Summer is outdoors season in Australia, granted that “outdoors’ might be no further than the timber deck off the back door. That timber deck, its cousins, the timber fence, cabinets, tables and chairs, have been battered all winter by wind, rain, air conditioning, careless humans and ageing. As the category leader in woodcare, Cabot’s new platform aims to reconnect Aussies with their timber. It’s a material Aussies love, but it lives so naturally with us we sometimes forget it’s even there. It needs some love in return. It is too often neglected until it’s too late to be revived.

Thinkerbell’s absurd humour has given timber a voice. A singing voice. Making the timber in Australian homes impossible to ignore. At the same time, it transforms every timber knot around the country into a mini Cabot’s ambassador, reminding Aussies of the brand in the most unexpected places.

Natalie Mitchell, head of marketing at Cabot’s, stated, “Our key mission at Cabot’s is to bring the beauty of timber to life. As the category leader, we need to advocate for our beautiful timber substrates. We know that if people take more notice of the wood around their homes, our easy-to-use range will enable them to clean, nourish and protect these unique surfaces. Wood calls for Cabot’s.”

Sean McNicholas, Head Tinker at Thinkerbell, commented, “With Wood calls for Cabot’s, we have a platform with that rare mix of flex, distinctiveness, and fun that can guide the brand and our comms for years to come. The only downside is a feeling that you are being watched. Always. By these cute little woody faces. Everywhere. You’ll soon feel what we mean.”

A backyard timber decking board added, “I’d like to take this opportunity to state that Australia’s timber decks, tables and chairs, forgotten fence pailings and posts, neglected floorboards and cabinets and cupboards and chopping boards are all united and excited to have our message shouted out to the world – wood does indeed call for Cabot’s.”

The work went live across TV, digital screens, BVOD, audio and OOH over the November 21 weekend, with partnerships, integrations and interactive pieces in the works.

Credits
Creative Agency: Thinkerbell
Client: Cabot’s
Media: Team Inspire at Initiative
Production: The Producers
Director: Julian Lucus
Music & Sound: Electric Sheep
Photography: Jon Webb