Lion Nathan unveiled its first campaign for new Tooheys Extra Dry (TED) cider, 5 Seeds, over the weekend.

The campaign, created by BMF and entitled ‘Birds vs Humans’, launched nationally on Sunday, October 11, starting with a new TVC.

The work for Tooheys Extra Dry 5 Seeds follows an unexpected approach to previous campaigns from TED.

“With Tooheys Extra Dry 5 Seeds being a new brand, we wanted something that would make people sit up and pay attention,” said Ben Slocombe, category director, Tooheys.

“Being an apple cider opened up a great opportunity to explore a unique apple narrative. Having the credibility of TED behind it also meant that we needed a creative idea that genuinely interrupts the consumer.”

The story opens in a foreign land where birds rule overhead and humans forage in the wastelands for scraps of the prize – apple. We see the desperation and degeneration of the unevolved humans before our heroine climbs a tree to get her hands on a shiny, crispy apple.

The integrated campaign will launch with 60, 45 and 30 second executions and will be supported by print, radio and point of sale. Holler Sydney has developed the digital creative and strategy, which centres on Facebook (http://www.facebook.com/5Seeds), as well as online interactive film co-developed with BMF.

CREDITS:
Creative Agency – BMF
Executive Creative Director – Warren Brown
Creative Director – Simon Langley
Associate Creative Director / Copywriter – Richard Morgan
Art Director – Nils Eberhardt
Group Account Director – Nick Garrett
Account Director – Lenya Kovacevic
Account Manager – Elisabeth Spence
Executive Planning Director – Jeremy Nicholas
Strategic Planner – Director – Simon McCrudden
TV Producer – Mandy Payne
Director - Michael Spiccia
Production Company – Good Oil Productions
Production Company Producer - Sam Long
Sound Studio - Song Zu
Post-Grade - The Lab
Post-Online - Fin Design
Music Composer – Elliott Wheeler
Visual Effects Supervisor - Justin Bromley
DOP – Danny Ruhlmann
Editor – Stewart Reeves (Guillotine)
Media planning and buying:
Agency – Zenith Optimedia
Digital strategy: Agency – Holler Sydney

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