Cabot’s has launched a new brand platform, ‘Wood calls for Cabot’s’, partnering with Thinkerbell and a vocal alliance of wooden knots to champion all the long-neglected timber surfaces of Australia.
Cabot’s new platform aims to reconnect Aussies with their timber. It’s a material that Aussies love, but it lives so naturally with them, that they sometimes forget it’s even there. More times than not, it is neglected until it’s too late to revive.
Wood calls for Cabot’s gives wood a voice. The work adds another dimension of life to the wooden objects that surround us, giving them a presence in the most dramatic way possible—so they’re impossible to ignore. And at the same time, it transforms every timber knot around the country into a mini Cabot’s ambassador, reminding Aussies of the brand in the most unexpected places.
“Our key mission at Cabot’s is to bring the beauty of timber to life. As the category leader, we need to advocate for our beautiful timber substrates. We know that if people take more notice of the wood around their homes, our easy-to-use range will enable them to clean, nourish and protect these unique surfaces. Wood calls for Cabot’s,” said Natalie Mitchell, head of marketing at Cabot’s.
“With Wood calls for Cabot’s, we have a platform with that rare mix of flex, distinctiveness, and fun that can guide the brand and our comms for years to come. The only downside is a feeling that you are being watched. Always. By these cute little woody faces. Everywhere. You’ll soon feel what we mean,” added Sean McNicholas, head tinker at Thinkerbell.
The work went live across TV, digital screens, BVOD, audio and OOH this weekend, with partnerships, integrations and interactive pieces in the works.
Credits:
Creative agency: Thinkerbell
Client: Cabot’s
Media: Team Inspire at Initiative
Production: The Producers
Director: Julian Lucus
