To celebrate Oasis’ first Australian tour in two decades, Oporto has launched a tongue-in-cheek mindfulness campaign, Don’t Look Back in Hanger, created in partnership with Connecting Plots and its social and influencer arm, a.glo.
With an estimated 300,000 Australian fans expected to relive the Britpop band’s glory days, Oporto and Connecting Plots identified a shared moment of nostalgia and humour among middle-aged fans, many of whom are “no longer gig-fit.”
The campaign positions Oporto as the antidote to pre-show stress and ‘hanger’ (hunger-fuelled anger) that can strike during long queues and packed stadiums.
New Oporto research found seven in 10 Australians experience hanger, and for 42 per cent it happens at least once a week, a scenario ripe for lighthearted brand storytelling.
“The stress of a big gig is the exact opposite of our ‘Portuguese Way’ philosophy, which is all about slowing down and savouring the moment,” said Ben Simmons, Head of Marketing at Oporto.
“This campaign is a hilarious reminder that the best antidote to hanger isn’t to rush, but to take a moment to linger and enjoy your food. Our Bondi Burger is the perfect escape from the chaos.”
Liam Stapleton leads the meditation
At the heart of the campaign is a nine-minute guided meditation voiced by comedian, radio host and self-confessed Oasis superfan Liam Stapleton.
The audio piece reimagines Liam Gallagher’s trademark abrasiveness as a tool for calm, inviting listeners to embrace stillness ‘the Portuguese Way.’
“Liam Gallagher’s energy is the perfect embodiment of what it feels like to be hangry,” said Dave Jansen, Chief Creative Officer at Connecting Plots. “So we turned that energy into a guided meditation. When it comes to hanger, there’s only one rule: Don’t Look Back in Hanger.”
The campaign is running across YouTube, TikTok, and Meta, supported by Stapleton’s own social channels, earned media, and OOH placements in Sydney and Melbourne. Animated visuals accompany the meditation, which can be streamed via Oporto’s YouTube channel.
Don’t Look Back in Hanger continues Oporto’s playful brand storytelling under its ‘Portuguese Way’ platform, aligning humour, music and food culture for nostalgic Australian audiences.
CREDITS
Client: Oporto
Chief Executive Officer: Therese Frangie Jayawardene
Head of Marketing: Ben Simmons
Marketing Manager: Jasmin Clements
Senior Brand Manager: Kristina Sutevski
Social Media Manager: Anja Cohen
Assistant Brand Manager: Simone Madden
Digital Marketing Manager: Joe Robinson
Integrated Agency: Connecting Plots Group
Creative & Comms: Connecting Plots
Earned & PR: CP-PR
Social, Influencer & Content: a.glo
Chief Creative Officer: Dave Jansen
Group Business Director: Alice Sherrah
Senior Copywriter: Phil Barnes
Senior Art Director: Jonti Groth
a.glo Managing Partner: Kent Pearson
Head of PR: Katie Eastment
Project Director: Rachel Heffernan
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell
Account Director: Mond Liu
Social and Content Manager: Sarah Kennedy
Media Agency: Atomic 212
Client Lead: Ashleigh Pitcher
Performance Director: Karla Silva Villegas
Digital Performance Manager: Nathaniel Marin