Mojo and Lawson's aim for the funny bones with bread—and sage advice—for the Boomers

  • Advertising
  • July 17, 2012
  • StopPress Team
Mojo and Lawson's aim for the funny bones with bread—and sage advice—for the Boomers

Babyboomers are often portrayed as greedy, BMW-driving, house-hogging, tax avoiding luddites. But they also use the internet, have Facebook pages and watch YouTube. So why should they miss out on all the viral marketing fun? As no one was really catering to them specifically in this area, Publicis Mojo Auckland, Goodman Fielder's Lawson's bread and The Down Low Concept have tried to fill the gap with a light-hearted look at that particular life-stage, with self-help tips delivered by one of the statesmen of Australian comedy Trevor Marmalade. 

There are six webisodes, and the message is: 'It’s time to be generous to yourself, for a change." And while it's pushing it to claim it's the world’s first viral campaign targeting babyboomers featuring babyboomers, it’s definitely the first viral campaign targeting babyboomers featuring babyboomers and a hooker.



Trish Nichitean – Senior Brand Manager, Premium Brands Goodman Fielder Aust


Kay Boyle                            – Managing Partner

Lachlan McPherson          – Executive Creative Director

Guy Denniston                   – Creative

Liz Garneau                   -  TV Producer

Kylie Penman                   - Head of Production Services



Film co:          The Down Low Concept

Directors:          Jarrod Holt, Nigel McCulloch, Ryan Hutchings

Producer:         Daniel Thorn

DOP:                   Simon Riera

Stylist:                  Nicola Vuleta

Art Director:         Sam Evans

Offline Editor: Glynis Bartlam

Online Editor: Lakshman Amandanayagam 

Grade: David McClaren

Post Production: Digital Sparks, Auckland 


This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Industry welcomes KPEX, but also asks a few questions

  • Media
  • October 9, 2015
  • Damien Venuto
Industry welcomes KPEX, but also asks a few questions

While yesterday's announcement by the nation's big four publishers about the creation of a joint ad exchange has largely been welcomed by the industry as positive move that could, if effective, serve to keep a bigger chunk of ad spend in the local market rather than feeding it into the international exchanges, it has also raised a few questions that will need to be answered as it comes into effect. We chat to the big brains at Countdown, Foodstuffs, OMD, Vivaki, Acquire Online, ANZA, Bauer and TVNZ about their thoughts on this move.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at 09 966-0998 to advertise in StopPress. Rates and specs are in the Stoppress media kit .