Value the Australian Way
Coles
Issue 57 | December 2020
Agency
DDB Australia
Creative Team
Chief Creative Officer: Ben Welsh Head of Art: Noah Regan Creative Partners: Tim Woolford, Tommy Cehak
Production Team
Head of Integrated Content: Renata Barbosa Lead Senior Broadcast Producer: Tash Johnson Senior Print Producer: Cushla Morton Production Company: Revolver/Will O’Rourke Director: Justin Kurzel Managing Director/Co-Owner: Michael Ritchie Executive Producer/Partner: Pip Smart Producer: Serena Paull Director of Photography: Lachlan Milne Editor: Alexandre de Franceschi @ The Editors Post Production: Heckler Colourist: Olivier Fontenay Online: Jonathan Hairman Music: Feel Like Going Back Home Recording: Missy Higgins, Yirr?a Yunupi?u, Dingo Spender Songwriter: Steven Pigram (Universal Music Publishing) Music Supervision: Level Two Music (Karl Richter, Marcus Brooke-Smith, Hugh Owens) Audio Post: Sonar Music Engineer: Timothy Bridge Casting: Natalie Jane Harvey @ Citizen Jane Stills Production Photographer: Ben Baker Producer: Chris Hemmings @ Still Rep Revolver/Will O’Rourke
Other Credits
Client: Coles Chief Marketing Officer: Lisa Ronson GM, Brand, Digital & Design: Michael Laxton GM, Media, Sponsorships & Events: Kate Bailey Head of Brand & Content: Bianca Mundy Senior Marketing Manager: Patrick Breen Media Manager: Sally Mann Head of Group Marketing Research and Insights: Geoff Turner Senior Communications Manager: Martine Alpins Creative Agency: DDB Australia Chief Executive Officer: Andrew Little Managing Director: Priya Patel MD, Strategy & Innovation: Leif Stromnes Head of Planning: Dom Hickey Managing Partner: Topher Jones Business Director: Katie Franklin Senior Business Manager: Sarah Cox Media Agency: OMD PR Agency: Mango Communications Research and Corporate Strategy: Thinkerbell
Date
October 2020 - ongoing
Background
Since 1914, Coles has been at the heart of Australian life- proudly supporting team members, community partners and suppliers and serving millions of everyday Aussie shoppers each week. Coles purpose is to “sustainably feed all Australians and help us live healthier and happier lives”. This campaign was commissioned to bring this vision to life.
Idea
Despite many hurdles this year, as Australians they are an optimistic, down-to-earth and authentic bunch. They understand the value of the little things in everyday life, whether it’s sharing food with friends or a BBQ on the beach. Coles undertook an Australian Kitchen Census, to uncover modern attitudes to food. The research highlighted how much Australians cherish a meal with friends and family and how important supporting local farmers and food producers is to Aussies. As supermarket to the nation, in this campaign Coles proudly champions Australia and shines a light on their true values. Capturing the essence of what makes modern Australia unique, this campaign features real Australian friends and families, not actors, enjoying the little things in life- the simple pleasure of being together around locally grown and made food. The music, paying homage to Australia’s rich cultural history, was recorded especially for this campaign as a collaboration between Missy Higgins, Dingo Spender and Yirr?a Yunupi?u.