Across online video, out-of-home, social and point-of-sale.
Authentic moments of ‘care behind every bathroom door’ are shared in QV’s campaign by creative agency Sunday Gravy and media agency Half Dome.
The film was directed by Leilani Croucher at Revolver and focuses on ditching the unattainable and polished for the real.
QV senior brand manager Kira Torpy said that QV was founded out of Queen Victoria Hospital’s dermatology ward.
“This campaign is a nod to everything we do behind closed doors to care for ourselves and others to make Australia feel seen,” Torpy said.
Sunday Gravy copywriter Phoebe Joiner said that they enjoyed sharing stories about what they do in the bathroom to develop a tone of voice.
The campaign will launch across online video, out-of-home, social and point-of-sale.
Half Dome head of strategy Adrian Cosstick said that QV has been part of Aussie skincare routines for nearly 50 years.
“It's exciting to deploy a campaign, particularly for a Melbourne-based brand, which is grounded in local insight, and designed to drive meaningful, long-term brand engagement,” Cosstick said.
“Our media plan has focused on combining context, format, cultural moments and audience targeting to personalise messaging, and cement QV as a brand that understands the whole family.”
Credits
Client: QV
Marketing Manager Australia and New Zealand: Tenille Taylor
Senior Brand Manager: Kira Torpy
Assistant Brand Manager: Laura Hartin
Creative Agency: Sunday Gravy
Media Agency: Half Dome
Chief Client Officer: Will Harms
Client Partner: Rawanne Auda
Digital Partner: Euan Macdonald
Head of Strategy: Adrian Cosstick
Client Solutions Director: Stoja Trkulja
Client Solutions Manager: Lily Worrall
Investment Director: Michelle Hartley
Associate Investment Manager: Holly Elstoft
Activation Director: Harry McGovern
Activation Manager: Natalie Blazevski
Production Company: Revolver
Director: Leilani Croucher
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Alice Grant
DOP: Ed Goldner
Art Director: Lucinda Thomson
Wardrobe: Sophie Barker
Casting: Citizen Jane
Post Production: The Editors
Post Producer: Isabella Key
Editor + Colourist: Scott Stirling
Flame Op: Jamie Scott
Production Company: Sam I. Am
Photographer: Lisa Sorgini
EP: Rich Cole
Producer: Rosey Karaula
Digital Operator: Ilona Savcenko
Lighting Assistant: Nadeemy Betros
Lighting Assistant: Harry Burmeister
