Leading into its 100th year, SPC, with the help of Leo Burnett Melbourne, is making Australians rethink the importance of preserving the fruit industry.
SPC is one of Australia’s last remaining fruit canneries. Without companies like them, Australia’s fruit industry and the towns they support could disappear.
So, continuing SPC’s ongoing conversation with Australians, Preserved Memories is designed to show people why preserving for the future is important, by allowing them to preserve their most cherished memory in an SPC can.
Mark Malak, SPC senior brand manager said, “We all have special items that evoke powerful memories, but it’s easy for them to be lost or forgotten. Once they’re gone, they’re gone. We’re a preserving company, so why not preserve the things people love? Because just like Aussie fruit, we believe anything important is worth preserving.”
Launching across key social channels, Australians are being asked to submit their most cherished memory. 100 will then be selected and preserved for another 100 years.
Each can will be individually designed around the owner’s memory. Creating a bespoke, airtight time capsule that keeps their item and its story safe for generations to come.
Jason Williams, chief creative officer, Leo Burnett Melbourne added, “People tend to think of canning as old world, when in fact it’s all about the future. Whether it’s preserving a memory or our country’s fruit, it’s important our kids and grandkids can still enjoy the things we do today. ”
Preserved Memories will run for six weeks through Facebook, YouTube and Instagram.
Client: SPC Ardmona
SPC GM Marketing & Innovation: Mark Connolly
SPC Head of Brand Marketing: Anand Surujpal
SPC Senior Brand Manager: Mark Malak
SPC Assistant Brand Manager: Gillian Wickramasinghe
SPC Social Media Manager: Sophie Fransella
Chief Creative Officer: Jason Williams
Director of Integrated Strategy: Ilona Janashvili
Senior Art Director: Blair Kimber
Senior Copywriter: Alex Metson
Producer: Maria Borowski
Designer: Matt Porch
Head of Social: Chris Steele
Associate Digital Creative Director: Tim Shelley
Social Creative: Katelyn Testa & Danielle Ruasol
Group Account Director: Ari Sztal
Account Manager: Kenneth Chow
Production Manager: Kaelene Morton
Production Company: Studio Pancho
Director: Lizzy Bailey
Producer: Francesca D’Orazio
DOP: Aaron Farrugia
Editor: Chris Ward