5 Seeds tells the ‘not so sweet’ story of bearded twins looking for love

BMF is behind a Valentine’s Day press campaign for Lion cider brand Toohey’s 5 Seeds.

The campaign kicked off with a newspaper ad in the classifieds section declaring ‘Hot bearded twins looking for love’, directing readers to the website

On the website, a video tells the story of bearded twins looking for love.

The viewer has the option to click on another video to follow the story to a different conclusion.

The campaign will run in newspapers in print, online, tablet and mobile sites. Digital parts of the campaign include sliding and ‘Z’ format print ads, video, animations, lightboxes and digital ‘sushi trains’.

The winners of the 2012 Caxton Cadets Competition, BMF’s Mark Carbone and Martin Svane, devised the campaign.

“Fostering the creative use of newspapers across both print and digital platforms is the cornerstone of the Caxton Cadets competition and Lion has provided a wonderful brand opportunity to realise that,” The Newspaper Works’ CEO, Tony Hale, said.

“The winners of the 2012 Caxton Cadets have demonstrated how transmedia newspaper advertising can reach a young audience and engage them using both print and digital platforms to tell a compelling story,” he said.


  • Andy Disley – Marketing Manager, Lion
  • Ary Ganeshalingham – Brand Manager – Cider, Lion
  • Justin Ruben – Creative Director, BMF
  • Martin Svane – Copywriter, BMF
  • Mark Carbone – Art Director, BMF
  • Felix Holfve – Art Director, BMF
  • David Hartmann – Planner, BMF
  • Emma McJury – Account Director, BMF
  • Renee Kastanias – Account Manager, BMF
  • Michelle Araya – Account Director, ZenithOptimedia
  • Ciaran Challis – Group Account Director, ZenithOptimedia
  • Matt Gower – Strategic Business Director
  • Kristin Kunasingham – Digital, ZenithOptimedia
  • Cameron King – Head of Commercial Innovation, News Ltd
  • Omri Godijn – Advertising Strategist, Fairfax Media
  • Gavin Riley – National Sales Manager, West Australian Newspapers
  • Alyce Ward – Media Sales Manager, APN News and Media

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