When a mate is down, Aussies pitch in and help. When a mate is struggling with a decision, Aussies tell it like it is. Most of all, Aussies have an awesome sense of humour.
So Australian swimwear brand, Budgy Smuggler, has today launched a call for the UK to leave the EU and #JoinTheAU. Of course, the thinking behind the idea comes from Aussie ad agency, Clemenger BBDO Melbourne.
With perfect Aussie timing (our time is ahead of practically everyone else in the world, which does help), the invite was launched ahead of Wednesday’s extraordinary session, in which the UK parliament will vote on possible Brexit outcomes. The campaign is calling on MPs to consider a new proposal, to forget the EU and Join the AU. To form a new super union between two great nations.
#JoinTheAU campaign was announced via a campaign film and co-ordinated PR and influencer activity across the UK and Australia. In the UK, the campaign launched via a press conference hosted on a #JoinTheAU branded campaign bus outside the Houses of Parliament. In Australia, a group of #JoinTheAU advocates, dressed in nothing but their AU Budgys, announced the campaign on Bondi Beach.
Chief Smuggler, and head of the #JoinTheAU campaign, Adam Linforth, explained, “As a brand with offices in Australia and the UK – which is our UK/Europe base – we’ve been watching intently as Brexit has unfolded, and to be honest it looks like a complete shit fight, so we thought we’d extend an olive / eucalyptus branch from sunny Australia.
“When we heard that parliament had seized control of Brexit and were holding an extraordinary session, we realised that we hadn’t seen any extraordinary solutions. So, we took some initiative and have provided an option that hopefully British MP’s can support – head down under and #JoinTheAU.”
Clemenger BBDO Melbourne executive creative director, Rich Williams, added, “We know this whole Brexit business has turned into a bit of a shemozzle, but we’ve come up with the perfect solution. Why doesn’t Great Britain join the AU? We can form a super union. Imagine combining all our stunning beaches, beautiful weather and cute wildlife with all their… British stuff. It’s a marriage made in heaven.
“But first things first, if they’re going to join us on the sand, they’ll need to update their beachwear with the official uniform of Australia, a pair of Budgy Smugglers.”
Client: Budgy Smuggler
Creative agency: Clemenger BBDO Melbourne
PR Agency – Australia: Clemenger BBDO PR
PR Agency – UK: Ketchum London