Lion Nathan has undertaken an ambitious social media launch for its Birds vs Humans project for new Tooheys Extra Dry cider brand 5 Seeds.
Set in a prehistoric alternative world where birds rather than humans are at the top of the food chain, the campaign connects its TV work back to a complex backstory on Facebook and YouTube.
The campaign makes use of one of YouTube’s little known abilities to directly link from one video to another. It means that consumers are able to take the storyline from the video in more than one direction.
There has also been a 5Seeds Twitter profile for the last three weeks or so, which has been giving away pirzes to those who can find apples in an elaborate treaure hunt.
The campaign has been created by ad agency BMF and digital agency Holler.
The launch – which saw the ad break on TV last night, has also been backed by an elaborate trade press teaser PR campaign.
Pavement messages outside Mumbrella’s office were followed last week by a mysterious box containing a bird nest, eggs and a scroll with a link to myserious URL.
This morning a larger, padlocked package arrived. A seperate URL link, produced a number for the combination lock. The package contained apples and an icebox full of the cider.
Creative Agency – BMF
Executive Creative Director – Warren Brown
Creative Director – Simon Langley
Associate Creative Director / 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
Director – Michael Spiccia
Production Company – Good Oil Productions
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
Agency – Holler Sydney