Case Studies


HOLDEN EQUINOX x CELESTE BARBER
July 1, 2018 - August 31, 2018
Overview

Who doesn’t love Celeste Barber?  Parodying celebrities through her everyday mum poses on Instagram has quickly become a social media favourite for her 3.2 million followers.

Lacuna had the privilege to work with Celeste and Bauer Media’s brand entertainment division, Story54, to create a satirical 4-part branded content series for the launch of the Holden Equinox SUV.

The Tagline for the campaign #NothingToProve aligns perfectly with Celeste’s humorous portrayal of the everyday Australian woman mimicking the overly-styled world of the professional model.

Videos include a mock ‘Behind the Scenes’ TVC production of Celeste showcasing the Equinox in her inimitable way and another which hilariously juxtaposes the expectation versus reality when it comes to washing your car (reality = kids, buckets of water and an open panoramic sunroof of course!).

To quote Celeste “I’ve built a career on the idea of having ‘nothing to prove’ so this campaign was the perfect fit!”

The series accelerated the Equinox positioning to target a female audience, with enormous reach achieved across Bauer’s Now to Love digital brand network and Woman’s Day’s social channels.

 

Click on the below links to view the Holden Equinox x Celeste Barber campaign summary and parody content piece:

Holden Equinox x Celeste Barber Campaign Summary

Holden Equinox x Celeste Barber Parody