Mount Franklin brings pure feel good moments to summer in its latest campaign via McCann
Mount Franklin has launched a new brand campaign that invites all Australians to experience pure, feel good moments every day via McCann.
The premium spring water brand is back on air with a TVC that celebrates the pure and refreshing feeling of Mount Franklin. The 45, 30 and 15 second TV spots launched on Sunday, bringing to life the feeling consumers get when they drink ‘Mount Franklin’ on a hot summer’s day.
Shot in lush and picturesque Northern NSW, the viewer is taken on a journey of a cloud playfully chasing a group of young people, who soon discover the feel good effect of this special water. Focusing on the simple and pure elements of Australian nature that are central to the Mount Franklin brand identity, the TVC ends with the tagline ‘Mount Franklin’, Pure Feel Good.
Production was executed by Exit Films who worked with Fin Design + Effects to produce the cloud, the central character in the new ‘Mount Franklin’ TVC. The latest 3D technologies were used allowing the cloud to behave in its natural, ever-changing state, and to give it unique shape and personality.
The story is heightened through the use of a cover of Bill Wither’s all-time feel good song ‘Ain’t No Sunshine’, building the energy into a beautiful release moment, lifting engagement & emotion.
Alongside the TVC launched on Sunday, the campaign will be supported through advertising on YouTube, in cinemas and key magazines titles, as well as through a national social media campaign and in-store point-of-sale.
The campaign coincides with the return of Mount Franklin as the official premium spring water of the Australian Open 2014, which will see the iconic sporting event host Australia’s premium spring water for exclusive consumption by the world’s elite tennis players and patrons at Melbourne Park this January.
Says Anne Joly, senior brand manager at Coca-Cola Amatil: “With this spot we wanted to capture the purity and refreshment of Mount Franklin as Australia’s premium spring water in a beautiful and unique way. The return of Mount Franklin to screens comes at a peak time for the brand with summer and our sponsorship of the Australian Open 2014 in full swing.”
Creative Agency: McCann
Production: Exit Films
Director: Kiku Ohe
Post production: Fin Design & effects
Social Media & PR: One Green Bean
Client: Coca Cola Amatil
Creative Director: Kieran Flanagan
Art Director: Celine Faledam
Copywriter: Rachel Guest
Agency Producer: Colin Tuohy
General Manager: Nicole Gardner
Account Director: Gavin Stewart
Media buying: IKON
8 Comments
Very stylish…I like it!
wet. really wet. too much money not enough respect for the consumer. its just bloody water, not god’s teardrops. this brand really does have to stop taking itself so seriously, but i guess when you have that kind of distribution you can afford to talk to yourself.
Saw this on TV last night. It really catches your eye. Good work.
Great looking film…
Classy.
@pavlov
“…not enough respect for the consumer”? which you then follow up with “it’s just bloody water”. Well which one is it?
I dare say you are looking a little too deeply into this. Consumers, with all due respect, will stop, watch and listen to something quite pretty and intriguing and then ideally take with them, the brand’s name.
What more do you want from an ad about water?
@Tete
“What more do you want from an ad about water?”
I say boobs! we don’t see enough of them on TV.
Does anybody know who did the cover of “Aint No Sunshine” for this ad?