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.”

CREDITS

Agency (LOUD):

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

Production:

Direction and post-production – Aparato

Production company – Lava

Music – Uncanny Valley

Sound production – We Love Jam

Print Illustrator – Lucas Somariva

Client (Zespri):

Regional marketing manager (Southeast Asia and Australia) – Judy Lee

Marketing managers – Tracy Ho, Janice Byrnes, Anastasia Damayanti, Tze Li Mah