Bluescope celebrates 60 years of Colorbond steel

February 2, 2026 11:08

Colorbond is turning 60

Construction materials supplier Bluescope has collaborated with Clemenger BBDO Sydney on a campaign that celebrates the legacy of its steel brand Colorbond.

The “Made by Australia” platform, produced by Exit Films, is designed to honour Colorbond steel’s enduring relevance as a building material suited to Australia’s environment. It seeks to spotlight the brand’s 60-year legacy, and the performance, aesthetics, and durability it offers.

The work is Colorbond’s first brand campaign in five years, and marks the first project the steel brand has completed with Clems, following the agency’s appointment as its strategic partner in July last year.

“Made by Australia” was shot across several locations, from Cairns to Victoria’s Phillip Island. It showcases 15 properties and reflects “the landscapes, communities and conditions” that have impacted Colorbond in its 60 years of operations.

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“Reaching 60 years is an extraordinary milestone, and this campaign is a tribute to what makes Colorbond steel truly special,” Clems Sydney chief executive officer, Sheryl Marjoram, said in a press release.

“It is more than a building material – it’s part of the fabric of this country … this campaign captures that truth in a powerful, authentic way, and the beautiful results it produces.”

Clems’ creative director, Heidi Kasselman, unpacked the team’s approach to delivering a campaign that’s contemporary yet steeped in legacy.

“Honouring 60 years of legacy while keeping the work firmly in the present was central to the approach. We grounded the campaign in what has always made COLORBOND® steel relevant: its relationship with real Australian places, conditions and people,” Kasselman said in a comment sent to Mumbrella.

“By shooting in lived-in locations and focusing on the environments the product is designed to endure, the work reflects the authenticity and resilience that have defined the brand for decades.

“At the same time, a contemporary craft approach, modern storytelling and an integrated channel strategy ensure the campaign feels current and future-focused.”

When asked if there was a pressure that came with upholding Colorbond’s history, Kasselman said, “There was a natural pressure that comes with stewarding such an iconic Australian brand and milestone. The challenge was to avoid nostalgia for nostalgia’s sake, and instead create something that respects the past while reinforcing COLORBOND® steel’s ongoing relevance, innovation and role in shaping the next generation of Australian homes and buildings.”

Colorbond and Clems’ first collaborative work launches nationally via social, digital, out of home, SVOD/BVOD and television channels.

Credits

BlueScope

Interim Chief Executive, Australian Steel Markets: Gerald Cornelius

Interim General Manager, Australian Steel Markets: Antony Schillaci

Head of Marketing: Aneta Pyzel

Marketing Communications Manager: Emma Vangelovich

Brand Manager: Jemma Woodward

Brand Manager: Sarah Stephenson

Creative Agency

Creative Agency: Clemenger BBDO Sydney

Film Production

Production Company: EXIT Films

Managing Directors: Declan Cahill & Wilf Sweetland

Executive Producer: Leah Churchill Brown

Director: Glendyn Ivin

Producer: Alice Grant

DOP: Sam Chiplin

Post Production: The Editors

Editor: Bernard Garry

Post Producer: Isabella Key

VFX Supervisor: Andy McKenna

Online Editor: Jamie Scott

Audio Production: Bang Bang Studios

Sound Engineer: Sam Hopgood

Sound Producers: Polly McGregor & Holli Dee

Music Supervision: Level Two, Marcus Brook Smith

Stills Production

Photographer: Saskia Wilson

Production Company: The Pool Collective

Media