Next-level commitment to environmental sustainability.
Eight months into the brand’s partnership with full-service independent agency Noisy Beast, Australian extra virgin olive oil brand Cobram Estate has launched a new campaign demonstrating its next-level commitment to environmental sustainability.
Conceptualised by Noisy Beast and created by Melbourne-based production company Pixel, the film uses actual organic matter collected from Cobram Estate’s olive groves to illustrate the processes the business has put in place to reach its target of achieving Zero Waste.
Lissy Byrne-Jones, Cobram Estate marketing manager, said sustainability has always been a core pillar for Cobram Estate, woven into the fabric of the business long before it ever became a corporate buzzword.
“The issue was that most of Australia didn’t know this. And the challenge, in a market grown tired of greenwashing, was finding a way to communicate it in an original and engaging way," said Byrne-Jones.
"So when Noisy Beast suggested we go a little extra for sustainability by making our campaign out of our groves’ natural matter and offcuts, we felt it provided the perfect means of putting our words into 1,2,3… Action!”
David Brown, Noisy Beast managing director and partner, said at Noisy, its all about giving brands a bigger voice – and the agency lives for these kinds of opportunities, where brands are doing incredible work but not getting the public attention they deserve.
“As I expect is the case with many Australians, I’d never really considered the food miles that overseas olive oils clock up in getting here, or how this would impact freshness," said Brown.
"To see firsthand how Cobram Estate’s olives go from tree to press in under six hours, and learn how sustainability has been at the heart of their operations for almost 25 years, it was only natural that we honour this commitment by repurposing some of the organic outputs to make our ad.
“Piecing this project together – leaf by leaf, pit by pit – was an incredibly intricate production for all involved and we’re absolutely delighted with the result."
The campaign will feature 15 and 45-second spots across YouTube and Meta.
Credits:
Client: Cobram Estate
Marketing Manager: Lissy Byrne-Jones
Assistant Brand Manager: Erin Wilson
Brand Manager: Amy Stratford
Agency: Noisy Beast
Managing Director & Partner: David Brown
Executive Creative Director & Partner: Murray Bransgrove
Group Media Director & Partner: Ben Lynch
Senior Account Manager: Becky Yates
Creative Copywriter: Taz Liffman
Art Director: Jamie Clifford
Media Account Executive: Lula Tiver Smith
Production Company: Pixel
Director: Pete Nizic Producers: Matt Pearson & Meline Samson Exec Producer: Haley Polacik DOP: Simon Higgins
Art Director: Jacqui Hudson
Stop Motion animators: Pete Nizic & Dropbear
Production Assistant: Mia Knox
Post Production: Pete Nizic
Colour Grade: Cj Dobson at Moodlab
Sound: Matt Sladen at Big Oscillator
