‘The land of lost deductions’: H&R Block launches its first campaign from The Works

H&R Block has launched its first campaign from The Works, which won the creative account in March, ahead of tax time.

The ad takes place in ‘the land of lost deductions’, a store room of boxes, objects and cars that people could have claimed on their tax returns, but missed out.

Damian Pincus, founder and creative partner at The Works, said in a statement: “Tax time can often be a daunting prospect for many who are trying to navigate the complexities of what they can and can’t claim as deductions. The Land of Lost Tax Deductions shows that by using experienced H&R Block tax experts, Australians can ensure they are securing their maximum return.”

Louise Cummins, marketing and digital product director at H&R Block, said: “Over a billion dollars of unclaimed tax deductions are being missed each year and they don’t need to be. We work tirelessly every year for our 750,000 clients to ensure they claim all they can, that’s why we offer our maximum refund guarantee. We’re delighted with how these spots tell that story in a simple yet compelling way.”

The media planning and buying will be executed by PHD, which won H&R Block’s account in November last year.

Anelida Pardini, group business director of H&R Block at PHD, said: “PHD are excited to be partnering with H&R Block to evolve the media approach for tax time – helping to make tax time less taxing.”

The campaign will consist of 30 and 15-second TVCs, YouTube pre-roll and in-store branding.


Creative Partner: Damian Pincus
Creative Partner: Paul Swann
Creative Project Leader: Teffan Beeson
Planning Director: Cate Mathers
Art Director: Wassim Kanaan
Copywriter: Craig Rosenthal
Production agency: Daresay
Head of Broadcast & Content Production at Daresay: Alistair Pratten
Post Production: Blockhead
Director: James Dive
Production: Scoundrel
Sound: Nylon
Media: PHD
PR: Frank PR
Print Partner: Blue Star


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