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
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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I find this add discracefull
a young person should stand,
Not because of some overblown breakfast product but because of decency,
I find your ad’s theme, distasteful
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