Aussie animals go wild at Woolworths in new campaign to promote trading cards via Droga5
Droga5 has let loose Aussie animals in a Woolworths supermarket to celebrate the arrival of Woolworths Aussie Animals collectable trading cards.
Woolworths and Taronga Zoo have launched the latest collecting craze for kids. Woolworths customers will receive a free pack of four Aussie Animals collectable cards with every $20 spent. Each of the 108 cards features a unique Aussie animal and a fun fact and have been specially designed for kids to collect, swap and organise in an activity and collector’s album.
The Aussie Animals ad features children discovering echidnas, cockatoos, crocodiles, koalas and penguins wandering the aisles of the supermarket while shopping with mum.
Droga5 creative director Michael Barnfield said the agency was challenged with populating a suburban supermarket with Australian animals which they achieved using a combination of real animals, computer animation and animatronics.
Says Barnfield: “We wanted to show parents that there’s something new and exciting at Woolworths to help keep young ones entertained these school holidays.
“Our human stars in the commercial had a great time and got to meet lots of friendly Aussie animals and we’ve also cleverly integrated animatronic and CGI animals.”
Says Tjeerd Jegen, managing director of Woolworths supermarkets: “The Aussie Animals cards and album have been developed with Taronga Zoo to showcase Australian animals and their native habitats.
“Our native animals aren’t just in the zoo – they’re on the coast, in the bush, deserts, oceans and rainforests, and in our own backyards. Aussie Animals will engage the natural curiosity of children, as well as getting their families interested and talking about our unique Australian wildlife.
“The trading cards and album lay it all out in an engaging way to get our kids informed and interested in Aussie animals as a great project for the coming school holidays.”
Says Paul Davies, Taronga’s general manager of marketing: “This joint project shows what great community and wildlife outcomes can be achieved by working creatively with our corporate partners, not just within the zoo but out in the community. It’s part of our larger partnership with Woolworths that is on track to deliver real and enduring outcomes for Australians to be able to choose sustainable seafood now and into the future.”
Creative Chairman – David Nobay
Creative Director – Michael Barnfield
Senior Art Director – Justus von Engelhardt
Senior Copywriter – Daniel Lunn
Producer – Katrina Morelli
Business Director – Jillian Nalty
Digital Business Director – Sarah Hobson
Business Manager – Neyat Mitchell
Production Company – 8Com
Director – Josh Frizell
Producer – Annie Schutt
Offline post production – Method Studios
Online post production – FIN Design
24 Comments
Why are Droga Sydney so bad?
Yes it’s a good question. So much hype yet they just don’t deliver. Many many opportunities but no product. If it wasn’t for NY halo where would they be?
Seriously? Looks like an average WIP. When will it be finished?
…the agency was challenged with populating a suburban supermarket
with Australian animals.
Really?
How cool
This is pretty terrible.
You know if you call yourself an advertising agency and you don’t concentrate on ads, it could bring you unstuck.
Get the stuff that pays the bills to a half decent place first I’d suggest.
…and people pay out on the coles ads.
It’s interesting how an agency gets better PR than the work they produce.
The grade alone is terrible… I won’t talk about the vfx as they’re clearly lacking.
This is very amateur.
And so badly executed.
D5 Sydney are masters of PR spin…agree with comments above, that without the NY halo, this agency would not be getting the chance to pitch for the big accounts…
This really is not worthy of PR. Nor are most of the other ads that come out of D5 Sydney. Michael, i don’t understand why Droga5 are positioned in the ‘red zone’ on Campaign Brief agency rankings.
You guys are such weak little bitches.
You’re just jealous you don’t work at Droga5.
Or maybe you did work there for 3 weeks and you got fired because you’re just… not… very… talented.
Probably the latter.
Weak.
The grade on this is shocking, and that’s not mentioning the idea or anything else.
I think this idea ought to promote a better understanding of wildlife for our kids, we do it for our great-grand-daughter, RHARNI, she’s presently three and already she loves animals, keep up the good work. Regards, G.L.
@Josh…
It doesn’t take talent to make something like this.
It takes talent to make an anthem like the VB march.
Today, Droga5 is retail mediocrity.
I’m sure no-one is knocking on their door wanting to create work like this.
In terms of accounts, having a Woolies retail account means that you end up doing retail and some of it will be pre-determined, as is the case here where you need to combine woolies, some Taronga animals and kids who might want the animal cards.
Forget the ROI, value add, awards, CB rankings etc for just a minute and watch that clip and see if you think that the colours look lush and the skin looks good. The colour grade is awful. And consider if there isn’t more focus on the corresponding facebook page in response to another talk tour pom saying that TV is dead.
I thought only faery penguins were native to australia? What penguin is at the end of the ad, its not a little penguin
Oh FIN… How the mighty have fallen…
The post is…. SO BAD.
most of the cards I have are very very interesting. But I have some cards I want to trade. Mostly I trade cards with my brother. I am trying to get all the aussie animal cards and save these animals from dying.
Funny I pitched this idea into Woolworths last year! Big Aussie rip off merchants.
Well done Woolworths, for letting so many kids down after collecting there cards than being unable to purchase the albums,due to stock shortage. No excuse that you did not anticipate the response.
I have five people calling asking me to see if I can get albums for their children. I have approached eights stores to no avail, and on contacting Ryan at Woolworths Head Office, I was advised that I can down load a copy from the internet.
I believed this was better than nothing however, when I went to do this the following details came up with album download crossed through and unable to get the so called download..
When Woolworth’s have future campaigns customers will be reluctant to be roped in. Many of the people I have spoken with didn’t realize they would end up spending extra dollars to obtain extra cards and be left with no album to attach them to.
One family with five children were doing their books for there grand kids for Christmas, the money spent to get the cards have left them short to purchase other presents.
I will not be spending my money in your stores in future and, I believe you have disappointed many people due to your actions.
One would have thought Woolworth’s were giving the albums away free, which one could understand the reason for the shortage.
You want the monopoly in all areas. YOU ARE ONE GREEDY COMPANY. It may have assisted people to make a better choice by erecting information.
Woolworth’s could have advised more information on the campaign on collecting Aussie Animals albums advising limited supply and people would have purchased them at the beginning of collecting these cards. This would have given people the choice as to whether they would spend additional $20.00’s to obtain all the cards to fill the album they believed they would be able to buy.
I have sent this message on behalf of six families who have expressed their thoughts on this campaign and it is not one to be proud of.
is there any more books being printed for the wildlife’s cards series as there is none available in the store. I have 4 disappointed grandchildren plus there are plenty of other children upset. Why should people behaving high prices just to get a book. Families pay money to buy goods and help in promotions with the company so why not keep the customers happy. Thank you.
So very disappointed that books are not available for purchase in Canberra, Ulladulla or Rockhampton.
I believe because the word f ### was in one of the word puzzles and the albums were withdrawn leaving so many families disappointed and out of pocket.
Shame on you Woolies. I object to the word but have to listen to it being spoken anywhere you go. Isn’t it in the dictionary now?
If Woolies had any guts they should make big guys of themselves by purchasing back the cards from the people left so far out of pocket.
I believe I can hear Coles or Aldi summoning me to their stores.
Eileen