M&C Saatchi’s promised blockbuster in its Philausophy campaign for Tourism Australia has launched. The three-minute musical theatre style commercial, Matesong, went to air in the UK just before the annual broadcast of the Queen’s Christmas Day message.
What do you think?
Cam Blackley, chief creative officer, M&C Saatchi, stated, “The world’s in a tricky place right now. So, it’s a pleasure to deliver a little lightness and brightness through an Aussie icon extending the hand of mateship on behalf of all Australians. And a couple of Quokkas. This is really special because it’s the first time ever one country has created a bespoke piece to directly talk to another country on a personal level.”
Russell Hopson, group managing director, M&C Saatchi, added, “Excited doesn’t come close to describing how we all feel about this work finally getting out of the bag. It’s no secret that the Brits have had a tough year, or maybe more than one, and so landing the fact that they’ll always have a mate in the Aussies was too good an opportunity to miss. And who better to deliver the message than actual pop royalty herself, Kylie Minogue? This work literally has it all, from the Queen’s speech to Shane Warne- all underpinned by a powerful strategy of selling the Australian character and way of life. We think the Brits will love it.”
Matesong was written by singer-songwriter, Eddie Perfect, and directed by Revolver/Will O’Rourke.
While Kylie Minogue is the “star of the show Australian”, comedian and TV presenter, Adam Hills, features, and there are cameo appearances from Shane Warne, Ash Barty, Ian Thorpe, and the Aboriginal Comedy Allstars.
Australia’s federal tourism minister, Simon Birmingham, commented, “This campaign is about reminding Brits that Australia is a diverse and welcoming destination that still offers all the things that they love about our country, from our white sandy beaches to our native animals and our famous laidback outdoor lifestyle.”
Following its initial airing, the campaign will continue to run on British television, digital platforms, social channels, in cinemas and out-of-home advertising, and will be extended by a range of commercial and media partners including Singapore Airlines, The Telegraph UK and TripAdvisor.
Credits:
Artist: Kylie Minogue
Music and Lyrics: Eddie Perfect
Australian Agency: M&C Saatchi Sydney
Chief Creative Officer: Cam Blackley
Executive Creative Directors: Mandie van der Merwe & Avish Gordhan
Group Creative Director: Andy Flemming
Senior Copywriters: Curt MacDonald & Chris Brailey
Senior Art Director: Rosita Rawnsley-Mason
Copywriter: Rubini Gun
Art Director; Matt Corcoran
Group Managing Partner: Russell Hopson
Group Head: Emma McJury
Senior Account Director: Nikki Chapman
Account Director: James Steer
Head of Broadcast: Loren August
Lead Print Producer: Greg Hyslop
Chief Strategy Officer: Justin Graham
Head of Strategy Rachael Fraser
Senior Strategy Director: Nick Jacobs
Design Directors: Simone Cherry & James Jamias
Designer: Matt Harrington
Finished Artists: Ian Hartigan & Holly Jones
Retouchers: Nicko Mueller & Richard Hughes
UK Agency: M&C Saatchi London
Creatives: Matt Collier & Wayne Robinson
Deputy Managing Director: Mark Newnes
Head of Strategy: Steve Parker
Account Director: Evan O’Driscoll
Senior Account Manager: Samantha Lane
Production Company: Revolver/Will O’Rourke x Somesuch
Editing: Trim Editing
Grade: Framestore
Online & VFX: Fin Design + Effects
Music + Sound: Soundtree Music
Stills Photographer: Nicole Bentley
Media: UM (Global and UK)
Digital Agency: Digitas
Creative: Nick Duron
Head of Production: Lizzie Strobel
Client Partner: Oli Cassidy
Creative Director: Simon Brock
Account Manager: Rachel Malone
Account Director: Max Cahill
Design Lead: Oliver Ree
Designer Júlia Correa
Senior AEM Developers: Rupesh Kumar & Umang Mittal
Customer Agency: Stack Chat
Chief Executive Officer: Marcus Robinson
Chief Technology Officer: Mark Szumowski
Senior Devops Engineer: Sam Banks
PR Agency (UK): Hope & Glory
Managing Partner: Jo Carr
Creative Director: Gavin Lewis
Associate Directors: Natalie Davies & Nicola Burton
Account Director: Joccoaa Hand
Senior Account Executives: Dani Hayhurst & Lisa Barlow
Account Executive: Agatha Hyatt
Account Assistant: Stephanie Talbot
PR Agency (Aus): opr Agency
Chief Creative Officer: Bridget Jung
Chief Strategy Officer: Kaz Scott
Associate Director: Luke McClelland
Account Director: Ellee Donald
Strategy & Planning Manager: Laura Stoll
Chief Digital Officer: Daniel Young
Senior Digital Strategist: John Harding-Easson
Senior Account Manager: Zoe O’Sullivan
Senior Account Executive: Madison Scott
Client: Tourism Australia (Aus)
Managing Director: Phillipa Harrison
Chief Marketing Officer: Susan Coghill
General Manager – Brand, Campaigns & Media Michaela Chan
Global Campaigns Manager, West: Ashleigh Sorensen
Campaigns Executive, West: Laura Rankine
Global Manager, Media & Partnerships Marketing: Alex Lowes
Marketing Media Manager: Rochelle Vinson
Studio Manager: Andrew Still
Campaign Executive – Brand: Stephanie Denman
General Manager, PR, Social & Content: Anita Godbeer
Global Manager, Public Relations: Emma Sturgiss
Global Manager, Advocacy Nicole Foster
Broadcast & Event Partnerships Manager: Minta Burn
Publicist: Lauren Caverley
Global Manager, Social Media: Nick Henderson
Social Media Producer: Novy Wong
Global Manager, Content: Joleen Booth
General Manager, Communications & Government: Leo Seaton
Public Affairs Manager: Kim Moore
Government Communications Manager: Erin Foster
Senior Corporate Communications Manager: Hayley Taylor
Consumer Marketing Graduate: Georgie Johnson
General Manager, Digital Strategy: Paul Bailey
Global Manager Digital, Mobile & UX: Larissa Nery
Chief Information Officer: Shaune Rosser
Marketing Technology Manager: Manjit Gill
Global Digital Product Manager: Rachel Bernauer
Tourism Australia (UK)
Regional General Manager: Sally Cope
Marketing Manager: Kirsten Webber
PR Manager: Stuart Fyfe
Partnerships & Distribution Manager: Pete Mills
Senior PR Executive: Kate Hodges
Marketing Executive: David Olding
Digital Marketing Executive: Nick Musson
Business Development Manager: Benjamin Taprell
Digital Coordinator, Aussie Specialist Program: Silvija Bradford
Aussie Specialist Trainer: Alison Lee
