Country Road celebrate summer in campaign featuring model Gemma Ward
Country Road has unveiled a new brand campaign featuring model Gemma Ward with the brand celebrating summer and family holidays as the brand positions itself as a ‘true lifestyle brand’ and aims to connect the brand with how consumers feel about Australian summers.
Featuring Ward in a number of various outfits from the brand, the two-minute long video, created and produced by production studio C-KOL, tells the story of a new mother on holiday on a quiet NSW coastal town.
C-KOL Director Adam Murfet said: “We wanted the audience to desire summer and feel that intimate, nostalgic feeling of returning to a place you have such fond memories of – something we can all relate to. Country Road is a true lifestyle brand and the story is a window into those personal summer moments you spend with family, like the first holiday between mother and daughter, set against the backdrop of a beautiful, Australian beach.”
The campaign runs across TV, cinema, online, social media and PR.
Country Road’s managing director Sophie Holt said: “We are very proud to be the first to work with Gemma on this project after her break from modelling. She is an iconic Australian beauty whose natural, fresh energy is the perfect embodiment of the Country Road spirit. It was so touching that Gemma shared her daughter Naia with us; she brought such delight to the shoot. This is a beautiful campaign for our brand, it calls out the freedom and joy of the Australian summer, the simple pleasures of time spent with family and friends, and the natural splendor of our landscape.”
‘Summer Wonder’ creative credits:
- Creative and production studio: C-KOL
- Directors: Jessie Oldfield & Adam Murfet
- Producer: Elizabeth Rocka
- Account Director: Natalie Arnull
- Scriptwriter: Jane Hampson
- Cinematographer: Shelley Farthing-Dawe
- Editor: Daniel Kerr
- Music: Penguin Cafe Orchestra
- Sound Design: Erin McKimm
- Colourist: Roslyn Di Sisto (Method Studios)
- Graphic Design: Ortolan
- PR: MCMPR
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I can see what they were aiming for here – but what they actually achieved is so mind-numbingly boring – especially the extended version – I never want to sit through that, on line, again.
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Beautiful work.
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Really nice campaign. Reminds me of a Malick film which, I guess, explains PPeter’s comment above – some people don’t connect with his pacing either.
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