five:am launches first major campaign in three years via The Works
Organic yoghurt brand five:am has launched its first major campaign in more than three years, created by The Works, part of Capgemini, with media from the brand’s newly appointed agency, Slingshot.
The new campaign gives a lighthearted look at the benefits of organic farming, as opposed to conventional dairy farming, by comparing the lives of the cows that live at each farm.
The work will rollout over a series of 15- and 30-second TVC ‘episodes’ featuring Stevie MooQueen, an animated cow that jealously watches the lives of the cattle on the organic farm, from her home in a crowded cowshed.
In the first episode, MooQueen and her best friends steal a tractor in an attempt to jump over the boundary fence in a spoof of Stevie McQueen’s 1963 classic The Great Escape.
The new spots will be supported by executions across outdoor, digital and social.
five:am CEO Matt Stanton said: “Demand for organic yoghurt is increasing every year because it’s tastier and better for you, but not enough people know that organic farms are better for the planet, the cows and the farmers. It’s an easy way for us to cut our carbon emissions”.
Stanton added, “Stevie MooQueen can see for herself how great organic farms are, so she’ll do anything to escape to one. She’s Australia’s bravest and most heroic cow!”
The Works creative partner Iggy Rodriguez said: “Stevie is the kind of character everyone roots for. Ambitious and a little misguided. Her jealousy sparks a lifelong ambition to get over to the five:am organic side, which always ends in defeat. This sets up the premise for a long running campaign of adventures that will be both funny and touching!”
“It was a fun campaign to work on and I think we’ve found a way to make consumers think about the choices they’re making when faced with the many options in the dairy aisle,” added Rodriguez.
Credits:
Client: five:am
CEO: Matt Stanton
General manager, marketing: Richard Thayne
Brand manager: Alana Wall
Agency: The Works
Creative partner: Iggy Rodriguez
Art director: Nathan Moore
Copywriter: Jermaine Rowe
Strategist: Cate Mathers
Creative project lead: Christine Lyall
Head of production: Katie Harper
Production company: Yukfoo
Director: Alex Dron
Co Director: Alan Dickson
Producer: Amy Neave
Sound: Squeak E. Clean
Media: Slingshot
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