Greyhound Australia has announced its official return to service and new brand platform, ‘Feel the heart of Australia’ through an epic online campaign created by Rumble and fronted by Shannon Noll, belting out his noughties’ banger, Drive.
The hero video, supported by a series of BTS pieces, sees a couple as they contemplate visiting a far-flung relative, only to be surprised by the heartland hero himself. From here, things make an obvious progression to absurdity.
“Beyond the campaign’s tongue-in-cheek humour, at its heart, it’s about reconnection and supporting regional towns that have done it tough over the past few months,” said Marketing and Communications Manager Greyhound Australia Michael Leard.
“Just like all Aussies, we’re excited to be out on the road again and keen as mustard to bring joy to Australian journeys.”
The campaign marks a shift towards a more jovial, light-hearted personality for Greyhound Australia.
“Feel the heart of Australia represents more than just passing landscapes and iconic destinations. It also embraces the unique characters and richness of personality that call this country home, including the people who are part of the Greyhound team, “ said Rumble Associate Creative Director Bec McCall.
“Being 6 years junior to Vegemite, GHA is a brand deeply connected to the Australian story.”
On partnering with Shannon Noll, Greyhound Australia CEO Alex de Waal added, “Shannon has this wonderful true-blue Aussie appeal that bridges city, coast, and country.”
“He’s also a top bloke. Two great Aussie brands together at last – I’m excited about the places our partnership will take us in the future.”
The campaign is in market now, with retail and supporting activity to follow.
Client: Greyhound Australia
CEO: Alex de Waal
Marketing and Communications Manager: Michael Leard
Digital Communications and Production Manager: Saira Manns
Graphic Designer: Elysia Vun
Creative Agency: Rumble Strategic Creative
Creative Founders: Nancy Hartley, James Burchill
Associate Creative Directors: Bec McCall, Rhys Venning
Account Director: Nikita Baynes
Account Executive: James Goodrich
Production/Post: Light + Shade
Director/DP: Josh Zaini
Producer: Emma Horne
2nd unit DP: Matt Bamkin
Camera Assistant: Aaron Bottero
Gaffer: Ben Russel
Sound Recordist: Dean Ganter
Stills/Drone: Jeff Camden
MUA + Hair: Jane Heta
Safety Coordinator: Jimmy Christiansen
Production Assistant / Data: Carmen Bensley
Head of Post: Rohan Cooper
Head of VFX: Jono Shaw
Production liaison: Katrine Bowman
Music: ‘Drive’ performed by Shannon Noll
‘Drive’ Publisher: Universal Music
Music licensing: Music Mill
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