Laminex repositions as a stylish and innovative product with first campaign from Ogilvy
Laminex is aiming to reposition itself as a stylish and innovative product in a new campaign from Ogilvy Melbourne which sees the names of its colours represented in a more literal sense, including a moose in a kitchen at midnight and two men peacocking.
https://www.youtube.com/watch?v=PvaoVyMJcu8
The campaign consists of two TV ads, digital executions and print and is the first stage of a campaign that will rollout over the coming year aimed at consumers and trade.
Ogilvy Melbourne ECD Brendon Guthrie said: “The Laminex brand has long been held in the highest regard by the trade for its fashionable range, versatility and durability. However, we knew consumers had different associations with the brand based on its long history in Australia that did not reflect its more recent reputation as a stylish and innovative product.
“The unexpected colour combinations take centre stage in the campaign to redress this imbalance and reinstate Laminex as the leading Australian product for home finishes.”
https://www.youtube.com/watch?v=V9OOAMEe0Yg
Laminex general manager of marketing George Bej said: “The integrated campaign produced by Ogilvy Melbourne will help people see Laminex for the brand it truly is; a contemporary innovative company with products that go together by design, to create an unexpectedly brilliant finish.”
The campaign runs until November.
Credits:
- Executive Creative Director – Brendon Guthrie
- Head of Brand Strategy – Gavin MacMillan
- Senior Art Director – Sally Hastings
- Senior Copywriter – Scot van den Driesen
- General Manager Marketing – George Bej
- Marketing Communications Manager – Adam Jarski
- Group Account Director – Belinda Danks-Woodley
- Account Service Team – Atlanta Sgro, Odile Nyssen, Kristian Hopwood
- Agency TV Producer – Charlotte Griffiths
- Production Company (TV): The Sweet Shop
- Director: James Haworth
- Producer: Nikolas Aulich
- Executive Producer: Edward Pontifex
- Managing Director: Wilf Sweetland
- DOP: Russell Boyd
- Editor: Pete Sciberras
- Agency Supervising Producer – Mary Darzi
- Set Designer and Principal Stylist – Alisia Harrison
- Post Production – Method Studios
- Sound – Flagstaff Studios
- Stills Photographer – Neil Bailey
- CGI Artist – Mike James
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I am sure once people work out what the ad is for, they will change their perceptions of the brand.
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agree with News….this really does nothing to shift perception of the brand as being out dated and tired….
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think that will work actually. like the execution, especially the peacock
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How does this reinforce style credentials? The sets are ugly and the idea a distraction. Could be a beer ad.
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Why is there so much of this oddball humour based advertising on my TV?
So much if it isn’t funny (like this latest lame attempt from Ogilvy). Lift your game people, do something original for once.
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@ Why
It’s the 20-something hipsters in creative departments using clients’ budgets to express their own flavour-of-the-day sense of humour. As long as it’s weird, quirky and random, it’s hilarious apparently. Amazingly, nobody puts their hand up to say that the emperor has no clothes. The result is that most brands these days look and behave like a couple of pretentious hipsters.
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It says nothing to me about my life.
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I agree with @why, why is there some much of this style of advertising around…?? I like it but come up with some thing fresh for god sake.
i also agree the set is bad.
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well @why, good question – but if you look at the recent slideshare post on digital buzz blog you’ll find your answer – summarised badly by me as forget a relevant idea, go for Fame
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Would you rather an infomercial?
These are fun and clever. Shock/horror – They might actually get noticed amongst the predictable old spots we see every ad break…
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These’ll definitely stand out against the dross that most brands have made in their name.
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