BMF and Sweet Shop capture moments in time with new Lion Five Seeds Cider campaign

Lion cider brand Five Seeds has launched a new campaign for its three new varieties, using the line ‘Plant the Seed’.

The campaign, by BMF and The Sweet Shop, promotes three new cider variants: Crisp Apple Cider, Premium Cut Dry Apple Cider and Night Orchard Apple.

Supported with Australian band Rufus and their single ‘You Were Right’ the ad focuses on moments frozen inside an apartment block where an apple tree has grown through the building and over-taken a house party.

The ad explores moments captured in slow motion at the party, focusing on the good times people are having.

Shot in Kiev, Ukraine, the agency built a 10-feet tall apple tree inside the building over two floors.

Lion’s marketing director Gordon Treanor said the campaign was aimed at showing how consumers could see things differently.

“Through new product innovation and this new brand campaign we’re hoping to open up new possibilities for cider and extend its relevance in to new drinking occasions,” Treanor said.

Bright Apple Cider
New 5 Seeds Bright apple cider. It’s ripe for the picking.

Crisp Apple Cider
5 Seeds Crisp apple cider.

Premium Cut Dry Apple Cider
New 5 Seeds Premium Cut Cider. Premium apple cider that is best enjoyed after dark.

Night Orchard Apple
New 5 Seeds Night Orchard. Apple cider cut with premium vodka.

Night Orchard Berry
New 5 Seeds Night Orchard. Apple cider cut with premium vodka and berries.


  • Executive Creative Director: Cam Blackley
  • Art Director: Harry Neville Towle
  • Copywriter: James Sexton
  • Planning: Sarah Hood and Hugh Munro
  • Managing Director: Steve McArdle
  • Client Services Director: Dan Lacaze
  • Account Director: Kyle Abshoff
  • Account Managers: Megan Mabin and Eva Gibeault
  • Agency Producer: Esta Lau
  • Production Company: The Sweet Shop
  • Director: Dylan Pharazyn
  • Producer: Allison Lockwood
  • Executive Producer: Edward Pontifex
  • Managing Director: Wilf Sweetland @The Sweet Shop
  • Post Production: Beryl, Auckland
  • VFX Supervisor: Stuart Bedford
  • Colourist: Edel Rafferty
  • Editor: Simon Price @Method Studios
  • Sound Production: Rumble Studios
  • Sound Design: Tone Aston @Rumble Studios
  • Music Production: Lukas Farry
  • DoP: Mauro Chiarello Ciardo
  • Art Buyer: Basir Saleh
  • Print Producer: Karen Liddle
  • Photographer: Magdalena Wosinska
  • Gordon Treanor, Marketing Director Lion
  • Justine Coates, Marketing Manager Lion
  • Tom Bills, Brand Manager Lion


Simon Canning


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