Snapchat integrates Mecca and GYG into ‘uniquely Aussie’ campaign
Snapchat has launched a “uniquely Australian” iteration of its global campaign ‘Say It In A Snap’, with brand integrations from Mecca and Guzman y Gomez.
The new creative, developed by Emotive, leans into Snapchat’s long-standing philosophy of authenticity.
The ads show the everyday conversations that happen on the platform, using real snaps from real users. Kicking off across OOH and digital channels, the campaign is made up of hyper-contextual snaps — like a snap of a ferry in Circular Quay — which hopes to prove this point.
Ryan Ferguson, managing director of Snap ANZ, said it shines a light on how people “truly” use the platform, with how they “share real, unvarnished moments with their closest friends and family, which bring them daily doses of joy”.
He said in a release: “The ad creative aims to capture the essence of the in-the-moment spirit that makes Snapchat so special, and showcase why our platform is home to a community of 8 million Australians, including more than 90% of Gen Z across the country.”
Emotive’s group creative director, Darren Wright, told Mumbrella: “We had a lot of fun localising this global campaign. The magic of Snapchat is that it’s not curated, it’s not performative, it’s just mates being mates and sharing everyday moments of joy with each other.
“And we just wanted to celebrate that in the most authentic way that our audience would be entertained by and engage with.”
It also includes how Aussies are engaging with local brands Mecca and Guzman y Gomez through these unpolished, daily moments. The creative features a young person sending a photo of their go-to order at Guzman y Gomez to a mate, and another giving a friend a Mecca shopping haul.
A Mecca placement
This marks the platform’s newest approach to brand collaboration, having also recently introduced ‘Promoted Places’ and ‘Sponsored Snaps’.
Promoted Places allows sponsored “places of interest” to put their logos on their locations in the Snap Maps interface, which hopes to help advertisers expand their reach and cut through with the audience. And based off the audience’s visitation trends, places can be marked as ‘Top Picks’.
Sponsored Snaps allows brands to land messages straight into users’ inboxes. This was the first time the app has ever been commercialised in this way, Ferguson told Mumbrella in April.
He said the key to these ad formats is that advertisers can meet the audience “in the same native way” that they are already interacting with the platform: “This is going to create that native format that advertisers will understand, but also the community understands as well.”
The second phase of the campaign will launch next month, featuring a PR and influencer content program. It will tap into the ‘blind box’ cultural phenomenon gripping Gen Z and Millennials — think along the lines of Labubus and Sonny Angels — with a brand experience in Sydney. In collaboration with Butterboy, Snapchat will create limited, customer cookies, designed to be revealed and enjoyed with friends.
Credits:
Emotive
Creative, Design & Production: Darren Wright, James Pash, Tom Douglas, Dan Mortensen, Tim Evans, Cushla Morton
Social & Cultural Strategist: Sarah Rosedale
Client Services: Zoé Hartas
OMD
Business Management: Danica Berjanovic, Shenae Salm
Media Implementation: Joshua Emanual, Andrea Perez
Marketing Intelligence: Natalie Widdup, Mette Breith
Snap Inc
Marketing: Richard Flanagan
Global Brand Experience: Alycia Emmerson
Communications: Claire Robinson
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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