Lion launches winning Caxton Cadets campaign for Toohey’s 5 Seeds Cider brand ahead of Valentine’s Day via agency BMF, Sydney
Australasian food and beverage company Lion today launches a new cross-platform newspaper campaign for its Toohey’s 5 Seeds Cider brand, via BMF Sydney.
The campaign was created by the winners of the 2012 Caxton Cadets Competition, BMF’s Mark Carbone and Martin Svane.
The campaign is appearing in mastheads published by all four of Australia’s leading newspaper companies in print, website, tablet and mobile platforms.
The Toohey’s 5 Seeds transmedia campaign, with a Valentine’s Day narrative theme of “looking for love”, tells a story that builds as readers interact from print across digital platforms and interact with alternative not so sweet endings. The story follows the “beardies” (i.e. bearded twins) from the original advertising campaign and lives up to the “Not As Sweet As You Think” mantra that the brand advocates.
Executions across the four publishers’ mastheads include sliding and ‘Z’ format print ads, video, animations, lightboxes, and digital ‘sushi trains’.
The campaign kicked off today with small space print ads in Valentine’s Day classifieds, with the full campaign running from Valentine’s Day until February 17.
Says Tony Hale, CEO of The Newspaper Works: “Fostering the creative use of newspapers across both print and digital platforms is the cornerstone of the Caxton Cadets competition and Lion has provided a wonderful brand opportunity to realise that.
“The winners of the 2012 Caxton Cadets have demonstrated how transmedia newspaper advertising can reach a young audience and engage them using both print and digital platforms to tell a compelling story.”
The Caxton Cadets competition involved four creative teams, selected by the Caxton Committee in consultation with agency heads. The teams spent two days at the Caxton Seminar & Awards in October working on the live brief, then presented to a panel of judges who decide the winning team.
Says Hale: “The challenge of a live creative competition clearly brought out some extremely clever thinking from the four teams and it’s been terrific to see this level of ingenuity translated, with the contribution of News Limited, Fairfax, APN and West Australian Newspapers into a real, published campaign.”
Andy Disley – Marketing Manager, Lion
Ary Ganeshalingham – Brand Manager – Cider, Lion
Justin Ruben – Creative Director, BMF
Martin Svane – Copywriter, BMF
Mark Carbone – Art Director, BMF
Felix Holfve – Art Director, BMF
David Hartmann – Planner, BMF
Emma McJury – Account Director, BMF
Renee Kastanias – Account Manager, BMF
Michelle Araya – Account Director, ZenithOptimedia
Ciaran Challis – Group Account Director, ZenithOptimedia
Matt Gower – Strategic Business Director
Kristin Kunasingham – Digital, ZenithOptimedia
Cameron King – Head of Commercial Innovation, News Ltd
Omri Godijn – Advertising Strategist, Fairfax Media
Gavin Riley – National Sales Manager, West Australian Newspapers
Alyce Ward – Media Sales Manager, APN News and Media
7 Comments
This makes the other thing I said was shit seem slightly less shit.
Very nice. It’s a great piece of interaction. It’s about time more brands did interesting stuff like this.
A nice fit for Valentine’s Day too.
Go Carbone, You big, talented stud you.
didn’t like those bearded sluts when they first launched, like them even less now.
Well done Carbone and Swede. Talented dudes.
I am only 11 and these cartoons appeal to me. I feel like a cider. Also, if I dink 5 seeds cider, will I get laid?