Spinach Blog

1. What is your favourite advertising commercial?

 

Geek references and Dogs - how could you go wrong?

The especially clever part this advertising campaign is realising that both those things appeal to niche sets of internet users, which meant it's share-ability (we don't use the word viral) is very high.

2. What do you love about Melbourne?

I moved to Melbourne from Sydney last year so I love lots of things about it as the novelty is still very strong. The experience of eating out in Melbourne, from a casual coffee and pastry to a full five-course dinner is by far and away my favourite part of living here - both service and food is always amazing. Trams are a very close second.

3. What's the most creative thing you've ever done?

I started, grew and eventually sold a digital agency in Sydney. It was the hardest thing I've ever done but it required that I be constantly creative. It also reaped a lot of rewards and taught me most of what I know about marketing digital services to businesses.

4. Sum up your career in 10 words:

1. Computers
2. Web
3. Internet
4. Hospitals*
5. Digital
6. Business
7. Advertising
8. Strategy
9. Creative
10. Geek

*A true child of the internet age, I was made redundant in the UK after the dot crash and worked as a medical secretary for the rest of my time there, which at least means I can type fast.

5. What does digital mean to you?

I eat, breathe and sleep digital marketing, but unlike a lot of my counterparts I see it as evolution not a revolution - not to say we're not seeing some fundamental paradigm shifts in the advertising/marketing industry and business as a whole.

I do believe social media will change the way big brands think about their customers. Consumers will start to actively seek out brands that listen to what they have to say. Those that refuse to listen and respond will find themselves at a competitive disadvantage very quickly.

Melbourne, January 25, 2011: Creative shop Spinach has this week launched a major corporate brand campaign for Australian Unity, a national healthcare, financial services and retirement living organisation.

The campaign is designed to promote the influential role of the business and its antecedent organisations in Australia’s financial and social fabric. Australian Unity’s history as a trusted mutual organisation dates back 170 years.
 
Frank Morabito, Spinach creative director said the advertisements comprise of a lead 60 second TVC, four 30 second TVCs and outdoor spectaculars, with the first advertisement launched ahead of Australia Day – a national holiday that was brought about largely through efforts of an Australian Unity antecedent friendly society, the Australian Natives’ Association.

The historical sequences were shot at the end of 2010 in and around the township of Clunes that is now inundated by floodwater.

Spinach would like to help the people of Clunes who helped make this campaign possible by making a substantial donation to the Red Cross Victorian Floods Appeal.