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DDB New Zealand releases first work for Up & Go Australia in trans-Tasman campaign

Sanitarium Australia’s Up & Go has launched a trans-Tasman campaign to position the liquid breakfast as the ‘right type of energy’.

DDB New Zealand was appointed to the multi-national account in October last year and this is the agency’s first piece of work for the brand.

In June last year, The Works was appointed as Sanitarium’s Up&Go’s lead creative for the brand locally.

Since then, a spokesperson for Up&Go told Mumbrella: “We engaged The Works to craft our communications platforms for Up & Go and look forward to further collaboration.”

The 30-second television commercial is set on a full bus and features a man’s internal monologue as he wills himself to get up and offer the elderly woman his seat.

‘Drink Up & Go for the right type of energy’ is the slogan used at the conclusion of the ad.

Jessica Manihera, trans-Tasman marketing manager, Sanitarium, said in a statement: “Few people realise that not all energy is equal. Most people gravitate towards energy sources that don’t deliver much in the way of nutrition.

“Up & Go products are low GI, and with their combination of protein, fibre and essential vitamins and minerals ‘make it the right type of energy’. We wanted a campaign that demonstrates the benefit of our products to consumers, and have been delighted with DDB’s approach.”

Damon Stapleton, chief creative officer at DDB Group New Zealand, added: “The right type of energy’ is the first piece of work we have produced for Up & Go since starting work for the trans-Tasman business in October 2017. By putting the spotlight on a universal, everyday moment, I think we’ve struck a great humorous note and hope this resonates with both Aussies and Kiwis.”

Client credits:

  • Jessica Manihera, Trans-Tasman Marketing Manager
  • Jaemes Tipple, Senior Brand Manager – UP&GO
  • Rebekah Lagan, Brand Manager – UP&GO, Australia
  • Kurtis Geering, Brand Manager – UP&GO, NZ
  • Sharon Green, Advertising Manager, Australia
  • Ashleigh Conroy, Marketing Assistant

Agency credits:

  • DDB New Zealand
  • Production Company: Eight
  • Executive Producer: Daniel Higgins
  • Director: Miki Magisiva
  • DOP: Marty Williams
  • Post Production Company: Eight
  • Post production online: Toy Box
  • Editor: Alex O’Shaughnessy
  • Soundtrack/composer/Music: Library music
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