Droga5 Sydney reinvigorates Woolworths

Woolworths has launched its much anticipated rebrand by Droga5 Sydney in one of the biggest productions seen in Australia for many years.

Featuring real and long time loyal staff members and suppliers the ambitious casting call created unique challenges and stories. Truck driver Harold Haigh travelled to South Australia for the shoot, revealing it was his first time on a plane despite 20 years on the road.

The protagonists will also appear on the Meet Australia’s Fresh Food People microsite which includes interviews, behind the scenes footage as well as the making of the music track featuring Gossling.

The massive production overseen by Exit director Amy Gebhardt utilised four separate crews shooting simultaneously across the country on a multitude of formats including 16mm, digital, VHS and iPhone.
 
Droga5 head of client business Jamie Clift said that Woolworths was part of the very fabric of Australian society.
“This campaign, while appealing to Woolies' mainstream audience, is far from ordinary –
celebrating what it means to be Australia's Fresh Food People," he said.
 
Creative chairman David Nobay admits the marriage may have seemed unusual to some.
“A lot of people scratched their heads when they saw Droga5 and Woolworths together in the same sentence,” he said. “I’d like to think that this work proves it was a smart idea for both of us.”

Significantly, Woolworths also changed its music after 25 years with a new track, Monday, Tuesday, Wednesday - I Love You, a jazz tune originally recorded in the late 1940’s by the Big Band vocalist Kitty Kallen with Lawrence Welk and his Champagne Orchestra. The track was re-recorded by Gossling (Helen Croome) commissioned by Woolworths to bring a fresh approach to the track.

Viewers of last night's The Voice grand final may have also seen finalist Emma Louise Birdsall sing her version of the tune in a highly produced piece of branded content for Woolworths during the record breaking show.