BlueScope and Clemenger BBDO Sydney have unveiled a new national campaign marking 60 years of COLORBOND steel – a milestone that celebrates the enduring strength, resilience and Australian spirit behind the building materials company.
COLORBOND steel ‘Made by Australia’ is the company’s first brand campaign in five years and the first fully integrated campaign since Clemenger BBDO Sydney was appointed lead agency in July last year.
The campaign signals a pivotal step in COLORBOND steel’s journey to strengthen its position in the Australian steel market – one that delivers durability, performance, and aesthetics, while continuing to innovate to meet the demands of Australia’s environment.
COLORBOND steel aims to protect Australians from an environment that is often as harsh as it is beautiful for six decades and the new campaign honours the shared journey between COLORBOND steel and Australians over that time. It acknowledges the role the product has played in helping build homes and businesses.
Produced by Exit Films, the campaign was shot across multiple locations, from Cairns in Queensland to Phillip Island in Victoria, and features 15 properties with every detail considered to reflect the lived experience of Australians and the environments COLORBOND steel is designed to endure.
It captures the landscapes, communities and conditions that have shaped the company for over 60 years.
Clemenger BBDO Sydney CEO Sheryl Marjoram said: “Reaching 60 years is an extraordinary milestone, and this campaign is a tribute to what makes COLORBOND steel truly special. It is more than a building material – it’s part of the fabric of this country. From where it’s made in Port Kembla to the places it protects, COLORBOND steel has been forged by Australian conditions and ingenuity. This campaign captures that truth in a powerful, authentic way, and the beautiful results it produces; celebrating what it really means to be ‘Made by Australia’.”
The brand campaign launch represents a major moment for the brand, reinforcing its legacy while reaffirming its relevance for today and the future. By grounding the work in real Australian locations and experiences, the campaign underscores the product’s performance in the harshest environments.
The 60th anniversary campaign rolls out nationally across television, BVOD/SVOD, out-of-home, digital and social channels.
COLORBOND steel is a product of BlueScope, a global company in metal coating and painting products for the building and construction industries, made in Australia.
In-step with current trends and born of a familiarity with the Australian landscape, COLORBOND steel’s range of colour schemes has been formulated to reflect local surroundings.
CREDITS
BlueScope
Interim chief executive, Australian Steel Markets: Gerald Cornelius
Interim general manager, Australian Steel Markets: Antony Schillaci
Head of marketing: Aneta Pyzel
Marketing communications manager: Emma Vangelovich
Brand manager: Jemma Woodward
Brand manager: Sarah Stephenson
Creative Agency
Creative agency: Clemenger BBDO Sydney
Film Production
Production company: EXIT Films
Managing directors: Declan Cahill and Wilf Sweetland
Executive producer: Leah Churchill Brown
Director: Glendyn Ivin
Producer: Alice Grant
DOP: Sam Chiplin
Post production: The Editors
Editor: Bernard Garry
Post producer: Isabella Key
VFX supervisor: Andy McKenna
Online editor: Jamie Scott
Audio production: Bang Bang Studios
Sound engineer: Sam Hopgood
Sound producers: Polly McGregor and Holli DeeMusic Supervision: Level Two, Marcus Brook Smith
Stills Production
Photographer: Saskia Wilson
Production company: The Pool Collective
Media
Media agency: ATOMIC 212
