Clemenger BBDO Launches First Work for COLORBOND, Marking 60 Years

BlueScope and Clemenger BBDO Sydney have collaborated on a new national campaign 'Made by Australia', marking 60 years of COLORBOND steel -- a milestone that celebrates the enduring strength, resilience, and distinctly Australian spirit behind one of the country’s most iconic building materials.

COLORBOND steel's campaign is the company’s first brand campaign in five years and the first fully integrated campaign since Clemenger BBDO Sydney was appointed lead agency in July last year.

The campaign signals a pivotal step in COLORBOND steel’s journey to strengthen its position as Australia’s most trusted steel brand -- one that delivers durability, performance, and aesthetics, while continuing to innovate to meet the demands of Australia’s unique environment.

COLORBOND steel has been protecting Australians from an environment that is often as harsh as it is beautiful for six decades, and the new campaign honours the shared journey between COLORBOND steel and Australians over that time. It acknowledges the role the product has played in helping people build homes, businesses, and lives.

Produced by Exit Films, the campaign was shot across multiple locations, from Cairns in Queensland to Phillip Island in Victoria, and featured 15 properties with every detail considered to reflect the lived experience of Australians and the environments COLORBOND steel is designed to endure. It captures the landscapes, communities, and conditions that have shaped COLORBOND steel over 60 years.

Clemenger BBDO Sydney CEO, Sheryl Marjoram, said, “Reaching 60 years is an extraordinary milestone, and this campaign is a tribute to what makes COLORBOND steel truly special. It is more than a building material -- it’s part of the fabric of this country.

"From where it’s made in Port Kembla to the places it protects, COLORBOND steel has been forged by Australian conditions and ingenuity. This campaign captures that truth in a powerful, authentic way, and the beautiful results it produces; celebrating what it really means to be ‘Made by Australia’.”

The brand campaign launch represents a major moment for the COLORBOND steel brand, reinforcing its legacy while reaffirming its relevance for today and the future. By grounding the work in real Australian locations and experiences, the campaign underscores the product’s proven performance in even the harshest environments.

The 60th anniversary campaign rolls out nationally across television, BVOD/SVOD, out-of home, digital, and social channels.