The Animals' Myer campaign embarked on a strategy to connect with Chinese-Australians during one of their most important celebrations – Lunar New Year. Material was crafted for social and digital platforms to mark the occasion, reinforcing the preparation many Chinese observe traditionally, while showcasing relevant products. The web video featured a real daughter in Australia, chatting to her actual Singaporean mother on video-call who was overseas at the time. The realness in The Animals' Myer campaign, along with ad-libbed unscripted humour, made for an authentic story that was highly regarded in comments by our audience.
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