Obela, the #1 dip brand in Australia, partnered with Now We Collide to launch a new integrated campaign for their range of hummus products. To drive continued growth and cement Obela's leadership position, Now We Collide reinvented the question of "How do you hommus?" - a campaign celebrating the diverse and exciting ways to enjoy Obela hummus.

Leveraging Obela's brand purpose of bringing the flavors of the world to life through fresh, wholesome dips and spreads, Now We Collide created a campaign strategy focused on tapping into hummus' versatility. By showcasing Obela hummus as an ingredient that can be used creatively in snacks, meals, special events and more, with the strategy aimed to increase product trial and build brand love.

In 2023 ESPN Australia cemented themselves as “Your Home For Hoops” by adding FIBA to the list of their existing unrivalled coverge - which includes NBA, WNBA, NBL, WNBL and NCAA – right in time for the pending women’s and men’s world cups.

ESPN and Now We Collide collaborated to build on the success of the previous Your Home For Hoops campaign with a social media led video campaign targeting Australian basketball fans where they live online. Videos were pushed out across YouTube, YouTube Shorts, Facebook, Instagram Reels and TikTok and the campaign was kicked off with a 60 second hero ad that aired during ESPN’s broadcast of Super Bowl LVII. Additional campaign videos pointed specifically to ESPN’s broadcasts of the NBL and NBA playoffs and finals.

From 2 days on location filming, Now We Collide produced a series of 30 and 15" TVCs along with social and digital media content. Vibrant food photography shoots captured Obela hummus being used creatively across various consumption occasions. Aligning campaign creative with the brand purpose to create powerful, on-brand messaging. An integrated multi-channel approach was key for awareness and sales growth.

Now We Collide used a mixture of projection mapping and VFX to showcase some of the biggest plays from across ESPN’s basketball offering which also gave us the opportunity to have talent interact with the big-name stars and immerse them in the famous plays for a unique and interesting visual.

Executive Producer/Chief Strategy Officer Keir Maher
Creative Director Ryan Bodger
Producers Amanda Cooton / Fiona Patterson
Art Director Sarah Coleman
Director Mitch Green
1st AD Shayne Carter
DOP Miles Rowland
1AC/DIT Sandy McLennan
Gaffer Matt Willis
Lighting Assist Craig Knight

Executive Producer/Chief Strategy Officer Keir Maher
Chief Creative Officer/Director Ryan Bodger
Director of Design & Motion Bob Connelly
Producer/1st AD Shayne Carter

Art Department Laura James, Lachlan Brown, Lexi
Photographer Andy Stavart
Hair & Make Up Sue Caroll
Edit Josh Groom
VFX  Bob Connelly and Ethan Cohen
Colourist  Justin Tran
Sound Design  James Martell

DOP  Anthony Rose
Projections  Tom Hall
Edit Josh Groom
VFX  Bob Connelly
Colourist  John Agapitos
Sound Design  James Martell