R.M.Williams’ Holiday Campaign Celebrates Iconic Gum Tree

R.M.Williams has launched a Christmas campaign called ‘Give Me Home’, celebrating the gum tree's unique beauty, resilience, and cultural importance across Australia.

Set to a track by local musician Thelma Plum, the spot was created by the R.M.Williams creative content team in partnership with production collaborators, including ARTBOXBLACK, Warner Music Group, and CEA.

Mike de Tullio, head of creative content, told LBB “there was a lot of magic involved from the very beginning”, and the project was a collaborative effort, “bringing together a healthy mix of the right creatives at the right time.”

“From DOPs to directors, hair and makeup artists to gaffers, designers to creative directors, stylists to producers, visual directors to product designers, content managers to copywriters, actors to journalists, not to mention the inimitable Thelma Plum and her team of musicians, audio engineers, agents and recording peeps, lawyers to accounts people and countless others along the way.

“It was a collective vision that genuinely helped create something unique.”

The campaign seeks to inspire an appreciation of gum trees by emphasising their role in Australia’s history and cultural identity.

“By showcasing the enduring qualities of the gum tree, the campaign reflects R.M.Williams’ commitment to tradition, craftsmanship, and the celebration of Australia’s unique culture,” Mike said.

He added that making the campaign was a fulfilling experience.

“It was a matter of running with the idea and executing it across all touchpoints, from paid to owned channels. This meant leaning in, trusting the creative process and trusting in already established relationships.”

There was a dose of serendipity involved in the production process, he said. When location scouting, the property owner said she had dreamt of having an R.M.Williams ad filmed on her property.

“That, to Thelma Plum fighting off a throat infection in the mix of the recording window.

“It all came together at the 11th hour, and although some might call it luck — I like to think the universe has a lot to do with it. 

“All in all, it was truly a gift to be involved with and one I won’t forget anytime soon.”