Golden Circle launches disruptive ad turning TV off + life on for its SunHour Project via Channel T
Golden Circle is launching The SunHour Project with a creative advert via Channel T that turns the standard ad on its head, by surprisingly turning screens OFF.
Instantly conveying the project’s mission to get families out in the sun by switching household devices off, the ad aims to disrupt the viewer across its media platforms. Its intriguing tag line: ‘join The SunHour movement’ aims to drive viewers to the dedicated SunHour’s website, without the confines of a heavily brand-led message.
Once on the SunHour website, Golden Circle’s mission becomes clear. Pledging one hour of outdoor time will not only help those kids involved, but also help less fortunate Australian kids enjoy the sunshine with the donation of hundreds of bikes as a result of pledged SunHours.
For those who require some help getting kids off their devices, SunHour has partnered exclusively with Screen Time Labs, revolutionary technology-blocking app, to provide a free, simple tool which will help get kids off devices and outdoors into the sunshine.
Says Darren Forde, group marketing manager, Golden Circle: “Golden Circle celebrates happiness, sunshine and outdoors. We also believe that play and fun are critical to kids growing up happy and so we’re on a mission to get them off their devices and into the sunshine. We hope that the SunHour advert disrupts the nation’s viewing and makes a real impact by driving people to our SunHour website, where they can pledge their SunHours and help us achieve our goal of one million hours.”
Visit the creative hub at SunHour.com.au.
Client – Golden Circle: Heather Hart and Darren Forde
Creative Agency – Channel T: Peter Cerny, Paul Rhodes and Marni Cruickshanks
Media Agency – OMD: Sheena McGorlick and Frances Meadows
PR and Content Agency – OMD Fuse: Anjana Mani, Maria Rando and Danielle Higgins