Kleenheat and The Brand Agency launch sequel to “No Song and Dance” campaign

Producing a good sequel is tough. After last year’s successful launch of ‘No Song and Dance’, The Brand Agency has set out to make a second instalment which refreshed, not recycled its message.

This sequel continues to build equity in Kleenheat’s Let Life Flow platform, revisiting the fact that Kleenheat isn’t about making a song and dance about gas and would prefer to focus on customers instead. While they’ve switched up the performers and tune, Kleenheat continues to deliver on this promise.

The brand’s honest tone of voice is dialed up to the max with a (literally) showstopping message – Kleenheat would just prefer to keep delivering great value to customers.

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Felicity Fawcett, Campaign Marketing Manager at Kleenheat said: “Following the highly successful 2023 No Song and Dance campaign, this year was about evolving and optimising within the creative territory. We had a ball playing with the use of animation, music and talent to deliver the message that as a true WA local offering discounts, perks and rewards, we don’t need to make a song a dance. We’re thrilled with the campaign and immensely grateful to the talented teams behind it.”

Steve Straw, Creative Director of The Brand Agency, said: “The team did a great job introducing the No song and Dance platform last year. And it’s not often that you suggest changing things after a successful campaign – and have your client give you the go-ahead. This sequel is a testament to the collaborative relationship we have with our clients at Kleenheat. Together we had plenty of fun pulling the campaign together, and there’s more still to come.”

Evan Murie, Business Director at The Brand Agency, said: “It’s not every day you get to work on a campaign that is this fun and has a catchy tune that you can’t get out of your head. Couldn’t be happier with the end product and a big thank you to Kleenheat, Initiative, Sandbox, ALT, Uncanny & Mighty Sound for all their hard work they’ve put into this”.

Tiaan Van Jaarsveldt, Group Business Director at Initiative, said: “It’s been a joy working on Kleenheat’s sequel to the “No Song and Dance” campaign, and a pleasure helping them connect such a unique and engaging creative concept with their customers through media. The partnership between Kleenheat, Initiative, and The Brand Agency is a testament to the power of collaboration, with all teams bringing their unique strengths to the table, resulting in a truly remarkable campaign. We’re proud to be a part of it.”

The ‘No Song and Dance’ sequel launched with brand focused creative in May across TV, OLV, audio, digital and social platforms planned via Kleenheat’s media partner, Initiative, and supported by tactical messages further down the funnel. The campaign is multilayered, so keep your eyes and ears out for more to come.

Credits
Kleenheat
Marketing Manager: Sasha Anderson
Campaign Marketing Manager: Felicity Fawcett
Campaign Marketing Coordinator: Mish Sequeira

The Brand Agency
Executive Creative Director: Dean Hunt
Creative Director: Steve Straw
Senior Art Director: Julia Elton-Bott & Ellen Treharne
Senior Strategist: Jeremy Gryguc
Business Director: Evan Murie
Senior Account Manager: Paula Helander
Account Executive: Sabina Saveljeva
Senior Producer: Rozie Fretz

Initiative
Head of Perth: Paige English
Head of Strategy: Charles Dangibeaud
Group Business Director: Tiaan Van Jaarsveldt
Investment Executive: Daniel Pomponio
Investment Associate: Angela Wei
Digital Activations Manager: Jaxon McAuliffe
Digital Activations Executive: Rowena Pan

Production Company: Sandbox
Director: Armand de Saint-Salvy
Executive Producer: Hollie Gibson
Senior Producer: Kelly Marie Miller
1s AD: Kiran Wilson
DOP: Patrick O’Sullivan
1st AC: Arthur Bienkowski
Key Grip: Greg McKie
Best Boy Grip: Tim Green
Grip Assist: Zac Walker
Gaffer: Grant Wilson
Best Boy LX: Arif Defty Rashid
LX Assist: Chris Martin
Sound Recordist: Brett Stayt
Wardrobe Stylist / Art Director: Sally Phipps
Wardrobe Assist: Jessica Wilson
Art Department Assist: Darrell Beck
Hair & Makeup Artist: Kate Farmer
Choreographer: Bec Morris
Locations Manager: Megan Carpenter
Production Runner: Alex Power

Casting: Toesox Casting, Nick Hamon Casting
Talent (Grace): Fiona Choi
Talent (Mason): Chris Gerrish

Postproduction
Offline: Sandbox Post
Offline Editor: Joel Taylor
Animation / VFX: ALT VFX
VFX Producer: Martina Joison
VFX Supervisor: Dave Edwards
Colourist: Yanni Kronenberg

Post Sound
Music Composition: Uncanny Valley
Composers: Charlton Hill, Justin Shave
Creative Producer: Ariane Sallis
Sound Design / Mix: Mighty Sound
Sound Engineer: Matthew Perrott
Senior Producer (Sound): Meghan Drummond