Lawson’s bread gives baby boomers tips on how to get their kids to move out
Lawson’s bread has launched a new online video campaign targeting the over 50’s market in Australia.
Fronted by Aussie comedian Trevor Marmalade, the viral series offers baby boomers unconventional tips to encourage their adult children to move out with the tag line, ‘It’s time to be generous to yourself.”
Mojo NZ told Mumbrella: “This may well be the world’s first viral campaign targeting babyboomers featuring babyboomers. (If not, it’s definitely the first with a hooker.) Boomers use the internet, they have Facebook pages, they watch YouTube. But no one is really catering to them specifically in the viral marketing world.”
The campaign consists of six videos, which are between a minute and 30 seconds in length. Trevor Marmalade has previously hosted the AFL show Sunday Footy Wrap.
Lachlan McPherson, executive creative director at Publicis Mojo NZ told Mumbrella: “Lawson’s is a generous loaf with more seeds and grains than most others. We learned that it is popular with baby boomers, but many still have adult children living at home. Meaning they aren’t buying the brands they’d like to. Rather than just talking about how great the bread is, we’re helping boomers empty the nest so they can finally be generous to themselves.”
The campaign will include a homepage takeover on SMH and a seeding campaign. Media strategy is by Ikon Sydney and Naked Communications.
Credits:
Client: Trish Nichitean – Senior Brand Manager, Premium Brands Goodman Fielder Aust
Publicis Mojo:
Kay Boyle: Managing Partner
Lachlan McPherson: Executive Creative Director
Guy Denniston: Creative
Liz Garneau: TV Producer
Kylie Penman: Head of Production Services
Production Company:
Film co:The Down Low Concept
Directors:Jarrod Holt, Nigel McCulloch, Ryan Hutchings
Producer:Daniel Thorn
DOP:Simon Riera
Stylist: Nicola Vuleta
Art Director: Sam Evans
Offline Editor: Glynis Bartlam
Online Editor: Lakshman Amandanayagam
Grade: David McClaren
Post Production: Digital Sparks, Auckland
3 directors?
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the last words the son utter are my sentiments exactly !
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