Arnott’s brings Aussies closer together in ‘Open Something Real’ campaign via Publicis Groupe

Arnott’s has today released ‘Open Something Real’, a heartwarming film reminding Australians that There is No Substitute for sharing moments of real connection, created by Publicis Groupe under The Neighbourhood.

Building on Arnott’s instilled belief of bringing people together, the campaign is backed by research which uncovered that half (50%) of Australians believe the use of mobile devices and social media is preventing them from having more face-to-face interactions, yet only one in four (25%) admitted to sending a meaningful or heartfelt text to someone they care about only a few times a year*.

VIEW THE 2 MIN FILM

In the 2-minute film, being released today on Arnott’s Facebook, Instagram and YouTube social media outlets, everyday Australians were asked to read their text message conversations to each other, face-to-face, as part of a social experiment investigating the way our communications change from devices to in-person. The heartwarming results of these funny, sometimes awkward and even emotional exchanges uncovered that often those interactions exchanged via mobile devices aren’t as meaningful as they could have been in person.

‘Open Something Real’ continues to highlight the meaningful work undertaken by Publicis Groupe’s ‘Power of One’ agency model for Campbell Arnott’s, building on the foundation of the brands ‘Bring out the Biscuits’ premise, which was introduced in 2015. The Power of One encompasses specialty services and expertise from multiple agencies across the Groupe.

Says Michelle Foley, Arnott’s marketing director, Core ANZ: “Arnott’s has always believed in bringing people together and the real connections that occur when we do. As a society, we’re connecting less than ever before, and we wanted to encourage Aussies young and old to rediscover the joy of sharing a meaningful moment with someone special to them. It’s important to make time to sit, talk, and really connect and we wanted to remind people of that.”

Says Rebecca Carrasco, deputy ECD: “It’s exciting when an iconic brand commits to a point of view that has social value beyond advertising. This is just the first wave in a suite of work for Arnott’s which will continue to build that point of view for the brand, in a variety of different ways.”

*The research was commissioned by Arnott’s and conducted by YouGov Galaxy Research between 14-19 November 2018. A sample size of 1,034 respondents was surveyed across Australia, including both capital city and non-capital city areas.

Client: Campbell Arnott’s

Editor: The Glue Society