Peugeot Australia has launched its first-ever local brand campaign via the works agency.
The integrated campaign is the first and only to be produced for a local market outside of France in recent history.
The commercial launched on free-to-air television on Sunday 24 February and celebrates the fact that Peugeot offers beautifully designed vehicles to those who have a strong sense of self identity and are confident to be themselves.
Featuring the unmistakable 1984 Gloria Gaynor anthem ‘I am what I am’, the commercial features a range of characters undertaking elements of their daily life in their own way, with their own style.
MD of Peugeot Australia, Ben Farlow said it was a defining moment for the iconic French brand and signals the next chapter in the marque’s local turnaround.
Farlow said: “With 208 years of experience, it’s fair to assume that Peugeot knows who it is.
“However, our brand activities have rarely reflected the relationship Australians have with our brand.
“Peugeot is a brand whose history is well established locally, though for the next chapter, we must stand out, stand up and be celebrated for what we are”.
Peugeot Australia’s MG of marketing Amy Slade said: “The campaign is about celebrating the style and attitude of our vehicles and the people who drive them, but in a self-depreciating way.
“It’s the effortless style and attitude of the French that makes them unique, and we think this is our main point of difference.
“We are hoping to remind people to have the confidence to be themselves, to be bold and live life how they see fit rather than following the crowd”.
The Works managing partner Paul Swann said: “It’s been a real privilege getting to know the Peugeot brand and creating this integrated campaign alongside their team.
“The success of the brand globally is testament to a clear business and marketing strategy which we have adapted and optimised for the Australian market”.
Client: Peugeot Australia
Managing Director: Ben Farlow
General Manager of Marketing: Amy Slade
Marketing Manager: Dee Wescombe
Digital Communication Manager: Dan Hughes
Creative Agency: The Works
Managing Partner: Paul Swann
Chief Strategy Officer: Adam Donnelley
Creative Lead: Guy Patrick
Art Director: Marijke Spain
Copywriter: Erin Franken
Creative Project Lead: Jen Hird
Creative Project Manager: Erin Morrey
Executive Producer: Alistair Pratten
TV Producer: Bill Doig
Print Producer: Tom Harrison
Designer: Chris Hall
Digital Designer: Steve Brown
Social Content and Production: Daresay
Head of Content and Strategy: Ruth Haffenden
Social Strategy Director: Vanessa Hartley
TVC Production: Infinity Squared
Director: Melvin J. Montalban
Producer: Chris Seeto
Post Production: White Chocolate.
Editor: Brad Hurt
Music Supervision: Nylon Studios
Licensing Manager: Chelsea Ramsden
Sound Mix: Sonar
Photography Production: The Kitchen
Photographer: Juli Balla
Producer: Zabrina Wong
Media Agency: Starcom