WORLD PREMIERE: WILL THE NEW TOOHEYS EXTRA DRY SPOT GET A GOLD LION AT CANNES?
Lion Nathan, via agency BMF Sydney, will on Sunday night unveil its latest campaign for Tooheys Extra Dry (TED), when it launches its HarvesTED TVC (best viewed at: http://www.harvested.com.au/tedtv), but CB Bloggers get to see it first today (5pm, Wed). The spot is just in time for Cannes, and CB Blog believes it will get a Lion, hopefully a Gold one. What do you reckon?
National Marketing Director (Acting) Paul Foster says that HarvesTED is far from being a rehash of past campaigns: “HarvesTED really is like nothing else beer drinkers have ever seen. It’s a weirdly wonderful cinematic mini film for TV, cinema and the internet that takes the desire and want for TED’s clean crisp taste to a whole new level by focusing on the care and attention that goes into ‘creating’ TED. It certainly breaks new ground and shows that anything’s possible when the desire for the clean, crisp taste is strong enough,” he said.
Commenting on HarvesTED’s fantastical farm, pod people, bizarre machinery and rockabilly quiffs, Executive Creative Director at BMF, Warren Brown, said: “Tooheys Extra Dry has a tradition of delivering unexpected and highly creative ideas to the market. HarvesTED has opened up a whole new territory for TED, both strategically and creatively; the passion that goes into making TED and the desire for the clean crisp taste are captured in a creatively adventurous idea that literally breaks new ground. It is an idea that is iconic, will set the bar even higher for beer advertising in this country and provide plenty of fertile ground for more innovative and unexpected ideas in the future.”
Like Lion’s recently successful campaigns for TED on tap and TED Platinum (both of which were created in collaboration with BMF), HarvesTED is a fully integrated, multi touch-point campaign, including two-way communication mediums that allow drinkers to play a role in shaping the entertainment, an important consideration for the 18-29 year old target market.
“TED consumers are part of what we refer to as the ‘screen’ generation which means we have to communicate with them no matter what ‘screen’ they prefer whether it be a television screen, movie screen or computer screen. Basically our approach with HarvesTED is to interact with consumers at every possible opportunity and to enable them to play a part in forming the entertainment,” Foster said.
“We’ve also made a significant investment in bringing the brand to life at the point of purchase through innovative materials across the on- and off-premise trade on a national basis.
“In the same way our Tongue and War of the Appliance ads raised the bar for alcohol
advertising, we expect HarvesTED to have a similar effect, engaging, entertaining and
connecting with our core 18-29 year old market to continue driving consumer adoration and value creation for the brand in the marketplace."
Steve Ayson, whose short film was recently selected for Cannes and who is currently in preproduction for his first feature, directed the TVC with post-production and effects handled by Animal Logic, the team behind current international cinema hit “300”. HarvesTED’s music was composed exclusively for the TVC and is an original score comprising samples and recorded tracks created by Aussie band, Decoder Ring. Known as a gifted musical outfit, Decoder Ring was behind the acclaimed musical score for Cate Shotland’s film, Somersault.
The 90 second TVC launches on FTA television this Sunday, 6 May. The HarvesTED website, which includes interactive games using real video and original music composition, will go live at www.harvested.com.au from 3 May.
Executive Creative Director: Warren Brown
Art Director: Jed De Pyper
Copy Writer: Kim Neidhardt
GAD/Account Director: Nick Garrett/Fleur Kennedy
Agency Producer: Mandy Payne
Director: Steve Ayson
Production Company: The Sweet Shop
Strategic Planner: Fabio Buresti