(Warning: this article includes nudity and adult themes)
Australia’s gift to the fashion world, the humble Dunlop Volley, has undergone a radical re-brand in its latest spring/summer campaign. It’s clearly NOT for old-timer tennis players no more!
Featuring plenty of naked and semi-clad models, the stills and TVC campaign plays heavily on the idea of sexual freedom and expression. It also includes gay and lesbian couples. Check out the images in the photo gallery above.
Titled the “Grass Roots” campaign, the viewer could easily be mistaken for forgetting they were watching an ad for a sneaker brand. Alongside the TVC and OOH activation, the campaign also includes a series of raunchy images shot by leading Aussie photographer Marisa Taschke.
Volley global brand manager John Szwede (pictured above) told News.com.au: “The Grass Roots campaign uses our voice to speak to the frustration of many young Australians who feel like for the first time in generations their freedom is being eroded, instead of being advanced.
“The campaign celebrates one of the most universal freedoms, freedom of who we love and how we love them. In doing so we are ‘rooting for change’ in a typically lighthearted Australian way,” Szwede said.
Please login with linkedin to comment
In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]
Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]
In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]