Supercheap Auto unveils ‘Make It Super’ platform and visual identity via The Monkeys and MAUD

What does Supercheap Auto stand for? Ask most people and they’ll say ‘everything auto and much, much more’ but, they’re much, much more than that. Yes, they’re cheap but there’s another word in their name that defines them more and that’s SUPER.

Created by The Monkeys, part of Accenture Interactive, the new brand platform showcases that whoever you are, and whatever you drive, Supercheap Auto can help you ‘Make it Super’.

The launch of the new brand platform also coincides with a reimagination of the brand’s visual identity from the store design to logo by The Monkeys’ partner agency, MAUD.

Says Benjamin Ward, managing director, Supercheap Auto: “For over 50 years, we’ve been making it super for our customers, our team and our fans and we look forward to taking our new platform to our customers.”

Says Connor Beaver, creative director, The Monkeys Melbourne: “We recognise that not everyone is a car lover, but everyone loves their car. We wanted to broaden the appeal of Supercheap Auto to the sort of people who have never stepped into an auto retailer in the past.”

Says Scott Zuliani, associate creative director, The Monkeys Melbourne: “Even I can make my Subaru VX Super.”

Says Richard Smalley, executive creative director, MAUD: “Working with a brand like Supercheap Auto is a huge responsibility. But, from communications through to in-store, their team have embraced our ideas on how ‘SUPER’ can be experienced fully by their customers in a way that is genuinely progressive for retail design.”

The hero film was directed by Sam Hibbard from Finch with photography by Chris Searl. The integrated campaign launched this week in Australia and New Zealand across TV, outdoor, radio, social, online and in-store.

Client: Supercheap Auto
Managing Director: Benjamin Ward
General Manager – eCommerce & Marketing: Andre Korte
Head of Marketing: Janet Newton
Brand Communications Manager: Emma Halasz
Content Manager: Reece Moger
Project Manager: Alex Barry

Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Chief Client Officer: Jaimee Kerr
Senior Planner: Dave Collins
Creative: Connor Beaver
Creative: Scott Zuliani
Senior Craft Designer: Raph Tamkalis
National Head of Production: Romanca Mundrea
Producer: Katherine Muir
Producer – Stills: Emma King
Content Director: James Wilkinson & Allan Carlow
Content Manager: Georgia Randall

Brand Agency: MAUD
Executive Creative Director: Richard Smalley
Design Director: Tomas Sabbatucci & Michiel Reuvecamp
Senior Designer: Gary Corr & Anthony Teoh
Business Director: Kate McIntosh & Fushia O’Hara

Production Company: Finch
Director: Sam Hibbard
M.D: Corey Esse
E.P: Loren Bradley
Producer: Cath Anderson
DOP: Sherwin Akbazadeh
Post Production: Atticus Studio
E.P: Amelia Bromley
Colourist: Alina Bermingham
Online: Drew Downes

Photographer: Chris Searl of Title Artist Management
Retoucher: Adam Hayes

Music: Level Two Music
Sound Design: Squeak E. Clean Studios
Sound Designer: Paul Le Couteur
E.P: Ceri Davies