A Campaign With a Message From The Media.

After a few decades of disruption, brought on by the rise of digital media, business leaders had lost confidence in the impact of advertising. Many had fallen for the ‘comfort trap’ of short-term thinking that valued efficiency over effectiveness.

Australia’s biggest premium media owners decided it was time to unite through a campaign that could remind the C-suite of the importance of advertising to the long-term sustainability of their businesses.

With no existing brand, but rather an industry of brands behind it, they needed a campaign that could work consistently across various channels and get noticed by busy CEO’s, CFO’s and CMO’s in memorable and thought-provoking ways.

The idea was both a provocation and a call to action; Advertise or Die.

With a challenge like that it needed creative that could show how, and why, these premium advertising platforms worked better. And whilst tongue-in-cheek, there was a truth behind it, or rather evidence. Evidence that was used to support each insight or claim.

The backers included ACE Radio, Australian Radio Network (ARN), Foxtel, Grant Broadcasting, JC Decaux, Macquarie Media, News Corp Australia, Nine, Nova, Ooh Media, Seven West Media, Southern Cross Austereo (SCA) and Ten.

TV coming soon.

Campaign via Saatchi & Saatchi.