Australian newspaper, The Daily Telegraph, has launched the next phase of its ‘We’re for Sydney’ campaign, via AJF Partnership Sydney.
Premiering during the Australian Football League and National Rugby League grand finals, the 60-second spot is a preview of a larger content piece, featuring real Sydneysiders and their stories, with a number of online videos and interviews to appear over the coming weeks.
View the spot below
JF Partnership put out an open casting call through the newspaper and Facebook, inviting Sydneysiders to get involved. They worked with Film Construction director Jonathan Nyquist to complete the project. Nyquist led a number of small production teams who met, interviewed and photographed over 200 people in 50 Sydney suburbs. The project required over three weeks of shooting as the team covered the whole of the city from Mount Druitt to Palm Beach, and everywhere in-between.
According to Adam Rose, Creative Director and Founding Partner at AJF Partnership Sydney, the project was a unique one to work on: “To meet and work with so many unique people across Sydney has been such a refreshing and positive experience – their stories and willingness to get involved is what this campaign is all about. This is just the beginning of some very exciting things we have in store for The Tele,” he said.
For David Goldman, News Limited’s General Marketing Manager for New South Wales, the project has helped bring the paper closer to the communities within the city: “The Daily Telegraph proudly champions and celebrates what matters to the people of Sydney. Since the campaign’s inception in March, we have really strengthened the relationship between Sydney and our brand,” he said. “We look forward to continuing this journey with them over grand final weekend and beyond.”
Building on the previous outdoor, print and digital work, the campaign aims to instil pride in the people of Sydney, a town which is often portrayed by clichéd postcard snapshots. To the people living and working there it is, and always will be, the greatest city on earth.
AGENCY: AJF Partnership Sydney
CREATIVE DIRECTOR: Adam Rose
MANAGING DIRECTOR: Digby Richards
SENIOR ART DIRECTOR: Jakub Szymanski
SENIOR COPYWRITER: Alex Stainton
HEAD OF STRATEGY: Jody Elston
GROUP ACCOUNT DIRECTOR: Jayne Windus
SENIOR ACCOUNT MANAGER: Andrew Harvey
AGENCY PRODUCER: Mandy Payne
PRODUCTION COMPANY: Film Construction
DIRECTOR: Jonathan Nyquist
PRODUCER: Alex Tizzard
EDITOR: Cameron Hales
MUSIC COMPOSITION: Turning Studios
SOUND DESIGN: Nylon Studios
MANAGING DIRECTOR, NATIONWIDE NEWS, NSW: Michael Miller
GENERAL MANAGER MARKETING, NSW: David Goldman
DEPUTY MARKETING DIRECTOR: Matt Evans
COMMUNICATION & INTEGRATION MANAGER: Lisa Hauptmann