Lilydale urges Australians to ‘live the free range’ in nature-inspired campaign
Free-range chicken company Lilydale has encouraged Australians to ‘live the free-range’ lifestyle by getting outdoors and living a balanced life.
Created by M&C Saatchi, the 45-second brand campaign shows people swimming, hiking, running, sitting around a campfire and having a water fight – and a quick glimpse of a chicken roasting over a fire.
“Find out what we have always known, that the great outdoors is really really great,” the ad concludes.
Research conducted by McCrindle Research found on average Australians spend 91% of their weeks indoors.
Responding to the findings, Lilydale wanted to encourage Australians to ‘live the free-range’ life and get outdoors more.
Yash Gandhi, head of marketing at Lilydale, said in a statement: “Joining the free-range is more than a campaign line or a product choice, it’s a state of mind. Activating and encouraging that philosophy in a meaningful way has the potential to drive positive and lasting difference to the physical and mental wellbeing of all Australians.”
Shane Gibson, M&C Saatchi creative director, said: “This campaign reflects that idea driving and encouraging broader participation in that choice. As the pre-eminent free-range chicken brand in Australia, it seems like a natural space for Lilydale to be leading.”
Credits:
- Lilydale:
- Head of Marketing: Yash Gandhi
- Senior Brand Manager: Anna Wesser
- Brand Manager: Anna Tu
- M&C Saatchi:
- Executive Creative Director: Michael Canning
- Creative Director: Andy Flemming
- Creative Director: Shane Gibson
- Senior Art Director: Neil Walshe
- Senior Copywriter: Michael Harris
- Strategy Director: Nicky Bryson
- Head of TV: Rod James
- Assistant Broadcast Producer: Olivia Reddy
- Head of Production: Trent Henderson
- Print Producer: Vanessa Fernandez
- Lead Finished Artist: Salvatore Liseo
- Group Head: Nick Russo
- Group Account Director: Jonathon Rhydderch
- Account Manager: Jennifer Edwards
- Head of Experiential: Erika Morton
- Hidden Characters:
- Annalise Brown: Managing Director
- Account Director: Sophie Callaghan
- Communications Manager: Naomi Rheinberger
- Collider Productions:
- Matthew Thorne: Director
- Executive Producer: Rachel Ford-Davies
- Producer: Olivia Hantken
- Editor: Rolando Olalia
- LOUIS&CO:
- Photographer: Matt Baker
- Artist Management & Production: Louis Molines
- SONG ZU:
- Creative director: Ramesh Sathiah
- Composer: Nathan Cavaleri
- Rumble studios:
- Sound Engineer: Tone Aston
- ALT VFX:
- VFX Supervisor/Flame Artist: Dave Edward
- Post Producer Supervisor: Adrianna Spanos
- Colourist: Marcus Timpson
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