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    Gippsland Dairy celebrates ‘Slow Good’ in new platform via Special

    Australian yogurt company Gippsland Dairy has launched Slow Good, a new brand platform via indie agency Special which celebrates patience in a nod to the unique, time-consuming process by which the Gippsland product is crafted. 

    The campaign is centred around a series of hero films directed by Tim Bullock and voiced by Tiriel Mora which contrast ‘slow bad’ life experiences, from a long goodbye to disembarking a plane, with the ‘slow good’ of Gippsland yogurt.

    Head of marketing at Gippsland Dairy, Andrew Noisette, explained that in a category traditionally focused on quick production at the lowest cost, “Gippsland Dairy has been able to retain its award-winning texture and taste by keeping true to its unique production method.”

     

    Creative director at Special, Chris Ellis, said: “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.”

    Executive creative director at Special, Ryan Fitzgerald, added, “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,” he said. 

    The campaign is further supported by a roll out across radio, Spotify, social, outdoor, digital, and point-of-purchase.

    Last week, Special announced a series of group creative director appointments, promoting Max McKeon, Sian Binder, Lea Egan, Nils Eberhardt and Simon Gibson to the position.

    See also: Special promotes five creatives to group CD

    Credits:

    Client: Chobani Australia
    Head of marketing: Andrew Noisette
    Senior brand manager: Alex Bulgin

    Creative Agency: Special Australia
    Partner/CEO: Lindsey Evans
    Partners/CCO: Julian Schreiber and 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 and content: Sophie Simmons
    Senior producers: Glen Mcleod, Charlotte Wren
    Design director: Dan Jones

    Production Company: Scoundrel
    Director: Tim Bullock
    Executive producer: Adrian Shapiro
    Executive producer: 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

    The post Gippsland Dairy celebrates ‘Slow Good’ in new platform via Special appeared first on Mediaweek.

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