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 


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