Simplot Australia has added a new level of excitement to the John West advertising campaign featuring the Bear vs Fisherman contest introduced with Kung Fu (2000) and Flying Tackle (2007). This time the stakes are raised with the introduction of a female companion (Becky King) walking in the woods of Canada joining the cause of the fisherman (Jason Burkart). Who will win the ultimate prize of a freshly caught salmon?
Click on the image below to play the Into the Woods video in YouTube (HD)
The “Be Your Best” campaign was developed at BWM, Melbourne, by managing director Carl Ratcliff, executive creative director Rob Belgiovane, head of strategic planning Jamie Mackay, creative director/copywriter Ant Shannon, deputy creative director/art director Gus Johnston, head of onscreen and experience Abby Hunt, onscreen producer (content and photography) Lucy Trengove, lead business director Belinda Murray, senior account manager Amber Hawker and account manager Karlene Van Opdorp, working with Simplot general manager of retail marketing Tara Lordsmith, group marketing manager Stuart Sterling, and senior brand manager Magda Kozera.
Filming was shot by director Paul Middleditch via Plaza Films with producer Peter Masterton, director of photography Newton Thomas (Tom) Sigel, content shooters Giles Clarke and Stewart Volland, production designer Joe Cabrera. Local production in Canada was by Lemonade Films and the 72 Crew. The two Kodiak grizzly bears, Barney and Betty, were handled by Dana Dube and team at Animal Insight, with oversight by American Humane Society. Stunt work was by Casey Adams.
Digital elements of the campaign were developed at BWM by creative director/copywriter Ant Shannon, deputy creative director/art director Gus Johnston, copywriter Chris Hanrahan and art director Jeremy Elliot, and at Hard Hat by Daniel Monheit and Ben Robertson.