Spinach Melbourne launches major corporate brand campaign for Australian Unity
Spinach, Melbourne has launched a major corporate brand campaign for Australian Unity, the national healthcare, financial services and retirement living organisation.
The campaign is designed to promote the influential role of the business and its antecedent organisations in Australia’s financial and social fabric. Australian Unity’s history as a trusted mutual organisation dates back 170 years.
Frank Morabito, Spinach creative director said the campaign comprises a lead 60-second TVC, directed by Luci Schroder through The Directors Group, four 30-second TVCs and outdoor spectaculars, with the first spot launched ahead of Australia Day – a national holiday that was brought about largely through efforts of an Australian Unity antecedent friendly society, the Australian Natives’ Association.
Australian Unity group executive Corporate Development, Kimina Lyall, said after months of working closely with Spinach to develop the idea, the end result really captured the essence of what Australian Unity is about–a mutual organisation that is true to its history and relevant for the future: “Australian Unity has grown organically–by continually evolving and providing the services and products needed by the communities it serves–as well as through successful strategic mergers and diversification into new business activities.
“This campaign puts these achievements in context, and presents Australian Unity’s vision as a company concerned with building important social infrastructure and support for community wellbeing,” Ms Lyall said.
The historical sequences were shot at the end of 2010 in and around the township of Clunes that is now inundated by floodwater. (Spinach has since helped the people of Clunes who helped make this campaign possible by making a substantial donation to the Red Cross Victorian Floods Appeal.)
12 Comments
Naught but wallpaper. A string of clichés that really says absolutely nothing at all.
The only thing missing was the line, “In an ever changing world…”
Moving on.
Wait, Spinach did this?
Wow. I thought for sure it was CPB.
I bet you guys watched it like 71 times during the internal showcase.
Well done. You must be really proud.
So many boxes ticked.
Goes nowhere though.
As the other guy said… “wallpaper”
Mirror, mirror on the wall, who is the fairest….
Talk about self-regarding. This is awful and will achieve nothin,. just like the campaigns from AU’s last three or four recent agencies. Whose turn is it next time, I wonder? Have a look at yourself AU, get it off and save your money.
this is the best ad i’ve ever seen.
Hit ‘like’ if you think 5:35 is from Antartica.
The problem is with the film direction. Very bland- cliches can be good if shot with a fresh eye. There is nothing in the images that grabs you. If the images are strong then the TVC would have worked a lot better than it is. Would have overridden the same old v/o.
As an ex-hack I thought the “Old footage” would have been shot to look like it- process the film with little mid-tone, jumpy scratchy maybe. As is its lifeless. Looks like it had a bit of money but!
10:53 AM — Get it right: “In this ever changing world in which we live in”
This advert is anything but bland, the visuals are beautiful. Love the early-Australian scenes – so rich. The early shots are different to anything else out there at the moment and catch your eye immediately and are a visual feast. Love it, have watched it a few times already.
8:54
You are, of course, the director.
Jesus.
8:54, other bloggers have already done sarcasm so much better.
6:51 & 8:54 – no I’m not the director and I’m not being sarcastic. Forgive me for not having the same opinion as you bunch of armchair critics with over-inflated egos. I imagine as you have the time to be on the internet criticising others you clearly are not flat out working on anything, and you are probably jealous that others are. All the best with your “job” of surfing the internet all day. I’m off to work ( and not in advertising thankfully )