QV repositions as the ‘care behind every bathroom door’, via Sunday Gravy and Half Dome
QV has launched a new campaign positioning itself as ‘care behind every bathroom door’, via Sunday Gravy and Half Dome.
The announcement:
As the brand that’s found in thousands of bathrooms across Australia, QV’s new brand campaign focuses on authentic moments of care that usually go unseen.
Says Kira Torpy, Senior Brand Manager at QV: “QV was founded out of Queen Victoria Hospital’s dermatology ward, so it was important to stick to our philosophy of true care. This campaign is a nod to everything we do behind closed doors to care for ourselves and others to make Australia feel seen.”
The films, directed by Leilani Croucher at Revolver, ditch the unattainable and polished for the real.
Says Phoebe Joiner, Copywriter at Sunday Gravy: “The bathroom is the only room in the house that always comes with a lock. We enjoyed sharing stories about what we do in the bathroom to develop a tone of voice rooted in truth – stray hairs and all.”
The campaign will launch across online video, out-of-home, social and point-of-sale.
Says Adrian Cosstick, Half Dome Head of Strategy: “QV has been a part of Aussie skincare routines for nearly 50 years, so we’re incredibly proud to help launch this new campaign for the iconic brand, connecting with the real bathroom rituals of both loyal users and new customers.
“It’s exciting to deploy a campaign, particularly for a Melbourne-based brand, which is grounded in local insight, and designed to drive meaningful, long-term brand engagement. Our media plan has focused on combining context, format, cultural moments and audience targeting to personalise messaging, and cement QV as a brand that understands the whole family.”
The new campaign is now live nationwide and will run throughout 2025.
Credits:
Client: QV
Marketing Manager Australia and New Zealand: Tenille Taylor
Senior Brand Manager: Kira Torpy
Assistant Brand Manager: Laura Hartin
Creative Agency: Sunday Gravy
Media Agency: Half Dome
Chief Client Officer: Will Harms
Client Partner: Rawanne Auda
Digital Partner: Euan Macdonald
Head of Strategy: Adrian Cosstick
Client Solutions Director: Stoja Trkulja
Client Solutions Manager: Lily Worrall
Investment Director: Michelle Hartley
Associate Investment Manager: Holly Elstoft
Activation Director: Harry McGovern
Activation Manager: Natalie Blazevski
Production Company: Revolver
Director: Leilani Croucher
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Alice Grant
DOP: Ed Goldner
Art Director: Lucinda Thomson
Wardrobe: Sophie Barker
Casting: Citizen Jane
Post Production: The Editors
Post Producer: Isabella Key
Editor + Colourist: Scott Stirling
Flame Op: Jamie Scott
Production Company: Sam I. Am
Photographer: Lisa Sorgini
EP: Rich Cole
Producer: Rosey Karaula
Digital Operator: Ilona Savcenko
Lighting Assistant: Nadeemy Betros
Lighting Assistant: Harry Burmeister
Source: Sunday Gravy
