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*.
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
Chief Marketing Officer: David McNeil
Marketing Director: Michelle Foley
Marketing Manager: Lucy Frizell
Brand Manager: Elly Jean-Louis
Integrated Communications Manager: Linda Abbott
Senior Communications Manager: Amy Wagner
Agency: Publicis Groupe under The Neighbourhood
Chief Strategy Integration Officer: Kate Smither
Dep. Executive Creative Director: Rebecca Carrasco
Creative Director: Flavio Fonseca
Creative Director: Piero Ruzzene
Creative: Michael Barnfield
Chief Client Officer: Helge Gruettke
Senior Business Director: Laura Hawdon
Media Account Director: Catherine LimSam
Media Account Manager: Adrienne Grealish
Integrated Producer: Kirsty Chase
Senior Producer: Amanda Cairns-Cowan
PR: Herd MSL
Production Company: Revolver / Will O’Rourke
Executive Producer: Michael Ritchie, Pip Smart
Producer: Nicole Crozier
Director: The Glue Society
Editor: The Glue Society
33 Comments
There’s something so beautiful about this. The way the texts don’t feel manufactured, the setting, the beautiful product shots and the naturally diverse talent (not deliberate at all).
Didn’t The Glue Society do one of these for us too?
More like Power of Bum. Saatchi and Publicis are churning out absolute rubbish these days.
What a complete load of…… (you fill in the blank). The client couldn’t have written it any worse.
Fuck. Right. Off.
All of the above.
I like these ads – really like them.
“Social value beyond advertising” what a joke. Have social value if you’re a charity, or your saving a species, or you’re anything but a fkn TimTam.
Publicis is so far up its own structure they’ve lost site of what a good ad is and how to make it. Power of One is just a positive way of framing a holding company ruining 3 or 4 great agencies.
This is boring and bad and not related to biscuits.
Great.
“The campaign for real biscuits.”
Can’t wait for
“Made from biscuits”
Shark. Jump.
SOOO BAAAAD.
This work is pretty good from Arnott’s.
These comments are pretty negative from jaded industry – and they will keep on coming.
Good work always dies on these blogs, especially if the client has left a wake of malcontent.
The worst the comments, the better the work. That’s how it works. This is an industry full of trigger-happy haters. They see a foot and have to shoot it – even if it’s their own.
The worse the comments, the better the work.
Give us our strategy back
Great work. Particularly like the old guys.
I like it, not the most original idea but good all the same – especially considering the client. Well done.
There just aren’t many places left to be a complete dick. You can’t kick your dog, hit your women or belt your kids, but you can blog.
Thanks a lot grandpa
woof to that.
Good work guy. Looking forward to seeing what comes next.
And to Ice No-No and your many faces, too much hating just makes you fat.
Honestly this is one of those cases where people have worked so hard to get a ‘human insight’ that they’ve forgotten that they’re trying to sell biscuits for fuck’s sake. I acknowledge that people connect in a different way nowadays, we also use 4 ply toilet paper more than we ever did, but neither have anything to do with biscuits., nor is this such a wow insight/execution that I’m going to sit there and watch it.
Looking at the write-up, then the film and then the comments, I really can’t see why there is so much fuss. The work is good.
Can’t see the problem with this. Hard client moving in the right direction. Good thing right?
When Did Life Get So Busy, The Shapesons, Santa’s Big Night and The Entertainer ads. Now that was really, really bad work – hang your head in shame bad. What we are watching now is light years better.
That’s the real problem here.
Please Explain??
I get it,
I like it.
Nice.
Geez you know it’s a tough industry when Rebecca Carrasco and the Glue guys are getting shitcanned on the blog.
Ease it up, go take a shit or something and be less cranky.
That’s a lot of people involved for something that could have just been a casting session shot on an I-Phone
This is just dire. It’s so forced.
‘Open something real’ is a terrible platform thought for Arnott’s.
There is nothing real about the food they sell.
TimTam ingredients: Sugar, Wheat Flour, Vegetable Oil, Milk Solids, Cocoa Butter, Cocoa Mass, Golden Syrup, Colours (E150C (from Wheat), E129, E110, E133, E102), Cocoa Emulsifiers (E322 (From Soy), E476), Salt Raising Agent (E500), Flavours. Contains Milk Chocolate 38%.
B+
Good for a client that has a track record of not so good work.
Two minutes of utter concentrated narcolepsy. This is honestly some of the most misguided, boring, self righteous garbage I’ve ever forced myself to watch. What on earth does this have to do with biscuits?
The work is good, very good for the category in this market and just good in general. it’s for a huge brand that’s just moved around the industry, so that’s going to affect what a lot of people will say about any work they do, whether it’s good or not. Well done to the people involved, we all know this couldn’t have been easy to make happen. As for the voice questioning the idea and the connection to biscuits, perhaps a chat over a coffee break could solve that (coffee, biscuits, people talking, etc). Well done to all involved.