Who better to sell DON’s significant range of meat products than the Dons who actually eat them? DON Smallgoods re-introduced itself to the nation this week with a new integrated campaign from DDB Group Melbourne.

DON is looking for every man, woman and child in Australia that goes by the name ‘Don’ (Donnas, Donatellas and Don Juans, too). And once they find them? These fortunately named individuals will have the chance to be the new faces of one of the nation’s most iconic brands. They’ll show us first-hand the integral role DON Smallgoods plays in the many and varied rituals of modern Australia. Starring in DON ads, scoffing free DON products, enjoying exclusive DON junkets – the works.

“I know what it’s like to be held back by an unfashionable first name.” Creative Director of DDB Melbourne, Glen Dickson, says. “But all that’s about to change for The Dons of Australia. Their ship’s finally come in. And it’s full of meat.”

Cathy Bertoncello, DON Smallgoods Marketing Director adds “DON is an iconic Australian brand that has become a part of Australian culture. So much so we wanted to take the next step and celebrate this connection. But we also wanted to retain the tone of voice people have come to enjoy over the years. It’s the beginning of a new chapter for us.”

So – are you called Don? Maybe Donna? Sign up at http://www.australiandons.com.au/ for your shot at meat related fame and glory.

CREDITS
Client – DON Smallgoods
Paul Mealor – Managing Director
Cathy Bertoncello – Marketing Director
Jane Edmonds – Brand & Communications Marketing Manager<

Agency – DDB Group Melbourne
Dion Appel – Managing Director
Glen Dickson – Creative Director
Brett Edwards – Senior Art Director
Anna Stickley – Copywriter
Tuesday Picken – Head of Onscreen
Luke Osborn – Business Director
Blair Panozza – Business Manager
Ian Forth – Executive Planning Director
Paris Paphitis – Planner
Tribal Worldwide – Website Production

Film Production
Production Company – The OTTO Empire
Director – Justin Reardon
EP – Jo de Fina
Producer – Sophie Woods
DOP – Joel Betts
Editing – David Whittaker & Marty Gilchrist
Sound – Gusto Music, Colin Simkins
Composer – Scott Langley, Nylon Studios
Music Producer – Karla Henwood, Nylon Studios
Casting – Fiona Dann, Casting Sugar