Patience is a virtue when it comes to making yoghurt – but slow can be so annoying in other parts of life – like a looooong goodbye.
Special makes a virtue of the unique, time-consuming process of making Gippsland Dairy yoghurt with its new brand platform, Slow Good, and a humorous series of commercials that tellsits story with painful juxtapositions of slow.
Andrew Noisette, head of marketing, Gippsland Dairy, stated, “In a category and industry focused on quick production and lowest cost, Gippsland Dairy has been able to retain its award-winning texture and taste by keeping true to its unique production method. We’re thrilled to have unlocked a platform that we feel has all the ingredients to be impactful, memorable and help tell our story.”
Chris Ellis, creative director at Special, added, “In life, slow is typically something we avoid – it can be aggravating, stress inducing and, in some cases, downright disastrous. But our good mate, prolific writer and yogurt fiend, Voltaire said, ‘Perfection is gained by slow degrees; it requires the hand of time.’ He was onto something. Slow can be good.”
The campaign films were directed by Tim Bullock and voiced by Tiriel Mora.
Ryan Fitzgerald, executive creative director, Special, noted, “Long press releases are slow bad. So in short, slow is what makes Gippsland Dairy. We’ve captured this truth with a piece of sticky language that speaks to craft and taste. It’s a fun platform that will deliver chuckles and yogurt cravings for some time to come.”
The full campaign covers radio, Spotify, social, outdoor, digital and point-of-purchase.
Credits
Client: Chobani Australia
Head of Marketing: Andrew Noisette
Senior Brand Manager: Alex Bulgin
Creative Agency: Special Australia
Partner & CEO: Lindsey Evans
Partners & CCOs: Julian Schreiber & Tom Martin
Partner & CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Head of Strategy: Nathan Rogers
Strategist: Ollie Immurs
Team Lead: Georgia Newton
Business Director: Atlanta Wooley
Business Manager: Kiran Arunasalam
Creative Directors & Creatives: Chris Ellis, Chris Andrews
Creatives: Sarah Ritevski, Edwin Concubierta, Ekin Gunes, Henry Kember, Alexandra Antoniou.
Head of FIlm & Content: Sophie Simmons
Senior Producers: Glen Mcleod, Charlotte Wren
Design Director: Dan Jones
Production Company: Scoundrel
Director: Tim Bullock
Executive Producers: Adrian Shapiro & Kate Gooden
Producer: Tessa Simpson
Production Manager: Kate Rule
DOP: Jeremy Rouse
1st AD: David Letham
Art Director: Jeremy Fuller
Costume Designer: Laura Bracken
Food Stylist: Theresa Statsny
Offline Editor: Adam Wills
Online: White Chocolate
Sound: Rumble
Senior Producer: Bec Ivanov
Senior Sound Designer: Liam Annert
Composition: MADBS Composing Palace
Media Agency: Match & Wood
Head of Client Services: Anna Camgulia
Senior Communications Manager: Nicole Manton
Communications Manager: Cassandra Deegan
Media Coordinator: Ashley Hill
