Vegemite

100 Mitey Years

The brief

We loved collaborating with Thinkerbell on this iconic, joyous campaign to celebrate Vegemite's 100th birthday. With a nation wide casting call for the next generation of Happy Little Vegemites facilitated by Studio P and over 10,000 applications we landed on the perfect cast.

Utilising the original ad from the 60s we wanted tokeep the old-school charm but dial up the energy as we move between the 21st century and the past.

The Outcome

We wanted the modern world to gradually seep into the film,—beginningwith the old Vegemite jar that glitches to the new, eventually evolving into a full-screen takeover as the ad progresses. A modern remix of the jingle really upping the energy without taking away from the nostalgia.

Featuring orginal 'Happy Little Vegemite' Trish, 64 years later, now in her 70's was the icing on top of the cake.

The original Happy Little Vegemite ad embodies everything great about this country that we call home. The new Happy Little Vegemites ad, and the next generation of Happy Little Vegemites, proudly celebrates the tapestry of Aussie life – where the simple act of enjoying Vegemite brings people together and fosters and sense of belonging and nostalgia that resonates with every Australian heart.

Logistics

Storyboarding

Shooting and Production

Editing and Post Production

Production Design and Wardrobe

Photography and Retouching

What we provided:

Thanks to:

Client: Bega Group
Senior Brand Manager: Magda Kozera
PR and Brand Communications Lead: Hannah Saliba
Marketing Manager: Jessica Hoare
Assistant Brand Manager: Georgia Fink
PR Coordinator: Sarah Male

Agency: Thinkerbell
Executive Creative Tinker: Ben 'Cuz' Couzens
Head Creative Tinker: Regina Stroombergen
Executive Creative Tinker: Claire Montfort
Tinker: Ben Grant
Thinker: Romy Stubbings

  • Thinkerbell

    Executive Creative Tinker: Ben 'Cuz' Couzens

    Head Creative Tinker: Regina Stroombergen

    Executive Creative Tinker: Claire Montfort

    Tinker: Ben Grant

    Thinker: Romy Stubbings

    Bega Group

    Senior Brand Manager: Magda Kozera

    PR and Brand Communications Lead: Hannah Saliba

    Marketing Manager: Jessica Hoare

    Assistant Brand Manager: Georgia Fink

    PR Coordinator: Sarah Male

    Executive Producer: Victoria Conners

    Director: Olivia Altavilla

    Senior Creative Producer: Lauren Burgueno

    1st AD: Samantha Haines

    DOP: Brendan Cherry

    Art Director: Shanahbelle Macdonald

    Photographer: Catherine Black

    Editor: Jack Ralph

    Colourist: Crayon

    Animation: Nathan Robinson

    Sound Mix: Gusto Studios

Awards:

Communicator Award of Excellence 2024:

Craft Categories - Editing
Craft Categories - Use of Graphics
2024 AIVA Team Pick - Josh’s Picks

Behind the Scenes

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Behind the Scenes 〰️

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