Page 11 - AdNews magazine Mar-Apr-May 2023

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From a film featuring a giant prawn, to bespoke retail edits with products piling on the party vibes. From over-the-top OOH to digital assets dialled up to 11, and a TikTok campaign that got Aussies to show us how they were
living their ‘overcooked’ Christmas. We even developed ALDI’s own Spotify playlist.
“All this culminated in our most successful commercial year to date ... all during a global pandemic.”
Tall Poppy. In Australian culture we have a phenomenon called ‘Tall Poppy Syndrome’, where ambitious people are verbally or emotionally cut down. This is bad news for ambitious business owners, and even worse for the
brokers who help insure them. CGU Insurance, Australia’s leading insurer for small businesses, set out to change the nation’s view of ‘Tall Poppy Syndrome’ by creating an integrated insurance campaign like no other.
The MLA lamb campaign, The Lost Country of the Pacific, is a direct response to the country’s isolation. The premise is that Australia and the rest of the world have forgotten about each other, but the power of Australian Lamb inspires some
restless Aussies to invite the world to reunite over a Lamb BBQ. The campaign became the nation’s talking point, airing as an editorial story on Australia’s highest rating nightly news, and became Australia’s No. 1 trending YouTube video.
Thinkerbell
The Monkeys Australia, part of Accenture Song