Australian avocados officially unofficially sponsor pretty much everything Australian ever in new ‘Our Green Gold’ campaign via TBWA\Sydney
They may not be native to Australia, but there is no denying avocados are part of our culture. So to elevate Australian Avocados beyond our plates to their rightful iconic status, Hort Innovation and TBWA\Sydney have created the new platform “Our Green Gold”.
To launch they have embarked on the biggest official unofficial brand sponsorship campaign that the world has ever seen. Starring Australian comedian Nazeem Hussain, the film claims official unofficial sponsorship rights of everything from Sydney ferries to wheelie bins with yellow lids.
The campaign will roll out across TV, Online, OOH while in social and PR, Australian Avocados will be activating a national official unofficial sponsorship drive encouraging Aussies to nominate all things green and gold for official unofficial – but actually official – sponsorship.
Says Matthew Dwyer, group marketing manager, Hort Innovation: “Gags aside, the campaign is designed to connect Australian Avocados to culture and drive preference and consideration for the amazing fruit produce by Aussie growers. Our hope is that whenever people see green and gold, they think Australian Avocados.”
Says Evan Roberts, chief creative officer, TBWA\Sydney: “An official unofficial sponsorship of this scale has never been seen before on these shores. It could not have been executed using the traditional methods of ‘asking permission’, ‘signing contracts’ or ‘funding’. We look forward to many years of brand association with these iconic pieces of Aussie culture.”
Hort Innovation’s media agency Atomic 212° will amplify the campaign through a range of channels including a television buy across Seven & Ten, Radio across SCA & ARN stations, Online Video via Unruly, Facebook & YouTube and Retail & Large format outdoor including a mural painting in iconic Kings Cross. The campaign will run until the end of Aug 2021.
Look out for the official unofficial sponsorship wherever you see green and gold.
Campaign: ‘Green Gold’ – The official unofficial sponsor of everything Australian
Client: Hort Innovation
Group Marketing Manager: Matthew Dwyer
Marketing Manager: Adele Nowakowska
Assistant Brand Manager: Megan Yap
Creative Agency: TBWA Sydney
Media Agency: Atomic212
Shopper Agency: The Zoo Republic
PR & Social Media Agency: Eleven Sydney
Photographer: Jason Loucas
Production Company: Finch
Director: Christopher Nelius
Post production: Finch / Bolt
Music: Otis Studios
11 Comments
Bravo TBWA, LOVE THIS
Yep, it’s Tide Ad
Hey! You stole our idea.
I don’t hate this, which is weird for me.
Reminds me of the original lamb ads, before they went all angry PC. Nice. I’m off to ave an avo.
Very good, but the Avocado logo is like an exercise in how small can we make the logo. 99% of people driving past the OOH would have zero idea who the client is. This problem is compounded by the first word of the brand name is Australian. No doubt the client wants to leverage the green and gold idea for the Olympics. But that will just make misappropriation even more likely. Big Green and Gold headline on big green and gold background with little logo that starts with Australian. It’s an easy fix, but worth it – because IMHO I think this campaign has real potential.
Feels like a it’s a lockdown stock montage but without the excuse of having to be one.
Oh Ev, you shouldn’t have left. This ain’t great.
https://www.youtube.com/watch?v=rl0Dbav08UI
Insight.
Also @Been done! – lol.
Can we add Corn to this campaign please 🌽 I love this campaign just as much as I love corn and the ads are done so well n feels Aussie so well done 👍 I grew up eating corn on the cob for breakfast which was grown by my grandpop 😍 Either that or fresh fish but I havnt seen a green n gold fish yet sorry 😢