A Mystery Combo launched through Uber Eats for Maccas.

To drive awareness that Uber Eats delivers Macca’s direct to your door, we launched a brand new menu item, exclusive to Uber Eats - the Apple Pie McFlurry. A genius combination of Hot Apple Pie & Caramel Sundae, together at last.

Macca’s fans love to create their own ‘secret menu’ combos, and 1 in 4 McDonald’s Apple Pies ordered on Uber Eats is accompanied by a Sundae. So our social campaign teased the imminent arrival of a new mystery combo, driving some of our strongest social engagement to date. After the big reveal fans had a week to order one before anyone else through the app.

The product launch generated 223 pieces of media coverage, including national TV & US media. 23,786 Apple Pie McFlurrys were purchased in 6 days; that’s double the total McFlurry sales in the previous week, making it the #1 Macca’s product sold. McDonald’s sales saw a 20% uplift on launch day and we increased Macca’s awareness on Uber Eats by 5%. We added over 2000 new eaters on the app and over 7000 new to McDonald’s.

Donating clothes in style

To raise awareness of the annual Uber & Red Cross Clothing drive and dispel misconceptions around the quality of clothes that can be donated, we threw the first ever Farewell Fashion Show. 

Hosted by Jackie O and James Tobin, it featured 12 television and fashion personalities pledging their support by strutting down the catwalk in the very outfits they were donating.

Uber Eats - Cinco de Mayo

When it comes to a celebration, Uber Eats is always there to supply the food. But this year, for Cinco de Mayo, we also supplied the entertainment. 

Over a three-hour period on Facebook Live, a traditional mariachi band strummed their guitars, blew their trumpets and sang for the masses. The concept was simple, every time the music stopped another Uber Eats discount code dropped – it was our spin on musical chairs.

Red Bull - Uphill Marathon


To mark the launch of Red Bull Australia’s new Strava running club, Aussie runners are being challenged to compete in a new kind of race.

‘The Uphill Marathon’ is the first marathon where the steepest run wins, not the fastest. Runners are invited to join Red Bull’s Strava club and clock up 42.2km before April 6, where every metre of their elevation gain is logged to the Red Bull running website. The runner who completes the distance with the highest total elevation gain will be crowned king or queen of the hill.

AdNews Emerging Agency of the Year


Our first year in business and the best year of our careers.
We are thrilled to be named 2015 AdNews Emerging Agency of the Year.

B&T 2016 Emerging Agency of the Year


It’s a hat trick! Massive smiles at Special Group today after picking up our third Emerging Agency of the Year recognition.


Special Factory Party

This year we did Christmas in January and showed off our studio with a Warhol themed factory party. It was the best dressed bunch of clients and agency partners we’ve ever seen. 

Red Bull Music Academy

Four new mixes to match your moods have gone live today on Red Bull Music Academy – which forms part of the at home campaign we’ve been working on. Have a listen here: www.rbmaradio.com/home

Gary Heery book launch and exhibition

We were very honoured to open our Special Group Studio space downstairs this week to host Gary Heery’s exhibition Bird. Gary is one of Australia’s most celebrated portrait photographers. In this show, he managed to capture each bird’s own distinct personality. The show is on from the 4th – 18th of December weekdays (10am-6pm) and weekends (10.30am to 4pm) so, pop in and check it out. 


Red Bull Canvas Cooler

To help launch the new Red Bull Summer Edition product we gave wings to artists and ideas with an art project called Red Bull Curates: Canvas Cooler. Ten of Sydney’s most exciting artists decorated the front bars of Bondi's premium watering holes, transforming them into works of art. Using Red Bull coolers as new mediums and turning the cool stainless steel finishes into each venue’s centerpiece, the artists also painted larger scale murals at each venue, launching the works before the media and the public. The coolers are on show right now across various venues in Bondi Beach.

Red Bull Billy Cart

This weekend, Red Bull Billy Cart got underway. After months working with Red Bull on the event, it was great to see everything from giant underpants and a flying thong to a miniature replica of the Delorean from back to the future hurtling down the hill at Centennial Park. The carts were exceptional. Another great event put on by the Red Bull team and a great day had by all. Enjoy a little wrap up video of the day below.


D&AD New Blood Workshop

Matty and Dave, our Creative Partners, were off to judge the D&AD newbloods workshop. Working with their old colleagues at The Glue Society and Nils Leonard the D&AD President from the UK the ‘newbloods’ had to crack an integrated idea in a day and, not only that, had to make every execution. Hats off to them as the work was outstanding across the board. Here’s a little wrap up video of the day; D&AD Youtube Video

Melbourne Cup Luncheon

This was the first test-run of our new space and thanks to the team here we had a great day (ahem and night). Below are a few of the before shots, where everyone was dressed up and the catering was classy. A few hours after this is another story for another news section…

Harris Farm Launch New Drummoyne Store

We’ve been working with Harris Farm bringing their incredibly beautiful brand to life, refining their look and feel and taking them into some spaces they haven’t previously been. The beginnings of which are starting to appear in their brand new Drummoyne store. The store itself is quite an experience so if you’re in the neighbourhood make sure you check it out. Speaking of neighbourhood, to welcome the store we organised for the local school children to paint a mural at the checkouts – and they have done a fantastic job.

Paspaley Film Launch 29th September

It’s not every day you get to go to a film launch from Australia’s lone luxury brand. And it’s definitely not everyday that film is something your agency has made. The new collection and campaign for Paspaley pearls was launched with a short film shot by Ari Weiss in the Kimberleys. It’s beautiful and we’ll have it up soon for you to view.

Hello Harris Farm Markets

And today this announcement. Such decent people with such a good and honest brand. We are stoked.

Harris Farm Markets appoints Special Group.

Harris Farm Markets has appointed Special Group as their new brand agency.  The appointment follows a recent re-structuring within the marketing team and an intensive pitch process to find an agency partner to help with the evolving needs of the growing business.

Martin Walters, Director of Marketing and Customer Experience for Harris Farm Markets said:  “Special Group entered the pitch as the wild card – being a new entity - but they blew us away with their approach to the pitch, the depth of their senior expertise and their insightful understanding of our business in a such a short time frame. We are really excited about working with them and what this new partnership will do for our business”

“It’s a business we believe in, driven by people we share values with and a brand so rich in compelling stories just waiting to be told” said Founding Partner, Lindsey Evans. “We can’t wait to get started”.