Gippsland Dairy celebrates 'Slow Good' in new platform via Special

Australian yogurt company Gippsland Dairy has launched Slow Good, a new brand platform via indie agency Special which celebrates patience in a nod to the unique, time-consuming process by which the Gippsland product is crafted. 

The campaign is centred around a series of hero films directed by Tim Bullock and voiced by Tiriel Mora which contrast 'slow bad' life experiences, from a long goodbye to disembarking a plane, with the 'slow good' of Gippsland yogurt.

Head of marketing at Gippsland Dairy, Andrew Noisette, explained that in a category traditionally focused on quick production at the lowest cost, "Gippsland Dairy has been able to retain its award-winning texture and taste by keeping true to its unique production method."

[embed]https://vimeo.com/943435002[/embed]

Creative director at Special, Chris Ellis, said: "In life, slow is typically something we avoid – it can be aggravating, stress inducing and, in some cases, downright disastrous. But our good mate, prolific writer and yogurt fiend, Voltaire said, ‘Perfection is gained by slow degrees; it requires the hand of time.’ He was onto something. Slow can be good.”

[embed]https://vimeo.com/943435028[/embed]

Executive creative director at Special, Ryan Fitzgerald, added, "in short, slow is what makes Gippsland Dairy."

"We’ve captured this truth with a piece of sticky language that speaks to craft and taste. It’s a fun platform that will deliver chuckles and yogurt cravings for some time to come,” he said. 

[embed]https://vimeo.com/943530858[/embed]

The campaign is further supported by a roll out across radio, Spotify, social, outdoor, digital, and point-of-purchase.

Last week, Special announced a series of group creative director appointments, promoting Max McKeon, Sian Binder, Lea Egan, Nils Eberhardt and Simon Gibson to the position.

See also: Special promotes five creatives to group CD

Credits:

Client: Chobani Australia
Head of marketing: Andrew Noisette
Senior brand manager: Alex Bulgin

Creative Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber and Tom Martin
Partner/CSO: Bec Stambanis
Executive creative director: Ryan Fitzgerald
Head of strategy: Nathan Rogers
Strategist: Ollie Immurs
Team lead: Georgia Newton
Business director: Atlanta Wooley
Business manager: Kiran Arunasalam
Creative directors/creatives: Chris Ellis, Chris Andrews
Creatives: Sarah Ristevski, Edwin Concubierta, Ekin Gunes, Henry Kember, Alexandra Antoniou.
Head of film and content: Sophie Simmons
Senior producers: Glen Mcleod, Charlotte Wren
Design director: Dan Jones

Production Company: Scoundrel
Director: Tim Bullock
Executive producer: Adrian Shapiro
Executive producer: Kate Gooden
Producer: Tessa Simpson
Production Manager: Kate Rule
DOP: Jeremy Rouse
1st AD: David Letham
Art director: Jeremy Fuller
Costume designer: Laura Bracken
Food stylist: Theresa Statsny
Offline editor: Adam Wills
Online: White Chocolate

Sound: Rumble 
Senior producer: Bec Ivanov
Senior sound designer: Liam Annert
Composition: MADBS Composing Palace

Media agency: Match & Wood
Head of client services: Anna Camuglia
Senior communications manager: Nicole Manton
Communications manager: Cassandra Deegan 
Media Coordinator: Ashley Hill