Woolworths launches new positioning 'My Kind of Woolies'

After a couple of tough years, Woolies went from the most trusted brand in Australia to one of the least. This brand relaunch was their first step in fixing that.

We rebuilt how the brand shows up, from the ground up, with a new platform, look, and tone of voice. We convinced the brand to take a backseat and reframe what their products and services actually mean in the lives of real Aussies.

We created 15x 15" one-shot films and a suite of brand photography, that documented observed human moments. No ad-ness, over-explaining or brand theatre. Just realism, restraint, and a camera.