Streets parodies Hillsong and 50 Shades of Grey

9 January 2017

Advertiser: Unilever
Creative Agency: DDB Sydney
Media Agency: PHD Network

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In a dozen social videos, Streets Icecream is parodying everyone from the Backstreet Boys to video gamers.

Streets Icecream has come out swinging with a content series that brings the heat on Hillsong, 50 Shades of Grey and more.

The series features a newsreader Cornetto, who reads the news story of the day. With a slew of content rolled out on YouTube, the viewers are matched with a clip that relates to the search terms used, channel viewership and the topical news of the day.

The campaign, from Unilever, allows 50 different user groups to be targeted through a partnership with Google, PHD and DDB.

Anneliese Douglass, Unilever, head of media and PR ANZ, says: “At Unilever we aim to trial new ways to communicate and be relevant to our consumers in an efficient way. Customised video via Google's Vogon offering is a fresh opportunity for us to showcase Streets brand in a relevant way”.

With this campaign, viewers of political news on YouTube may hear Cornetto’s view on global warming while subscribers to cricket.com might be updated on Golden Gaytime’s unfortunate injury in a recent test match.

Other targets include hip hop fans, film buffs, fitness enthusiasts and even those seeking DIY advice.

The activity forms part of a second year roll-out of the ice cream brand’s Goodbye Serious strategy in Australia, which aims to give consumers a break from the serious side of life through a light-hearted and cheeky tone of voice.

Kathryn Furnari, group business director PHD says: “Video consumption is accelerating; having this level of customization when talking to consumers is extremely exciting. It is great to be working with a client that enjoys innovation as much as we do.”.

Ben Welsh, chief creative officer, DDB adds: “The key to this idea lies in making the humour contextual. Vogon gave us a unique stage for our ice cream heroes to be extra spontaneous and in turn, hyper-relevant.”

Credits:

Client: Unilever
Marketing Director: Anthony Toovey
Senior Brand Manager: Scott Mingl

Media Agency: PHD Sydney
Campaign Planning Lead: Ben Lynch, Planning Manager
Account/Planning Team: Alex Pacey, Head of Planning, Kathryn Furnari, Group Account Director, Elyse Foley, Business Director
Trading Team: Bill Luu, Group Trading Director, Jamie Nelson, Trading Director, Lisa Huynh, Trading Manager

Creative Agency: DDB
Chief Creative Officer: Ben Welsh
Creative Partner: Ant Melder
Lead Creative Team: Anna Paine, Owen Bryson
Planning Partner: Graham Sweet
Business Management: Kate Sheppard, Topher Jones, Caity Cowper
Production: Bella Harris (audio), Brett Gurney (animation)
Sound Design: Danny Griffoni

Animation Company: Wicked Pixels

Media Partner: Google
Creative Agency Lead: Ross Jauncey
Agency Team: Emma Dunlop, Marion Briand, Rich Hall

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