Holden recruits Instagram famous Celeste Barber to star in satirical campaign
Instagram sensation and comedian Celeste Barber stars in the latest Holden Equinox digital campaign.
Barber, known for copying fashion images of celebrities and models and posting them to Instagram, features in the satirical content series as a high profile model.
Holden Equinox – Celeste Barber from Bauer Media Advertising on Vimeo.
Holden, Bauer Media and Story54, launched the campaign with the aim of reaching diverse female audiences drawing from ist new brand platform ‘nothing to prove’.
In August last year Holden appointed The Monkeys to handle the creative for its new SUV Equinox, unveiling its ‘Nothing to Prove? Prove it’ brand platform in December.
Since appointing The Monkeys the brand has focused on targeting more women.
Bauer Media’s general manager of Story54, Jane Waterhouse, said in a statement: “Women as consumers are recalibrating what’s appropriate in advertising communications. They are responding to brands that are abandoning stereotypical and predictable communications and want to be spoken to in a more authentic language that shows truth in their lives.
“We couldn’t think of a better creative partnership for the Holden Equinox than one with Celeste Barber. Quite simply her work says it all. She has nothing to prove.”
Barber, who has an Instagram following of over 3.2 million, added: “I’ve built a career on the idea of having ‘nothing to prove’ so this campaign was a perfect fit.”
The campaign was created in collaboration with Carat and Lacuna Agency and will be shared across the Now to Love digital network and across Women’s Day and Barber’s social channels.
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This is much better than that other crowd surfing stuff. What a great idea, taking an existing social meme and putting a product in it. I’ve never seen anything like that before. Just goes to the new social agencies are the way forward not those multi-service, old agency hybrids.
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Brilliant campaign. This is what women want from advertising. Westfield take note!
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I enjoyed this very much. I would love to see it on TV – come on Holden, do it do it.
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Love it!
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