The Sydney Morning Herald and Melbourne’s The Age are offering Australians “all” in the new campaign by Publicis Worldwide Australia – all the news, all the excitement, all the puzzles…
The campaign that highlights the depth and breadth of the mastheads’ stories, is a response to research that showed audiences are looking for more than core news from their subscriptions, and increasingly want to be engaged with content that reflects their passions or helps them learn and discover new things. So the campaign leans heavily on its sport, puzzles, Good Food and Traveller, as well as familiar investigative reporters, Kate McClymont and Nick McKenzie, as well as celebrity chef, Adam Liaw.
Tory Maguire, managing director – publishing, commented, “While our mastheads continue to be the destination of choice for trusted, quality journalism and investigations, ‘All Yours’ celebrates the wider range of engaging content that readers are seeking out, and encourages them to discover more with us. Our journalists are driven to deliver the best, extending beyond traditional news — to the way we live-blog the Taylor Swift tour or provide access to the country’s best recipes and reviews with Good Food, we’re passionate about enriching the news experience.”
The campaign was created by Publicis Worldwide Australia and produced by Taxi Film productions. The films, directed by Tristan Houghton, a proud Yindjibarndi man from the Pilbara region of WA, reflect the respective markets as the protagonist, actor Joshua Sasse, dives from content to content within the Herald/Age app.
Vera Straubinger, head of brand and acquisition for publishing, stated, “We recognise that our readers want to immerse themselves in content they enjoy anywhere, anytime. We’re excited to bring this to life creatively, showcasing the engaging experience readers can expect as we continue to invest in new ways to bring quality journalism and exciting content to our audiences.”
Over the coming eight weeks, All Yours will be seen across broadcast TV and BVOD, cinema, OOH, transit, retail, print and social, as well as Spotify, LiSTNR and Nine podcasts.
Credits:
Client: Nine Entertainment
Director Subscriptions & Growth: Kristen Turner
Head of Brand & Acquisition: Vera Straubinger
Marketing Lead Brand & Acquisition – Metros: Kymberley Joseph
Marketing Manager Brand & Acquisition – Metros: Leah McNeill
Agency: Publicis Worldwide Australia
Managing Director: Simone Waugh
Executive Creative Director: Ryan Petie
Group Creative Director (Copy): Jim McKeown
Creative Director (Art): David Schaak
Executive Production Director: Vicki Lee
General Manager & Chief Client Partner: Jude Johannesen
Senior Account Director: Mary Graham
Account Executive: Matisse Sipa Borgeaud
Strategy Directors: Simon Murphy & Swati Shivshankar
Production Company: Taxi Films
Executive Producer: Andrew Wareham
Director: Tristan Houghton
Producer: Simone Mackie
DOP: Mark Desiatov
Art Director: Laura Elkington
Robot Operator: Brendan Isaac
Stills Photography: Compadre Pictures
Photographer: Jason Starr
Producer: Katherine Cooke
Retouching: Justin Overall
Editor: Tim Eddy
Grade: Kali Bateman
Online & VFX: Barnaby Bretton @ Mesh FX
Sound: Ross Batten @ Rosco Audio
Original Music Composition: Raf Mikolajczyk, Jarsonic
