BlueScope marks 60 years of Colorbond steel with first brand campaign in five years

BlueScope and Clemenger BBDO Sydney have launched a national campaign celebrating 60 years of Colorbond steel, positioning the product as a symbol of Australian durability, ingenuity and everyday creativity.

Titled ‘Made by Australia’, the work is Colorbond steel’s first brand campaign in five years and the first fully integrated campaign since Clemenger BBDO Sydney was appointed lead creative agency in July 2025.

The campaign aims to strengthen Colorbond steel’s position as Australia’s most trusted steel brand, highlighting its performance, longevity and aesthetic appeal, while reinforcing its deep connection to Australian environments and lifestyles.

Shot by EXIT Films across multiple locations – from Cairns in Queensland to Phillip Island in Victoria – the campaign features 15 real properties and landscapes designed to reflect the lived experience of Australians and the conditions Colorbond steel has been engineered to endure.

Clemenger BBDO Sydney CEO Sheryl Marjoram said the work treats the milestone as more than a product anniversary.

“Reaching 60 years is an extraordinary milestone, and this campaign is a tribute to what makes Colorbond steel truly special,” Marjoram said. “It’s 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.”

The creative leans into Colorbond steel’s long history of protecting homes, businesses and communities, framing the product as something shaped by Australia as much as something that helps shape it. The campaign rolls out nationally across television, BVOD and SVOD, out-of-home, digital and social.