Transforming cleaning into absurd, tongue-in-cheek challenges.
Australians are shown that cleaning doesn’t have to be a chore in new JIF MessMaster Campaign via creative agency REBORN.
The campaign transforms cleaning into a series of absurd, tongue-in-cheek challenges.
REBORN CEO David Easton said that the campaign is about flipping the narrative, taking cleaning, something traditionally mundane, and making it a moment of entertainment.
“We wanted to create content that shows a genuinely fun side of JIF,” Easton said.
The JIF Messmaster campaign repositions JIF for a younger audience by tapping into the popularity of parody and watchability of low-stakes competition.
The campaign visualises greasy BBQs and filthy microwaves to kitchen disasters and party spills.
REBORN partnered with production company HAPPY and director Miles Murphy to bring the series to life, featuring well-known comedic talent Broden Kelly as the witty, deadpan host.
“We’ve also extended the fun further by tasking influencers with their own over-the-top JIF Messmaster challenges, all in an attempt to win a coveted JIF MessMaster gold trophy,” Easton said.
Mindshare leveraged sponsorship ads through BVOD channel.
Mindshare implementation & activation director Abhigna Venkatakrishna said that Mindshare is delighted to partner with Unilever.
“JIF’s powerful cleaning, combined with the campaign's humour and cultural relevance, presented a brilliant opportunity to connect with a new generation of Australians," Venkatakrishna said.
The campaign is rolling out nationally across digital platforms, social media, content partnerships and influencers.
Home Care at Unilever marketing & strategy head Zeina Elkouka said that JIF is already trusted for its unbeatable cleaning power.
“Messmaster gives us a platform to connect with a new generation of Australians in a way that feels fresh, playful, and unmistakably JIF,” Elkouka said.
Credits
UNILEVER
Marketing & Strategy Head for Home Care: Zeina Elkouka
Regional Marketing Manager: Yin Hong Yeo
Unilever International Head of ANZ: Nabomita Bagchi
REBORN
Founder: David Easton
Group Account Director: Shailei Forrester
Senior Copywriter: Eric Franken
Producer: Britt Groom
Account Director: Vici Page
Creator Campaign Manager: Stephanie Sison Cruz
HAPPY
Director: Miles Murphy
First Assistant Director: Andrew McInally
Producer: Angela Murphy
Production Manager: Genevieve Martin
Production Assistant: Chloé Buckenmeyer
Director of Photography: Adam Clark
Cutter/Editor: Oliver Marshall
MINDSHARE
Implementation & Activation Director: Abhigna Venkatakrishna
Media Coordinator: Shania Goundar
Managing Director Leadership- Kate O'Ryan-Roeder
