Colorbond celebrates 50 years of business in Australia with new campaign

Colorbond has launched a stylish new campaign to highlight its 50 years of business in Australia.

The BlueScope Steel division has been operating since 1966 and decided to depart from its previous, lighthearted humour-based approach to celebrate the brand.

Running with the line ‘The colours of Australia since 1966’, the campaign was produced by Jeffrey Darling and production company Velvet through BlueScope’s agency, Carlon Leong, which has taken a stylish approach to promoting the building material.

COLORBOND® steel – Anthem from BlueScope Digital on Vimeo.

Lisa Dent, Bluescope’s manager of marketing and market development, said the campaign was a shift for the brand which had most recently focused on a man’s obsession with Colorbond building materials being used as everything from thongs to lampshades.

“Being a successful and reputable brand in Australia for 50 years is a significant achievement and one we wanted to celebrate in a uniquely Australian way,” Dent said.

The ad, with music by We Love Jam, mixes shots of Australian scenery featuring both common and unique architecture built using Colorbond steel.

“Jeff has created a visually stunning, inspiring and emotive piece of work for Colorbond steel,” Dent said.

Credits:

• Agency: Carlon Leong
• Creative Director/Agency Principal: Tony Carlon
• Producer: Jeffrey Darling
• Production Company: Velvet
• Music: We Love Jam