|Title||GERMAN JOG TECHNO|
|Brand||BAIADA - LILYDALE/STEGGLES|
|Product / Service||TURKEY|
|Category||C01. Use of Music|
|3 of 3 Campaign|
|Entrant||M&C SAATCHI Sydney, AUSTRALIA|
|Idea Creation||M&C SAATCHI Sydney, AUSTRALIA|
|Media Placement||HYLAND Sydney, AUSTRALIA|
|Production||WE LOVE JAM Sydney, AUSTRALIA|
|Cam Blackley||M&C Saatchi||Chief Creative Officer|
|Mandie van der Merwe||M&C Saatchi||Executive Creative Director|
|Avish Gordhan||M&C Saatchi||Executive Creative Director|
|Melissa Hawkett||M&C Saatchi||Art Director|
|Jason Leigh||M&C Saatchi||Copywriter|
|Sarah Cowen||M&C Saatchi||Senior Producer|
|Vanessa Boueyres||M&C Saatchi||Group Head|
|Laura Jones||M&C Saatchi||Senior Account Director|
|Sarah Dillon||M&C Saatchi||Account Manager|
|Hylton Mowday||We Love James Studios||Composer|
|Jason Leigh||We Love James Studios||Voice artist|
|Christina Qazi||Hyland Media||Group Business Director|
|Isobel Beith||Hyland Media||Comms Executive|
|Yash Gandhi||Baiada||Head of Marketing|
|Shawn Stevens||Baiada||Senior Brand Manager|
|Saba Khan||Baiada||Brand Manager|
|Rhiannon Purrer||Baiada||Assistant Brand Manager|
Turkeys are ugly but good for you, because they’re packed with natural protein. And no one understands the benefits of ugly things better than fitness fanatics — slippery spin class seats, spandex pants, dripping gym windows...yuck. But good for you. So Steggles created workout bangers to remind protein fiends that ugly things are good for you, then partnered with Spotify to reach them mid-work out. The music was written to fit seamlessly into the top fitness playlists and flow on into the ad breaks, using comedic lyrics to draw the listener in before extolling the virtues of our relatively unknown and unloved ugly bird. They worked out to rock music about bulging veins, raps about sweaty spin classes, pop music about surviving heartbreak and techno about growing up and having kids. We didn’t interrupt their workout. They kept getting fit while we revealed the ultimate protein hit.
Holding a birthday party for your five-year-old. Ugly, but good for you. When you don’t want to leave the club but now you’re having to be told. Ugly, but good for you. Doing fitness classes in ze public park. Ugly, but good for you. When you don’t know how to dance but now you think it’s time to start. Ugly, but good for you. Ugly - is good for you. Steggles Turkey - is good for you. Ugly - is good for you. Steggles Turkey, it’s superfood. They gobble, and wobble, their tiny bald heads. They have such juicy meat that we ignore their dangly necks. Oh, because... Turkey - is good for you. Steggles Turkey - is superfood.
During the height of the Covid19 epidemic, most of Australia went into lockdown. Gyms, yoga studios and public exercise facilities were closed down and fitness fanatics were forced to find a way to stay fit at home. Spotify saw their listeners’ interest in health and fitness playlists skyrocket, so Steggles made the most of it.
Our songs were written to match the genre of Spotify’s top workout playlists — specifically ‘Workout Beats’ (techno based), ‘Rock Me Up!’ (90’s garage rock based), ‘Pop Workout’ (Top 40 power pop ballad songs) and ‘90s Workout Beats’ (New York focussed 90s rap). We wrote and recorded these songs using a mix of electronically produced music and beats, samples and real instruments. The music was written as genuine workout bangers that would flow on from the music seamlessly into the ad breaks, with comedic lyrics to draw the listener in before extolling the virtues of our ugly, protein rich bird. The same singer was retained across all four diverse genres to provide comedic consistency across the campaign.