Campbell Arnott’s launches new ‘Moments That Shape The Game’ campaign via Publicis Groupe
Campbell Arnott’s has released ‘Moments That Shape The Game’, a light-hearted campaign to promote Arnott’s Shapes in the lead up to football season final series and international rugby matches across Australia and New Zealand.
Created by Publicis Groupe new ‘Power of One’ agency model, encompassing specialty services and expertise from across the Groupe, the campaign introduces audiences to the enjoyment of sharing Arnott’s Shapes with mates and family during the footy final season.
Launching next week on broadcast television and this week across social, ‘Moments That Shape The Game’ marks the first major piece of work for Campbell Arnott’s since the Groupe won the business back in March
2018.
Campbell Arnott’s awarded Publicis Groupe its entire brand communications business across Asia Pacific and now handles all communication requirements across the Campbell Arnott’s marketing mix, including creative, strategy, media
planning and buying, PR and shopper marketing.
Says David McNeil, VP marketing Asia Pacific and global brands: “We are excited to release our first major piece of creative work in partnership with the Publicis Groupe. We look forward to getting behind Australia and
New Zealand’s fever and passion for football season finals, enhanced by their love of Arnott’s Shapes.”
Says Rebecca Carassco, deputy ECD, Publicis Groupe: “When you have an iconic brand like Arnott’s Shapes getting behind such an iconic moment in our ANZ culture, there’s really only one
responsible approach… And that’s to have fun with it!”
Client: Campbell Arnott’s
Chief Marketing Officer: David McNeil
Marketing Director: Sarah Ryan
Integrated Communications Manager: Linda Abbott
Senior Communications Manager: Amy Wagner
Agency: Publicis Groupe under The Neighbourhood
Deputy ECD: Rebecca Carrasco
Chief Strategy Integration Officer: Kate Smither
Associate CD: Flavio Fonseca
Associate CD: Piero Ruzzene
Creative: Michael Barnfield
Creative: Michael Dole
Business lead: Melanie Portelli
Senior Business Director: Laura Hawdon
Business Manager: Dan Beer
Project Manager: Kirsty Chase
Producer: Kirsten Caly
Production Company: Prodigious
Post Production: Prodigious
Director: Jesse James McElroy
Editor: Sam Bruce
Media CSD: Christie Meischke
Media Account Director: Catherine LimSam
18 Comments
Shame.
TV or broadcast advertising really has died a slow and painful death in this country, nothing good gets made anymore, or very rarely, while the best directors pretty much just work or live overseas, not sure than can ever really turn around either, it’s a pity
Let’s make 8 average films as opposed to 1 good one.
… no one ever.
So everyone on that credit list works at Saatchi Sydney, why not just say it’s work from Saatchi Sydney?
Whether it’s from Saatchi or Publicis one things for sure… it’s pretty crap
The ECD omitted herself from the credit list, but was quoted in the PR release.
Oops.
Terrible marketers.
this reads like the old agency
These don’t make any sense at all.
Would love to know the back story.
That might explain it.
Your only as good as your client, and the whole industry knows how bad this one is.
Most of the above.
LOL
They don’t need to make sense. They don’t need a deeper meaning
They just need to get people’s attention and generate a fraction of a smile with little word plays, so maybe people reach for shapes instead of chips in the next 1 out of 10 times they’re in the aisle.
The director and creatives credited on this work are capable of much better. When will Arnott’s wake up and hire a CMO who has any idea of what they’re doing? #mcneilisanorangecream
These are quite good. Can we put criticism to our names???
The whole lot should have been fired for the debacle of “new and improved shapes”, they then claim the next year as a great result as they were lapping their own failure. That’s the culture of mediocrity that survives there. PepsiCo are marching in with Doritos and snatching share so fast their heads are spinning and the retailers are loving it as they all despise arnotts for their arrogance. The narcissist running the show and the team have a lot to answer for.
The work is ok but It’s far from great. These team models don’t deliver anything you can’t get from a normal agency relationship. No matter how big the promises in the credentials presentation from the holding compnany are, you will get nothing better in fact, mostly slightly worse.
“Tell it to the hand girlfriend”
To be real, these ads are pretty funny, but funnier still are these comments.
I hope you all realise that too much hate just makes you fat.