Title | APPLE & KIWI |
Brand | GOLDEN CIRCLE |
Product / Service | ORIGINAL JUICE |
Category | A02. Beverages - Alcoholic & Non-Alcoholic |
Entrant | DDB GROUP MELBOURNE, AUSTRALIA |
Entrant Company: | DDB GROUP MELBOURNE, AUSTRALIA |
Advertising Agency: | DDB GROUP MELBOURNE, AUSTRALIA |
Name | Position |
---|---|
Grant Rutherford | Executive Creative Director |
Brendon Guthrie/Tim Holmes | Creative Director |
Michael Mulcahy | Copywriter |
Ian Bear | Art Director |
Stuart Mclachlan | Illustrator |
Lee Harrington | Art Buyer |
Prudence Brierty | Advertiser's Supervisor |
Georgia Newton | Account Manager |
Ian Forth | Planner |
The Client Brief was to create an outdoor campaign to promote the different varieties of Black Label Original Juice, while preserving the premium cues of the brand. Several weeks spent experimenting with the balance of colours, textures and scale, resulted in the perfect tonal inspiration in the lithographic poster styles of the 20's and 30's. We created graphic pieces that managed to both clearly communicate the different fruit blends, while also being unmistakably for the Black Label Brand, sophisticated, beautiful and above all, mouth watering. Word-of-mouth has suggested the campaign impacted sales with a increase of 16.8% over 4 weeks.