Lowe Sydney’s fake Ghanaian fan club created to promote a soccer match between the Socceroos and Ghana has just won Gold at the Cannes Lions International Advertising Festival. It was a radical but very effective strategy that paid dividends for the Lowe client Football Federation Australia.
Lowe Sydney has just launched a new advertising campaign for Aussie, with a new slogan to match: “Put yourself in a better place”. The TVC is part of a multi-million dollar push which will include TV, print, digital and outdoor.
“Put yourself in a better place” mirrors the aspirations of Aussie’s customers. The “better place” could be a new house, a car, a holiday, or something intangible like financial security. The campaign positions Aussie as more than just a home loan lender, and provides a platform for us to promote a whole suite of financial service products - including credit cards, car and personal loans, and insurance.
Lowe Sydney’s Uzbekistan soccer film has now clocked up nearly half a million views on YouTube alone. It’s a tough act to follow, but here are two more extreme training follow-ups. This time, we’re promoting the Socceroos’ World Cup Qualifying Series matches against Bahrain and Japan.
The TVCs are shown below: click here to see the viral versions for Bahrain or Japan.
Special thanks to Scott Otto Anderson and Oliver Lawrance at Photoplay and the VFX team at Fuel for helping us put together three great pieces of film!
Lowe has helped create a new landmark for women’s sport in Australia.The agency has launched the new national soccer competition – the Westfield W League – by casting a glamorous new light on Australia’s top female soccer players.
“Girls play soccer differently to guys,” says Tony O’Halloran, Head of Strategic Planning. “Some argue that women’s football is more ‘skill-centric’ and less about the overt competitiveness and theatrics of male football.”
The result was ‘Football With Style’ – a campaign that mixes the grace and athleticism of women’s soccer with the glamour more often associated with the worlds of music, film and fashion.
The high-energy imagery created by Lowe is now centre-stage at Westfield’s 44 Australian shopping centres, which attract more than 8 million customers per week nationally.
Lowe has created a new TVC and print campaign to launch Johnson & Johnson’s Carefree Flexia, the first tampon designed with wings, into the market. Entitled “Little Things” the TVC executions include a 30 second and two 15 second ads as well as three print executions. The campaign conveys a simple and intuitive message that most women can relate to - it’s the small things in life that make us feel most confident in ourselves.
Lowe Executive Creative Director, Dave Johnson says: “This approach allows women to share in the little secret weapons that they might not ordinarily reveal, that help lift their confidence. The insight that little things in life can make a big difference to a woman’s confidence, allowed us not only to explore a truth in their lives, but also provide an integrated role for the product innovation to play within it. It’s also possibly the first time ‘chicken fillets’ have featured in a commercial for something other than a burger chain!”
After a long and exhaustive search, the block buster FFA brand ad now has a new sound track courtesy of the hot band of the moment, The Presets. This incredible new sound, along with an array of new action sequences shot in Melbourne, has given this blockbuster TVC new life and enhanced appeal for the 2008 football season.
When Foster’s created a new sales team to concentrate on selling Stella Artois, they asked us to produce a sales presenter. We gave them 50 customised Sony PlayStation PSPs instead.
The PSPs were delivered in hand-stitched black velvet drawstring bags and rebranded with Stella Artois logos. We modified the operating systems and icon sets to reflect the brand, then installed the Stella Artois films and artwork. Because PSPs are wi-fi capable, Foster’s can now load up new material quicker than new pages can be printed for a loose-leaf folder.
The PSPs have impressed not only the sales team, but also
Lowe Sydney recently made noise around a low-interest football match between the Socceroos and Ghana by creating a fake Ghanaian fan club, which goes on a desperate mission to recruit people to be their missing ‘H’. Executive Creative Director Dave Johnson says “Highlighting the plight of an opposing team to help promote an Australian international is in itself a fairly radical approach, when you consider the patriotic formula of most match promotions. And then, to fabricate a tiny Ghanaian fan base, too few in numbers to spell ‘GHANA’ on their chests, and send them onto the streets to find their ‘H’ is a very lateral idea. But the theory, with such limited funds, was to create a genuinely captivating story, that the media would pick up on, and catapult way beyond our spend. All seemingly farfetched, if it were not for the fact that this is exactly what happened”
UPDATE: “The Missing H” has been selected amongst “best outdoor” this week on bestadsontv.com
Lowe is proud to announce the newest instalment in the Carefree Barely There TV campaign. Moving on from the previously successful ‘festival’ TVC, we’ve continued the music theme into the world of night clubs. Shot over two days and two very long nights at some of Sydney’s hottest nightspots, the TVC utilises stop-frame photography to convey the passing of time; a whole night of partying.
Lynx and Lowe & Rivet have made male soap use a crime and created a squad of beautiful women charged with reducing male soap use and turning guys on to Lynx Shower Gel.
We launched the Lynx Anti Soap Squad (L.A.S.S.) on radio and the web, using these mediums as the main drivers for a huge awareness campaign targeting a notoriously difficult group to reach — males aged 18 to 24.