Really clever work that comes from a place that’s utterly surprising. This is the kind of work on which The Monkeys’ fearsome creative reputation was built.

This is the work The Monkeys has produced for Holden.

The Monkeys has positioned the new Holden Equinox as the car for people (women, primarily) who are unapologetic about how they choose to live their lives. It’s perfect for Holden.

And the whole campaign has that understated wit that makes ads feel warm and friendly.

The Monkeys co-founder and group chief creative officer, Justin Drape, commented, “It’s fun to create a campaign with a point of view and champion women who know what they want and aren’t afraid to go after it. Equinox speaks to that mindset perfectly.”

The new campaign, Nothing To Prove? Prove It, includes brand ads as well as features ads, both equally appealing. That’s quite a feat.
The campaign was directed by Chris Balmond at Otto Empire, and has launched across broadcast, print, digital, OOH and on Holden-owned social channels.

Holden general manager – marketing communications and digital, Natalie Davey, commented, “Celebrating the thousands of women who have nothing to prove by driving the new Equinox, we are creating more than a campaign; we are establishing a safe space for women to discuss, relate to and share the moments where they can be themselves.”

Credits:

Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Justin Drape
Creative Director: Ben Sampson
Co-founder & Group Chief Executive Officer: Mark Green
Managing Director: Matt Michael
Art Director: V.Wassim Kanaan
Copywriter: Steve May
Group Content Director: Sam McConnell
Content Director: Veronique Proulx
Content Executive: Tasha Strachan
Digital Planner: Tim Smith
Innovations Director: Jay Morgan
Senior Producer: Penny Brown

Production House: OTTO Empire
Director: Chris Balmond
Executive Producer: Jo de Fina
Producer: Cathy Rechichi
DOP: Daniel Ardilley

Post Production: The Editors
Editors: Ryan Boucher & Jesscia Mustascio
Producer: Tivoli Conway
Executive Producer: Nicoletta Rousianos
Colourist: Andy Clarkson
VFX Artist: Hugh Seville

Client: Holden
General Manager Marketing Communications & Digital: Natalie Davey
Senior Manager Brand Communications: Brooke Jamison
Brand Manager: Bridget McMillan
Brand Executive: Lucy Matthews