The Work 2023 Contenders: Dig

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

The Work 2023 Contenders: Dig The Work 2023 Contenders: Dig

Mitre 10: The Other Hardware Store
With over 350 stores, many family-owned and run for generations, Mitre 10 is the second largest hardware network in Australia. However many people interested in DIY don’t always think of Mitre 10 when they think of hardware. The data showed that more than 90% of Australians are on autopilot on where they shop for their DIY needs, and while Mitre 10 is known for service and quality of range amongst existing customers, we are often not considered in the moment of hardware store choice by people not familiar with Mitre 10. They’re missing out on the benefits of the knowledge that sits within our network, we can give them solutions to their home improvement challenges on their first trip.

The Bottle-O: Good Value Booze for Good Value People
The first spot to be released follows the journey of our hero shopper, ‘Slatts’, on his walk to The Bottle-O to quench his thirst, whilst wearing his favourite BBQ apron. Set to The Bellamy Bros famous song ‘If I said you had a beautiful body’, the track is the perfect ode to accompany Slatts whilst on his journey.Supporting the brand activity, the campaign’s distinctive assets will be used across retail activity, in-store, catalogue, social and digital comms. Including an opportunity to own one of those aprons.

These new episodes in the campaign continue to shine a light on everyday Australians we all know and can’t help but love, simply because they, like the latest specials at The Bottle-O, are good value.

Tena Men: Wear it with Confidence
In partnership with the Prostate Cancer Foundation of Australia (PCFA), the campaign features Ian, Ross and Steve, 3 survivors of prostate cancer wearing the new underwear, beautifully photographed and filmed by Simon Harsent. The men share their stories of dealing with prostate cancer, their experience of facing incontinence, and the relief of having discreet, leak-absorbing underwear they can wear with confidence.


The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email