australian made week #2.
I was lucky enough to lead advertising creative and project manage Australian Made’s second Australian Made Week that ran from Monday 6 June to Sunday 12 June 2022 and was promoted nationally through a 1.3 million dollar multi-channel advertising campaign across TV, cinema, radio, out-of-home, print, online and social media. The campaign was faced by Australian Chef, Adam Liaw.
my role:
TV & radio script composition // storyboard preparation // creative direction // shoot supervision // traffic mgmt. of all ad assets // project coordination // advertising copywriter
the impact.
Over 235,000 website sessions were recorded during the four-week advertising campaign, smashing Australian Made’s monthly 130,000 session average and resulting in more than 410,000 page views.
1,060 media hits throughout the month across TV, radio, print and online channels. Key highlights included Weather Crosses on the Today Show, Sunrise segment and multiple evening news spots across Nine, Seven, SBS, Ten, Prime7, WIN and the ABC.
radio.
“Hi, it’s Adam Liaw here… Australian Made Week kicks off on the 6th of June and it’s time to celebrate and support our local makers and growers all around the country. Buying authentic Aussie products with the Australian Made logo helps boost our economy, supports local business and creates jobs right across Australia.”
still photos.
“So, show your support for Aussie manufactured products, made to our high standards right at the top end of Australia.”
outdoor.
print.
social - @australianmadecampaign (500k followers).
social - @ebayau (37k followers).
digital.
point-of-sale.
social - @adamliaw (280k followers).
social - @andrewgaze10 (23k followers).
landing page.
australianmadeweek.com.au.
“All the way down to the Great Australian Bight; let’s champion Australian Grown products from our clean, green environment.”
“And of course don’t forget to look for the famous green and gold triangle; the Australian Made logo.
And buy something genuinely Aussie this Australian Made Week. Because Australian Made makes Australia.”
— Australian Chef, Adam Liaw
Following the success of the inaugural Australian Made Week, I was lucky enough to be given the opportunity to write and storyboard broadcast creative for the second edition, to sit closely with the existing brand that had built traction in market. As well as oversee the refresh of the design assets to align with the concept we developed in conjunction with a design agency the previous year.
The idea was to highlight the notion of ‘bringing together and joining bits-and-pieces to make something whole’ - an action that the country’s local makers and growers do on a daily basis. While showing the rich and diverse range of products and produce Australia has to offer. I wanted to saw how our makers and creators not only make incredible products, but help make Australia whole.
I decided to dissect the Australian Made Week brand thread seen in the design concept. Taking the viewer right around Australia and calling on them to show their support for the diverse range of Aussie Makers from every corner of the country. From right at the Top End (The NT), to the Heart of Australia (the Red Centre), all the way down to the Great Australian Bight.
Without of course forgetting to look for the green triangle along the way to identify genuine Aussie products (Tasmania - which is often forgotten).
TVC - 15 sec.
TVC - 30 sec.
view the AMW #2 storyboard.
Australian Made Week #2 was my final major project and ‘closing statement’ at an organisation that had trained me from the ground up and taught me the importance of supporting local jobs and helped shape the creative writer & human that I am today.
If you look closely there is also a handful of ‘Easter Eggs’ within the creative… such as a feature from ‘Australian Garlic Producers’ - the first paid Australian Makers client, Kangaroo Paw flowers in the basket of Adam Liaw (the perfect native flower to promote a kangaroo logo), the South Melbourne Market (where I shopped among deserted stalls in Melbourne’s harsh lockdowns) which is now bustling once again following the re-opening of the economy.
As well as Oliva Lazzaro crunching on an Australian Grown Bravo apple, Australian Made CEO Ben Lazzaro’s daughter who signifies the presence family business and values within the Australian manufacturing and agriculture sectors.