Holden has partnered with SBS to launch its latest masterbrand campaign, focused on recognising and rewarding Australians driving positive social and cultural change in their communities.
The campaign, ‘Supporting Drivers of Change’, features six notable Australians from all walks of life.
Among them is Auburn Giants AFLW team founder Amna K Hassan, journalist Patrick Abboud (pictured above), ‘Queen of Resilience’ Stacey Copas, hip-hop artist L-FRESH The Lion, orthopaedic surgeon and activist Munjed Al Muderis, and blood cancer researcher Louise Purton.
Each of the ambassadors have been selected based on the inspiring work they’re doing to advance the issues that matter most to modern Australians, including diversity, social responsibility, equality, and innovation.
They are featured in a series of integrated TVCs currently being broadcast across the SBS network, sharing their stories and what drives them to do what they do.
To inspire others seeking to make a difference, Holden is also running a competition in conjunction with the campaign, asking all Australians to share how they would drive change, for the chance to win a $50,000 grant to bring their initiative to life.
Holden’s executive director of marketing, Mark Harland, said the campaign is about seeking out those in the community who are driving meaningful change on topical issues that Australians are discussing.
“SBS and the ‘Drivers of Change’ ambassadors are passionate about creating a better future for all Australians – we’re proud to be part of that and can’t wait to tell those stories.”
Holden and SBS worked closely with media agency Carat to bring the campaign to life.
Natalie Kean, head of Carat’s partnerships and integration department, Connect, described the campaign as great example of a brand understanding society’s role as a major stakeholder in their business.
“This campaign is a marked departure from most automotive brand campaigns, most notably for the fact there isn’t a single car visible anywhere. Holden were truly committed to focusing on the story-telling aspect,” she said.
“When connected with the right partner, in SBS, the result’s been really powerful from a content perspective.”
The TVCs are currently running across SBS, including broadcast, digital and social, with the campaign further amplified in cinemas nationally and via a partnership with Joy FM.
The competition closes 15 April.