Gippsland Dairy has launched a new brand platform, ‘Let The World Wait’, developed in partnership with Special.
The new creative platform captures the feeling of being completely lost in the moment, the moment where the yoghurt is so good. The new campaign according to the brand highlights a simple truth: Gippsland Dairy is made slowly, and deserves to be savoured, regardless of what more important things you should be doing.
Directed by Good Oil’s Adam Gunser, the hero film leans into this “glorious distraction,” following a protagonist who remains the calm, blueberry-infused centre of a chaotic world of his own creation.
Special executive creative director, Ryan Fitzgerald said: “There’s a certain level of snack-induced catatonia that only Gippsland Dairy seems to trigger. We wanted to celebrate the impact of that in the most chaotic way possible. And what better soundtrack for that chaos than Judas Priest?”
Gippsland Dairy GM marketing, Ellie Vince said: “We’ve always believed truly delicious yoghurt takes time. We use traditional methods and take it slow to create our signature smooth, creamy and delicious yoghurt. And because our fans don’t just eat Gippsland Dairy, they savour it – ‘Let The World Wait’ is our way of celebrating that moment and giving people permission to pause and enjoy every last drop.”
Supporting the film is an out-of-home and social campaign featuring extreme close-ups of people eating Gippsland Dairy. The visually arresting macro shots find beauty in the mess, celebrating the joy of licking the foil lid or swiping the inside of the tub.
The campaign will roll out across TVC, OLV, out of home, social and radio.
Campaign Credits:
Gippsland Dairy GM Marketing: Ellie Vince Senior Brand Manager: Anne Scott Assistant Brand Manager: Phoebe James Digital and Social Media Manager: Tanya Chaves
Special Partner & CEO: Lindsey Evans Partner & CCO: Tom Martin & Julian Schreiber Partner & CSO: Bec Stambanis Head of Strategy: Nathan Rogers Executive Creative Director: Ryan Fitzgerald Senior Creatives: Phil Harkness, Jack Wall, Noah Regan, Matt McCarron, Laura Grimshaw and Dan O’Connell Design Director: Dan Jones Finished Artist: John Rivera Head of Print: Nick Lilley Senior Producer: Glen Mcleod Team Lead & Director of Business Management: Ollie May Senior Business Director: Phoebe Peralta Senior Business Manager: Jessica Osrin Production Company: Good Oil Director: Adam Gunser Executive Producer: Simon Thomas & Juliet Bishop Producer: Chana McLallen DOP: Tyson Perkins Production Design: Vanessa Cerne Editor: Mark Burnett ex The Editors Post Production: Puffin Post Sound/Music: Rumble Studios
Song: Judas Priest “Breaking The Law” Music Supervision and Song Licensing: Music Mill
Photographer / Director: Benito Martin
Production Company: Sam I Am
Executive Producer: Rich Cole
Stylist: Sofia Musarra
Home Economist: Ismat Awan
Model: Salvador Lucena @ Icon Management
Model: Bailey @ Stone Street
Model: Yvonne Rae @ Twin Masks
Retoucher: Suriya Black
Media: Hatched
Managing Partner: Adrian Roeling
Client Partner: Juliana Yeoh
Client Solutions Director: Annie Irvine
Senior Client Solutions Manager: Georgie McIntosh
Senior Client Solutions Executive: Sophie Charos
