Gippsland Dairy has launched a new brand platform, ‘Let The World Wait’, developed in partnership with Special.
The campaign leans into a familiar feeling for fans, that moment of being completely absorbed in eating, where everything else fades into the background.
Celebrating the ‘yoghurt trance’
The creative highlights a simple idea: Gippsland Dairy is made slowly and is meant to be savoured, even if the rest of the world demands your attention.
Directed by Adam Gunser from Good Oil, the hero film embraces that “glorious distraction”, following a protagonist calmly enjoying yoghurt while chaos unfolds around him.
Ryan Fitzgerald, Executive Creative Director at Special, said the concept taps into a unique consumer behaviour.
“There’s a certain level of snack-induced catatonia that only Gippsland Dairy seems to trigger. We wanted to celebrate that in the most chaotic way possible,” he said.
Slowing things down
Ellie Vince, GM Marketing at Gippsland Dairy, said the platform reflects the brand’s slow-made philosophy.
“We’ve always believed truly delicious yoghurt takes time… and because our fans don’t just eat Gippsland Dairy, they savour it, ‘Let The World Wait’ is our way of celebrating that moment,” she said.
Leaning into real behaviour
The campaign is supported by out-of-home and social executions featuring extreme close-ups of people eating yoghurt, capturing the messy, real-life enjoyment of the product.
The visuals move away from polished category norms, instead highlighting the tactile experience, from licking the foil lid to scraping the tub.
Campaign Credits:
Gippsland Dairy
GM Marketing: Ellie Vince
Senior Brand Manager: Anne Scott
Assistant Brand Manager: Phoebe James
Digital and Social Media Manager: Tanya Chaves
Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Head of Strategy: Nathan Rogers
Executive Creative Director: Ryan Fitzgerald
Senior Creatives: Phil Harkness, Jack Wall, Noah Regan, Matt McCarron, Laura
Grimshaw and Dan O’Connell
Design Director: Dan Jones
Finished Artist: John Rivera
Head of Print: Nick Lilley
Senior Producer: Glen Mcleod
Team Lead & Director of Business Management: Ollie May
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Simon Thomas & Juliet Bishop
Producer: Chana McLallen
DOP: Tyson Perkins
Production Design: Vanessa Cerne
Editor: Mark Burnett ex The Editors
Post Production: Puffin Post
Sound/Music: Rumble Studios
Song: Judas Priest “Breaking The Law”
Music Supervision and Song Licensing: Music Mill
Photographer / Director: Benito Martin
Production Company: Sam I Am
Executive Producer: Rich Cole
Stylist: Sofia Musarra
Home Economist: Ismat Awan
Model: Salvador Lucena @ Icon Management
Model: Bailey @ Stone Street
Model: Yvonne Rae @ Twin Masks
Retoucher: Suriya Black
Media: Hatched
Managing Partner: Adrian Roeling
Client Partner: Juliana Yeoh
Client Solutions Director: Annie Irvine
Senior Client Solutions Manager: Georgie McIntosh
Senior Client Solutions Executive: Sophie Charos
Main image: Gippsland Dairy