Biscuit specialist Arnott’s has released a heartwarming film via Publicis Groupe’s bespoke team, The Neighbourhood, reminding Australians that ‘there is no substitute’ for sharing moments of real connection.
Building on Arnott’s instilled belief of bringing people together, the campaign is backed by research which uncovered that half of Aussies believe the use of mobile devices and social media is preventing them from having more face-to-face interactions, yet only a quarter admitted to sending a meaningful or heartfelt text to someone they care about only a few times a year.
In the two-minute film, which is being released today on Arnott’s Facebook, Instagram and YouTube channels, everyday Australians were asked to read their text message conversations to each other, face-to-face, as part of a social experiment investigating the way our communications change from devices to in-person.
The heartwarming results of these funny, sometimes awkward and even emotional exchanges uncovered that often those interactions exchanged via mobile devices aren’t as meaningful as they could have been in person.
Michelle Foley, Arnott’s core products marketing director for Australia and New Zealand, said: “Arnott’s has always believed in bringing people together and the real connections that occur when we do.
“As a society, we’re connecting less than ever before, and we wanted to encourage Aussies young and old to rediscover the joy of sharing a meaningful moment with someone special to them.
“It’s important to make time to sit, talk, and really connect and we wanted to remind people of that.”
Rebecca Carrasco, deputy executive creative director at The Neighbourhood, said: “It’s exciting when an iconic brand commits to a point of view that has social value beyond advertising.
“This is just the first wave in a suite of work for Arnott’s which will continue to build that point of view for the brand in a variety of different ways.”
Client: Campbell Arnott’s
Chief marketing officer: David McNeil
Marketing director: Michelle Foley
Marketing manager: Lucy Frizell
Brand manager: Elly Jean-Louis
Integrated communications manager: Linda Abbott
Senior communications manager: Amy Wagner
Agency: Publicis Groupe under The Neighbourhood
Chief strategy integration officer: Kate Smither
Deputy executive creative director: Rebecca Carrasco
Creative directors: Flavio Fonseca and Piero Ruzzene
Creative: Michael Barnfield
Chief client officer: Helge Gruettke
Senior business director: Laura Hawdon
Media account director: Catherine LimSam
Media account manager: Adrienne Grealish
Integrated producer: Kirsty Chase
Senior producer: Amanda Cairns-Cowan
PR: Herd MSL
Production company: Revolver/Will O’Rourke
Executive producers: Michael Ritchie and Pip Smart
Producer: Nicole Crozier
Director: The Glue Society
Editor: The Glue Society