Sydney independent creative agency LOUD has launched its first campaign for kiwifruit marketer Zespri International since winning the account in a seven-way pitch in December.
Zespri is regarded as the world’s largest marketer of kiwifruit, selling into more than 53 countries and managing 30 per cent of the global volume.
With clients located across six markets as well as partners across four continents, the key challenge for LOUD was to develop a powerful regional creative platform that stretches enough to focus on different kiwi variants, as well as different messages/RTBs pending country maturity and strategic focus.
The ‘Feel Alive’ campaign highlights how Zespri Kiwifruit has the power to help people break out of their tired shell and embrace whatever life has to offer, and utilises TV, digital, social, out of home and point of sale.
Gerry Cyron, head of planning and innovation at LOUD, said: “Energy is the most sought-after currency in life. For a lot of people, life is full of speed humps. Halfway through the week, people run out of steam and can barely make it through to the weekend.
“We wanted to show people that nutrient-rich Zespri Kiwifruit gives people the energy to leave their tired, lifeless selves behind and be ready for the moment ahead of them.”
Head of planning and innovation – Gerry Cyron
Creative director – Wellison D’Assuncao
Senior copywriter – Carolyn Diamond
Senior art director – Paul Bennell
Art director – Kiah Barker
Senior account manager – Laura Tenison
Account manager – Maria Squella
Head of production and studio – Steve Dube
TV producer – Siobhan Crowley
Direction and post-production – Aparato
Production company – Lava
Music – Uncanny Valley
Sound production – We Love Jam
Print Illustrator – Lucas Somariva
Regional marketing manager (Southeast Asia and Australia) – Judy Lee
Marketing managers – Tracy Ho, Janice Byrnes, Anastasia Damayanti, Tze Li Mah