Woolworths campaign via Leo Burnett Sydney shows what Aussies are famous for this Chrissy
Woolworths, the fresh food people, has revealed its 2015 Christmas campaign via Leo Burnett Sydney which includes six TV ads that feature real Australians enjoying Christmas at home.
The TV commercials are entitled Make it Famous and feature six Australian families serving up the Christmas dishes that have made them famous with their family and friends. The ads went to air on last night Sunday, 15 November.
The series of ads feature a real view of an Australian Christmas. Woolworths will begin with the Make it Famous campaign focusing on the sense of community at Christmas time and follow up with ads featuring Jamie Oliver.
Says Andrew Hicks, director of marketing, supermarkets, Woolworths: “Christmas for Australians is about joining together and sharing the love of great food. Every family has a tradition and is famous for something, whether it’s your glazed ham, BBQ prawns or taking a nap after lunch. This year we spent time with families and friends famous for making Christmas special in their own way.
“Our families aren’t actors, they’re real people with real dishes and some really interesting and endearing Christmas stories, rich in family values and tradition. Nothing was scripted. We captured them in their homes as they all made their very own famous recipes.”
The six households were discovered via a street search and those with famous dishes and stories to share were chosen to star in the ads.
As part of the campaign Woolworths will post the family’s individual recipes and ingredients on www.woolworths.com.au/Christmas, alongside Jamie Oliver’s classic dishes.
The national 60″ television commercial went live on 15 November and the 30″ will be live from 22 November for six weeks. National cinema spots will run from 19 November.
Executive Creative Director – Vince Lagana
Executive Creative Director – Grant McAloon
Head of Retail – Mel du Toit
Creative Director – Joe Van Trump
Creative Director – Scott Hignett
Senior Broadcast Producer – Tim Pietranski
Group Business Director – Suzie Baker
Business Manager – Emma Gilbert
Production Company -The Sweet Shop
Director – Ed St Giles
Producer – Peter Kearney
Executive Producer – Edward Pontifex
Managing Director – Wilf Sweetland
DOP – Hugh Miller
Production Designer – Igor Nay
Editor & Company – Seth Lockwood, Method Studios, Sydney
Post Production – Method Studios, Sydney
Music – Universal Publishing Production Music
Composer – Thomas Coster Jr / Joy to The World
Sound Mix – Song Zu, Sydney
Client: Nick Chapman, General Manager, Marketing Communication and Brand – Woolworths
Creatives: Joe Van Trump and Scott Hignett – Leo Burnett
Executive Creative Director: Mel Du Toit, Grant McAloon, Vince Lagana – Leo Burnett
Director: Ed St Giles – The Sweet Shop
Producer: Peter Kearney – The Sweet Shop
PR agency: One Green Bean
Media agency: Carat
33 Comments
Interesting to see Skype essentially being a post production house in this one.
Could have done with more structure and intent.
Reality TV
I can’t see how Woolies will bounce back up with this kind of work.
Clearly written by blokes.
https://m.youtube.com/watch?v=49sKKbmuQCg
https://m.youtube.com/watch?v=49sKKbmuQCg
Really? Ed St Giles for this? There was no one locally that could have directed this in the same affected lo-fi way?
Sainsbury’s already made this idea famous two Christmases ago
https://www.youtube.com/watch?v=tSYaaO__LOU
Hey local. Pull your head in. Have you ever worked on making a single TV commercial? It doesn’t appear so.
As someone who has shot hundreds, let me explain. Ed St. Giles would have been just one of up to five directors chosen to put in a treatment for this ad. As a creative, I don’t really think or care if the director is from Sydney, Melbourne, Auckland or Timbuktu. What it finally comes down to is – are they on budget and do I like their treatment. Does the director come from Australia just doesn’t come in to the final decision. Nor should it ever. Now get back to your shelf wobblers.
How depressing? That ad is a good reminder to book a trip in non christian country for the holidays. Do we really want to be reminded about how average Christmas is? Really? Do we want to have lunch with this miserable lot?
3 ecds and 2 cds.
The problem is no writer and art director to start with.
A female creative team would have done a better job
This is so last year…………..(think about it)
It’s not very good is it? Ever heard of having an actual IDEA. People have food at Christmas. That seems to be your insight here. Genius.
Now compare this to the Aldi Christmas work and ask yourself, why aren’t Woolies beating down the door of BMF to run their account? Or why isn’t Leo B not headhunting the team that works there on Aldi. And no I don’t work at BMF, but I know good work for a supermarket when I see it.
You’d be feeling the same way as ‘A Local’ if local brands looked abroad for their creative whilst you were hungry for an opportunity to work with them. It’s nice to support the local industry of which you are apart don’t you think? Some compassion might be nice!
All those senior brains to come with this rubbish……seriously, they need to give the creatives a kick up the ass, this is just lazy and unimaginative and the last thing Woolies needs.
Do the ‘best’ creatives know we don’t have white Christmases in Australia? Appears they have as much ethnic diversity in their ads as they have gender diversity in their department.
Remember when this industry was fun?
No?
It never has been for you, has it?
Somebody clearly got confused and made what comes out after you eat Christmas dinner.
This is garbage.No emotion.No love gone into it.
Woolworths need serious help.And fast.
^name says it all
Um, @janee. Yes I have had amazing fun in my career. Four times I worked in agencies with an almost even split of creatives (can’t do that today!), each one in a purple patch dominating the awards. I even had a female creative director once. What wasn’t fun was the agency where there wasn’t that mix and I was bullied and abused. And the time after winning almost every award on the planet and having run AWARD school for two years when a new very untalented creative director came in. You can read all about that in Jane Caro’s autobiography.
But the most fun I EVER had was working hand in hand with Chuck Hahn and Lion Nathan to create James Squire beer and make it the success it is. Making Maserati the fastest growing car brand in Australia was a blast especially driving around town in one! And being the only non-rostered agency in the world producing ads for Revlon was pretty cool. And of course, becoming the 19th most awarded agency in South East Asia was fun, especially since I was the only independent on the list.
But you’re right, there were times that were very dark. I kept full journals of those times. I’ve kept every piece of evidence of sexism and abuse in my career. I have cartoons drawn of me with my arse filling the page and the headline “Jane, it’s time you stopped wearing ski pants.” Or the photocopy of a extremely fat porn star that was added to my 30th birthday invite and put up all over the agency. should I go on? Or shall I start naming names?
Shot on iPhone 3
Calm down dear and please don’t go on, unless you’re naming names. That would be fun!
What makes you think that they haven’t tried headhunt BMF staff?
It’s just not a very attractive offer…
“Come to Leo’s! Look at the type of work YOU could be part of!”
Nup
They all back down when given a serve. While I’m here what is wrong with woolies are they really THAT broke. Those 5 new Leo blokes – sorry losers.
http://youtu.be/5XTn5Yms_uw
http://youtu.be/Gj-hIM2bP64
http://youtu.be/YTFYoItiCsY
Hey remember when Woolies did that ad for Anzac day?
Fresh in our memories … what a hoot 🙂
It’s a shame that casting never gets a credit in these write ups, yet almost every other creative department does.
Whoever did this casting – great work! – I imagine it would have been a long and hard task finding real families/non actors who fulfilled the various briefs you were given
Look at all the white people and their ham.
Janee = angry. I’m not angry, I’m f**king laughing my head off!
So Xmas is coming soon.
But WW has a value for money problem.
Guess the market is wrong again