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.