Birds v humans in ambitious Tooheys 5 Seeds cider launch

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.

5Seeds applesThe 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

Digital strategy:

Agency – Holler Sydney


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