SHARON EDMONDSTON
Nothing tells us 'how it is'
quite like country music.​
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In a world increasingly consumed by superficiality and social media, where three hours a day are spent scrolling through edited content, Steggles, Australia's top turkey seller, set out to redefine greatness from within.
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UGLY MAKES YOU SUPER. It’s rarely the pretty ones who propel humanity forward. It's the ugly ducklings — the IT nerds, politicians, and awkward teens who found alternative paths to shine. Not being conventionally attractive fueled their inner greatness.
Steggles. Ugly Makes You Super
Steggles launched songs celebrating history's most successful figures who transcended looks to achieve greatness. These songs debuted on radio, targeted Spotify spots, and a snippet on TikTok, where users showcased their transformations from awkward teens to achieving extraordinary feats.
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The song topped TikTok’s sound search and resonated with content creators, illustrating how embracing their 'ugly' past fueled their present successes.
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Through catchy tunes, Steggles reminded Australia that true greatness stems from within — a message echoed by their turkey, nurturing greatness from the inside out.
Credits
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Agency: M&C Saatchi Sydney
Client: Baiada
Chief Creative Officer: Cam Blackley
Creative Director: Sharon Edmondston
Writer: Jason Leigh
Sound: Massive Music
Composer: Nathan Cavalleri
