Raising the Bar, Diageo’s $ 11.5 million Bundaberg rum COVID-19 recovery fund for the Australian hospitality industry, has launched a new campaign to teach people to take action in their premises as parts of the Australia emerging from lockdown.

The campaign, titled ‘Don’t Forget Your Premises’, was created by Leo Burnett Australia of Publicis Groupe.

In one of the 30-second spots, actress Becky Lucas teaches two pub fans how to clap properly without breaking their glasses.

Diageo Marketing Director Jodi McLeod said: “Covid-19 has had a profound impact on the hospitality industry across Australia with pubs, clubs and bars of all sizes having a huge impact on their businesses . The pandemic has changed the way we “locate” because safety rules have made trips to your home more structured and less spontaneous.

ADVERTISING

“Our challenge is to get people out of their homes by reminding them of what makes our people so special and emphasizing the socializing and community benefits of getting back together.”

Leo Burnett Executive Creative Director Andy Fergusson said, “It’s amazing how quickly our routines and habits have changed. Two years ago, the thought of having to create a campaign to bring Australians back to their premises would have been laughable. Now that is a serious problem to be solved.

“But people are feeling a bit of community responsibility fatigue, so we wanted to make sure the campaign didn’t sound too serious or judgmental. Because at the end of the day, we just remind people that there is a place around the corner where you can share a few laughs and have a drink with your best friends. And while we may have to relearn some things, it’s still the same old local.

The campaign will run in NSW, Victoria and Queensland, and will be broadcast on TV, OOH, online and social media, as well as media partnerships with Buzzfeed and Urban List.

Commenting on the Raising the Bar Fund, Australian Hotels Association National CEO Stephen Ferguson said: “Our hoteliers and staff cannot wish to welcome their guests to their favorite watering holes when life is coming back to life. the normal.

“Bundaberg Rum’s Raising the Bar initiative has done a lot for the Australian hospitality industry over the past year, and we are delighted to launch this new national advertising campaign.

The Raising the Bar fund has so far provided more than 2,000 hospitality locations across the country with COVID-safe supplies, including more than 100,000 liters of hand sanitizer, more than 2 million items of PPE and over 4000 digital thermometers.

Credits:

Client: Diageo
Marketing manager: Jodi McLeod
Corporate Relations & Sustainable Development Manager: Miriam Pape
Assistant Brand Manager: Isabella Margin

Creative Agency: Leo Burnett Australia
Creative Director: Jason Williams
Executive Creative Director: Andy Fergusson
Associate Creative Director: Nico Smith
Associate Creative Director: Mark Carbone
Managing Director: James Walker Smith

Group Sales Director: Andrew Inman
Commercial Director: Prue Purnell
Chief Brand Innovation Officer: Dan Pankraz
Production manager: Adrian Jung
Lead Producer: Brooke Mather
Multimedia Studio Manager: Dan Crozier
Digital designer: Janifer Wong

Production company: GoodOil
Executive Producer: Sam Long
Director: Dave Wood
Producer: Lee Thompson
Still production: Flint
Photographer: Andreas Smetana
Executive producer: Taryn Mueller
Producer: Christina Gerace

Media agency: Foundation (Australia)

Corporate PR Agency: 89 degrees East

Post-production: the editors
Senior Post-Producer: Liv Reddy
Senior Editor: Mark Burnett
Publisher: Lily Davis
Sound design: Rumble Studios
Founder / Snr Sound Designer: Tone Aston
Executive Producer / Partner: Michael Gie
Producer: Irene Kakopieros Group Sales Director: Andrew Inman
Commercial Director: Prue Purnell
Chief Brand Innovation Officer: Dan Pankraz
Production manager: Adrian Jung
Lead Producer: Brooke Mather
Multimedia Studio Manager: Dan Crozier
Digital designer: Janifer Wong
Production company: GoodOil
Executive Producer: Sam Long
Director: Dave Wood
Producer: Lee Thompson
Still production: Flint
Photographer: Andreas Smetana
Executive producer: Taryn Mueller
Producer: Christina Gerace
Media agency: Foundation (Australia)
Corporate PR Agency: 89 degrees East
Post-production: the editors
Senior Post-Producer: Liv Reddy
Senior Editor: Mark Burnett
Publisher: Lily Davis
Sound design: Rumble Studios
Founder / Snr Sound Designer: Tone Aston
Executive Producer / Partner: Michael Gie
Producer: Irène Kakopieros