Peacocks and Mooses line up for latest Laminex ‘unexpected’ campaign via Ogilvy, Melbourne

The Moose and the peacock. It may sound like a kids’ book. Or a pub in one of London’s more gentrified districts. But it’s not. In fact it’s a pointer to a new major integrated campaign via Ogilvy Melbourne for Australia’s premier surface solutions provider, Laminex.

Comprising two TVCs, digital executions and print, it is the first stage in a phased campaign that will rollout over the coming year aimed at consumers and trade. It is also the first campaign executed by Ogilvy Melbourne since the agency won the account last year.

VIEW THE MIDNIGHT & MOOSE SPOT

VIEW THE PEACOCK & DIAMOND SPOT

The campaign, which will run until November, aims to reposition the Laminex brand, and communicate through a variety of executions that Laminex creates amazing results in any space, and on any surface–even with combinations that are unexpected.

Says Ogilvy Melbourne executive creative director Brendon Guthrie: “The Laminex brand has long been held in the highest regard by the trade for its fashionable range, versatility and durability. However, we knew consumers had different associations with the brand based on its long history in Australia that did not reflect its more recent reputation as a stylish and innovative product. The unexpected colour combinations take centre stage in the campaign to redress this imbalance and reinstate Laminex as the leading Australian product for home finishes.”  

Says Laminex general manager marketing George Bej: “The integrated campaign produced by Ogilvy Melbourne will help people see Laminex for the brand it truly is; a contemporary innovative company with products that go together by design, to create an unexpectedly brilliant finish.”

Adds director James Haworth: “It’s not often you receive scripts that include a moose and a peacock so they immediately grabbed my attention.  The concept was pure gold so the idea was to tell simple, comedic stories with a touch of absurdity which we think will really resonate with the viewer”.

The new consumer campaign across free to air and pay TV, and digital display, will also have several print executions appearing in a range of publications including Home Beautiful, House and Garden, Grand Designs and others.  It also comprises a social media competition.

Executive Creative Director – Brendon Guthrie

CGI Artist – Mike James