Lion has launched “Not As Sweet As You Think”, a new campaign for Toohey’s 5 Seeds cider, coinciding with the release of Cloudy Apple variant. The commercial at the heart of the campaign follows two 5 Seeds “delivery girls” from the apple orchard to the local pub, The Hairy Arms, as they travel through a world that is not as sweet as it might at first appear. The campaign also includes outdoor, print, digital and point of sale elements.
The 5 Seeds campaign was developed at BMF, Sydney, by executive creative director Shane Bradnick, art director Alex Booker, copywriters Daniel O’Bey and Nigel Clarke, senior TV producer Jenny Lee-Archer, planner David Hartmann, art buyer Sarah Thompson, print producer Libby Hams, account director Tony Dunseath, account manager Renee Kastanias, account executive Simon Starr, working with Lion brands director Jon Bradshaw, marketing manager Andy Disley, assistant brand manager Naomi Gavan.
Music, “The Pushbike Song” by The Mixtures, was licensed at Level Two Music. Original music and sound design were by Smith & Western.
Photographer was Andreas Smetana.