The iconic Aussie automotive brand, Holden has collaborated with SBS to express their support for diversity by showcasing Australia as being one of the more diverse nations in the world. The campaign brings together people with disabilities and people of diverse ethnic backgrounds to recognise and reward Australians driving positive social and cultural change in the community.
Although the campaign isn't your typical car ad, the Aussie brand has taken a new and fresh approach to focus on issues of diversity to drive meaningful change on topical issues that many Australians are talking about.
Holden and SBS, together with Carat, have worked closely to bring the masterpiece campaign to life asking its viewers to tell them how they would drive change in the community. The campaign focuses on recognising and rewarding Australians for a chance to win a $50,000 grant from Holden.
The campaign has six different ad spots representing notable Australians from different backgrounds, ‘Supporting Drivers of Change’. The inspirational ambassadors have been selected due to the courage and work they do to drive change on issues including gender parity, LGBT+ rights; and equality for those who are indigenous, facing cross-generational challenges in the workplace, and/or who have a disability.
Holden’s Executive Director of Marketing Mark Harland says the brand is proud to share these inspirational stories to Australians.
Each of the TV campaign spots have been distributed across SBS Network. To find out viewership data of ad spots you can view them through BigDatr’s Ratings tracking tool.
Each ad concludes with Holden’s tagline ‘Let’s go there,’ which now has more meaning than simply driving to a destination as an automotive brand; it’s also about Holden’s corporate responsibility to address social and cultural issues: to dare to ‘go there’ and create a meaningful conversation.