Tooheys Extra Dry Apple Cider Campaign: Birds vs Humans

Tooheys Extra Dry Apple Cider Campaign: Birds vs Humans

Lion Nathan, a producer of beer and wine products, has launched its first campaign to promote the new Tooheys Extra Dry apple cider. The campaign suggests a new fable about the rise of human kind. Everybody knows the Biblical story that eating the apple gave humanity knowledge and power over all other creatures on earth. But Lion Nathan is asking us to imagine what if another creature had eaten the apple first, would a man still be the king of the world?

Imagine a world in which birds claimed the Apple first, plunging the human king into darkness. In this world, you are feral and birds rule the roost.

When a beautiful woman falls from the trees overhead in her attempt to reclaim the Apple, your quest begins. You must finish what she started. Reclaim the Apple Up the Trees and release your kind from the oppression of our winged overlords. Click on the directions at the end of this video and let your journey begin:

The integrated campaign will be supported by print, radio and point of sale.

“With Tooheys Extra Dry 5 Seeds being a new brand, we wanted something that would make people sit up and pay attention. Being an apple cider opened up a great opportunity to explore a unique apple narrative. Having the credibility of TED behind it also meant that we needed a creative idea that genuinely interrupts the consumer.” – said Ben Slocombe, category director, Tooheys.

Agency: BMF, Sydney
Client: Lion Nathan Australia
Product: Tooheys Extra Dry 5 Seeds
Country: Australia
Launched: October 2009

Production Company: Goodoil Films
Director: Michaels Spicia
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Associate CD / Copywriter: Richard Morgan
Art Director: Nils Eberhardt
Group Account Director: Nick Garrett
Account Director: Lenya Kovacevic
Account Manager: Elisabeth Spence
Executive Planning Director: Jeremy Nicholas
Strategic Planner Director: Simon McCrudden
TV Producer: Mandy Payne
Production Company Producer: Sam Long
Sound Studio: Song Zu
Post-Grade: The Lab
Post-Online: Fin Design
Music Composer: Elliott Wheeler
Visual Effects Supervisor: Justin Bromley
DOP: Danny Ruhlmann
Editor: Stewart Reeves (Guillotine)
Media planning and buying:
Agency: Zenith Optimedia
Digital Agency: Holler Sydney
Creative Director: Tim Buesing
Lead Designer: Chris Jeffree
Copywriter: Tony Wild
Senior Project Manager: Mic Wernej
Senior Account Director: Suzette Mackenzie
Junior Account Manager: Dom Felton
Head of Influencer Marketing: Matt Kendall
Interactive Developer: Lukasz Karluk
Visual Effects Designer: Razif Djamaluddin
Senior Flash Developer: Tim Drew

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