Australian Made launches government-backed $20M ‘Made Right Here’ campaign via Hive Creative

Australian Made Campaign Ltd (AMCL) has unveiled its largest national advertising campaign developed by Hive Creative, which aims to encourage Australians to support local manufacturers, job creation and the economy by buying Australian-made products.

The new ‘Made Right Here’ campaign has been made possible through a $20 million Australian Government grant that enables AMCL – a not-for-profit public company – to enhance public awareness and business participation, boosting consumer demand for Australian products and increasing business adoption of the Australian Made logo.

The campaign, now airing until 30 June 2026 across television, radio, print, out-of-home, digital and social media aims to help Australians make confident, informed purchasing decisions that have a huge flow-on effect to their immediate communities as well as at a national scale.

The 15, 30 and 60-second TVCs depict the iconic Australian Made kangaroo logo coming to life, bouncing through scenes from sectors such as construction, manufacturing, retail and beyond to demonstrate what ‘Made Right Here’ truly means. It also shines a spotlight on homegrown innovators, showing how supporting bold Australian ideas creates jobs and drives economic growth.

Almost 30 Australian Made licensees featured in the advertisement including Gray-Nicolls cricket bats, Mongrel Boots, Humphrey Law socks, Opella healthcare products, Funky Monkey Bars, Cyclone tools and Boral concrete.

AMCL Chief Executive Ben Lazzaro said the campaign highlights the breadth of Australian-made options across nearly every product category and encourages people to make the right choice and buy Australian where they can: “As the campaign says, Australian Made means made right here in Australia, but the green-and-gold logo means more than just where something is made – it means that when you choose it, you’re backing local businesses and home-grown ideas as well as supporting fellow Aussies.

“The new campaign also highlights and celebrates what we can often take for granted – which is that we have access to such a wide variety of locally made, high-quality products that play pivotal roles in our everyday lives.

Hive Creative’s Creative Director Michael Cain explained that the creative approach to the ‘Made Right Here’ campaign was intentionally simple, warm and grounded in real stories: “It’s a genuine, heartfelt story that felt right for the brand. We wanted something optimistic and positive, but also human and authentic. By letting the kangaroo move through real places and meeting makers, the campaign connects people with what Australian Made stands for today, the care, skill and pride behind the things made right here.”

Hive Creative Chief Executive Officer Wayne Murphy said the platform was designed to balance storytelling with clarity across a wide range of messages: “Strategically, the challenge was to tell a rich, layered story without overcomplicating it. ‘Made Right Here’ strikes the right balance between nuance and simplicity, so it genuinely feels right.”

Australian Made engaged Hive to undertake a comprehensive strategic brand review, resulting in the development of the new ‘Made Right Here’ campaign. The campaign encourages Australians to choose Australian Made products and better understand the broader impact of supporting certified Australian Made goods.

New Roy Morgan research commissioned by Australian Made in 2025 highlights strong consumer support for buying local. Eighty-seven per cent of Australians say it is important to buy Australian Made, while 79 per cent are willing to pay a premium for Australian-made goods. Recognition of the Australian Made logo is almost universal at 99 per cent, with trust among the highest of any brands tracked by Roy Morgan.

Client – Australian Made Campaign Limited
Key personnel – CEO Ben Lazzaro, Marketing & Communications Operations Manager Caitlin Blair, Trade Marketing & Partnerships Manager Anthony Collier, Marketing and Communications Coordinator Katrina Katopodis, and Head of Brand and Growth John Thompson
 
Creative agency – Hive Creative
Key personnel – CEO Wayne Murphy, Creative Director Michael Cain, Senior Creative Lead Shannon Boland, Senior Accounts Manager Zach Cahill, Senior Producer Sheriden Wadelton, Senior Creative Amelia Ephraims, Conceptual Lead Chris Hince, Senior Creative Nathan Barrow, and Senior Finished Artist Alex Rodriguez
 
Production agency – Flint
Key personnel – Director/photographer Tom Franks, Producer Petra Valent, and DOP Marcus Cropp 
 
Visual FX – Thing FX
Key personnel – Post and VFX Producer Nick Venn, and VFX Supervisor Rob Ride
 
TV and online post-production – Mr Fox
Key personnel – Editor Andrew Stalph, and VFX artist and Editor Drew Moden
 
Audio production and editing – Big Ears Audio
Talent – Northside Casting, Castaway
Music – Melodie 
Creative testing – Freeform Strategy
PR agency – Soda Communications 
Media strategy – Thread Media and Convincely
Research – Roy Morgan

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