We developed a new brand platform for Woodstock - The Wood Life - celebrating a simpler, more grounded way of living.
To bring it to life, we introduced Bobby Doggins, a fictional country music star who embodied the spirit of The Wood Life.
The campaign traced his rise from unknown talent to official brand ambassador, culminating in the release of his debut single on Spotify.
Beyond hero audio and music video content, the platform extended across out-of-home, social and partnerships with Triple M and TikTok. Phase two will build on this momentum, rolling out localised executions across regional heartlands.
Make some noise.
Light a fire.
Rattle a cage.
Rock a boat.
Fan flames.
Make waves.
Push the envelope.
Flip the script.
Bend the rules.
Defy the norm.
Blow it up.
Cause a ruckus.
Turn heads.
Stir a pot.
Ruffle feathers.
Poke a bear.
Shake things up.
Push buttons.
Cause a commotion.
Spark a frenzy.
Raise eyebrows.
Crack smiles.
Make memories.
Blow minds.
Test boundaries.
Command attention.