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