Glass repair and replacement provider O'Brien has reinvented its above the line approach in a new campaign created in collaboration with independent media agency Atomic 212.

The campaign, 'Stop! Repair time!', marks a new strategy for the brand, targeting a younger demographic of consumers for the first time. O'Brien has expanded its advertising channels beyond traditional TV advertising, for the first time utilising BVOD, YouTube, and gaming ads to reach its target audience. This innovative approach is aimed at individuals aged 18 to 34 and features characters Winston, a singing French bulldog, and Nat, an expert technician.

The campaign comes as O’Brien celebrates its 100th anniversary. It is a collaborative effort between O'Brien's marketing department, Mime Analytics, Two Giraffes, and Atomic 212°.

Commercial Director at O’Brien, Nick Street, said : "O’Brien is driven by serving its customers and we recognised there was a segment of the car-owning market that we haven’t really spoken to. Consumers under 35 are looking for quick, affordable and sustainable solutions and products, and O’Brien chip repair is faster, cheaper and greener than installing an entirely new windscreen. It’s been an exciting challenge to expand our channel and creative thinking with Atomic 212° to land this message with the younger audience."

Group Account Director at Atomic 212°, Jess Torstensson, said: "O’Brien is a household name in windscreens and glass. The O’Brien jingle and ads are something many Australians over 35 have grown up with, but younger car owners are less familiar with the brand. O’Brien is celebrating its centenary this year, so for an iconic Australian brand to recognise the need to evolve its approach – with both its hugely successful creative and channel mix – is a testament to the insight and collaboration between the whole agency and client village. It’s been a true collaboration by O'Brien's marketing department, Mime Analytics, Two Giraffes and Atomic 212° and we’re very proud it."