McCallum Enterprises launches new brand campaign, It’s what we do, with Pepper Advertising
McCallum Enterprises, a leading social enterprise employing people with a disability in the Ballarat region, has launched its first brand campaign since the merger of Ballarat Regional Industries (BRI) and McCallum Industries.
The campaign, titled It’s what we do, highlights not only the merger but also the breadth of services McCallum Enterprises provides to the local community and industries, many of which people may not realise are available. From Commercial Linen Hire and Landscaping to Pallet & Crate Manufacturing, Paper & Cardboard Recycling, Packing & Assembly, and even the Golden Opportunity Coffee Van in partnership with Golden Nugget Bakery, McCallum Enterprises plays a vital role in supporting businesses, households, and the region as a whole.
VIEW THE SPOT – VERSION A
Filmed and photographed over two days in Ballarat, the campaign stars McCallum Enterprises employees at work across a variety of sites. The production captures their pride, purpose, and contribution, while educating the community on the valuable services McCallum provides. At its heart, the message is clear: “It’s never been about a name, it’s always been about what we do.”
VIEW THE SPOT – VERSION B
Nicolas Dunn, Head of Video Production at Pepper, explains:
“The challenge for us was to communicate not just the merger of BRI and McCallum Industries, but also the breadth of services that McCallum Enterprises now provides across the Western District, all within the frame of a 45-second commercial. Additionally, for people unfamiliar with either organisation, it was about opening a window into the extraordinary work McCallum does every day.
What really unlocked it was meeting the people who make McCallum what it is. For them, a name change doesn’t matter, it’s the work that matters. McCallum Employees take pride in doing their jobs to the highest standard, and the result is services that deliver tenfold for the community. This campaign was never about showcasing people with disabilities for appearances’ sake, it’s about showing that when given the chance, they bring skill, purpose, and impact to everything they do.”
McCallum Enterprises General Manager of Brand & Marketing , Matthew Vallance, highlights the campaign’s message:
“Our merger represents strength and unity, but more importantly, it expands our ability to create opportunities for people with a disability. This campaign captures who we are, an organisation that provides real services to our community while empowering our people. The more businesses and households that know what we do, the more impact we can create together.”
The It’s what we do brand campaign launched across Linear TV, Streaming TV, YouTube, Radio, Social Media and Outdoor from Thursday 18 September, 2025.
CREDITS
Client – McCallum Disability Services
CEO – Rhiannon Williams
General Manager Brand & Marketing – Matthew Vallance
General Manager Social Enterprise – Mark Amos
Creative Agency – Pepper Advertising
Creative Director – Nicolas Dunn
Copywriter – Nicolas Dunn
Account Manager – Abbey Cartledge
Production – Pepper Advertising
Producer – Jed Manley
Director – Nicolas Dunn
DOP – Aaron Foley
Gaffer – Mark Blanch
Best Person – Darcy Michell
Editor – Nicolas Dunn
Sound Design – Nicolas Dunn
Sound & Music – Hardy Audio
Colourist – Ted Deacy
Senior Graphic Designer – Josh Kennedy
Graphic Designer – Oscar Thomas
Media Agency – Pepper Advertising
Head of Media Buying – Peter Humphrey
Digital Advertising Manager – Abbey Cartledge
