Hawke’s delivers some honesty this Christmas, via Bureau of Everything

Nathan Jolly

December 20, 2024 9:10

This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.

Hawke’s is sidestepping the usual Christmas cliches this festive season to some Aussie home truths in a new outdoor and social campaign, via The Ministry for Communication & The Arts (MCA) and Bureau of Everything (BoE).

The two agencies have “leant unapologetically into the Australian experience at this time of year by pushing up against topics like ‘end of year exhaustion’, ‘traditional gifting, like Jack Daniel’s’, fridge politics and polarising holiday films”, with the centrepiece of the campaign being a series of public service announcement billboards the agencies say “would be close to Bob Hawke’s heart” – a daily countdown of potential sick days remaining until Christmas day.

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Nathan Jolly

Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.