A child DJ and a modern-day knight star in the latest campaign by McCann Sydney.
In a new advertising direction for Uncle Tobys Oats, the company has released “Energy Feeds Your Passion” – a campaign that features the real stories of people with unique passions.
The spots star a modern-day knight and a child musical prodigy who need energy to pursue what they love. McCann and Uncle Tobys tell the story in two documentary-style films – a distinct change in direction for Uncle Tobys, moving away from traditional category advertising.
Using an attitudinal target rather than focus on age demographics, the campaign aims to be relevant to Australians of all ages.
The master brand approach is the first for the brand. This year Kellogg and Coca-Cola have also pulled their resources into their master brand; a response to the trend of consumers focusing on brand authenticity.
McCann Sydney executive creative director Dejan Rasic says: “Moving away from the traditional family breakfast table in the kitchen was a brave move by Uncle Tobys, but we feel the result is a real step forward for the brand and therefore worth the risk.”
The films are running on TV as 30- and 15-second spots, as well as long-format online films.
Credits
Executive Creative Director: Dejan Rasic
Creative Group Head: Lazrus Simons
Art Director: Felix Holfve
Copywriter: Martin Svane
Art Director / Designer: Davide Albanese
Senior Producer: Penny Brown
Group Account Director: Lucy Smith
Senior Account Manager: Jennifer Johnson
Production House: In The Thicket
Director: Leigh Richards
DOP: Christopher Miles
Executive Producer: Marcus Butler
Post: The Editors
Editors: Jessica Mutascio & Grace Eyre
Colourist: Yoomin Lee
Online Artist: David Tindale
Producer: Daniel Fry
Sound: Rumble Studios
Composer: Johnny Green & Ross Symington
Sound design: Nat Joyce & Cameron Milne
Original Music Track for Gatekeeper/DJ Film: Rhys Toms aka Black Summer
Executive Producer: Michael Gie
