The Challenge: How can we transform the mind and mood of Australians in a world of fake news, mindless social scrolling and uninspiring leaders?
Australians are misusing and, in some cases, even abusing a keystone of our cultural fabric: words. It’s not just the words we say, text or Tweet. It’s also the words we are choosing to consume.
A mock political campaign ‘Make Words Great Again’ reflecting the current political and cultural climate. Showcasing how audiobooks can reintroduce Australians to substantial and meaningful words that inspire, entertain and expand their minds.
The branded content will appear in multiple formats across TV, cinema, digital, social media and influencer channels. For Phase 1 of the campaign, we tested the long form video. Drawing upon these learnings, we gained invaluable insight into what scenes from the long-form social video were resonating and why. From there, we developed finely tuned :60 and :30 second cuts for ATL scale across TV and Digital Video.
Specific commercial results cannot be shared.
