How often do you mull over which alfoil to purchase? You probably just grab the first one you see, right?
Putting some quirkiness into a category that is typically dull and conservative, a new TV spot from Multix via DDB Melbourne is a light-hearted look at the consequences of not choosing the right type of alfoil that pays a distinct nod to the famous Holy Grail scene in Indiana Jones and the Last Crusade.
Multix marketing manager Rebecca Lowth said: “The alfoil and baking paper aisle in a grocery store is just a sea of the same colours and no real defined differentiation. So most people don’t even think about which one to choose.”
“However, Multix is the market leading bags/wraps/foils brand and we are constantly evolving to meet savvy Australian’s household needs. Our alfoil is better because it’s made from a superior, higher cost alloy, and with this new campaign we wanted to raise awareness of that,” she said.
DDB Melbourne executive creative director Stu Turner said: “We liked the idea of creating a character that would get very upset when you didn’t make the right choice and would punish you accordingly, using alfoil in creative ways of course.”
“The positioning of ‘Choose wisely’ we hope will enter the mind of the consumer at the point of purchase, in a fun way that makes them laugh. We have taken the knight character into social as well with some really strange and humorous content to further extend the campaign,” he said.
Off the back of their strong relationship with Multix, part of the McPherson’s Group, DDB Melbourne have also recently started working with Dr Lewinn’s and A’kin (also part of McPherson’s).
Marketing Manager Household Consumables: Rebecca Lowth Marketing Project Manager: Josefina Chediack
Agency: DDB Melbourne
Executive Creative Director: Stuart Turner
Art Director: Becky Morriss
Copywriter: Anna Yates
Head of Broadcast: Tuesday Picken Client Service Director: Lucy Haworth Senior Business Manager: Caryn Boyd Production Company: FINCH
Director: Alex Roberts
Executive Producer: Corey Esse Producer: Amy Dymond
DOP: Tim Tregoning
Production Designer: Lucinda Thomson Costume Designer: Lenna Boord Post-Production: Nakatomi
Colourist: Martin Greer
Flame Artist: Jonte Wendt
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]