Sunday Gravy launches first work for Catch.com.au
Sunday Gravy has launched a new platform for discount online marketplace, Catch.com.au, in the Melbourne creative agency’s first work for the brand.
Developed to spotlight the joy of online shopping in a category filled with rational messaging, the new platform – ‘Because’ – launches nationally with TV, outdoor, social and digital.
Other Assets:
Crocs 30″: https://www.youtube.com/watch?v=rvdCSZPICSo&list=PLvYKp5yIEtH0xoUX5Ujd_WxaJbeBoECHJ&index=6
Swan 75″: https://www.youtube.com/watch?v=P6NTXusSd9U&list=PLvYKp5yIEtH0xoUX5Ujd_WxaJbeBoECHJ&index=4
‘Because’ is positioned as a permission-giving statement in every piece of communication from the Catch.com.au brand. Consumers can leave behind the guilt and overthinking of online shopping, justifying their purchase ‘because’ it’s on sale, ‘because it’s free delivery’, ‘because crocs’.
Peita Golden, marketing director for Catch.com.au said: “A great brand is built through persistent and enduring platforms – and together with the team at Sunday Gravy, we believe we’ve created something truly distinctive around the innate joy of shopping on Catch.com.au. We can’t wait to continue evolving this platform into the future.”
The brand films were shot by the Glue Society and produced by Revolver, featuring three unpredictable and unexpected ‘because’ scenarios. Each spot follows the same formula, with the typing of ‘CATCH.COM.AU’. After, a strange scene unfolds, with the online retailer’s products taking centre stage, finishing on the ‘because’ statement.
Each spot celebrates a different aspect of the Catch.com.au experience, from the anticipation of a purchase, to the thrill of finding it on your doorstep. In one spot, parkgoers stop and stare as a helicopter flies overhead pulling a huge net filled with hundreds of soccer balls. Playing out to classical music, the helicopter driver releases the net, let the balls fall out in slow motion onto the oval below.
To reflect Catch.com.au’s Australian ownership, it was essential for the team that the campaign was distinctly Aussie, from the locations to the community talent (featuring River City Voices community choir), the national campaign is designed for Australian audiences.
Emily Pietrocola, senior account director at Sunday Gravy said: “The work itself is testament to the incredible relationship we have built with the Catch.com.au team, and the trust we have all placed in each other in the development of a consistent, emotive brand platform. It is something we are universally proud of creating and we hope consumers get as much enjoyment out of this brand work as we have in creating it.”
The TVC will be supported by out-of-home, with messaging that is contextual to the location, like selling a tap measure near the Montague St Bridge, a spot renowned for trucks crumpling under the low clearance.
Credits
Client: Catch.com.au
Peita Golden – Marketing Director
Ashley Wolff – Head of Advertising
Carla Mazzeo – Marketing Campaign Specialist
Agency: Sunday Gravy
Director: The Glue Society
Production: Revolver
Post Production: The Glue Society Studios
Media: Hearts & Science
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