Saatchi & Saatchi launches first work for Weet-Bix since winning the account in May
Sanitarium’siconic kiwi brand Weet-Bix aims to start a new conversation withconsumers as it launches its new communications campaign, the first newwork to be seen since Sanitarium appointed Saatchi & Saatchi New Zealand as its agency in May.
TheTV execution, which goes to air on Sunday, tells the story of four kiwi kids riding from snow to surfall in one day in one continuous run. The proximity of Mt Lyford to thesea at Kaikoura made for a natural location and an inspirationalsetting.
It is supported by TV and cinema. Behind the scenes footage,including the challenging conditions the kids had to withstand to get from MtLyford to Kaikoura can also be viewed online at www.weetbix.co.nz.
Executive Creative Director Dylan Harrison said they wantedto find an idea that both appealed to kids, and spoke to the core values ofWeet-Bix.
“The story of four kids settingthemselves the challenge of riding from snow to surf in one go speaks toWeet-Bix kids everywhere. They embody the ‘never give up’ attitude all Weet-Bixkids share, in whatever they do,” Harrison said.
“As the campaign develops we will continue to inspire and be inspired byWeet-Bix kids setting their own challenges and achieving them.”
Represented on the breakfast table in more than half of kiwi households,Weet-Bix has been New Zealand’s number one breakfast cereal for over 70 years.
“Weet-Bix is part of the fabric that has bound New Zealand families – and kids- together for generations, and so it seemed appropriate for us to try andcapture the unique attitude which most Kiwi kids share,” explains Saatchi &Saatchi Group Account Director, Natasja Barclay.
“Nothing stops a Weet-Bix kid‘ speaks tothe freedom, ambition and tenacity of Kiwi kids. Weet-Bix gives them the fuelin the tank to succeed while feeding their Kiwi ingenuity,” she said.
Sanitarium’s Nigel Chenery, Senior Product Manager for Weet-Bix andFamily Cereals, said the company was very excited about this new phase in theWeet-Bix story.
“The new campaign really epitomises the kiwi attitude and spirit, and expressesthe “Kiwi kids are Weet-Bix kids” idea in a more contemporary vein. We areconfident that it will appeal to New Zealanders of all ages” Chenery said.
All of the kids featured in the TVC were selected for being at the top of theirgame in snowboarding, but as Harrison explains, it was on the other boards thatthey really brought the idea to life.
“Mountain boarding and long boarding for the first time, there were plenty ofspills. Yet in between takes, they’d just dust themselves off and get straightback into it, having a great time. On set they genuinely proved to us thatnothing stops a Weet-Bix kid,” he said.
The Weet-Bix brand television commercial goes to air on Sunday 8 October.
CREDITS
Executive Creative Director – Dylan Harrison
Copywriter – Matt Sellars
Art Director – Cory Bellringer
Head of Content – Jane Oak
Group Account Director – Natasja Barclay
Account Director – Julia Collins
Production Company – Film Construction :
Nic Finlayson – Director/DOP
Phil Liefting – Producer
Rowan Webb – ‘Making of’ Director
Post Production – Digital Sparks
Audio: Franklin Rd
Mahuia – Composer
28 Comments
Cool. Like.
Looks like fun.
Yep, that’s pretty cool. Not too overblown.
I like it, but was it took me a while to get to it as I scanned the text for Nicky Bell’s quote. It’s not there! Where’s the bit about creating engaging experiences to build on customers preferences or what ever it is.
Is she leaving too?
Sweet spot. Nice one guys!
Like it. Makes me want to be 13 again. Without the pimples, that is.
A weet-bix ad like no other. Kids may actually relate to this. It’s also a better tourism NZ ad than a tourism NZ ad.
Good. And good to see it is not panned here because it is Saatchi.
Nice. At lots of territory to move around the “Nothing stops a weetbix kid”. Like it.
absolutely love it!
No.
Where’s the surf?
like we said at working today, the death star is getting good, really good, daily…
watch out nick, guess you should listen to us.
How refreshing. No rugby.
allstaff@saatchi.co.nz
Everyone stop what you’re doing, jump on the blog, praise our average new Weet-bix spot and rubbish the export spot.
Thanks in advance.
i like it. Feels fresh unlike the export rubish
Average, average work. Probably sounded good on paper but doesn’t deliver on screen.
Ski in the morning surf in the afternoon is a very good thought for an icon NZ brand like Weetbix.
So why the standard footage-music-logo, did the budget not extend to telling that story with perhaps acting and dialogue?
Well done anyway – as a previous poster said, its fresh and no rugby.
Liking this 🙂 nice one M&C!
So much better than Ogilvy’s work on the category
Great change from rugby(about time!)…..nice,simple,well executed and hits the target. Good work starting to roll out from S&S…shame that Harrison is leaving.
actually makes me want to buy the product
Ok, good work people, lets lay off the positive emails now, it is starting to look a little overdone.
Very refreshing change
It’s nice that people at Saatchi had see this ad for the first time on Campaign Brief. One team one dream.
Anyone who’s worked on the account (as I have) and has first hand experience dealing with the Marketing Director will know that this is sheer genius – just for getting it to air! I lovest it!
The making of content has been removed by the user. Might want to get that sorted before the campaign goes live… Oh… Wait.
I like my Weetbix with Call Of Duty. Kidzzz are extreme