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 Ristevski, 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 Camuglia
Senior communications manager: Nicole Manton
Communications manager: Cassandra Deegan
Media Coordinator: Ashley Hill