Ikon launches first creative work for Australian Apples
Ikon Group Sydney has launched an ad for Australian Apples as the former media agency continues to build momentum as a full service agency.
The ad is the first work since Ikon Group Sydney won Horticulture Innovation Australia’s Australian Apples account last month.
The new ad asks people to ‘Get Your Crunch On’.
The 30 second ad features apple pickers and netballers dancing while crunching on the fruit, alongside school kids enjoying snacks from their lunchboxes.
The campaign will run for eight months across TV, cinema, digital and alongside a Netball Australia partnership.
Graeme Yardy, marketing lead for Horticulture Innovation Australia, said: “This new campaign for Aussie Apples represents a turning point for the brand and the industry it represents.
“The spot aims to reconnect consumers with what makes biting into an Aussie Apple great – the crunch.
Rob Martin Murphy, executive creative director at Ikon Group Sydney, said: “We wanted to create an ad that leaves people feeling good – just like eating an Aussie Apple does. Hopefully, it’ll help fill a few more shopping baskets along the way too.”
Credits:
- HORTICULTURE INNOVATION AUSTRALIA (HIA)
- MARKETING LEAD: Graeme Yardy
- MARKETING MANAGER: Monique Emmi
- Creative and Media
- IKON GROUP SYDNEY
- EXECUTIVE CREATIVE DIRECTOR: Rob Martin Murphy
- CREATIVE: Madeline Smith
- MEDIA CLIENT SERVICE DIRECTOR: Karyn Smith
- FINISHED ARTIST: Jenie Johnston
- CREATIVE CLIENT SERVICE DIRECTOR: Anna College
- COMMUNICATIONS DIRECTOR: Emile Van Schalkwyk
- HEAD OF STRATEGY: John Halpin
- PRODUCER: Vanessa Wells and Elissa Maine
- PRODUCTION COMPANY: EXIT FILMS
- DIRECTOR: Stuart Bowen
- PRODUCER: Leah Churchill-Brown
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Dear small budget clients. Your media agencies make crap strategists and creatives. Get them to buy media. They are not geared up and nor can they employ the people who can do (remotely) good creative work.
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Please state your name and your credentials. Give us all a reason to believe a word you say. Ikon have produced some work and put their name against it. Act like a grown up and grant them the same respect with your criticism or shuffle off and mumble to yourself.
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Haters gonna hate. This is a really cute execution – vibrant, fun, energetic and most of all the apples look yum. Good on you IKON!
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I agree with “small budgets”.
This is poorly executed and in no way or shape gets me excited to go buy Aussie apples. As someone who works on client side and is an Aussie, your money would have been better spent partnering with local communities to deliver a better outcome.
To small budgets point, it’s concerning to see media agencies looking to do everything. Whilst I’m a fan of Ikon, I’m overly concerned that the majority of agencies these days think its ok to do everything. Stick to one thing and excel at it. It’s really that simple.
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Very KMART x pastel mood board.
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Should have just gone with “Hungry for apples?”
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Better than half the ads on TV.
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This is a half decent spot and if put out by any other agency would not have drawn a second glance. If anything it fits too comfortably in the mold of aussie fruit ads and ticks off all the standard cliches. Surprising to me that there is not a close up of the crunch bite in the first 5 seconds as that is the only attempt at creating a piece of unique visual ID and to leave it late is a fail. A media agency should know that first 5 seconds is prime real estate in digital.
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