Redhanded Takes The Weekly Times National

Redhanded Takes The Weekly Times National
SHARE
THIS



Redhanded and The Weekly Times have been working to deliver a moving and visually stunning campaign, launching theweeklytimes.com.au as a national, online voice for rural Australia.

The campaign ‘128k’ taps into the agricultural heart of Australia, telling the story of the 128 thousand farmers that feed and clothe 60 million people across the globe.

The Weekly Times editor, Ed Gannon describes their national expansion as a “growth story”.

“We have our traditional print footprint in Victoria and Southern NSW, and nowadays with a digital offer there is no way we have to be bound by borders,” Gannon said.

Redhanded creative director, Stuart Shepherd agrees that the organic progression into national news creates a modern and inclusive voice for the brand.

“Theweeklytimes.com.au are on the ground in every corner of Australia” Shepherd said.

“This is an important story that needs to be told, for far too long the contribution farmers make has never been fully acknowledged. This campaign provides a platform to share these stories.”

Shepherd and his production team drove over 2,000kms across the country in seven days, filming from sunrise to sunset in order to capture the daily routine of the most hardworking yet humble men and women our country has ever known.

“Farmers and their families invited us into their lives and homes, often sharing a meal and always a story” Shepherd said.

Redhanded MD and 5th generation lamb producer, Jim Gall, feels the campaign aligns perfectly with both the brand and agency values.

“Without fear nor favour, The Weekly Times have been a powerful voice and advocate for rural and regional Victorians since 1869.  To work with them and bring to life these authentic Australian stories is incredibly rewarding. For Redhanded, the national 128k campaign epitomizes what our agency was founded on, the promise to cross the great divide that exists between city and country”.

To drive engagement, the launch will also include a second phase of content which profiles all of the featured farmers individually. The campaign will run across TV, pre-roll video, digital ads, as well as social platforms.

Agency – Redhanded Communications (Melbourne)
Account Manager – Torey Woff
Creative Director – Stuart Shepherd
Director – Nathan Christoffel (Picture Co.)
DOP – Sherwin Akbarzadeh
Assistant Director – Alec McCloskey
Camera Assistant – Anthony Rilocapro
Photographer – Tom Franks (Hell Studios)

Please login with linkedin to comment

Clemenger BBDO Sydney the weekly times woodstock bourbon

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Heckler Appoints Charu Menon To Partner
  • Advertising
  • Media

Heckler Appoints Charu Menon To Partner

Heckler has announced the promotion of Charu Menon to Partner, Singapore, making her the first female member of the Board.

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]