Sydney-based Joy Advertising has created a new campaign for Glassons – one that’s bound to be controversial. Following in the footsteps of last week’s media mini-storm in NZ about skinny Glassons mannequins, the new TVC (out of The Sweet Shop) glamorises the “sport” of bull-riding.
The campaign, puzzlingly called Made of Here, includes OOH, print and retail.
“The attitude of Glassons’ Made Of Here has been largely shaped by the attitude of Australia and New Zealand,” says an unnamed person in a release from Joy. “It is bold. It is fearless. And it is comfortable taking on the world and punching well above its weight.”
CREDITS
Glassons
CEO: Graeme Popplewell
Project Leader: Anna Murray
Behind the Scenes Videographer: Lula Cucchiara
Joy
ECD: Christy Peacock,
CD/Copywriter: Dean Hamilton
Head Of Art/Art Director: Michael Dole
Typographer: Lindsei Barros
Producer: Corinne Porter
Producer: Jeff Edwards
Strategy: Andrew Wynne/Graeme Wills
Account Lead: Simon Ludowyke
Senior Account Executive: Alexandra Eliya
Film Production
The Sweet Shop
Director: Noah Marshall
Managing Director: Wilf Sweetland
Executive Producer: Edward Pontifex
Producer: Tony Whyman
Director of Photography: Stefan Duscio
Style Director: Elle Packham
Hair and make-up: Andrea Black
Model / Bull Rider: Laura Evans, IMG
Editing
The Butchery
Editor: Tim Mauger
VFX and grade
Method Studios, Sydney
Colourist: Andy Clarkson
VFX Operator: Julian Ford
Sound
Nylon Studios Sydney
Sound design: Simon Lister
Musician: Guy Brown
Brand Photography
The Pool Collective
Photographer: Simon Harsent
Managing Director: Cameron Gray
Producer: Petrea Lambert
Style Director: Elle Packham
Hair and make-up: Andrea Black
Retouching: Cream Studios
Retail Photography
The Kitchen Creative
Photographer: Simon Lekias
Managing Director / Producer: Shannon Stoddart
Style Director: Elle Packham
Hair and make-up: Andrea Black
Retouching: Capture Lab
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