The Sydney Morning Herald + The Age unveil new ‘All Yours’ campaign via Publicis Worldwide Australia

The Sydney Morning Herald and The Age have unveiled a major new campaign via Publicis Worldwide Australia, that showcases the breadth and depth of journalism featured in Australia’s two most read mastheads.

Launching across Sydney and Melbourne this past week, the campaign entitled “All Yours” features flagship content for the mastheads, including a focus on sport, puzzles, Good Food and Traveller, alongside some familiar faces in investigative reporters Kate McClymont and Nick McKenzie, as well as celebrity chef Adam Liaw.

The campaign is a response to research which showed audiences are looking for more than core news from their subscriptions, and increasingly want to be engaged with content that reflects their passions or helps them learn and discover new things.

Says Tory Maguire, managing director – publishing: “While our mastheads continue to be the destination of choice for trusted, quality journalism and investigations, ‘All Yours’ celebrates the wider range of engaging content that readers are seeking out, and encourages them to discover more with us.

“Our journalists are driven to deliver the best, extending beyond traditional news — to the way we live-blog the Taylor Swift tour or provide access to the country’s best recipes and reviews with Good Food, we’re passionate about enriching the news experience.”

The campaign was developed in collaboration with Publicis Worldwide Australia and Taxi Film productions, and creatively seeks to replicate the immersive and endless content experiences available to explore with the Herald and The Age through readers’ devices.

Brought to life through the work of director Tristan Houghton, a proud Yindjibarndi man from the Pilbara region of WA, the films reflect the respective markets as the protagonist, actor Joshua Sasse, dives from content to content within the Herald/Age app.

Says Vera Straubinger, head of brand and acquisition for publishing: “We recognise that our readers want to immerse themselves in content they enjoy anywhere, anytime. We’re excited to bring this to life creatively, showcasing the engaging experience readers can expect as we continue to invest in new ways to bring quality journalism and exciting content to our audiences.”

Over the coming eight weeks, “All Yours” can be seen across broadcast TV and BVOD, cinema, OOH, transit, retail, print and social, as well as Spotify, LiSTNR and Nine podcasts.

Nine Entertainment
Director Subscriptions & Growth: Kristen Turner
Head of Brand & Acquisition: Vera Straubinger
Marketing Lead Brand & Acquisition – Metros: Kymberley Joseph
Marketing Manager Brand & Acquisition – Metros: Leah McNeill

Agency: Publicis Worldwide Australia
Managing Director: Simone Waugh
Executive Creative Director: Ryan Petie
Group Creative Director: (Copy): Jim McKeown
Creative Director: (Art) David Schaak
Executive Production Director: Vicki Lee
General Manager/Chief Client Partner: Jude Johannesen
Senior Account Director: Mary Graham
Account Executive: Matisse Sipa Borgeaud
Strategy Director: Simon Murphy
Strategy Director: Swati Shivshankar

Production Company: Taxi Films
Executive Producer: Andrew Wareham
Director: Tristan Houghton
Producer: Simone Mackie
DOP: Mark Desiatov
Art Director: Laura Elkington
Robot Operator: Brendan Isaac

Stills Photography: Compadre Pictures
Photographer: Jason Starr
Producer: Katherine Cooke
Retouching: Justin Overall
Post Production:
Editor: Tim Eddy
Grade: Kali Bateman
Online/VFX: Barnaby Bretton / Mesh FX
Sound: Ross Batten / Rosco Audio

Original Music Composition: Jarsonic
Raf Mikolajczyk