Woolies My Way - Burst 4
Social Campaign (2024)
The task for this campaign was to drive consideration of eCom on social through refreshed creatives with each creative tackling a different proof point. Our learnings from the last 3 bursts was that our creatives needed to be unexpected up front, relatable, contextual, and paced well. Our approach for this brief was to lean into the playfulness of content on social, create social-first humour that can drive memorability and relatability. We ended up dramatising the customer benefit of shopping with Woolworths eCom services and app through everyday scenarios.
My role was to assist in finessing the ideas and generate storyboards to for client presentations.
I also assisted in preparation for shoots, assisting with directing a few shots, and being on the tools in post to edit and build these assets.
Behind the scenes
A true social shoot, we had a lot of DIY elements from using hair dryers instead of floor fans, a cart instead of a dolly rig, to achieve the look and feel of each shot. We had to be flexible and had back up plans to pivot if our ideal shot wasn’t achievable on the day with the tools that we had.
We wanted our creatives to have a certain finesse meanwhile having a slightly referential ‘meme’ approach to connect into the audience’s shared experiences, so we did work with a gaffer to light our scenes properly, and shot in higher frames for slo-mo and the option to speed or slow down other shots in post.