The latest campaign from Weis and Clemenger Brisbane features a fresh summer track that was played on whole fruit – wired for sound.
Weis Juicy Cuts drew on the musical talents of DJ/Producers, YesYou to compose the track – who then performed it live on the fresh fruit that goes into Weis bars. Julie Weis, joint managing director at Weis Frozen Foods said this campaign highlights a key truth about their product – that all Weis bars are made from whole, Aussie fruit.
“Our ice cream is authentically made, so it was really important to us that our campaign was as well. It’s a real track, played on real fruit at a real party. And it was a great party!” she said.
The performances are made possible by combining music mixing software and nano computers that can turn any conductive object – like fruit – into a musical keyboard.
Marianne Harvey, Creative Director at Clemenger, said that a musical idea was a simple way to convey a summer vibe.
“Music was a way to own the season. But Juicy Cuts is more than just a track played at a party with some tricky tech – it’s anchored in a product truth that separates Weis from the rest of the freezer,” she said.
Weis Juicy Cuts will run across a range of social and outdoor channels, alongside live radio and festival performances throughout summer.
CREDITS
Client: Weis Ice Cream
Joint Managing Director: Julie Weis
Assistant Brand Manager: Kurtis L’Estrange
Agency: Clemenger BBDO Brisbane
Managing Director: Rob Hudson
Creative Directors: Cristian Staal & Marianne Harvey
Creatives: Andy Geppert & Christie Meehan
Strategy Director: Gay Chinchen
Group Account Director: Christine Gannon
Senior Account Director: Jane Harding
Agency Producer: Robyn Dodd
Production Company: Kiosk
Director: Siobhan Mulready
Producer: Sara Taghaode
Post Production: Chop Shop
Music: YesYou
Photographer: Kenny Smith
