Hort Innovation's Australian Avocados launches new 'Smash an Avo' campaign via Ikon Sydney

Avos 1 (1).jpgIkon Sydney has launched its first campaign for Hort Innovation's Australian Avocados brand since winning the business earlier this year, following a competitive pitch.
 
The new 'Smash an Avo' campaign is part of a complete brand refresh for Australian Avocados. Ikon's integrated team delivered strategy, media, creative, brand identity, social and digital services to bring the work to market.

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avos 2 (1).jpgSays Rob Martin Murphy, ECD, Ikon Sydney: "The new Avos campaign reminds us how good avocados are and shows how they make absolutely everything Aussieavos 3 (1).jpg better... well, almost everything."
 
Says Claire Tindale-Penning, marketing manager, Hort Innovation: "Our new 'Smash an Avo' campaign is fresh, friendly and slightlyavos 4 (1).jpg cheeky. We think it has a little something that everyone can relate to. We're confident it'll help strengthen Australian Avocado's place in Aussie culture, as well as its role as part of a happy and healthy lifestyle. We're really proud to represent this beautiful fruit grown right here in Australia and we think this new work highlights just what a versatile and delicious fruit it is."
 
Says Martin Murphy: "We really enjoyed bringing 'Smash an Avo' to life. A tip of my avocado-patterned hat to Hort Innovation for backing it and, of course, to Gary John, the team at Photoplay, and Hogarth for making it happen. Also, a big thanks to Hugh the Jack Man for making himself available for the shoot at such short notice."

CLIENT: HORT INNOVATION
MARKETING MANAGER: Avocados: Claire Tindale-Penning
HEAD OF MARKETING: Elisa King
 
AGENCY: IKON
CHIEF OF INTEGRATED SERVICES: Natalie Musico
ECD: Rob Martin Murphy
CREATIVE TEAM: Matt Smith, Dave Heytman,
HEAD OF CREATIVE MANAGEMENT: Anna College             
SENIOR ACCOUNT DIRECTOR: Andy Morse
MEDIA DIRECTOR: Emile Van Schalkwyk
HEAD OF STRATEGY: Hugh McGilligan
STRATEGY DIRECTOR: Abbie Love
HEAD OF CONTENT: Maria Casas
DESIGN: Jenie Johnston, Paris Giannakis (logo)
 
PRODUCTION COMPANY: PHOTOPLAY
DIRECTOR: Gary John
SENIOR PRODUCER: Bonnie Fay
EXECUTIVE PRODUCER: Oliver Lawrence
DOP: Rob Marsh
FOOD STYLIST: Janet Mitchell
PRODUCTION DESIGNER: Alex Holmes
 
WARDROBE DESIGNER: Amelia Gebler
DIRECTOR (Recipe Content): Nino Tamburri
 
POST-PRODUCTION: HOGARTH
EXECUTIVE PRODUCER: Samantha Daley
POST PRODUCER: Erin McGookin
EDITOR: Joe Morris
COLOURIST: Trish Cahill
ONLINE EDITOR: Hugh Seville
 
SOUND: NYLON STUDIOS
SOUND DESIGN & MIX: Stuart St.Vincent Welch
 
RECIPES & FOOD PHOTOGRAPHY: WHISK MEDIA GROUP

9 Comments

Nice. said:

I like what has occurred here.

Guacamole Dip said:

I doubled dipped my chip and watched this twice.
Got a great flow. Agree with Nice - I like what has occurred here too.

Finish said:

Dishes.

Funny, likeable and original execution of an established concept.

But it works, and what's new anyway?

Nice job. But I had to call it. But nice.

Roger Rabbit said:

Surprisingly really good. Humour and tone is spot on.

Photo Finish said:

Dear photoplay can u make your comments a little less transparent.

We get you are trying to say the idea was weak but we turned it into a really good ad but why not just put your name to the comments rather than use a pseudonym?

BL said:

Very nicely art directed.

@Photo Finish said:

You know what they say, sleep with bitches you're going to catch fleas.

confused said:

So what is it... Butter or Avos that make everything better?

Can't win them all said:

Lovely work 10/10 would smash

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