The Laminex range includes a colour called peacock. And another called diamond. They work well together. But showing them working well together would be such a boring ad.
Instead, the creatives at Ogilvy Melbourne took the secondary meanings of peacock and diamond and fashioned them into a human humour story about two blokes at a party, checking out a girl…and a guy.
This is how you make an audience remember that Laminex peacock and diamond go together:
And this is equally memorable midnight and moose version:
The Sweet Shop director, James Haworth, commented, “It’s not often you receive scripts that include a moose and a peacock so they immediately grabbed my attention. The concept was pure gold so the idea was to tell simple, comedic stories with a touch of absurdity which we think will really resonate with the viewer.”
The two TVCs, digital executions and print, form the first stage in a phased campaign that will rollout over the coming year for both consumers and trade. It is also the first campaign by Ogilvy Melbourne since it won the account last year.
Ogilvy Melbourne executive creative director, Brendon Guthrie, stated, “The Laminex brand has long been held in the highest regard by the trade for its fashionable range, versatility and durability. However, we knew consumers had different associations with the brand based on its long history in Australia that did not reflect its more recent reputation as a stylish and innovative product. The unexpected colour combinations take centre stage in the campaign to redress this imbalance and reinstate Laminex as the leading Australian product for home finishes.”
Creative credits:
Agency: Ogilvy Melbourne
Executive creative director: Brendon Guthrie
Head of brand strategy: Gavin MacMillan
Senior art director: Sally Hastings
Senior copywriter: Scot van den Driesen
Agency TV producer: Charlotte Griffiths
Production company (TV): The Sweet Shop
Director: James Haworth
Producer: Nikolas Aulich
Executive producer: Edward Pontifex
Managing director: Wilf Sweetland
Post Production: Method Studios
Sound: Flagstaff Studios
Stills Photographer: Neil Bailey
CGI Artist: Mike James
