Continental – Continental rise above the pack
Russ Mitchinson
Agency: DDB Sydney
This is a paper about Planning taking a brand to a higher ground & thereby elevating it from faithful backstop, to leading the charge in a cause dear to our consumers' & society's hearts. In doing so, Planning made a series of brave leaps that
Produced a unifying campaign for a disparate product portfolio
Broke radically from the brand's cherished past
And trumped our competitors' and their positionings by tethering our brand to a social cause, rather than simply to a category or consumer insight
The result...