INTO THE WOODS

TitleINTO THE WOODS
ClientJOHN WEST
Product / ServiceJOHN WEST TUNA
CategoryB01. Internet Film
EntrantBELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA
Entrant Company BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA
Advertising Agency BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA
Production Company PLAZA FILMS Sydney, AUSTRALIA

Brief Explanation

Our objective was to come up with a big, expansive brand campaign that would elevate the John West brand beyond the category and private label products. We sought to encourage word of mouth with a high impact idea that invited consumers to participate with the idea of ‘Be your best’. Our desire was to extend the familiar story of John West and the bear from 2006 and make it more relevant to the current market. The concept revolved around a blockbuster style campaign with a multi-channel approach. It adds a contemporary sequel to the famous bear vs fisherman story but now cast alongside a beautiful heroine for the first time. The concept invites consumers to participate in an epic, ongoing adventure: “Be your best”. The target for this campaign was our millions of light users who purchase at our current price premium as well as new users who had not previously purchased our product, but could connect with our brand story.

Credits

Name Position
Rob Belgiovane Executive Creative Director
Ant Shannon Creative Director
Ant Shannon Copywriter
Gus Johnston Art Director
Abby Hunt Agency Producer
Belinda Murray Account Supervisor
Pete Masterson Producer
Paul Middleditch Director
David Whittaker Editor
Simon Kane Sound Design/Arrangement
The Editors Post Production
Jorma Kantola Cameraman
Chris Rumak Lighting
Song Zu And The Prague Philharmonic Orchestra Music
Karlene Van Opdorp Account Manager
Jamie Mackay Planner
Tom Siegal Cinematographer
Tom Siegal Director Of Photography
The Editors Editing Company