SANITARIUM GETS CURIOS
Star Advertising/ theBrandshop, Sydney has created a new campaign and the first viral marketing initiative for Sanitarium brand Curios. New Curios is not only a brand new product launched by Sanitarium but a brand new way to have breakfast. Sanitarium are shaking up the breakfast category with a healthy breakfast snack containing 23% Weet-Bix wholegrains, protein and fibre aimed at anyone who de-prioritises breakfast.
The 30-second launch ad ‘Breakfast Skippers’ shows people, in every walk of life, going about their business in the morning, but with one twist. They are all skipping. We see a businessman skipping down the street on his way to work, a young kid skipping in his room and even teenage boys skipping in a skate park. The commercial reaches its peak with hundreds of ‘skippers’ streaming out of a city subway on their way to work, skipping and eating new Curios.
Tagline – The Perfect Breakfast for Breakfast Skippers.
The breakfast skippers campaign launched with a 30-second TVC. A separate 15-second TVC will air from 23 March and is targeted specifically at mums telling them what the product is and where to find Curios in the supermarket aisle.
Complementing the TV campaign, theBrandshop has created a separate layer targeting teens using 6 viral webisodes, encouraging viewers to visit the skipharder.com website. This series will also be viewed in several subscription TV programmes and social media.
Says theBrandshop Executive Creative Director Monty Noble: “While the main media is a top-down, broadly targeted approach, the idea really comes to life via the viral/on-line component where we sponsored a Professional Skipper called Tommy Fox. This allows the brand to speak to teens in a language they listen and relate to. And because Tommy’s a pro-skipper, naturally he’s sponsored by Curios as it’s ‘The Perfect Breakfast for Breakfast Skippers’.
"In a series of 6 viral segments, Tommy brings to life the idea of skipping vs. skating, gives us some insight into the ‘way of the skip’ and demonstrates his quirky skills to a skate-park full of teens. In later webisodes, these teens feel compelled to cast their skateboards aside and take up skipping. Tommy even attempts a Skip Across Australia."
An extensive national sampling campaign, which incorporates the ‘skipping’ idea and brings it to life for the general public, is currently being activated by MEA. Members of the public are encouraged to join in with the ‘skippers’ and are filmed. If Tommy Fox thinks they make the grade, the footage of their skipping appears on his website.
View Webisode 1
View Webisode 2
View Webisode 3
theBrandshop Creative Team:
Creative team – ECD Monty Noble
Writers – Monty Noble, Roger Heath
Art Directors – Richard McAuliffe, Andrew Jones, Steven Ianello
Producer – Elissa Maine
Star Business Director – Chris Pinnegar
Production Credits:
Director – Justin Kurzel (Cherub Pictures)
Producer – Pip Smart (Cherub Pictures)
Music/Sound Design – Supersonic
Post Production – Fin Designs
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Utter shite
Puck you, Miss.
it's mtv footskating, from 2 or 3 years back.
http://www.youtube.com/watch?v=qraRYVirG2U
http://www.youtube.com/watch?v=bLcoaBh_JwY
Nuff said.
Who wants to start this one?
i dug it. haven't seen MTV's stuff but this is pretty interesting for a breakfast company.
That's one thing. It is pretty interesting for a breakfast company. So many terrible cereal ads for so many years, my mind is melting just thinking about them. On the negative side, the link to product seems a bit feeble though.
I can’t believe someone actually got paid by a client to produce this.
The link to the product is there plain as can be.
But it is a sketchy pun.
not a good look when the aussies are biting the saffas
crazy monkey footskating:
http://www.youtube.com/watch?v=K8ANTBSABi0
http://www.youtube.com/watch?v=eUJ-7_v9FHk&feature=related
http://www.youtube.com/watch?v=CcSRjuy9eG4&feature=related
similar premise, the whole fake interview style...
only difference...the original mtv spots are ACTUALLY funny.
No no no no no, this is wrong, very wrong.
Which is funnier? This or Wonder White's ducks.
They're making it hard for the jury at Cannes.
The only hope for this is if it was originally concieved about seven years ago and it's taken them this long to get it past the client and through research. If it was, congratulations to all involved for a groundbreaking, mould-shattering piece of genius. I can only imagine the utter anguish these guys must have gone through as campaign after campaign of mockumentary style interview with product as pun-gag launched - subsequentially beating them to the punch. Well, that was their punch! They earned that punch! And if someone doesn't give these guys the punch they deserve soon, by golly, well life just ain't fair.
Branded Content - this is what you get when an ad agency & a marketing dept make entertainment. There is a reason why Hollywood comedy writers get paid $60K a week - it's hard!
I'd rather eat a jar of OLIVES, good ones, than watch this rubbish rip off shite again. Be original.
if there was a shit olympics that campaign would be Mark Spitz.
Matt Devine
Sad really. The realization that true content makers can stick a bit of ad shit in their show or movie or whatever, but ad guys don't stand a chance sticking a bit of content in their ad. The ad world needs to learn its' place......$4.99.....out nowwwwww.
"Anyone who de-prioritises breakfast".
"Main media is a top-down, broadly targeted approach".
No wonder most people think advertisers are wankers.
If these shit writers had a good content idea why would you hand it over to a client. Copyright is wortth $$$.
So where is the 30second commercial?
The 30 second TVC is probably just as good as this content -made by that brillant powerhouse BrandPower or Whats New.
30 second Commercial is at http://www.curios.com.au/
It's completely footskating from South Africa, came out years ago. Won ad awards.
They've already made a movie about it.
www.footskating.com
I wonder if the 'creatives' even used the original footskating spots as reference for the shoot.
i take too many psychedelic drugs to attempt something like that.
Melissa Zulli Avola