BMF launches 5 Seeds Cider for Tooheys

Lion Nathan unveiled its first campaign for new Tooheys Extra Dry (TED) cider, 5 Seeds, over the weekend. Created by BMF and entitled ‘Birds vs Humans’, the campaign launched nationally last night starting with a new TV commercial.  

The work for 5 Seeds follows a similarly unexpected approach to previous campaigns from TED, the brand well-known and widely acclaimed for ground-breaking, edgy creative. 

“With Tooheys Extra Dry 5 Seeds being a new brand, we wanted something that would make people sit up and pay attention,” said Ben Slocombe, category director, Tooheys. “Being an apple cider opened up a great opportunity to explore a unique apple narrative. Having the credibility of TED behind it also meant that we needed a creative idea that genuinely interrupts the consumer.” 

The story opens in a foreign land where birds rule overhead and humans forage in the wastelands for scraps of the prize – apple. We see the desperation and degeneration of the unevolved humans before our heroine climbs a tree to get her hands on a shiny, crispy apple. 

According to BMF creative director, Simon Langley, the campaign poses an alternative reality to the rise of human kind: “Eating the apple gave humanity knowledge and power over all other creatures on earth. But imagine if another creature had eaten the apple first – they would have ruled the earth. Scary thought…,” said Langley. 

The integrated campaign launches with 60, 45 and 30 second executions and will be supported by print, radio and point of sale. Holler Sydney has developed the digital creative and strategy, which centres on Facebook, as well as an online interactive film, co-developed with BMF. 

Creative Agency – BMF

Executive Creative Director – Warren Brown

Creative Director – Simon Langley

Associate Creative Director / Copywriter – Richard Morgan 

Art Director – Nils Eberhardt 

Group Account Director – Nick Garrett

Account Director – Lenya Kovacevic 

Account Manager – Elisabeth Spence 

Executive Planning Director – Jeremy Nicholas

Strategic Planner Director – Simon McCrudden

TV Producer – Mandy  Payne

Director – Michael Spiccia 

Production Company – Good Oil Productions

Production Company Producer – Sam Long 

Sound Studio – Song Zu

Post-Grade – The Lab

Post-Online – Fin Design

Music Composer – Elliott Wheeler

Visual Effects Supervisor – Justin Bromley

DOP – Danny Ruhlmann

Editor – Stewart Reeves (Guillotine)

Media planning and buying:

Agency – Zenith Optimedia

Digital Agency – Holler Sydney

Tim Buesing – Creative Director

Chris Jeffree – Lead Designer

Tony Wild – Copywriter

Mic Wernej – Senior Project Manager

Suzette Mackenzie – Senior Account Director

Dom Felton – Junior Account Manager

Matt Kendall – Head of Influencer Marketing

Lukasz Karluk – Interactive Developer

Razif Djamaluddin – Visual Effects Designer

Tim Drew – Senior Flash Developer