H&R Block turns tax season into over-the-top game show via The Works

H&R Block is encouraging Australians not to wing their tax returns in the latest campaign from Capgemini’s The Works, ‘Don’t Wing It, Ka-Ching It’.

The campaign sees a contestant competing, and losing, in the fictitious ‘Wing It’ game show, only for their problems to be solved once they visit an H&R Block office.

The 30-second spot sees the competitor attempting to file their tax returns, while being pelted with balls, getting a net dropped on them, and getting shot by the Capital Gains Cannon.

As well as the 30-second spot, the campaign includes a 15-second spot, radio, digital, out-of-home and an Instagram-based social game.

H&R Block’s Instagram game

Damian Pincus, creative partner at The Works, said: “This campaign is something of a departure to traditional tax advertising. We wanted to bring a sense of fun and excitement into the work and clearly show that while doing your own tax online is a tempting option, it’s not worth winging it and missing out on money you’re entitled to.”

Louise Cummins, marketing and digital innovations director at H&R Block, added: “Research shows a quarter of Aussies will make mistakes while doing their tax return online, and 60% feel unsure of the entitlements they can claim. It takes years of training to become a tax professional, so we shouldn’t play games and think we know better when it comes to doing our taxes.”

Back in October, H&R Block released “Taxation Relaxation”, to help people sleep while listening to the Income Tax Assessment Act of 1997. Last year, The Works created a campaign to assist Australians in answering the Big Questions at tax time.

Earlier this month, The Works had announced the appointment of Kristie Thistlethwaite as managing partner and Jasmine Lansdell as general manager – people and operations.

The Works’ parent company RXP Group was acquired by Capgemini in March of this year. The Works reports directly to Capgemini.


Client: H&R Block

Marketing and Digital Innovations Director: Louise Cummins

Managing Director: Brodie Dixon


Agency: The Works

Creative Partner: Damian Pincus

Creative Director: Guy Patrick, Nathan Bilton

Art Directors: James Gillespie, Nathan Moore

Copywriter: David Arns, Jermaine Rowe

Strategy: Caroline Ghatt

Managing Partner: Kristie Thistlethwaite

Creative Project Manager: Kirsty Judges

Agency Producer: Honae MacNeill


Media: PHD

Public Relations: Candid Communications

Production company: Hooves

Director: Dinosaur

Sound: Rumble Studios


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