Jimmy Brings launches new ‘Summer Delivered Differently’ campaign via R/GA Australia
R/GA and Jimmy Brings today launch the first work of their partnership “Summer Delivered Differently”.
The app-first brand has disrupted the bottle shop browsing behaviour of Australians with lightning-fast delivery of alcohol in less than 30 minutes. The campaign, fronted by Sophie Monk and Matt Okine, goes one step further to offer two-dollar delivery “alllll summer long”.
Cutting through the clutter of delivery ads, R/GA developed a series of distinctive visual and sonic branding assets to be used across multiple consumer touchpoints. From Jimmy’s purple jet-powered hand that breaks the time-space continuum to deliver ice cold beverages to the Wayne’s world electric guitar sound scape, the campaign brings to life drinking moments through a series of familiar Aussie scenes and encourages customers to break habits and enjoy the present.
Says Jamie Gagliardi, head of marketing, Jimmy Brings: “R/GA have been able to execute a brand campaign that aligns perfectly with our mission of becoming the largest alcohol delivery retailer, introducing a new distinctive and engaging asset that won’t be missed. Our unique campaign, combined with our $2 Delivery offer, will no-doubt allow customers to experience the amazing service that Jimmy Brings provides, altering traditional consumer behaviour Australia-wide.
“We’ve been able to increase the distinctive branding of Jimmy Brings while creating a creative framework that is essentially an ad platform within an ad platform that can feature different products– this has allowed us to create greater value for our partners and our consumers simultaneously.”
Says Michael Titshall, VP, managing director, R/GA Australia: “In this relatively new category of alcohol delivery, the challenge is not just to be the preferred brand, but to switch habits from a dash to the bottle shop to reaching for their phone. So we worked with Jimmy Brings to create behaviour change by combining pricing models, marketing and brand assets for the entire customer journey.”
Says Kieran Antill, national executive creative director, R/GA Australia: “It’s not about the ordering or even the friendly delivery person, it’s about the moment you are handed a beer or a wine or your drink of choice– that’s what we wanted to capture. That and a time travelling purple rocket hand.”
The campaign is now live across YouTube, BVOD, OOH, social and digital, with programmatic executions targeting audiences based on their alcohol preferences.
Jimmy Brings
Head of Marketing – Jamie Gagliardi
Content and Social Media Manager – Jen Mackie
Design and Brand Specialist – Leonardo Miranda
R/GA Australia
Copywriter – Kate Ross
Art Director – Courtney Fay
Senior Visual Designer – Joe Sanderson/Kat Komenda
Senior Content Producer – Kyle Belcher
Executive Producer – Chris Smyth
Strategist – Georgia Doust
Group Director, Client Services & Business Development – Kirsten Dunlaevy
Katie Morgan
Executive Strategy Director – Jon Holloway
Executive Creative Director – Kieran Antill
Managing Director – Michael Titshall
Production
Production House – Eight Productions
Director – Jay Topping
Executive Producer – Lib Kelly
Producer – Nick Kelly
DOP – Tony Luu
Casting Director – Peta Einberg @ Peta Einberg Casting
Post Production: Fanatic
Online Editor: Joe Maurici
Music – Electric Sheep: Kate Stenhouse, Joe Mount, Glenn Sarangapany
Retoucher: Limehouse
Media
Magic media
Carat
Stills
Photographer – Jeremy Shaw
Digi Op – Julian Schulz
33 Comments
Nice one JT
The amount of people it takes to make a very average is amazing.
Wow, just wow.
Topping is a ledge.
Client : give us that Uber eats delivery device but like, a bit different
Nice work Jay.
… but not too different.
Nice work C Fay!
This is a blatant rip off of one of the most known campaigns in Australia, Uber Eats.
All this is going to do is get people reaching for the uber app. Was there no strategist to point out that advertising the same product as the market leader in the same style as the market leader might be a big fat waste of cashola? Nice one RGA you nailed it
This is fun. Good job Kate & Courts.
Please can someone at RGA confirm if this was intentionally trying to be like Uber Eats? If so, I suppose that’s a strategy of sorts. But to ignore the blatant similarities is just ridiculous.
Their brand positioning is ‘to support competitors and market leaders by any means necessary.’ If this means making their brand identity look like Dan Murphys and their advertising mimic UberEats, then I’d say they’ve nailed the brief.
Is the idea to use Jimmy Brings when you’re too piped up to go to the bottle-o?
Apps-based delivery.
The delivery moment or need state.
Celebrities (which agencies and clients continue to love and use).
Sustainable brown paper bags.
Etc.
Similar to UberEats?
Sure.
But there’s not a million ways to skin that cat, given those ingredients.
(Not at RGA-er…. just exhausted by the ‘it’s been done before’ comments that appear on here, over and over.)
I honestly don’t get this, at all. Did the client dilute this to nonsensical rubbish or was that the work of rga? Australian advertising is in the bin.
I’m confused….did Uber Eats acquire Jimmy Brings? And gone with a COVID medical glove now instead?
Last delivery, my Uber driver wasn’t wearing purple gloves.
Ahhhh yesss. That makes it completely different.
Can we have shit version of Uber Eats guys?
I came back to advertising for this!?
Really!?
Can you idiots please tell me how this is anything like Uber Eats, other than it’s a delivery service? You’re fucken stupid, don’t post.
Hey adlanders! In case you were wondering Sophie is available for your next ad campaign. Any product. No problem.
This add will work its socks off for Jimmy Brings. RGA should publish the results
Senior creative lead is conspicuously absent from the credits.
Looks like the client made all the decisions.
You get what you insist on I suppose. Sophie Monk? Yikes.
All credited down the bottom, mate.
Might be time for a new prescription m8
Haha, you’re the one who needs glasses. It’s right there. ECD stands for Executive Creative Director. Glad I could help.
Really? The guitar solo ‘sonic branding’ stinks of a white guy over 40.
I’m not an advertising person. Can someone explain the difference between the Uber eats stuff and this one? Thank you.
We open on people sitting around doing nothing, looking bored. Suddenly we hear a quirky delivery method. The person is pleased. Close on branding.
Looks like the delivery advertising market needs a shot of disruption. Why does everything have to look the same?
It’s very heavily branded but for some reason I don’t think the branding will stick yelling your name doesn’t make it any more memorial than saying it
*See above