Holden Partners With SBS To Recognise Aussie ‘Drivers Of Change’ In New TVCs

Holden Partners With SBS To Recognise Aussie ‘Drivers Of Change’ In New TVCs
SHARE
THIS



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.

Please login with linkedin to comment

Cadbury Drivers of Change Skittles Sport

Latest News

Creating Efficiencies in the Age of Consumer Privacy
  • Marketing

Creating Efficiencies in the Age of Consumer Privacy

In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Opinion

by Kathleen Farmilo

Kathleen Farmilo
Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]