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.
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