The Ultimate Renewable returns with bold $1.8 million 2023 campaign

by | Aug 15, 2023

After a successful campaign in 2022, Forest & Wood Products Australia’s (FWPA) The Ultimate Renewable™ 2023 campaign launched in Canberra Airport on the 31st of July and will go live across Australia on the 20th of August. The imagery in the new television commercial and campaign challenges the current consumer perceptions of forestry, showing harvested and then replanted trees to reinforce The Ultimate Renewable positioning.

The new campaign will launch across free-to-air television, streaming video, out-of-home, radio, and social media – and is once again presented by popular ambassador Adam Dovile, builder and television presenter. While last year’s message focussed primarily on wood as a building material, the new campaign extends the communication from seedlings to the final product and promotes the transgenerational benefits of wood. Accompanied by videos and images of forestry and children in wood-rich environments, the messaging conveys that by growing and using more certified wood Australia can tackle climate change for future generations.

“This is an opportunity to reshape consumer perceptions of the industry,” said Sarah Downey, Head of Marketing and Communications at Forest & Wood Products Australia (FWPA).

“People are naturally saddened when they see images of a newly harvested forest area, but what they do not think about is the climate-change-tackling carbon stored in the wood that has been removed from the atmosphere by growing trees and the replanting of the trees for future generations.”

“Sustainably sourced wood is an important renewable building material, and we should be supporting and celebrating the renewable aspects of its production and use,” she said.

The 2023 campaign is expected to achieve great results after the previous campaign resulted in one quarter (25 per cent) of Australians recalling seeing at least one of The Ultimate Renewable messages. 

The 2023 media buy will see the commercial run throughout top-rating programs such as The Block, Seven and Nine News and both AFL and NRL matches, including their finals series via video on demand. 

To truly understand the audience and their perceptions, FWPA launched a comprehensive research journey and has undertaken a brand-new approach to its digital strategy. The launch of a new website coincides with the launch of its 2023 campaign and is a fantastic resource to help promote The Ultimate Renewable message.

The goal is to facilitate meaningful connections between individuals and sustainable materials. By empowering people to make responsible choices, FWPA aims to benefit both individuals and the planet’s overall well-being.

“Through captivating showcases, we aim to demonstrate the beauty, sustainability, and exceptional versatility of forest and wood products. Our intention is to inspire and motivate our audience,” a recent release statement from FWPA said.

“We are dedicated to conducting thorough research, presenting information, and fostering collaboration. Our objective is to dispel misconceptions and provide clear, concise information about choosing wood products.”

“We firmly believe that by shedding light on the remarkable potential of sustainably sourced wood, we empower individuals to make informed decisions that align with their values. Our commitment lies in equipping people with the knowledge and understanding necessary to make choices that have a positive impact. Together, we can contribute to a more sustainable future,” the statement said.

A wide range of free-to-access campaign materials will be available in The Ultimate Renewable Digital Toolkit, on the new website – theultimaterenewable.com.au. The materials include videos, digital banners, and carefully crafted content that are encouraged by FWPA to share with a wider audience.