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Canberra Milk 'Proudly Ours'
Creative Advertising
April 2024
This envisioned campaign was developed for Canberra Milk, an Australian milk branch owned by ‘The Bega Group’ sold commercially in supermarkets and in independent businesses.
Canberra Milk’s most well known campaign was the ‘Canberra Milk Kid’, an annually selected child who promoted the brand and received networking benefits. Our campaign ‘Proudly Ours’ is a modern take on 'Canberra Milk Kid', with a focus instead on promoting a 'Canberra Milk Cafe' biannually.
The Challenge:
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Local white milk sales have been declining in recent years as consumers turn to the cheaper brands owned by major supermarkets. The white milk price war has seen major promotional campaigns run focusing on price, with 2L milks selling for as little as $2.
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Consumers are feeling a gradual disconnect with the brand.
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Consumers are choosing big name brands over local produce in the food industry.​​
​The Big Idea:
During the current inflation challenges that are impacting small businesses, our biannual campaign not only supports small cafes, but rewards them for their efforts in serving the community. This award provides endorsement and free or discounted milk to the community-chosen cafe. The Canberra Milk Cafe Award is voted for by Canberrans, and is a method of rebuilding local trust in Canberra Milk and supporting Canberra’s economy and community.
Coonamble
Creative Advertising
March 2024
Situated along the Castlereagh River in central-northern New South Wales, Coonamble is a small rural town in New South Wales that embodies the spirit of Australian outback communities. Its close-knit community of 2,500 residents is perfect for young families and millennials craving a work-life balance.
The Challenge:
To save the dying town of Coonamble which is facing a notable decline in its population attributed to various factors such as drought, economic challenges, and individuals migrating to neighbouring cities in pursuit of employment opportunities and a lifestyle change.
The Big Idea:
To redefine the Australian dream and reignite interest in Coonamble among young families and millennials craving a work-life balance and lifestyle change.
"Build your Australian dream from the ground up".
By offering financial freedom, hybrid work opportunities, and for migrants pursuing Australian residency, and showcasing Coonamble as a beacon of freedom and opportunity, we aim to reverse its population decline and spark economic and social renewal through attracting young families to foster a vibrant, growing community, prioritising people's well-being.
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Video Advertisement: Storyboard Concept
The storyboard video advertisement sends a powerful message to viewers about the sense of opportunity that Coonamble provides. Utilising real life pricing of various properties across Australia, viewers are able to directly see the sense of scale that purchasing in Coonamble can provide in comparison to Sydney and Brisbane.
In posing the question “What can $500,000 get you in Australia?” We have selectively chosen examples across Sydney, Brisbane and Coonamble to further highlight the impact of value of money and the affordability of Coonamble.
Design Choices
As the frames progress throughout the video and the houses increase in size, the imagery colours are brightened. The background slowly changes from brown to green, symbolising the growth one can experience in this small country town. Furthermore, we are creating positive connotations with Coonamble by using bright green colours, and negative connotations utilising brown for the city apartments.