More than ever before, consumers are looking for brands that authentically engage with our everyday lives. I’ve pulled together a selection of Australian campaigns and identity projects from recent months that, for me, have hit that sweet spot of genuinely getting the value they can bring to their audiences...
Merivale x Absolut - 'We Are All Heroes'
Agency: In-house at Merivale x Pernod Ricard
Production: The Artist Group
With the glitter still settling after the 2022 Sydney Gay & Lesbian Mardi Gras, it feels appropriate to feature this year’s iteration of Merivale and Absolut’s continued partnership, in which queer Merivale employees are quite literally heroes across their campaign. Drawing from their venues’ talented community, and using the lens of superheroes to call out the strength and diversity of LGBTQIA+ individuals, this strikes a perfect tone for a hospitality group embedded in the fabric of Australia’s preeminent Pride festival.
LBDO - Brand Identity
Agency: Universal Favourite
’s range of genderless sexual-wellness products, the UF team created a sex-positive identity, driving home the brand’s ethos that pleasure should be accessible to every kind of person. Through intimate imagery, neutral colours offset with a bold red, and a simple, fresh design system, they’re helping to normalise a conversation around sexual satisfaction for the Euphoria generation.
Optus - 'Working Class Man'
Agency: Special Group NZ
Post: The Editors x Blockhead VFX
Music: Rumble Studios
The latest iteration of Optus’ 'It Starts with Yes' campaign features proud Ngiyampaa, Yuin, Bandjalang and Gumbangirr artist Eric Avery as a construction worker with a profound gift. It’s powerful to see major brands working to be more representative of the diversity of our country, and I’m hopeful to see a greater number of brands embrace authentic First Nations Australian representation across our media landscape.
Juniper - Brand Identity
Agency: In-house at Eucalyptus
A recently launched brand within the Eucalyptus portfolio of digital-first healthcare, Juniper
is an online menopause clinic connecting women with specialists, modern treatments, as well as connection to a community of individuals at a similar life stage. Telehealth has really come into its own in our pandemic world and can be a powerful tool for tackling uncomfortable healthcare issues. It’s great to see Juniper tailoring themselves to a specific audience and bringing together the collective experiences of many, utilising a brand framework that is warm, compassionate and trustworthy - and uniquely Australian.
CommBank - 'Next Chapter Commitment'
Agency: M&C Saatchi Group AUNZ
Stills & Social: Louis & Co
Music: Song Zu
Violence against women is an all-too-prevalent issue in Australia, with one in three women reporting physical, sexual or financial abuse in their lifetime. Financial insecurity makes it difficult for victims and survivors to seek help or to leave abusive dynamics. With this in mind, CommBank is pioneering their 'Next Chapter' initiative to support women from across the country with tools, advice and access to support services. The accompanying campaign is appropriately sensitive, helping to shine a spotlight on an important social issue.