Bauer Media’s storytelling division, Story54, has launched a digitally-led campaign for the new Holden Equinox.
The four-part video series, developed in conjunction with Woman’s Day; Holden’s main agency, Carat; and Lacuna Agency is broadcast across Bauer’s digital brand network, Now to Love.
Comedian and Instagram sensation Celeste Barber is the co-creator and star of the campaign, delivering her brand of satire across the series.
Holden engaged Bauer and Story54 to develop a campaign that resonated with its diverse female audiences, based on the insight that Holden Equinox drivers have ‘nothing to prove’.
Bauer Media’s general manager of Story54, Jane Waterhouse, said: “Story54 allows clients to work with an experienced team of channel-agnostic strategists, creatives and producers, dedicated to delivering stand-out campaigns by women that influence and engage with women.
“Women as consumers are recalibrating what’s appropriate in advertising communications.
“They are responding to brands that are abandoning stereotypical and predictable communications, and want to be spoken to in a more authentic language that shows truth in their lives.
“We couldn’t think of a better creative partnership for the Holden Equinox than one with Celeste Barber. Quite simply, her work says it all.”
Barber said: “I’ve built a career on the idea of having ‘nothing to prove’, so this campaign was a perfect fit.”
Holden’s senior marketing manager for media, brand and partnerships, Nancy Del Monaco, said: “Bauer’s Story54 delivered both the insights and the solution to help us celebrate the thousands of women who have nothing to prove by driving the new Equinox.
“Celeste was a perfect fit for the campaign. The campaign’s tagline, ‘nothing to prove, prove it’, aligned seamlessly with Celeste’s parody prowess and her ability to reflect the real lives of Australian women, and the moments where they can be unapologetically themselves.”
The campaign was part of a multi-layered communication plan, which began with a brand campaign by creative agency The Monkeys.
A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]