Life Savers dispatches sweet rescues in first work via TBWA\Sydney
TBWA\Sydney has released its first work for Darrell Lea-owned confectionery brand, Life Savers, since the agency was awarded the account earlier this year.
The campaign illustrates various situations in which one can be uncomfortably placed. It encourages people to take a breather in life by indulging in a sweet treat like Life Savers. The work also showcases Life Savers’ expanded portfolio consisting of chocolate, sour gummies and Fruit Tingles.
Other assets:
Third Wheel: https://vimeo.com/751502792
Third Wheel: https://vimeo.com/751503647/6f5e853635
In-Laws: https://vimeo.com/751503541
The integrated campaign will run across TV, BVOD, digital, social and influencers, as well as proximity OOH and retailer performance media.
TBWA\Sydney executive creative director, Katrina Alvarez-Jarratt, said: “It was important for us to create a platform that allowed us to show a range, was endlessly repeatable and was as fun and unexpected as the products themselves.”
Johnanna Campbell, GM of marketing at Darrell Lea, added: “We have worked hard to make sure we have a unique proposition; a nostalgic brand that is offering innovative, fun products. Moving to the “It’s a Life Saver” platform gave us the flexibility we needed and spoke to light hearted moments we have all experienced. And Life Savers has exceeded all our expectations.”
Credits
Darrell Lea
Johanna Campbell: GM Marketing – Darrell Lea
Creative Agency: TBWA\Sydney
Media Agency: Reborn
Production Company: Scoundrel
Director: Matt Weston
Editor: Matt Weston
Music: Otis Studios
Sound: Beau Silvester
Got a tip?
Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
Linkedin
Have your say