The Australian Financial Review has unveiled a brand campaign, "It's Not For Everyone", designed to reinforce its position as the daily habit of successful people.
The campaign, developed in partnership with Howatson+Company, is centred around the aspirational mindset that sets most successful and ambitious people apart - a relentless drive and commitment to achieve their goals both at work and in their personal lives.
The rollout runs nationally from today via television, streaming, audio, large and small format out-of-home, digital, print and social.
The campaign leads with a hero film which tracks the effort, grit and obsession it takes to achieve a moment of success across three key storylines.
The film is supported by a suite of photographic stills that capture the emotion of each scene, shot by photojournalist Adam Ferguson.
A series of editorial and content initiatives will launch this week including subscriber notes, newspaper wraps of the Financial Review and special editorial collections that bring to life stories of ambition, passion and commitment within the Australian business community.
"The campaign reflects our core belief that entrepreneurship is the most important driver of Australia's future prosperity," said The Australian Financial Review editor-in-chief James Chessell.
“We report on all aspects of business so it's great to do something that is unapologetically focused on telling stories about people who will shape this country in the coming decades.”
"It's Not For Everyone" marks the first brand campaign for the Financial Review since 2022 and comes during a period of strong subscriber and audience growth.
Nine head of brand and acquisition Vera Straubinger said the power of the campaign is in its honesty.
"The power of this campaign is in its honesty," Straubinger said.
“The acknowledgement that ambition doesn't look the same to everyone, and what unites our audience today isn't their job title or rung on the corporate ladder, but their drive for progress.
“The grit and determination to realise their dreams. At its heart, this campaign is essentially a love letter to the pursuit.”
"Our strategy shift moves success from a place (the boardroom) to an attitude (the success mindset).
“And by admitting that the AFR isn't for everyone, we're doubling down on exactly who it is for - Australians looking to the Financial Review for the knowledge and insights to help them get ahead in every aspect of their lives."
Directed by Dylan Duclos and produced by Collider, the TVCs will be shown in 15, 30 and 60 second formats and were filmed in Sydney.
"The Australian Financial Review is not only iconic, but it delivers the insight and coverage to achieve success," said Howatson+Company deputy chief creative officer Richard Shaw.
“This campaign celebrates the truth that modern success has many forms, but one defining quality: an unstoppable drive.
“Some have it, some don't, and that's okay. After all, like everything in life, not everything is for everyone.”
"It's bold, honest and true to a publication that stands by the statement 'the daily habits of successful people’.”
Credits:
Nine
Director of Audience Growth, Publishing: Aimie Rigas
Head of Brand & Acquisition: Vera Straubinger
Marketing Lead, Brand & Acquisition: Tessa Maughan
Marketing Manager, Brand & Acquisition: Samantha Hutchinson
Agency: Howatson+Company
Chief Executive Officer: Chris Howatson
Group Managing Director: Renée Hyde
Client Partner: Fleur Lancaster
Senior Business Manager: Alex Booker
Executive Planning Director: Katharina Wynne
Deputy Chief Creative Officer: Richard Shaw
Senior Creative: Jack Close
Senior Creative: Zak Hawkins
Head of Design: Trent Michael
Designer: Jock Price
Studio Lead: Simon Merrifield
Head of Production: Holly Alexander
Senior Lead, Sound and Music: Shane Vancuylenberg
Production Company: Collider
Managing Partner & Executive Producer: Rachael Ford Davies
Executive Producer: Tom Slater
Director: Dylan Duclos
Cinematographer: Christopher Miles
Production Designer: Jackson Dickie
Costume Designer: Olivia Simpson
Casting: Byrne Creative
Editor: King Yong, Howatson+Company
Colourist: Ferg Rotheram
Original Music and Sound: Heckler Sound
Production Company: Photoplay Photography
Photographer: Adam Ferguson
Executive Producer: Alison Lydiard
Website Production: Khemistry
Client Service Director - Vanessa West
Senior UX/UI Designer - Glen Cable
Digital Development - Flip
Media Partner: PHD
Group Business Director: Ali Jones
Business Director: Emily Friedlos
Senior Planning Manager: Patrese Beasley
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.