Sydney based agency Dynamix creates campaign for launch of reality tv show ‘Wife Swap Australia’
XYZnetworks’ LifeStyle YOU this week launches the campaign for the eagerly awaited reality television series ‘Wife Swap Australia’ exclusively on LifeStyle YOU available on FOXTEL and AUSTAR.
Sydney based creative agency Dynamix, created and designed the campaign which will appear across a host of media including national press, regional television, plus outdoor media including bus and taxi backs in major metro areas.
Says Karen Goldhawk, marketing director, LifeStyle
Channels: “We have worked with Dynamix for over 18 months and love their energy and passion for our channels. We were presented with a number of concepts for Wife Swap Australia and felt ‘New Wife New Rules’ truly captures what the show is about in a creative and fun way.”
Packed with suspense and jeopardy, ‘Wife Swap Australia’ gets right to the heart of the way we live and lifts the lid on the choices different people make about how to live their lives: people’s spending priorities, what they expect of their partners in the evening, how they divide up the parenting, the shopping, the housework, how much or how little they go out, what role food plays in their lives, and what they want from their social lives.
“This was one of those briefs that just kept on giving,” said Ryan Hill, executive creative director, Dynamix.
Hill added: “Playing with the thought of two domestic worlds colliding in the Aussie context brought endless comical scenarios to mind, but in the end the most spontaneous direction ‘New Wife New Rules’ came out as the favourite.”
From moody teenagers and spoilt children to errant husbands and trophy wives, this series gives a whole new meaning to domestic bliss and what it means to be Australian in the 21st century.
New Wife New Rules. We are sure to see sparks fly.
Credits:
Creative Director: Ryan Hill
Creative Group Head: David Smith
Senior Writer: Ken Buchan
Designer: Indah Shillingford
Photographers: Studio Commercial
6 Comments
What the hell is the strategy behind this? “Scare” men into watching the show. You guys really need to stop publishing every press release you get.
I agree with 5:34 PM. Why waste space with releases like this? It’s basically a release for the show itself, not the fucking work anyway.
This campaign is shit. And i’m not just being catty for the sake of it either. It’s just plain shit. A show that has so many moments of hilarity in the O/S versions, and these are the insightful executions you came up with? Basically men becoming submissive to and bullied by their new wives?
Why the FUCK would the toilet seat be taped down? The lid I can understand for the whole “leaving it up” deal, but what is the seat itself stuck down for? To imply that the men will have to sit down to pee? Don’t think so love – they’ll just aim through the now smaller gap AND get spray all over the pristine, taped-down seat.
New wife new rules? Come on. That must have taken all of 3 seconds to come up with.
Please stop publishing releases like this, and bring back the birthdays instead.
stick to the kiosks boys.
you idiot, of course a man can piss through a toilet seat when it’s down.
Jeez guys (people that posted comments) tell us how you really feel about Dynamix, creative on this campaign….
Give Dynamix a break how do they go from god awfull POS to something that actually requires thought and creative spark…
This is not there forte stick with the A4 foxtel flyers that no body has ever taken any notice off when they are eagerly avoiding a kiosk like the plague.
Small agency that hasn’t really grown since its inception, slow painfull death if this is the best creative they can come up with, definitely did not deliver “happy” on this one Lads!
P.S as a married male I thoroughly enjoyed the o/s version but the creative in this has actually done the opposite of what it was intended to do “generate interest in the show”
March one would have done this with much more class…. STICK TO THE KIOSKS