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Ogilvy Melbourne Delivers An Unexpected Campaign for Laminex, 2 years, 8 months ago

Repositioning the surface solution brand via TVCs, digital executions and print

Ogilvy Melbourne Delivers An Unexpected Campaign for Laminex

The Moose and the peacock. It may sound like a kids’ book. Or a pub in one of London’s more gentrified districts. But it’s not. This unlikely (some would say unholy) union of species is, in fact, a pointer to a new integrated campaign from Australia’s surface solutions provider, Laminex.

Developed by Ogilvy Melbourne, part of STW, the campaign aims to reposition the Laminex brand, and communicate through a variety of executions that Laminex creates amazing results in any space, and on any surface—even with combinations that are unexpected. 

Comprising two TVCs, digital executions and print, it is the first stage in a phased campaign that will rollout over the coming year aimed at consumers and trade. It is also the first campaign executed by Ogilvy Melbourne since the agency won the account last year.

Ogilvy Melbourne executive creative director Brendon Guthrie said: “The Laminex brand has long been held in the highest regard by the trade for its fashionable range, versatility and durability. However, we knew consumers had different associations with the brand based on its long history in Australia that did not reflect its more recent reputation as a stylish and innovative product. The unexpected colour combinations take centre stage in the campaign to redress this imbalance and reinstate Laminex as the leading Australian product for home finishes.” 

Laminex general manager marketing George Bej said: “The integrated campaign produced by Ogilvy Melbourne will help people see Laminex for the brand it truly is; a contemporary innovative company with products that go together by design, to create an unexpectedly brilliant finish.”

Director James Haworth said: “It’s not often you receive scripts that include a moose and a peacock so they immediately grabbed my attention.  The concept was pure gold so the idea was to tell simple, comedic stories with a touch of absurdity which we think will really resonate with the viewer.”

The new consumer campaign across free to air and pay TV, and digital display, will also have several print executions appearing in a range of publications including Home Beautiful, House and Garden, Grand Designs and others.  It also comprises a social media competition.   The campaign runs until November 2015.

Ogilvy Melbourne is part of STW, Australasia’s leading marketing content and communications group.

Creative Agency

Account Director: Belinda Danks-Woodley

Art Director: Sally Hastings

Copywriter: Scot van den Driesen

Executive Creative Director: Brendon Guthrie

TV Producer: Charlotte Griffiths

Production Company

Director: James Haworth

Producer: Nikolas Aulich

Production Company: The Sweet Shop

Category: Cleaning products , Home

Genre: Print , Storytelling