Pope celebrates 100 years of summers together with new national campaign via Ten Past Ten

Pope, one of AMES Australasia’s iconic gardening and outdoor brands, has launched a landmark campaign to commemorate its 100 year anniversary, developed in partnership with Adelaide and Melbourne based creative agency Ten Past Ten.

The campaign is a heartfelt celebration of Pope’s century-long role in helping Australians create and enjoy their gardens. At its core is a powerful montage of real footage spanning decades featuring everyday Australians watering, planting, laughing and relaxing in the gardens they built with Pope. Finding this material was no small feat; the production team searched high and low across archives, family collections and community contributions to unearth authentic moments that show the impact of Pope’s products.

Alongside these nostalgic glimpses, the campaign also features today’s gardeners and families – real people, not actors – given free rein to show us how they use and enjoy Pope in their own backyards. Together, these stories create a bridge between the brand’s legacy and its enduring place in Australian gardens today. The result is a film that feels not just like an ad, but a genuine tribute to how Pope has been known, loved and trusted by Australians for generations.

A specially commissioned music track, Feels Like Home, written and performed by internationally acclaimed singer Sarah Lloyde and her brother Mason Lloyde, ties the story together with warmth and emotion – underscoring the connection between home, garden and family.

Says Sarah Luthaus, Founder & Lead Campaign Strategist, Ten Past Ten: “Iconic brands earn their place in culture by standing the test of time, and Pope is one of those rare names. Our focus was to balance respect for that heritage with a creative approach that reintroduces Pope to a new generation. By grounding the work in real stories and candid moments, we’ve built a platform that both celebrates the past and sets Pope up strongly for the next 100 years.”

To further bring Australians into the story, Pope is inviting consumers to share their own treasured garden  photos and footage from over the years via pope100.com.au for the chance to be featured as the campaign continues to roll out.

Says Magnus Thurley, Marketing Communications Manager, Pope: “We’re looking for the magic that Pope has created in people’s lives – the big and small moments that happen in the garden. Whether it’s teaching kids to water for the first time or enjoying a sunny afternoon surrounded by family and flowers, those are the memories we want to celebrate together.”

The integrated campaign, featuring over 200 assets, is rolling out nationally across BVOD, out-of-home, digital,  print and in-store channels.

Agency: Ten Past Ten
Account Director & Campaign Strategist: Sarah Luthaus
Senior Creative: Simon Janik
Art Director: Ben O’Grady
Senior Copywriter: Amy Mellow
Digital Lead: Jeff Miller
Relationships Manager: Savannah Murray

TVC Production Company: Visualizm
Director and Editor: Stephen Deeble
Producer: Maddie Tierney
DOP: Ben Dowie
1st AC: Jake Cooper
Photographer: Josh Geelen
Production Runner: Matt Caporaso
Gaffer: Dan Ross / Big D’Lights
Sound design and production: Scott Illingworth / seeingsounds
Music: John Bartlett
Lyrics and song: Sarah Lloyde and Mason Lloyde

AMES Australasia:
Francois Cleret, Chief Executive Officer
Magnus Thuley, Marketing Communications Manager
Courtney Van Der Pluym, Head of Creative