Marketing Featured ANZ

Great Northern features feel-good benefits of the outdoors in new campaign

Sydney, Australia – Local beer brand Great Northern has launched a new campaign, centred around the theme of showing the ‘feel-good’ side of being outdoors.

The creative, developed by Clemenger BBDO Melbourne, juxtaposes the high-end, luxury activities people do to relax and unwind against similar activities that can be found in the great outdoors. 

The new work, built on the brand’s platform ‘The Beer For Up Here’ features three launch films to bring it to life, playing off luxury hotels, fine dining, and inner-city bars.

It also features a series of OOH and digital displays bought against publications such as Urban List, Traveller and Good Food so that the creative is contextual to the articles it runs next to.

Hugh Jellie, marketing manager at Great Northern Brewing Co., said, “Regional Australia cannot be matched. We’re so lucky to have these amazing places in our own backyard. For us, our challenge is to inspire as many people as possible to get out into the great Australian outdoors to feel refreshed and energised. And let’s face it, a trip into the outdoors is even better with some great friends and some great beer for the end of the day.”

Meanwhile, Jim Curtis, national chief creative Officer at Clemenger BBDO, commented, “When it comes to making yourself feel good, things seem to be getting more and more complicated. There are opulent retreats, fancy restaurants that are hard to pronounce, complicated workouts – the list goes on. But the truth is, much of what we need is already in the great Australian outdoors. We also aimed to use the feel of the brand to give people a nice break from all the shouting in any given ad break.”

Marketing Featured ANZ

Great Northern’s latest campaign urges Aussies to help preserve Zero G areas

Australia – Beer brand Great Northern Brewing Co. in Australia has launched The Zero G Network, a new initiative to protect remote pockets of the great outdoors from mobile data coverage. 

The new initiative was developed by marketing communications agency Clemenger BBDO Melbourne and has launched with online films, influencer partnerships, OOH, print, and an interactive website where people can explore, nominate, and help preserve Zero G areas so future generations will always have places to experience the benefits of being outdoors and offline.

As part of the campaign, Great Northern mapped 35 Zero G locations across the country, launching an interactive map to encourage people to get outdoors and offline. Outdoor afficionados can also nominate their favourite remote locations to be included, creating a crowdsourced database of Zero G locations. 

Hugh Jellie, marketing manager at Great Northern Brewing Co., shared, “We’ve never relied more on technology than we do today. While being connected to the world from just the palm of your hand is keeping us more connected than ever, it’s also incredibly beneficial for us to get away from our phones and to disconnect and take a break from technology.”

Jellie added, “Research shows that we all spend too much time on our phones, and it’s not as easy as just switching off. The Zero G Network is a way to protect remote pockets of the great outdoors where we can go to escape it all.” 

Jim Curtis, executive creative director at Clemenger BBDO Melbourne, “For years we’ve protected select areas of the great outdoors from the physical effects of urban development, but as the digital world continues to spread into every corner of our lives, the time is fast approaching where we need to have some tech-free sanctuaries too.”

The campaign has also engaged a range of lifestyle influencers to visit Zero G locations, and not influence. Instead, they’ll be offline for their entire adventure to show their audience the value of disconnecting from their phones. 

The campaign will roll out via digital channels, print, and OOH, as well as a national PR campaign. 

Marketing Featured ANZ

FightMND’s latest campaign encourages Aussies to join the fight against Motor Neuron Disease

Australia – FightMND, the Australian Motor Neuron Disease Foundation, has launched an emotional new campaign created by marketing communications agency Clemenger BBDO Melbourne. The campaign featured Neale Daniher, the voice of FightMND since his MND diagnosis in 2013, is gradually losing his voice to the disease and encourages people to stand up and take on the fight in the campaign’s lead content piece.

The 60-second spot features a number of recognisable ambassadors who deliver Daniher’s speech on his behalf, including Max Gawn, Taylor Adams, Hamish McLachlan, Dilruk Jayasinha, Geva Mentor, Abby Holmes and Kevin Sheedy.

Dr. Fiona McIntosh, FightMND’s CEO, said as MND takes away Neale’s ability to be the voice of this fight, it’s time to come together, play on and lead this fight, with actions, not words.

“The work from Clemenger BBDO serves as an emotive call-to-arms for all Australians. When you buy a beanie, you’re helping give hope to people with MND – hope that one day, there will be effective treatments or a cure for this devastating disease,” McIntosh said.

Jim Gall, Clemenger BBDO Melbourne group’s CEO, commented, “Neale Daniher’s story and incredible efforts in the face of extraordinary adversity should be a source of inspiration to us all,”

“It is a huge honour to be able to support Neale and the FightMND organisation as it continues its incredibly important work in the fight against a horrible disease,” Gall added.

The video content will be supported by executions across OOH and digital.

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Clemenger BBDO Melbourne named creative AOR of Victoria’s Department of Transport

Australia – Marketing communications agency Clemenger BBDO in Melbourne has been appointed by the Victorian Government’s Department of Transport as its creative lead agency of record.

As part of the partnership, Clemenger BBDO Melbourne will be responsible for brands including Public Transport Victoria, VicRoads, and Regional Roads Victoria. Moreover, it will develop engaging communications to encourage commuters back onto all modes of public transport, manage road congestion and disruptions messaging, and promote safety for all Victorians when travelling by road or public transport.

Anne Stout, Department of Transport’s acting director of brand and marketing, said, “Throughout the pitch process, they demonstrated a clear understanding of the Department’s goal to provide simple, safe connected journeys that help people connect to life, and the creativity that will help us communicate that ambition.”

Meanwhile, Julian Bell, Clemenger BBDO Melbourne’s managing partner, said that the Department of Transport is more than the sum of its trains, trams, roads, and ports.

“The network is ultimately about the people who use it, and we’re thrilled to be able to apply deep human insight and creativity to both rebuild confidence in our public transport system and help shape the way we’ll travel into the future,” added Bell.

Marketing Featured ANZ

Road safety org for Victoria reminds riders the importance of protective gears

Australia – The Transport Accident Commission (TAC), the statutory insurer of third-party personal liability for road accidents in the State of Victoria, Australia, has launched a new motorcycle safety campaign, aimed at highlighting the importance of wearing protective gears.

According to data from TAC, there are 2,500 motorcycle-related injury claims per year. Riders can travel unprotected at high speeds that other vulnerable road users, such as pedestrians and cyclists, simply cannot reach. Protective clothing is an important way to reduce the risk of injury.

Developed in collaboration with marketing communications agency Clemenger BBDO Melbourne, the new campaign is a timely reminder of how casual clothing such as sneakers, jeans, and hoodies only protects riders for a fraction of a second in a crash.

Joanne Whyte, TAC’s head of marketing and communications, said that the new campaign hits home the risks of having such a casual attitude towards wearing proper protective gear.

Meanwhile, Richard Williams, Clemenger BBDO’s executive creative director, shared that this campaign is not a dramatised version of what could happen, but it is the reality of risk experienced riders take daily when they do not protect their entire body on every ride.

“TAC and Clemenger have a proven partnership of creating public education campaigns that have an impact and change behaviour, and this one is no different,” said Williams.

The campaign will be running across online video, OOH, press, radio, digital, social, and through partners.

Marketing Featured ANZ

Swisse’s latest brand platform encourages Aussies to reach for their reason

Sydney, Australia – Local vitamin and supplement brand Swisse has launched its latest brand platform called ‘Reach for Your Reason’, which aims to encourage Australians to discover their motivation for creating and maintaining a holistic wellness routine. 

As part of the brand platform launch, a 30-second TVC has been launched, which is anchored on the insight that nothing drives someone like their deep-seated motivation; that is what keeps them going through all of life’s challenges. 

The brand platform goes further to communicate the message that while premium formulas and products can help people perform, people need purpose first and foremost, before they pick up a product. Whether one is physically or emotionally exhausted, digging deep within one’s self and finding the reason gives one the power to push forward.

For Kerrie Wade, marketing director for ANZ at Health & Happiness Group, the campaign is just the first moment in a series to encourage Australians to approach their health and happiness with a greater sense of personal meaning and instill a sense of possibility about what they can achieve.

“Swisse provides a foundation for achieving sustained health and happiness but to live a full life Australians must first understand what they’re living for. Once they’ve found that reason, together the possibilities are endless,” Wade stated.

The campaign was made in collaboration with Clemenger BBDO Melbourne, who was appointed as Swisse’s creative agency of record in July 2021.

Rich Williams, executive creative director at Clemenger BBDO Melbourne, commented, “We’re asking you to do one thing before you take Swisse, ask yourself why. Because Swisse is only part of the solution, it takes motivation and understanding to truly be successful on your health journey.”

The new brand platform launched this week with an integrated multivitamins campaign through TV, OOH, path to purchase, online and digital extensions, and is the first in a series of content that will highlight the brand’s extensive portfolio.

Marketing Featured ANZ

Myer’s latest ad helps Aussies turn ‘vague wishes into perfect Christmas gifts’

Sydney, Australia – Sometimes, when asked by someone of ‘what you want for Christmas’, chances are you are put into a spot, feeling overwhelmed and unsure. Hence, instead of saying what you want really, you resort to describing vague terms regarding your gift wish.

Such a quirky ‘dilemma’ is the spotlight of the latest ad from Australian department store chain Myer, centered around the concept of ‘unriddling Christmas’ to Aussies.

Titled ‘The Vague Carol’, the ad portrays a slew of people describing what they want for Christmas, yet still giving vague answers such as “I’m not really sure, surprise me” or “no pressure, whatever, I’m easy…”. In addition, the ad’s song is also a reinterpretation of the famous Christmas song, ‘Joy to the World’.

Geoff Ikin, chief customer officer at Myer, noted that the campaign is all about capturing the joy and fun of Christmas for all Australians by playfully turning those vague wishes into wonderful gifts, adding this provides a great way to showcase the many reasons they continue to be the ‘home of Christmas gifting’.

“Christmas is a busy time of year, that’s made ever so slightly more complicated by our attempts at trying to guess the perfect gifts for loved ones. With the vast Christmas range on offer in-store and online at Myer, we’re here to help Australians Unriddle Christmas, with our expert Giftician service and wide range of gifts that everyone will love,” Ikin said.

The ad, made by agency Clemenger BBDO Melbourne, was first previewed to the MyerOne loyalty program, with over 5 million members. The campaign then comes to life across all of Myer’s platforms including TV, BVOD, OOH, digital, social, online and in-store.

One of the many OOH campaigns for Myer’s ‘Unriddle Christmas’ campaign.

“We can all relate to giving and getting those annoyingly vague responses at Christmas. But one thing’s for sure, it’s been a joy to reimagine this classic tune with Fiona and the team. We hope this spot inspires some loud and proud Christmas carol singing. And of course, helps Australia Unriddle Christmas and turn those unhelpful hints into wonderful gifts,” said Ellie Dunn and Huei Yin Wong, senior creatives at Clemenger BBDO Melbourne.

Myers also added that the campaign’s media approach, led by AKQA, is steeped in making their ‘Unriddle Christmas’ campaign one you cannot miss. 

“Unmissable media with in-depth partnerships ensures Myer creates and owns this relatable conversation, and showcases that no matter who you’re purchasing for, the perfect gift is waiting for them at Myer,” the company stated.

Marketing Featured ANZ

Clemenger BBDO Melbourne bolsters creative department with new hires

Melbourne, Australia – Marketing communications agency Clemenger BBDO in Melbourne has announced new hires for their creative department namely Huei Yin Wong as senior art director, alongside Ellie Dunn and Tom Vizard as senior copywriters.

Huei joins from Ogilvy where she was responsible for work across a range of clients including AAMI, Mondelez to name a few.

Meanwhile, Ellie brings over a decade of experience to the role as she returns to Clemenger BBDO Melbourne following a stint at Leo Burnett.

Lastly, Tom, who is joining from Thinkerbell, had the privilege of working with a range of iconic brands including Tourism Australia, Vegemite, Jeep and AFL. When he’s not working on iconic Australian brands, Tom can be found tutoring at the online creative course platform AWARD school and producing short films.

“We couldn’t be more excited to have Huei, Ellie and Tom join the team. Each brings proven award-winning thinking, a truly diverse set of skills and a wonderfully irresponsible outlook towards what’s possible. Most importantly, each has the ambition to help lead where the agency is heading next,” said Jim Curtis, executive creative director at Clemenger BBDO Melbourne.

Clemenger BBDO has recently appointed Scott Balalas as the agency’s general manager for their Carlton & United account, following their campaign with beer brand Victoria Bitter.

Marketing Featured ANZ

Clemenger BBDO Melbourne hires new GM to lead Carlton & United account

Melbourne, Australia – Marketing communications company Clemenger BBDO Melbourne has hired a new general manager Scott Balalas for its business account, beverage company Carlton & United, which includes Asahi Beverages as well.

Balalas’ appointment coincides with Clemenger BBDO Melbourne’s recent work Victoria Bitter, a part of Asahi Beverages in Australia, for its VB Solar Exchange Program, which incentivizes Australians for their extra solar power energy with free beers from Victoria Bitter.

Speaking about the campaign back then, Clemenger BBDO Melbourne executive creative director, Jim Curtis, said, “I couldn’t be more proud to see one of Australia’s most iconic brands leading the way and showing the rest of the world an innovative economic model between brands and consumers.” 

The campaign comes after Asahi Beverages was acquired by Carlton & United Breweries last year. The program is part of Asahi’s ambitious sustainability agenda, which includes a goal to be powered entirely by 100% renewable energy by 2025. 

Balalas comes from creative agency 72andSunny in New York, where he has more than 15 years of local and international experience having worked at agencies including Anomaly, Havas and BMF.

“It has been awesome to watch from afar as the advertising industry in Australia continues to make its mark as one of the world’s most creative markets. Clemenger BBDO Melbourne continues to be at the forefront of that movement. In discussing the agency vision with Jim and seeing the creative firepower Clemenger is attracting, I’m incredibly excited to be part of the team,” said Balalas.

Jim Gall, CEO at Clemenger BBDO Melbourne, commented, “Wherever Scott goes, great work consistently follows and I am confident this will continue with CUB. We’re looking forward to Scott leading our relationship with the brewery and helping to foster sustained growth through world-class creativity.”

Marketing Featured ANZ

Victoria Bitter’s new campaign beats the heat with solar energy exchange for free beers

Melbourne, Australia – Locally-brewed lager Victoria Bitter, a part of Asahi Beverages, is bringing a new campaign to its Australian market: free beers in exchange for excess solar power generated by households.

Conceptualized together with advertising agency Clemenger BBDO Melbourne, the campaign called ‘VB Solar Exchange’ allows households to sell off their excess solar power to energy retailer Diamond Energy, and Power Ledger, a blockchain-powered software platform that facilitates the Solar Exchange program.

This then allows participants to exchange credit on their power bill – obtained from generating excess solar at home – for Victoria Bitter. Every AU$30 worth of credit can be exchanged for a slab of beer, which is then delivered straight to their door.

“Last year we put the Australian sun to work and started brewing VB with 100% offset solar energy. Now we’ve launched this program to thank those who have made the effort to go solar with some hard-earned VB,” said Brian Phan, general manager for marketing Victoria Bitter.

He added, “The only thing better than drinking the Big Cold Beer in the Aussie sun is earning beer while you do it. Plus, it’s a real win-win for beer lovers and the environment.”

The launch of the program follows Asahi Beverages’ acquisition of Carlton & United Breweries last year. The program is part of Asahi’s ambitious sustainability agenda, which includes a goal to be powered entirely by 100% renewable energy by 2025.

(Left) The dashboard of the Solar Exchange program where customers can check how much beer they have earned; (Right) The Solar Exchange as advertised in an electric bill.

Customers who sign up to the program can track how much beer they have earned based on how many solar energy credits they have exchanged with VB, with slabs being delivered each quarter.

Speaking about the campaign, Clemenger BBDO Melbourne executive creative director, Jim Curtis, said, “I couldn’t be more proud to see one of Australia’s most iconic brands leading the way and showing the rest of the world an innovative economic model between brands and consumers.”

(Left) Static OOH advertising of the Solar Exchange program; (Right) Digital OOH advertising of the Solar Exchange, which shows an estimation of how much beers can be earned based on the weather condition.

The campaign has rolled out nationally with a TVC, animation that explains the program, social, digital, a national PR campaign, and dynamic OOH that displays how much beer Australians could be earning based on the weather in each state.