CHEP debuts husky-voiced penguin as OnePass brand ambassador
Wesfarmers’ membership subscription service OnePass has launched its first brand platform with creative agency CHEP Network, featuring a cute CGI penguin with a husky voice.
The character, Onesie, was introduced as a brand ambassador who “helps spread the news about the supercharged offering for OnePass members”. He is seen with a OnePass-branded jetpack on his back.
“Some of us do things the hard way, but some of us, we do things the smart way,” said Onesie in a 30-second spot, highlighting the functionality of OnePass.
OnePass chief customer and marketing officer, Kellie Cordner, said, “We know budgets are tight for many Aussie households, and we’re looking to help ease the pressure through a range of supercharged benefits for members of our program.
“What better way to introduce Aussie families to the new and improved OnePass than with a CGI penguin showing them a smarter way to get more value from their favourite retailers.”
CHEP Network Melbourne managing director, Thomas Penn, added, “It’s been brilliant partnering with the team at OnePass as the business finds new and innovative ways to provide value for Australian families.
“We’re looking forward to continuing to support the brand’s ongoing growth and success.”
OnePass’ current partners include Kmart, Target, Catch.com.au, Bunnings Warehouse and Officeworks.
The campaign is rolling out across free-to-air TV, online video, cinema, OOH, social, influencers and in-store at OnePass affiliated retailers.
Credits:
Client: OnePass
Chief Customer Officer: Kellie Cordner
Head of Brand, Media and Partner Marketing: Joanna Foy
Marketing & Partnerships Manager: Freya Page
Marketing Partnerships Lead: Melissa Oliver
Brand Marketing Coordinator: Victoria Alexiadis
Performance Marketing Lead: Lucy Riordan
Creative agency: CHEP Network
Production Company: Unlisted
Director: Jeremy Mansford
Creative Director: Hugo Jackson
Producer: Marlina Al-Johary, Sarah Poppitz, Monaliza Ziba
Executive Producer: Graham Pryor
Character Design: Lisa Vertudaches
Concept Artist: Thierry Marchand, Nikhil Markale
Storyboard: Abby McKenzie
CG Modeller: Kevin Taylor
CG Posing: Andy Le Cocq
CG Rigging: Tessa Eden
CG Animation: Ben Hubbard, Paul Ziola
CG Lighting & Rendering: Duncan MacDonald, Nick Lines
Retouch Artist: Daniel Sian
Compositing: Duncan MacDonald, Nick Lines
Motion Graphics: Josh Le Good, Jason Poley
Editor: Josh Le Good, Jason Poley
Music Composition: Electric Sheep Music
Creative Director: Glenn Sarangapany
Composer: Tom Marland
Executive Producer: Kate Stenhouse
Media agency: UM
Group Director: Adam Russell
Client Director: Ebony Wood
Senior Planning Director: Pat Sands
Digital Director: Cameron Stewart
Performance Director: Dale Logan
Senior Partnerships & Planning Manager: Ashleigh Ivins-Iline
Senior Addressable Manager: Trishala Dayal
Performance Manager: Lyle Shi
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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