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B&T > Media > Redhanded Takes The Weekly Times National
Media

Redhanded Takes The Weekly Times National

Anna McLeod
Published on: 18th April 2016 at 11:17 AM
Anna McLeod
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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)

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TAGGED: Clemenger BBDO Sydney, the weekly times, woodstock bourbon
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By Anna McLeod
My name is Anna and I am a junior Copywriter and Content Producer at Redhanded. In 2014 I completed a Bachelor degree in Business (Advertising) at Swinburne University as well as AWARD School. This year, I was selected through the Clemenger Graduate Program to undertake a 3 month internship at Redhanded Creative, which exposed me to range of disciplines within the agency. After completing 6 weeks as an intern, I moved into a full-time Account Manager role for Redhanded. I worked for 8 months in this position, determined to learn and grow into the role by managing 5 key clients. During this time, I was able to prove my creative ability and passion by taking on extra work. In September 2015, I was promoted to a full-time creative position and am now working as a Junior Copywriter and Content Producer. This dual role has enabled me to express my creativity on various campaigns, with a strong eye for detail in regards to content and copywriting. I have also worked on a casual basis in a consultative role, assisting a sommelier in branding and product development.

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