An advertising campaign for Don Small Goods
DON Smallgoods are well known for their iconic 'Don' character. But after decades of being the face of the brand, he was struggling to stay relevant with the Australian public. Rather than do away with the character altogether, we put out a nationwide call for help to the people who actually eat our products. Specifically, the people who eat our products and are named Don.
All communications led 'The Australian Dons' to a custom-built website where they could sign up as the new spokespeople for their favourite smallgoods brand.
More than 2,000 Dons responded, starting a conversation on social and in mainstream media. Even people not blessed with a delicious name were willing to change theirs to be part of the campaign.
After a lengthy audition process, four Dons were chosen to represent the brand, each receiving their very own advertising campaign across TV, outdoor and digital media.