7 Aug 2019

‘Goodstock’ wins UnLtd Pitch for Purpose Tessa Chong & Max Rapley crowned winners

Tessa Chong and Max Rapley from The Monkeys have won the inaugural UnLtd: Pitch for Purpose with their ‘Goodstock’ concept.

The Pitch for Purpose competition invited the industry to come up with a ‘product for purpose’ concept that UnLtd will bring to life as our industry’s first social commerce project to generate funds for children at risk.

Chris Freel, CEO of UnLtd commented: “We were overwhelmed by the amount and quality of entries that we received. From a custom sanitary range and clever apps to loaves of bread, the entries were all incredibly creative, well-thought through and based on great insight.”

The finalists pitched their ideas last Thursday on stage at Advertising Week APAC to a panel of ‘Great Sharks’: Adriane McDermott, CMO, Seafolly; Brent Smart, CMO, IAG; Kerry McCabe, CEO, PlayersVoice and Margie Reid, Managing Partner, Thinkerbell.

Each finalist team had strictly three minutes to pitch their idea to the judges in front of a live audience and convince them why their idea is the one that would return maximum returns for UnLtd to help young people at risk.

The pitches competing in the final included ‘Against the Grain’, bread with purpose by Joshua Hogg and Sam Enshaw from Initiative; ‘One All’ custom sports merchandise by Joel Grunstein and Jeff Seeff from Special Group and ‘UnLtd: Looks’, an ethical fashion concept by Camille Gray and Jason Maggs from Initiative.

Freel continued: “The finalist pitches were all excellent and it was inspiring to see how much creativity, talent and passion to use our skills for good there is in our industry!

Whilst there can only be one winner, we are looking forward to working with all the finalists to find a way to bring these brilliant ideas to life.”

The winning concept, titled ‘Goodstock’ is a media asset platform that gives creative agencies access to better quality stock made by professionally respected artists. It’s also a way for artists to donate their work for a good cause.

Margie Reid, Managing Partner at Thinkerbell and one of the judges commented: “Judging the Pitch for Purpose finalists was a tough job - the caliber of entries was outstanding, which made picking a winner no easy task. It's wonderful to see such a positive initiative being supported by the many great minds we have in the industry. Age or experience didn't limit the ideas - all presentations were equally exceptional and inspiring.

Goodstock stood out for its ability to generate funds relatively quickly, due to the real need for a high quality and unique stock image platform. We hope it would be supported by clients, agencies and media, with a realistic level of current investment in stock images shifted to Goodstock. We also loved the name and branding, that managed to deliver creative and cool in equal spades.

Brent Smart, Adriane McDermott, Kerry McCabe and I look forward to mentoring the winning team along with UnLtd to make this idea come to life.”

The winners, Tessa Chong, Art Director and Max Rapley, Copywriter at The Monkeys receive a trip for two to Advertising Week New York in September and will be working with the UnLtd team to launch Goodstock to the market.

Max & Tessa commented: “We’re over the moon to have won UnLtd’s inaugural Pitch for Purpose. There was some stiff competition from some genius creative people. We’re feeling lucky to be the ones headed to New York. And looking forward to working with UnLtd to make our idea a reality.”

The finalist pitches can be viewed here:

Get involved

UnLtd offers various ways for individuals, teams and corporations to give back.


UnLtd events bring the industry together to raise funds for great causes whilst also having fun.

Charity Experiences

Our charities can offer sessions that motivate and inspire whilst also helping young people at risk.

CSR Programs

We create purposeful partnerships that generate shared value for our corporate partners and charity partners.