Celebrating The Holden Icon Through The ‘Rewinding Roads’ Campaign Via AJF

Celebrating The Holden Icon Through The ‘Rewinding Roads’ Campaign Via AJF

Holden is today launching ‘Rewinding Roads’, reflecting on the love of Holdens across Australia.

Created by AJF, the campaign features a website that combines the street smarts of Google Maps with the photographic skills of everyday Australians to pay tribute to a brand that has been part of Australian culture, and our national psyche, for over 70 years.

“It was always our intention to recognise the important contribution Holden has made in this country,” said GM Australia and New Zealand Managing Director, Marc Ebolo.

“With the challenges we’ve all faced in 2020, this website is a simple way that Holden family and friends can come together to celebrate this iconic Australian brand.

With Holden continuing to service vehicles and provide parts to its many customers in Australia, we wanted to make sure this didn’t feel like an ending. Just as Holden drivers can keep using and enjoying their vehicles for years to come, we hope that this site can be enjoyed by all Australians, whether they are uploading their favourite photos or just browsing the galleries of Holdens all over the country.

We’re excited to be launching such a fitting tribute to Holden and a partnership with Google and RMIT.We know what the Holden brand means to all Australians, and we want to continue to celebrate it with everyone.”

AJF Founding Partner, ECD Adam Francis added, “We wanted to create an opportunity for all Australians to share their Holden ownership over the years. And thanks to the team at Google, who provided access to their Google Maps platform, we have made it easy for Aussies to share their Holdens with Australia.

We would also like to thank the RMIT students who are helping AJF with this project.

And finally, we’d like to thank all the talented people at Holden that we’ve shared a journey with for over 11 years. We will always be appreciative of the many marketers and dealers with whom we formed great relationships with along the way.”

The website will remain live for the rest of the year as a gallery for all of Australia to enjoy.

The campaign also includes social videos posted on the official Holden Facebook, Instagram and YouTube channel to get fans excited and participating throughout the campaign period.


Campaign assets

Campaign credits

Client: GM Australia and NZ Ltd

Agency: AJF

  • Executive Creative Director: Adam Francis
  • Creative Director: George Freckleton
  • Creative Director, Brand and Experience: Tegan Clarkson
  • Creative Director: Andy Jones
  • Creative Director: Sandra Galiazzo
  • Strategy Director: Christine O’keefe
  • Head of Account Management: Susan Bird
  • Senior Account Manager: Nina Roslan
  • Head of TV Production: Roz Ruwhiu
  • Senior Producer: Liesel Haug
  • Senior Motion Designer / 3D Artist / Editor: Damian Capicchiano
  • Senior Editor: Tim Egan
  • Senior Integrated Manager: Paul Davis
  • Senior Retoucher: Drew Smith
  • Senior Integrated Designer: Jess Honey
  • Integrated Designer: Katelin Smith


Course Leader: Annette Cook

Course Lecturers: Al Briggs & Andrew Phillips

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