Snapchat encourages Australians to ‘Say It in a Snap’ in local brand campaign via Emotive

Snapchat has begun rolling out the first phase of an integrated brand campaign in Australia ‘Say it in a Snap’. Featuring real Snaps from real Snapchatters, the new campaign via Emotive, kicks off with advertising across out-of-home and digital video, and includes brand collaborations with Guzman y Gomez and MECCA.

The ads showcase the authentic conversations that happen every day on Snapchat, bringing the joy of the platform to the Australian public.  Utilising Snaps shared between a diverse group of  Snapchatters, the creative captures authentic and relatable moments and celebrates the unique  language and culture that has developed within the Snapchat community, bringing these shared  moments to the wider world.

The local work is a uniquely Australian integrated iteration of a global campaign. “ Say it in a Snap”  emphasises the authentic and joyful nature of Snapping, highlighting how sharing unpolished,  daily moments creates joint experiences that strengthen relationships between friends and  family. Visually, the ad creative launching this week embraces the spontaneity and the real  aesthetic that is characteristic of Snapchat, with each image capturing the raw quality that users  love.

Through brand integrations with Guzman y Gomez and MECCA, the campaign includes creative  executions that highlight how Snapchatters engage with these high-profile Australian brands  through small moments shared with friends on the platform. This includes a young Aussie  snapping their go-to burrito GYG order to their mate,  and another sharing a Snap of their MECCA  haul after only dropping into the store for ‘one thing’.

Other OOH placements utilise hyper-contextual Snaps, including images and videos that directly  relate to the surrounding environment. For example, transport media spots at the Circular Quay  terminal showcases a Snap of a passenger on the ferry with the iconic Snapchat grey caption bar  reading “do I take him home?”,  and a reply from their friend with a Snap reading “lol who” only for  the friend to share a picture of a dog on board the ferry with the caption “this king”.

In the second phase of the campaign, launching next month, a PR and influencer content  program will lean in to insights about the significant role that sharing food plays in the friendships  of younger Australians, becoming a new ‘love language’ and a way to connect over small, daily  moments. Tapping into the ‘blind box’ cultural phenomenon that has gripped Aussie Gen Z and  Millennials, the  ‘Say it in a Snap’  campaign will  conclude with a high-profile brand experience in  Sydney that will delight both Snapchatters and the wider Aussie community, with a giveaway of  limited, custom Snapchat cookies created by ButterBoy, designed to be revealed and enjoyed  with a friend.

“The ’ Say It in a Snap’  campaign shines a light on how people truly use Snapchat – to share real,  unvarnished moments with their closest friends and family, which bring them daily doses of joy,”  says Ryan Ferguson, Managing Director of Snap Inc. ANZ.  “The ad creative aims to capture  the essence of the in-the-moment spirit that makes Snapchat so special, and showcase why our  platform is home to a community of 8 million Australians, including more than 90% of Gen Z  across the country”.

Creative Agency: Emotive
Creative, Design & Production: Darren Wright, James Pash, Tom Douglas, Dan Mortensen, Tim Evans, Cushla Morton
Social & Cultural Strategist: Sarah Rosedale
Client Services: Zoé Hartas

Media Agency: OMD
Business Management: Danica Berjanovic, Shenae Salm
Media Implementation: Joshua Emanual, Andrea Perez
Marketing Intelligence: Natalie Widdup, Mette Breith

Client: Snap Inc
Marketing: Richard Flanagan
Global Brand Experience: Alycia Emmerson
Communications: Claire Robinson