Julia Dantchev
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Outback Steakhouse

We were pitching Outback's Hispanic business. As inspiration, they sent every agency a kit complete with treasure maps, whips, toy snakes, silly hats and plastic lizards. We had to do something to impress them, so we went out and bought a life-sized kangaroo I had spotted at FAO Schwarz earlier that month. I picked her up from the store, documented her trip back to the office and christened her Maggie Roo. Her story and the remainder of our creative and strategic presentation was sent to the client in her pouch. 

 

Maggie was invited to act as a consultant at an advertising agency in the big city.

Maggie was invited to act as a consultant at an advertising agency in the big city.

She found a few animals along the way but they weren't terribly talkative.

She found a few animals along the way but they weren't terribly talkative.

Rather than taking a cab, she decided to take the subway since it reminded her of life down under.

Rather than taking a cab, she decided to take the subway since it reminded her of life down under.

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She greeted the receptionist, she was ready to get to work.

She greeted the receptionist, she was ready to get to work.

She checked the team's presentation to make sure they were delivering on the authentic outback vibe.

She checked the team's presentation to make sure they were delivering on the authentic outback vibe.

Maggie took it upon herself to print enough copies to take back with her.

Maggie took it upon herself to print enough copies to take back with her.

Her work with the team was done, it was time for Maggie to go to Outback.

Her work with the team was done, it was time for Maggie to go to Outback.

Thanks to all of Maggie's help, the agency won!