Campaign Review: The verdict on XXXX Gold’s cricket hats and the Bondi Hipsters’ trip to Portland
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Jacqueline Witts, head of strategy at AJF Partnership, and Matt Gilmour, executive creative director at Archibald/Williams.
Brand: XXXX Gold
Agency: Host/Havas
The Verdict: The idea behind the campaign is “far-fetched”
XXXX Gold launched a Goldie tech enabled hat to reward Australians for having a beer with friends throughout the Summer cricket season. To add to its campaign, the company created a television commercial featuring four friends in the bathroom together wearing their XXXX Gold hats shaving, bathing and going to the toilet.
Jacqueline Witts, head of strategy at AJF Partnership, says:
