3 aussie campaigns we're loving
Last year AFI Branding received Australian Made certification for our range of ReFrame® products. You may have heard; we certainly haven’t been shy in shouting about it! You see, it’s something we’ve always been very proud of and have actually been an Australian printer and manufacturer for 29 years. But last year, it felt important to formalise it and celebrate our local team. 2020 certainly saw our industry coming together – looking at how we could support each other to pivot and innovate. So today we celebrate a selection of Australian campaigns that are doing awesome work to boost our economy and bring businesses and people together.
1. Country Road - Heritage Sweat
If you lived in Australia in the 90s, you’d be familiar with the Country Road heritage sweat. Even if you didn’t own one yourself, you’d know someone who did. Founded in Melbourne, Country Road decided that 2021 would be the year for the iconic piece to make a comeback.
Country Road MD Elle Roseby told Ragtrader: “The last 12 months have been a year of great reflection and a driver of change – we’ve made a conscious effort to look to our own backyard and ask how we can further support local; local farmers, local manufacturers; local communities.”
“After the devastating bushfires, followed by the economic impact of COVID-19, we’ve seen a clear shift towards supporting local businesses and local suppliers.”
The heritage sweat is made from 100% verified Australian cotton (supporting the regeneration of local farmlands through partnership with Landcare Australia) and is manufactured in Victoria by ABMT Textiles. We’re loving this locally-made initiative and the business collaborations that have come from it….not to mention the sweat itself – buy it here.
📷 Images courtesy of Country Road
2. Crown Melbourne – Portraits of Strength
To celebrate the Year of the Ox in the Chinese zodiac, Crown Melbourne partnered with renowned photographer Sam Wong to celebrate everyday Australians on a large scale, outdoor art series. Sam captured a select group of Australian heroes from a firefighter and infectious diseases nurse through to an education leader and dairy farmer, all who embody characteristics of the ox. Their portraits now adorn the six iconic fire towers on Melbourne’s Southbank, for all to see, read about and be inspired by. The art series will be on display until March 8th. At AFI Branding, we were fortunate enough to play the print role in this campaign, working in collaboration with our friends over at Grand Stand Events.
📷 Images courtesy of City of Melbourne, Time Out and SES Vic.
3. Australian Made – Locally grown Aussie blooms
Valentine’s Day may have been spent in lockdown for Victorians this year but flower growers and florists were doing overtime to spread the love! Australian Made launched an awareness campaign to ask Australians to ensure their floral declarations were only homegrown this February 14th. Australian Made Chief Executive, Ben Lazzaro, said “Country of origin labelling is not mandated for the flower industry, so many consumers are unaware of where their flowers were grown. They might be surprised to learn that these flowers may have travelled thousands of kilometres before they even take them home, so it’s important to look for the Australian Made, Australian Grown logo to be sure you’re buying local. It’s the easiest way for consumers to support local businesses and to make sure their flowers have the authentic Aussie stamp of approval.” Despite the many weddings and events cancelled, Australian flower growers reported strong sales throughout 2020 as Australians supported local (and each other) through sending flowers as a way of connecting.
So whilst the rest of 2021 might be uncertain in Australia, we’re feeling inspired that consumers and businesses will continue to celebrate all the great talent, expertise and industries we’re lucky enough to have on our doorstep.
To learn more about what we do at AFI, meet our team and tour our showroom and factory, please contact us – we’ll have the (locally roasted and brewed) coffee ready!