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Green & Gold

Green & Gold. Campaigns centred upon Australian nationalism. 26 th of June 2014. Jeep. The iconic grill, print (not a multi platform campaign), playing off an idea that Jeep has used before. KFC. Ned Kelly Bucket, print, simple copy. McDonalds. Macca’s campaign – Australia Day 2013.

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Green & Gold

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  1. Green & Gold Campaigns centred upon Australian nationalism 26th of June 2014

  2. Jeep • The iconic grill, print (not a multi platform campaign), playing off an idea that Jeep has used before Green & Gold

  3. KFC • Ned Kelly Bucket, print, simple copy Green & Gold

  4. McDonalds • Macca’s campaign – Australia Day 2013 Green & Gold

  5. McDonalds • Nothing is more Australian then giving nicknames • Started in social media, posing a question to consumers: “McDonald’s or Macca’s?” – December 2012 • Followed up by a PR stunt: Submitting ‘Macca’s’ for inclusion in the Macquarie dictionary • “There’s only one place where you can get Macca’s” • Fully integrated campaign: Television, print, outdoor, transit, and social media application (nickname generator) • 15 McDonalds signs around the nation changed to ‘Macca’s’ • Macca’s campaign – Australia Day 2013 Green & Gold

  6. Dick Smith • ‘Banned’ – Australia Day 2013 Green & Gold

  7. Dick Smith • Originally a TVC intended to air Australia Day 2013 for Dick Smith Foods • Ad was banned due to multiple reasons (mostly regarding the repeated use of innuendo) • Creating controversy before a big television event: free media coverage • Available all over the internet • PETA did something similar for the Super Bowl in 2009 • ‘Banned’ – Australia Day 2013 Green & Gold

  8. Vegemite • Toast of the nation – 2011/2012 Green & Gold

  9. Vegemite • Search started in May 2011 for ordinary Aussie’s who are ‘made from vegemite’ (exemplify the Australian Spirit) • Released two TVC examples to get the ball rolling (Phiggles and The Darwin Ice Hockey team) • Nomination system run through website/social media • Series of visuals created every week including documentaries, vlogs, photo albums • Interactive: Sharing, supporting and voting • TV, Radio, PR, Digital, Social Media, Experiential and Retail components • Toast of the nation – 2011/2012 Green & Gold

  10. KFC • Summer of Cricket – 2013/2014 Green & Gold

  11. KFC • Campaign focused around the Ashes and ‘getting behind the green and gold’ • Launched with TVC’s, changing the appearances of 5 stores (2 NSW, 1 Vic, 1 SA, 1 QLD), as well as a change of branding in 600 stores (uniformsand boxes), social media coverage and ticket giveaways. • Integrated campaign with PR, TV, social media and experiential components • Various competitions and UGC examples such as #bucketheads, Big Bash’s million dollar catch and the green and gold sky box • Massive coverage and exposure throughout the summer due to sponsorship of Cricket Australia • Summer of Cricket – 2013/2014 Green & Gold

  12. Pie Face • Australia’s Biggest Pie - Australia Day 2013 Green & Gold

  13. Pie Face • Very basic campaign idea to make the biggest pie in Australia, and present it to the public on Australia day in darling harbor • Experiential set up with giveaways, a DJ, dancing and photo opportunities with aforementioned pie • Driven by social media (Facebook and Twitter), no coverage on the Pie Face website blog or press release section. • On the day: PR coverage – breakfast TV and radio drops/live crosses. • Post: visual content for social media platforms • Australia’s Biggest Pie - Australia Day 2013 Green & Gold

  14. IGA • Say G’day – Australia Day 2014 Green & Gold

  15. IGA • Remaking of Australian Icon Slim Dusty’s ‘G’dayG’day’ by independent artists, and released for free stream or download • Getting shoppers in the spirit • Recipe’s, products and offers available on dedicated Australia Day sections of the IGA FB page and website • Personal portraits drawn and shared on online platforms • Driven by website, social media and outdoor coverage • Say G’day – Australia Day 2014 Green & Gold

  16. Bonds • Wear Australia (Chesty Bonds 70thanniversary) – Australia Day 2008 Green & Gold

  17. Bonds • Bonds aimed to capture an authentic look into contemporary Australia while reinforcing the brands iconic status • Chose a photographer to travel Australia and find different examples of every day Australian’s wearing the Chesty as a symbol or the ‘uniform’ of Australia • Photo exhibitions of the campaign images were also run • Supported by Outdoor, Radio, Point of Sale and online components • Wear Australia (Chesty Bonds 70th anniversary) – Australia Day 2008 Green & Gold

  18. Stihl • This is my Backyard – Australia Day 2012 Green & Gold

  19. Stihl • Stihl launched a search for Australia’s best backyard with a national competition inviting people to nominate their yard as the perfect place to celebrate Australia Day • The winner hosts a BBQ, gets a prize package and a visit from a ‘backyard hero’ • Launched through Stihl’s website and social media coverage, encouraging the development of a community of users • People nominated their own backyards through uploading visual content, and voted for others • Radio and print were also used to bolster the campaign and expand its reach • This is my Backyard – Australia Day 2012 Green & Gold

  20. Meat & Livestock Australia • Sam Kekovich annual Australia day address – for nearly the last 10 years Green & Gold

  21. Meat & Livestock Australia • Chronicling Sam Kekovich’s fight against ‘unaustralianism’ • The MLA has used Sam’s ranting style as a call to action for all Australians to barbecue lamb on Australia day. • An annual Austraia day address in the form of a TVC, and now expanding into digital and social media (applications, online games and video content) • Sam Kekovich annual Australia day address – for nearly the last 10 years Green & Gold

  22. Meat & Livestock Australia • January 2nd: Channel Ten releases a clip of Kekovich being hit in the head with a cricket ball (premise behind the ‘lambnesia’ idea) • January 9th: First look released on Sunrise, along with an appearance by Sam • MLA Placements throughout Ten’s Australia Day Showdown 2013 • Traffic directed to ‘lambnesia’ quiz website • Point of sale elements also used • http://mumbrella.com.au/kekovich-spruiks-lamb-for-coles-mcdonalds-and-mla-in-austraioli-day-blitz-134633 • 2013: ‘Lambnesia’ Green & Gold

  23. Meat & Livestock Australia • January 8th: Sneak peak of the TVC released during Sam's appearance on channel 7 • January 9th: Full ad aired and released online • January 15th: Content released via Nova to support the generation lamb campaign • Additional visual content released via social media to supplement the campaign (video and pictures) • 2014: ‘Generation Lamb’ Green & Gold

  24. Havaiana • Australia Day Thong Challenge – Launched 2006 Green & Gold

  25. Havaiana • Yearly extravaganza, become somewhat of a tradition • Promoted on a dedicated website, via social media and on the ground • Content post activation plays an important role • Australia Day Thong Challenge – Launched 2006 Green & Gold

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