In the annual tax battleground, H&R Block faces a formidable opponent: the growing trend of Australians opting for the DIY approach through the increasingly sophisticated ATO online submission platform.

We unearthed an interesting fact: a staggering one billion dollars in unclaimed tax deductions slips through the cracks each year as Australians navigate alone the complex tax landscape.

Inspired by this discovery, our creative idea dramatised this fact by showing a H&R Block deduction hunter leading a client through the land of lost tax deductions to help him reclaim his deductions.

This campaign rolled out with 30 & 15-second TVCs, YouTube pre-roll content, and in-store branding.