Moro celebrates Australians’ passion for cooking in first work via SICKDOGWOLFMAN
Australian olive oil brand Moro has released a new campaign via SICKDOGWOLFMAN. It is the agency’s first work after it won the brand account in 2021 with strategic consultancy Untangld.
Launching across TV, OOH, digital and social, ‘Now add you’ showcases not only the individual, but also the communal nature of cooking for Australians.
The spot features a dinner party where Moro olive oil is placed at the centre of attention, utilised in various cuisines such as cooking oils or dressings to highlight its versatile function in the diverse Australian food culture.
Marketing manager of Conga Foods, Kristen Moxey, said: “We know that our brand’s superpower is its exceptional range. It’s a true differentiator with a depth of excellence that can’t be matched. So, to be able to have a brand platform like ‘Now add you’ that positions Moro as the oil and vinegar for all our loveable human idiosyncrasies is truly exciting.”
Creatives at SICKDOGWOLFMAN, Alberta Gunner and Celeste Watson, also said that the campaign aims to challenge the cliches of olive oil advertising, focusing on a zest of personality rather than the awards and heritage that’s overplayed in the category.
“This campaign celebrates the diversity of people who use Moro every day to bring their own flavour to the kitchen,” they said.
Director at Sweetshop, Phebe Schmidt, added: “This job was an absolute blast and I felt very early on that the script played to my strengths as a director.
“I had the freedom to bring to life a bold visual tone through monochromatic styling, carefully applied across all aspects of the production design – from the interior decorations, choice of kitchen appliances, and all the way through to our character’s wardrobe.”
Credits
Client: Moro
Marketing Manager: Kristen Moxey
Brand Manager: Janice Falzon
Chief Sales and Marketing Officer: Daniel Thompson
Creative Agency: SICKDOGWOLFMAN
Creative Director / Founder: James Orr
Business Director / Founder: Jarrick Lay
Design Director / Founder: Jake Turnbull
Creative: Alberta Gunner
Creative: Celeste Watson
Account Manager: Cat O’Brien
Designer: Rohan Hill
Strategic Partner: UNTANGLD
Co-Founder + Business and Operations Director: Jamal Cassim
Co-Founder + Strategy & Research Director: James Needham
Production Company: Sweetshop
Director: Phebe Schmidt
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Niko Aulich
Producer: Jane Smith
DOP: Sherwin Akbarzadeh
Casting: Nick Hamon Casting
Post Production: Arc Edit
Post Producer: Winnie O’Neill
Editor: Dan Lee
Colourist: Edel Rafferty
Online: Eugene Richards
Sound: Final Sound Sound Engineer: Craig Conway
Got a tip?
Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
Linkedin
Have your say