New MYOB campaign reminds people its ‘the OG’ via Sunday Gravy
Business management platform MYOB has launched a new campaign reminding business owners that experience matters, and original is best, via indie creative agency Sunday Gravy.
‘Nothing Beats the OG’ first launched internally with a five-minute film to induct current and new team members into MYOB’s history and future, which has since been cut down into eight ads that unpack key features and benefits from the platform.
Dean Chadwick, MYOB’s new chief marketing officer, said: “We are proud of MYOB’s rich heritage of providing the technology that helps small and medium businesses to run. This campaign is designed to bring to life the faces behind the technology, who work day and night to make the lives of business owners easier.
“We were excited to work with Sunday Gravy on this campaign, as they have created a huge library of content for us to leverage in the short and long term,” he added.
Ant White, founder and chief creative officer at Sunday Gravy, continued: “We are all hugely proud of the way we approached this campaign; we’ve worked so collaboratively with MYOB and iProspect, along with one of Australia’s best directors Nash – and together we’ve melded product scripts with a strong narrative.
“Through the process we have also developed characters that bring a real sense of humanity to the MYOB product itself, and will also be part of the MYOB brand story ongoing. For small businesses who choose MYOB, this is the team you get, working tirelessly behind the scenes to make your business run smoothly.”
The brand’s media agency, iProspect, has also created a bespoke local area targeting model to ensure the businesses that need the most support get exposure to the campaign.
Other assets:
Credits:
Client: MYOB
Dean Chadwick, chief marketing officer
Elisa Del Grosso, head of BMP marketing
Gab McKenzie + Belinda Watson, head of marketing activation
Creative agency: Sunday Gravy
Ant White, chief creative officer and founder
Khia Croy, general manager
Emily Pietrocola, senior account director
Bec Gubbins, account director
Isabella Susnica, account manager
Suse George, senior producer
Sam Whatley, senior writer
Max Kennedy, senior art director
Charlotte Hicks, design
Alex Crampton, senior design
Media agency: iProspect, a dentsu company
Marcelle Gomez, managing director
Ken Lam, national head of investment
Sam Bremner, client partner
Vera Manalac, group investment director
Shae Healey, group digital director
Amanda Bodagh, investment manager
Ben Shepherd, chief investment officer
David Halter, chief strategy officer
Production: Collider
Director: Nash Edgerton
Managing director: Rachael Ford-Davies
Executive producer: Karen Bryson
Producer: Michael Cody
Casting director: Stevie Ray @ McGregors
DOP: Aaron McLisky
Production designer: Jen Waters
Wardrobe: Sophie Fletcher
Post production: Arc Edit
Executive producer: Daniel Fry
Producer: Kani Saib
Editorial: ARC EDIT
Editor: Luke Haigh
Second editor: Lissie Mary Geyer
Finish: ARC EDIT
Colourist: Alina Bermingham
Online artist: Heather Galvin
Photography: Joel Pratley
Retouching: Electric Art
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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