As we await the official date of an election, Ogilvy Sydney has launched the Federal Government’s new campaign with a tagline that returns to the Labor Party’s roots, “Australia works – let’s keep it that way”.
The four ads are led by a 60 second TVC with all promoting the plans to support small businesses; encourage big businesses to use Australian suppliers; and use innovation to create new skills and jobs.
Ogilvy collaborated with fellow agencies One20 and DT to promote the Government’s industry and innovation statement A Plan for Australian Jobs which details $1b worth of reforms. The innovation, growth and business expansion that are the pillars of the Jobs Plan have been translated into the themes of the five-week campaign.
Black and white clips from Sydney’s construction and the building of the Harbour Bridge are contrasted with shots that span Australia’s working industries, from mining to science and fashion, while narrated by a story that Australia is a nation of hard workers.
It promises to introduce new laws to help Australian businesses win more work on large domestic projects; establish the Industry Innovation Precincts to make Australian businesses more competitive and encourage the development of innovative ideas to be sold internationally, and to provide more assistance to small businesses to help them expand.
Ogilvy’s general manager Nathan Quailey said the campaign is about ensuring both businesses and the Australian public understand the Government’s plan to support industry development, innovation and jobs.
“To achieve this we’ve focussed firstly on Australia’s long-standing work ethic; that we’ve always been a nation of hard workers. We’ve then focussed on the fact that the Jobs Plan provides a blueprint for ensuring this hard work continues to pay off both now and in the future.”