Sallie Hudson

Creative director and writer. Founder Daisy Ideas.


A strategically minded creative with over 20 years' experience in the UK, Australia and NZ. I provide outsourced concept and writing services to agencies and organisations and create end-to-end campaign work through my collective 'Daisy'. I am a creative problem solver who can come up with the big idea, land it, craft the executions and content, and creatively direct. I enjoy turning complex into simple, dry into engaging and confusing into clear. I love great ideas and will happily nurture and grow yours. From the start I can create your name, value proposition, key messages and explainer video. I have a wealth of experience in content creation, sales and awareness campaigns, BTC, BTB and Internal comms. And I absolutely love education, behaviour change and brand engagement. I am available for outsourced project work as well as collaboration with your internal teams.



Sydney Water Bring it to Win it

Get cricket fans to bring their refillable water bottles to the game, using RFD tags, scanners and instant win prizes. 25,000 participation, bringing bottle to 3 games or more.

Sydney Water 'Lift Your Game'

Claymation I conceived, wrote, modelled and co-directed. Created as content to support the Sydney Water 'Lift Your Game 'campaign with Cricket NSW, Sydney Sixers and Sydney Thunder.

Sydney Water Tiny Home

Water conservation roadshow, using a tiny home to showcase all the small changes that can make a big difference.

360 VR Game
Sydney Water 'Beat The Bottle' VR Game

A VR game aimed at encouraging 10-15 year olds at the Royal Easter Show to use refillable water bottles rather than buy plastic. Gamers had to count the plastic bottles on their 'bottle pressure gauge' a hand held counter. Those counting all of them won a prize.

Experience at Sydney Royal Easter Show
Sydney Water 360 Virtual Reality Experience

360 degree VR educational experience to get Easter Show visitors to think about the purity, sustainability and value of tap water. (Use Chrome for 360 degree view.)

Cancer Council NSW teen sunscreen campaign

OOH campaign to remind parents to give teens their own tube of sunscreen. Research shows teens will wear sunscreen, but forget or don't have the money to buy and take with them.

Quiz: What's your parenting super power?

Take this quiz to discover your natural parenting style. Work through the different scenarios to reveal your strengths, and learn how to use each of the parenting styles to support your teenager.

ReachOut Parents Explainer

ReachOut Parents needed a short, engaging explainer video that captured a real story of one parent. Conceived, interviewed parent, wrote and directed.

Experience at Australian Open Tennis
Woolworths Summer Sensorium

Taking tennis fans on a unique food journey through a multi-sensory brand experience, using all five senses including 360 video projections and voice over.


Toro TVC

Created a new 'Toro Too Easy' platform for the brand, with an 'Ease into Spring' launch campaign of TVC, social, print and POS.

Ascender Payroll

Naming of a large Asia Pacific Payroll company, working with Host.

Brand copy & TOV
Outback Tails

Creating tone of voice and band copy for a new Australian dog accessory line


Building Connect Magazine
James Hardie "Scyon Man"

A 6 page edutainment cartoon to promote Scyon building products, event and rewards program.


EDM, DM, POS, Display, Microsite
Bankwest "Personal Loans"

Drive uptake of personal loans with a reno helper microsite that showed what you could do for different loan amounts.

EDM, Display
Cisco BYOD

Direct response offer to IT Managers

Bankwest Income Protection

Getting people to take out income protection by equating it to other essential protection they use without question.

EDM, OOH, Press, Microsite Promo
BW Finacial Advice "2 Easy"

Drive to store and microsite to get a Financial Plan sorted by breaking down the perception of it being too hard.

Online and instore
Woolworths Rio Olympics Taste of Home

‘Taste of Home’ digital kiosks allowed shoppers to choose Australian products to send to the athletes in Rio with a personalised message and selfie.