Lilydale asks Aussies to live free range in latest national campaign via M&C Saatchi, Sydney
Lilydale has launched a national campaign encouraging Australians to ‘live the free range’ by asking them to get outside and rediscover a simpler, more balanced way of living via M&C Saatchi.
With the increasing demands on modern life, we have moved away from what we know to be instinctively good for us. Impacts on work life balance, technology and increasing pressure to do more with less, have seen the average Australian retreat indoors, distracting them from what really matters most, their health.
Research shows we’re happier and healthier when we’re outdoors.
Supporting this insight is new research conducted by McCrindle Research with over 1000 Australians nationally, indicates that working 
Australians spend 91 per cent of their week indoors, a truth that drastically impacts our wellbeing.
In response, Lilydale, Australian owned and grown premium free-range chicken brand, is championing a more balanced view encouraging all Australians to ‘live free-range’.
Activity driving this effort is broad, starting with a rousing film manifesto that reminds us of the benefits of living free-range, while encouraging us to rediscover what’s really great.
Supporting this spearhead are a team of specially selected advocates, each offering their experience and advice
on what it is to live free-range, from getting outside to living in a more mindful and balanced way.
Throughout the campaign Lilydale will also be offering customers a chance to truly enjoy the outdoors through unique experiences.
Says Yash Gandhi, head of marketing, Lilydale: “Lilydale Free Range has always been for the outdoors and has understood the benefits it brings. Joining the free-range is more than a campaign line or a product choice, it’s a state of mind. Activating and encouraging that philosophy in a meaningful way has the potential to drive positive and lasting difference to the physical and mental wellbeing of all Australians.”
Says Shane Gibson, creative director, M&C Saatchi: “The benefits of living free range are diverse and stretch well beyond the ethical wins. This campaign
reflects that idea driving and encouraging broader participation in that choice. As the preeminent free range chicken brand in Australia, it seems like a natural space for Lilydale to be leading.”
The campaign launches September 3 and will remain ongoing.
Lilydale:
Head of Marketing: Yash Gandhi
Senior Brand Manager: Anna Wesser
Brand Manager: Anna Tu
Agency: M&C Saatchi, Sydney
Executive Creative Director: Michael Canning
Creative Director: Andy Flemming
Creative Director: Shane Gibson
Senior Art Director: Neil Walshe
Senior Copywriter: Michael Harris
Strategy Director: Nicky Bryson
Head of TV: Rod James
Assistant Broadcast Producer: Olivia Reddy
Head of Production: Trent Henderson
Print Producer: Vanessa Fernandez
Lead Finished Artist: Salvatore Liseo
Group Head: Nick Russo
Group Account Director: Jonathon Rhydderch
Account Manager: Jennifer Edwards
Head of Experiential: Erika Morton
PR: Hidden Characters
Annalise Brown: Managing Director
Account Director: Sophie Callaghan
Communications Manager: Naomi Rheinberger
Production Company: Collider Productions
Matthew Thorne: Director
Executive Producer: Rachel Ford-Davies
Producer: Olivia Hantken
Editor: Rolando Olalia
LOUIS&CO:
Photographer: Matt Baker
Artist Management & Production: Louis Molines
SONG ZU:
Creative director: Ramesh Sathiah
Composer: Nathan Cavaleri
Rumble studios:
Sound Engineer: Tone Aston
ALT VFX:
VFX Supervisor/Flame Artist: Dave Edward
Post Producer Supervisor: Adrianna Spanos
Colourist: Marcus Timpson
26 Comments
For crying out loud, IT’S CHICKEN!!
It should be fun, happy, joyous, family, delicious.
It’s not.
What’s happening at M&C?
The latest CommBank stuff stats campaign is depressing.
All the positiveness of CAN has been lost.
And now this Lilydale campaign – it’s miserable.
Lighten up guys – there’s nothing wrong with making people smile.
It’s worked for M&C in the past, it’ll work for you in the future.
Well, at least you didn’t steal the music
https://www.youtube.com/watch?v=u04QD16crVM
Clucked up.
Sad the people who came up with it would be in opposite of free range by working in advertising.
This has to be the most cliched montage ever produced in Australia. And there’s been some bad ones. Has M&C’s planning department gone so awry that they think they can lose the chicken. This makes me so sad because I used to work there – when it was a good agency.
Hannibal Lector will love this – like having an old friend for dinner
Here we go, another super lame campaign from M&C.. they just keep going lower and lower in the well thought out creative stakes. The stills look more like a Rebel sport ad.
Very bad montage commercial rip off. Poorly handled.
….tastes like chicken?
more like insurance campaign than chicken. FFS loosen up M&C.
Was the director?
They were trying not to show the chicken as no one wants to see what they are about to eat. But missed the mark. Boring.
*Free strange?
This weird montage doesn’t even look good.
The only new movement it makes me want is bowl related.
I get the sentiment, but the execution is poor.
Surely it’s about having fun outdoors?? Enjoying life and food?
The Hunger Games: Lilydale
Synopsis
In a not-so-distant dystopian future, a faceless chicken processing plant searches for new lines of revenue, ultimately persuading citizens of the colony to “Join the Free Range”. The citizens, lulled into a false sense of security, succumb to the corporation’s propaganda, taking up outdoor activities en masse, only to discover that their newly toned flesh is to be butchered, divided into individual body parts, and sold off in small, Glad Wrap covered packages in the meat section of their local Woolworths supermarket.
Joining the free-range is more than a campaign line or a product choice, it’s a state of mind. Activating and encouraging that philosophy in a meaningful way has the potential to drive positive and lasting difference to the physical and mental wellbeing of all us chickens for the 5- 7 weeks before we lose our heads.
It is sad to see that a once great ad agency has now stuck to the formula of the “rousing film manifesto” followed by the pared back posters communicating some lofty ideal that goes well beyond the reality of the product (see NRMA, Comm Bank, Optus). I’m surprised that a chicken reciting a poetic ode to being free range didn’t make the cut. Seriously guys, dig deep and get out of that hole.
Can we please move on from this high and mighty montage style, and have fun again?
The Hunger Games: Lilydale
Synopsis
In a not-so-distant dystopian future, a faceless chicken processing plant searches for new lines of revenue, ultimately persuading citizens of the colony to “Join the Free Range”. The citizens, lulled into a false sense of security, succumb to the corporation’s propaganda, taking up outdoor activities en masse, only to discover that their newly toned flesh is to be butchered, divided into individual body parts, and sold off in small, Glad Wrap covered packages in the meat section of their local Woolworths supermarket.
Think there’s a nice idea in here somewhere, but it’s lost in the sub-standard manifesto writing we’ve seen a hundred times and the generic montage of ‘The Australian People’. Do we all dive into things and jump into water? …I’d like that.
The problem with being for everyone all the time M&C, is you fail to mean anything at all to anyone.
I actually get the creative. I mean it’s not the strongest but I get what is happening in this idea. Outdoors, free range, etc. Unfortunately though.. this is a poorly directed rip off of every good manifesto ad. You can see the commercial references shot for shot for christ’s sake. Get an idea..
Get outside people because chicken! This is feckless, shabby work. At least it pays the bills I guess. The client is a dead-set goose
This has Andy Fleming written all over it.
This campaign is kinda like eating something, vomiting it up, rolling around in it, scooping it into a pile, eating it again, pooping it out, eating the poop, then vomiting it up again. Except worse.
God bless the chickens.
The only way this makes sense to me if the whole ad was a metaphor, and the people were the chickens, roaming free across Australia.
But if that’s true the shot of the chicken roasting over the fire would make them cannibals.
this is utterly ridiculous, this advert makes me dizzy with how idiotic and banal the industry has become, makes me want to permanently toss my TV onto the scrap