Chrissie Swan and Ita Buttrose star in new Priceline spot celebrating age positivity
Priceline Pharmacy is celebrating the journey of aging in its Autumn campaign, via Whippet and PHD.
The latest iteration of the pharmacy’s ‘A Festival if You’ brand platform, the campaign, titled ‘I’m Me’, stars ‘Priceline Pharmacy Ambassadors’ Chrissie Swan and Ita Buttrose, alongside other diverse Australian women.
Creative for the campaign was led by Whippet, which was appointed by the brand in August 2019, before launching its first campaign featuring Swan.
The latest campaign is led by a 30-second TVC that sees Swan share her personal journey of aging, as she walks past a number of diverse women, including Ita Buttrose.
The TVC will be supported by executions across OOH, social media, and national radio advertising on The Chrissie Swan Show on Nova. The campaign also includes a Mamamia partnership, launch event and panel discussion for media and influencers, as well as a consumer promotion to win a $10,000 Luxury Escapes voucher for every eligible $10 purchase.
As part of the campaign, Priceline will also be releasing new nationwide research conducted by YouGov, which found more than two in five Australian women aged 40+ feel invisible.
Priceline Pharmacy head of marketing, Gabby Tully said: “We want people to feel empowered to be their best selves, to feel represented and appreciated for who they are, to celebrate their individuality and give space for their voices to be heard. This latest installment in our Festival of You positioning spotlights women who feel invisible and celebrates ageing positively, together. We want all Australians to feel heard, valued and seen when they visit one of our 470+ Priceline Pharmacy stores across the country for the campaign period and beyond.”
Whippet’s executive creative director Tod O’Reilly said: “Authenticity was extremely important in developing the main message, which is why the women in our agency, from creative to account service, took the reins to drive the idea.”
“We know that all women have a unique statement to make about who they are – an insight that culminated in the powerful “I’m me” campaign,” added creative group head Rebecca Williams.
“We’re proud to say there was zero tokenism here, as the majority of the team, from inception to production, consisted of extremely capable, talented women.”
Credits
Client – Priceline Pharmacy
Head of Marketing – Gabby Tully
Senior Manager, Brand & Media – Grace Eadie
Marketing Manager, Brand & Media – Brooke Thomas
Creative Agency – Whippet
Executive Creative Director – Tod O’Reilly
Creative Group Head – Rebecca Williams
Senior Copywriter – Flavia Mazdon
Senior Account Director – Samantha Douglas
Production Company – Two Tractors
Director – Grantley Smith
DOP – Katie Milwright
Media Agency – PhD Melbourne
Experiential Agency – Banter
PR Agency – humann.
Content – Medium Rare
Have your say