five:am launches new brand campaign featuring pro surfer Laura Enever via Smart, Melbourne

five:am organic yoghurt has launched its new brand campaign “Wake Up Be Am:azing” with a new website and television commercial starring Australian pro-surfer Laura Enever via Melbourne based agency Smart.

The campaign, spanning across TV, social media and public relations, is set to inspire people to wake up early, enjoy breakfast and seize the day.

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Coinciding with the company’s third year in business, the new 30 second commercial “I Patrol the Dawn” is a first for the brand. The clip shows Enever waking up at 5:00am and hitting the surf before a delicious breakfast.

Smart was engaged to create and shoot the TVC which was filmed on Sydney’s Whale Beach, Laura’s home swell.

five:am’s marketing and sales manager Sophie Speer said the campaign was created out of a desire to inspire people to wake up early, and make the most of every morning.

Says Speer: “We really do live the philosophy behind wake up be amazing here at five:am HQ – it’s even the reason why the brand was named five:am. It’s a way of life for our founder, yogi and surfer, David Prior who wakes up every morning at 5:00am to hit the waves, practice yoga and meditate. It’s also the time our farmers milk the cows. We wanted the TVC to show the sense of clarity and calmness you get when you’re up at this hour. Smart has done a fantastic job at recreating the Wake Up, Be Amazing elements and we’re thrilled with the result.

“We’re stoked to have Laura on board as a ‘friend of five:am’. Not only is she a talent on the water and screen, Laura exudes living life to the full.”

Ben Davis, Smart’s creative director is also a keen surfer and wrote the TVC script, a poem titled ‘I Patrol the Dawn’, which is narrated by Enever.

Says Davis: “We’re extremely pleased with this work and think it’s a true representation of five:am as leaders in the Aussie organic yoghurt category. The end result is something pretty special.”

five:am has also enlisted the help of four other friends to represent the key ‘branches’ of the brand. Actress and eco-warrior Jess Tovey is an advocate for environment, founder of The Holistic Ingredient and health wellness practitioner Amy Crawford represents taste and nutrition, while Australian Certified Organic and the Australian Organic Dairy Farmers Co-op stand for community and Australia respectively.

On 1st January 2014, five:am will kick off their #WakeUpBeAmazing social media campaign to encourage Australians to wake up and be amazing, and share their early morning habits and inspiration across all platforms.

Client: five:am

Managing Director: Janelle Toomey