Oporto and A.glo, part of Connecting Plots Group, have channelled the spirit of Liam Gallagher into an unexpected mindfulness experience, ‘Don’t Look Back in Hanger,’ to mark Oasis’ first Australian tour in 20 years.
With an estimated 300,000 Aussie fans set to relive Oasis’ glory days, Connecting Plots and Oporto identified an opportunity to celebrate the milestone tour. Oasis fans are now Oporto’s core middle-aged demographic, and they are no longer ‘gig fit.’ The reality of a modern stadium show is hour-long queues, packed trains and the pre-show rush. The perfect recipe for pre-gig hanger.
In fact, new research from Oporto reveals hanger is a nationwide phenomenon; seven in 10 Aussies experience feelings of hanger, and for 42 per cent, it’s at least once a week. Which is a lot of potential hangry Aussies at these five gigs.
“The stress of a big gig is the exact opposite of our ‘Portuguese Way’ philosophy, which is all about slowing down and savouring the moment,” said Ben Simmons, head of marketing at Oporto.
“This campaign is a hilarious reminder that the best antidote to hanger isn’t to rush, but to take a moment to actually linger and enjoy your food. Our Bondi Burger is the perfect escape from the chaos.”
At the centre of the campaign is a nine-minute audio piece, ‘Liam’s Guided Meditation’, which invites listeners to embrace calm and stillness, The Portuguese Way.
“Liam Gallagher’s trademark abrasiveness is the perfect embodiment of what it feels like to be hangry,” commented Dave Jansen, CCO at Connecting Plots. “So we turned that energy into a guided meditation. It’s the perfect accompaniment to a Bondi Burger, because when it comes to hanger, there’s only one rule: Don’t Look Back in Hanger.”
The meditation is voiced by comedian, influencer, and radio personality Liam Stapleton, a self-confessed Oasis super fan. Stapleton gained viral success last year with his Liam Gallagher impersonations, leading to appearances on morning television where he shared humorous anecdotes about trolling his partner with the impersonations.
Stapleton was engaged to voice the nine-minute guided meditation with animated visuals, which has launched on YouTube, TikTok, and Meta. The campaign also rolls out across Stapleton’s own social media, through earned media and OOH in Sydney and Melbourne.
Credits:
Client: Oporto
Chief Executive Officer: Therese Frangie Jayawardene
Head of Marketing: Ben Simmons
Marketing Manager: Jasmin Clements
Senior Brand Manager: Kristina Sutevski
Social Media Manager: Anja Cohen
Assistant Brand Manager: Simone Madden
Digital Marketing Manager: Joe Robinson
Integrated Agency: Connecting Plots Group
Creative & Comms: Connecting Plots
Earned & PR: CP-PR
Social, Influencer & Content: a.glo
Chief Creative Officer: Dave Jansen
Group Business Director: Alice Sherrah
Senior Copywriter: Phil Barnes
Senior Art Director: Jonti Groth
a.glo Managing Partner: Kent Pearson
Head of PR: Katie Eastment
Project Director: Rachel Heffernan
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell
Account Director: Mond Liu
Social and Content Manager: Sarah Kennedy
Media Agency: Atomic 212°
Client Lead: Ashleigh Pitcher
Performance Director: Karla Silva Villegas
Digital Performance Manager: Nathaniel Marin
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