Ogilvy Melbourne Brings New Spunk To Laminex Brand

Ogilvy Melbourne Brings New Spunk To Laminex Brand
SHARE
THIS


What best describes you?

The Moose and the peacock. It may sound like a kids’ book. Or a pub in one of London’s more gentrified districts. But it’s not. This unlikely union of species is, in fact, a pointer to a new major integrated campaign from Australia’s premier surface solutions provider, Laminex.

Developed by Ogilvy Melbourne, part of STW, the campaign aims to reposition the Laminex brand, and communicate through a variety of executions that Laminex creates amazing results in any space, and on any surface—even with combinations that are unexpected.

Comprising two TVCs, digital executions and print, it is the first stage in a phased campaign that will rollout over the coming year aimed at consumers and trade. It is also the first campaign executed by Ogilvy Melbourne since the agency won the account last year.

Ogilvy Melbourne Executive Creative Director Brendon Guthrie said: “The Laminex brand has long been held in the highest regard by the trade for its fashionable range, versatility and durability. However, we knew consumers had different associations with the brand based on its long history in Australia that did not reflect its more recent reputation as a stylish and innovative product. The unexpected colour combinations take centre stage in the campaign to redress this imbalance and reinstate Laminex as the leading Australian product for home finishes.”

Laminex general ganager garketing George Bej said: “The integrated campaign produced by Ogilvy Melbourne will help people see Laminex for the brand it truly is; a contemporary innovative company with products that go together by design, to create an unexpectedly brilliant finish.”

Director James Haworth said: “It’s not often you receive scripts that include a moose and a peacock so they immediately grabbed my attention. The concept was pure gold so the idea was to tell simple, comedic stories with a touch of absurdity which we think will really resonate with the viewer”.

The new consumer campaign across free to air and pay TV, and digital display, will also have several print executions appearing in a range of publications including Home Beautiful, House and Garden, Grand Designs and others. It also comprises a social media competition.  The campaign runs until November and the TVCs can be viewed here:

Ogilvy Melbourne is part of STW, Australasia’s leading marketing content and communications group.

Creative credits

Executive Creative Director – Brendon Guthrie

Head of Brand Strategy – Gavin MacMillan

Senior Art Director – Sally Hastings

Senior Copywriter – Scot van den Driesen

General Manager Marketing – George Bej

Marketing Communications Manager – Adam Jarski

Group Account Director – Belinda Danks-Woodley

Account Service Team – Atlanta Sgro, Odile Nyssen, Kristian Hopwood

Agency TV Producer – Charlotte Griffiths

Production Company (TV): The Sweet Shop

Director: James Haworth

Producer: Nikolas Aulich

Executive Producer: Edward Pontifex

Managing Director: Wilf Sweetland

DOP: Russell Boyd

Editor: Pete Sciberras

Agency Supervising Producer – Mary Darzi

Set Designer and Principal Stylist – Alisia Harrison

Post Production – Method Studios

Sound – Flagstaff Studios

Stills Photographer – Neil Bailey

CGI Artist – Mike James

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]