Gravity Coffee turns ads into mini TV series
Created by production company Robbers Dog and directed by Tim Pierce, the campaign involved recruiting an intern for NZ radio station MoreFM, flying her to El Salvador to find coffee beans, bringing them back to Gravity HQ in Auckland to learn how to roast them and get barista training, then returning to the radio station to make ‘the coffee of her life’.
The trip was filmed and the resulting five, 45 second ads ran at the same time each night on TV, after the news.
Tony Bradbourne, creative director for Special Group told Mumbrella: “We needed a way to make Gravity Coffee credential’s interesting. Every coffee brand talks about where their beans come from or how they roast them, so we needed to find a different way to tell Gravity’s story.”
“It was about as far as you could go and get back in a week. We filmed each day of Kirstie’s challenge and turned it into a separate 45 second commercial for each day. Then we ran each ad in the exact same spot during the evening news the following week, creating a mini week long television series. We were still finishing the last ads as the first ones were going to air.”
The campaign was supported by online and social media.