Holden celebrates its history in new ‘Rewinding Roads’ campaign via AJF Partnership


Holden has today launched its new ‘Rewinding Roads’ campaign, which reflects on the love of Holdens across Australia via AJF Partnership.


The campaign features a website that combines the street smarts of Google Maps with the photographic skills of everyday Australians to pay tribute to a brand that has been part of Australian culture and our national psyche for over 70 years.

Says Marc Ebolo, managing director, GM Australia and New Zealand: “It was always our intention to recognise the important contribution Holden has made in this country.

“With the challenges we’ve all faced in 2020, this website is a simple way that Holden family and friends can come together to celebrate this iconic Australian brand.

“With Holden continuing to service vehicles and provide parts to its many customers in Australia, we wanted to make sure this didn’t feel like an ending.

“Just as Holden drivers can keep using and enjoying their vehicles for years to come, we hope that this site can be enjoyed by all Australians, whether they are uploading their favourite photos or just browsing the galleries of Holdens all over the country.

“We’re excited to be launching such a fitting tribute to Holden and a partnership with Google and RMIT.

“We know what the Holden brand means to all Australians, and we want to continue to celebrate it with everyone.”

Says Adam Francis, ECD and founding partner, AJF: “We wanted to create an opportunity for all Australians to share their Holden ownership over the years. And thanks to the team at Google, who provided access to their Google Maps platform, we have made it easy for Aussies to share their Holdens with Australia.

“We would also like to thank the RMIT students who are helping AJF with this project.

“And finally, we’d like to thank all the talented people at Holden that we’ve shared a journey with for over 11 years.

“We will always be appreciative of the many marketers and dealers with whom we formed great relationships with along the way.”

The website will remain live for the rest of the year as a gallery for all of Australia to enjoy.

The campaign also includes social videos posted on the official Holden Facebook, Instagram and YouTube channel to get fans excited and participating throughout the campaign period.

Client: GM Australia and NZ Ltd
Agency: AJF
Executive Creative Director: Adam Francis
Creative Director: George Freckleton
Creative Director, Brand and Experience: Tegan Clarkson
Creative Director: Andy Jones
Creative Director: Sandra Galiazzo
Strategy Director: Christine O’keefe
Head of Account Management: Susan Bird
Senior Account Manager: Nina Roslan
Head of TV Production: Roz Ruwhiu
Senior Producer: Liesel Haug
Senior Motion Designer / 3D Artist / Editor: Damian Capicchiano
Senior Editor: Tim Egan
Senior Integrated Manager: Paul Davis
Senior Retoucher: Drew Smith
Senior Integrated Designer: Jess Honey
Integrated Designer: Katelin Smith

Course Leader: Annette Cook
Course Lecturers: Al Briggs & Andrew Phillips