played the full version of ‘Simple Games’ by Zretro. And now the album lives in my favourites. Thank you. From a design POV, the site is simple to navigate, and I appreciated the design flourishes especially the records spinning as you flick through the curation of music.

LBB> What does it do for the brand, the category, the agency, and/or our industry?

Claire> I think Aussies will genuinely want to participate in this campaign. And obviously it helps the artists, though unfortunately after Zretro, my music app auto-queued an overseas artist. But it’s a start. And a good one at that.

LBB> And what does it do for the agency and our industry?

Claire> For our industry, I hope it shows that we don’t need to tick boxes to make a good ad. This works. It’s playful, purposeful, and people-first. I love the fact that I’ll go back to the campaign site (not sure I’ve ever said or done that before) and find other artists and tracks I like.