Real people with unique passions star in the latest campaign by McCann Sydney for Uncle Tobys Oats, in what is a major departure from the usual traditional, category-safe advertising.
The campaign, titled “Energy Feeds Your Passion”, is a distinct change in direction for Uncle Tobys Oats, moving outside the safety of the family kitchen setting to connect with audiences in an engaging and authentic way.
The campaign features real stories of real people with unique passions – a modern-day Medieval knight and a child musical prodigy – who need the energy to pursue the things they love. McCann and Uncle Tobys tell their stories in two documentary-style films, bringing to life the core benefit of oats – natural energy.
The films are running on TV as 30- and 15-second spots, as well as long-format online films.
Using an attitudinal target rather than focus on age demographics, the campaign is able to span the full range of Oats products. This masterbrand approach is a first for the brand.
McCann Sydney Executive Creative Director Dejan Rasic said: “It’s been rewarding to uncover some truly unique passions to bring this idea to life. Moving away from the traditional family breakfast table in the kitchen was a brave move by Uncle Tobys, but we feel the result is a real step forward for the brand and therefore worth the risk.”
The aim of the campaign is to inspire and empower people to put their energy into whatever drives them, making Uncle Tobys Oats relevant to Australians of all ages.
Uncle Tobys Oats, “Energy feeds your passion”
Executive Creative Director: Dejan Rasic
Creative Group Head: Lazrus Simons
Art Director: Felix Holfve
Copywriter: Martin Svane
Art Director / Designer: Davide Albanese
Senior Producer: Penny Brown
Group Account Director: Lucy Smith
Senior Account Manager: Jennifer Johnson
Production House: In The Thicket
Director: Leigh Richards
DOP: Christopher Miles
Executive Producer: Marcus Butler
Post: The Editors
Editors: Jessica Mutascio & Grace Eyre
Colourist: Yoomin Lee
Online Artist: David Tindale
Producer: Daniel Fry