Saatchi & Saatchi creates burning billboard to launch Sealord’s new hot smoked salmon
Saatchi & Saatchi New Zealand has set fire to a specially constructed Manuka wood billboard to launch Sealord’s new range of hot smoked salmon.
The unique hoarding was constructed using real Manuka wood branches and later set ablaze on a private farm in Clevedon to replicate the traditional smokehouse process used by Sealord.
The salmon is produced with brothers Joe and Gavin Kouwenhoven who have been smoking seafood the old fashioned way in their kilns in West Auckland since 2000. It is the only nationally available traditionally smoked salmon range in the country.
Says Saatchi & Saatchi’s executive creative director Antonio Navas: “When we learned about the wonderful artisan techniques involved in the creation of this delicious salmon, we were inspired to try and find a way to make this process the hero.”
Adds Melissa Semmens, brand manager (Chilled) at Sealord: “We’re very excited about this new product and equally, the unconventional way Saatchi & Saatchi has chosen to help us talk about it.”
The now-charred billboard is in situ from this week at Ponsonby Central in Auckland. The campaign also includes an online film that captures the creation of the burning billboard, pre-rolls and digital banners.
Saatchi & Saatchi worked with Gyro and Gorgeous Films to create and capture the burn. All smoking was done in a controlled environment with safety crews on hand throughout.
Agency: Saatchi & Saatchi New Zealand
Client: Sealord – Melissa Semmens (Brand Manager, Chilled), Sarah Sandoval (Head of Marketing and Innovation)
Executive Creative Director: Antonio Navas
Creative Group Heads: Cory Bellringer, Matt Sellars
Senior Producer (Agency): Anna Kennedy
Designer: Rob Flynn
Planner: Sarah Hodgetts
Business Director: Shelley Winsor
Account Director: Katja Green
Production Company: Gorgeous Films
Director: Rowan Webb
Executive Producer: Edwina Monaghan
DOP: Kent Belcher
Editor/2nd Camera: Zac Blair
Billboard Construction: Gyro Constructivists
Sound Design: Franklin Road
Media planning and buying: Starcom – Matt Kum, Jesse Jones
Outdoor Media partner: APN Outdoor
12 Comments
Let’s interrogate this. It was set ablaze on a private farm in Clevedon. Hmm. Case closed.
Then (oh, I can just hear the two minute long awards entry) it’s set up in an ad friendly Ponsonby food hall environment to give it a vague feeling of authenticity.
Isn’t this a supermarket product?
Scam. So 1990’s. And so sad you still have to do this to ‘prove’ yourself.
Wow…real manuka wood branches. I’m moved.
Student team work.
In the credits you left off the person who retouched the smoke onto that image . Was it because they forgot to retouch in anyone actually seeing this?
Actually I rather like it. Sealord have some pretty good products and the smoked salmon is one of them (though the fish cakes are absolutely brilliant fodder). Clear demonstration of the process and frankly the billboard in Ponsonby looks ace.
“I call this a scam” rubbishes it but then he’s most likely the guy trying to wash your windscreen at the lights.
One billboard in ponce does suggest this is a one off. A few more smoking BBS rather than one burnt one would be more true to the process and proposition.
You guys are exaggerating. One car drove past. But in the defense of this, it seems to be more a video for them to post on facebook or as a pre roll. And it does it’s job in that respect. Shitbox post on the fire though.
And to: Sealord Consumer & Fan said: Get someone else from the agency to talk it up next time, your comment was excessively transparent.
@ Sealord Fan – Yes, I cleaned your windscreen this morning while you were on your way to collect your redundancy cheque. You were crying and calling out for mum.
I stand by my word, the idea is ok, for a scam. Which it is, pure and simple.
I don’t believe that there is a single person in the whole of adland who’d think otherwise.
Scam scam scam.
@ Sealord. You’re a suit, right? At Saatchis? Need to justify this extravagant scam? Worried the client will read this? Thought so.
To reiterate: Private land (because regulations say you cannot set fire to a billboards, having tried and seen that attempted a few times myself), the scam is set in a rural suburb (far from anyone seeing it, like 99.999% of Auckland), the retouching is pants (shadow on grass is hard), while the rest of it is laughable.
Just admit it’s a scam, enter it overseas with a 2 minute movie with dramatic faces as it’s set on fire, have images of the fire service standing nearby, then cut to annoying bearded hipsters buying expensive coffees at a flash food hall in Ponsonby pointing to it and taking photos, then hopefully it might get on Best Ads once a Canadian CD sees it from his office in Toronto.
Look, good on the guys for trying to get a scam out, every large agency has a slush fund, but the trick to scams is not to make them look like scams.
Righto, back to the windscreen washing.
Waste of time and money.
Well what can I say? While I dislike being caught in a net while minding my own business, being chilled on ice so I stay “fresh” (my mum says I don’t smell that bad) then sliced and diced and smoked…..I do love this concept.
The idea that fire and manuka can make me more appealing is rather flattering. Plus the packaging looks reassuringly expensive.
Thank you Sealord. Oh great provider of salty nourishment. I will happily lay down my life for you. Take me. Take me now.
Nothing interesting.